Eighty-five percent of U.S. respondents say creativity makes them better leaders, parents and students
On the eve of Adobe MAX 2016, the world’s premier creativity conference, Adobe (Nasdaq:ADBE) today released global survey findings that show investing in creativity pays off with tangible benefits – from higher income to greater national competitiveness and productivity. The report, “State of Create: 2016,” which surveyed more than 5,000 adults across five countries, reveals people who identify as creators globally report household income that is 13 percent higher than non-creators. Globally, more than two-thirds believe that being creative helps make people better workers, leaders, parents and students.
“An investment in creativity and design is simply good business,” said Mala Sharma, vice president and general manager of Creative Cloud at Adobe. “Creativity and productivity go hand in hand, but investing in creativity isn’t on the agenda for enough of today’s leaders. This survey provides a big wake-up call to businesses that they need to think differently and give employees the tools and freedom to be creative.”
U.S. respondents rated the importance of creativity higher than the global average across many dimensions shown below. Key findings from U.S. respondents include:
Creativity delivers benefits for creators, economy and society
Creativity has permeated every aspect of society and has become vital to financial and economic success.
Creativity and design make for good business
Creativity’s benefits are not just for individuals – businesses benefit from prioritizing creativity and good design.
Governments and schools have a creativity imperative
Governments that invest in creativity are viewed more positively by U.S. respondents, but there is a clear disconnect between the high value society places on creativity and the lack of investment in creative education.
Japan seen as the most creative country
In addition to their views on creativity, respondents were asked for their opinions on the most creative country and city in the five countries surveyed. Globally, Japan is regarded as the most creative country (34 percent) and Tokyo the most creative city (26 percent), followed by the U.S. (28 percent) and New York (23 percent), respectively.
About the Adobe “State of Create: 2016” Study
The “State of Create: 2016” study findings came from an online survey of 5,026 adults (18+ years of age) in the U.S., U.K., France, Germany and Japan. Research was conducted from Sept. 19, 2016 to Oct. 3, 2016. The report was commissioned by Adobe and produced by the research firm Edelman Intelligence. The margin of error for the U.S. sample is +/- 3.1 percentage points and for the global sample is +/-1.4 percentage points. This study builds on research conducted among comparable audiences in March – April of 2012.
For more information about the Adobe State of Create Study, please visit http://www.adobe.com/go/stateofcreate2016
Learn more about Adobe MAX 2016 announcements at http://news.adobe.com/press-release/creative-cloud/worlds-top-creators-headline-adobe-max
About Adobe
Adobe is changing the world through digital experiences. For more information, visit www.adobe.com.
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