Adobe’s “State of Create” Study

Posted by Paladin on July 17, 2012

Adobe recently released their “State of Create” study, a global benchmark study on attitudes and beliefs about creativity at work, school and home. The study uncovered interesting statistics and valuable findings regarding the state of creativity and how it affects our global workforce. Research firm StrategyOne surveyed 5,000 adults in five countries: US, UK, Germany, France and Japan. Initial findings provided insights into the most “creative” counties and identified attitudes and beliefs about creativity and its role in business, education and society.

The survey focused on “The Creativity Gap,” or the undiscovered potential of humans to reach their full creative potential. All five nations surveyed overwhelmingly indicated their strong belief in the correlation between creativity and economic growth. However, less than half of adults surveyed described themselves as “creative.” Only 1 in 4 people believe that they are living up to their creative potential. This findings shows a great opportunity for the increase in create professionals in the US and global workforce. Additionally, an overwhelming 76% of Americans feel that being creative is valuable to society.

In addition, the survey took a close look at the “Workplace Creativity Gap,” defined by the increasing pressure to be productive rather than creative at work. According to the Adobe survey, the average employee only spends about 25% of their work day “creating.” This low statistic depicts a large opportunity for growth in regards to employee engagement and creativity. In addition to the need for increased creativity within professional positions, the overall perception of creativity within the workforce was low. Many adults did not recognize that they were” creating” in non-conventional positions. It is important to take a closer look at our perception of creativity – and the ability to “create” in a much larger range of positions.

Additional findings within the “State of Create” study noted the universal concern that educational systems are stifling creativity. This particular survey questions also concluded that the US takes creativity for granted, while 70% agreed with that statement.

The US showed unique results in contrast to the other four nations. The majority of American respondents expressed strong concern that they were not living up to their creative potential, placing high value on creativity. Americans in general noted that they believe the US is the most creative nation, among the rest. Additionally, more than 50% of US respondents described themselves as “creative,” while only 39% did globally. The percentage of US adults who indicated themselves as someone who creates was 70%, while it was only 60% globally.

The survey also prompted participants to provide open responses, including to define “creative.” One US participant defined the word, “Being creative is being able to something unique in the world and finding a way to express that in a variety of ways.” Another response defined “creative” as, “To make something that did not exist before one creates it is being creative. To take something that exists and use it to make something else is being creative. To solve a problem by means of unconventional thinking is being creative.”

Creativity clearly plays a large role in the lives of American professionals. One respondent noted in regards to the role that creativity plays, “It is when there are problems in life that are blocking me from doing certain things, and I have to find a creative way to overcome those obstacles.”

For more information on this survey, and how Paladin can help you find your creative path, contact Paladin today!

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