April 2012
Methodology Research firm StrategyOne conducted surveys of 5,000 adults, 1,000 per country, in the US, UK, Germany, France and Japan. The research was designed to identify attitudes and beliefs about creativity and provide insights into the role of creativity in business, education and society.
Interviewing took place from March 30 – April 9, 2012. The margin of sampling error at the 95% confidence level is as follows: • Global (n=5,000): MOE = +/- 1.4%
• US (n=1,000): MOE = +/- 3.1% • UK (n=1,000): MOE = +/- 3.1% • Germany (n=1,000): MOE = +/- 3.1% • France (n=1,000): MOE = +/- 3.1% • Japan (n=1,000): MOE = +/- 3.1%
The data set for each country is nationally representative of the population of that country.
April 2012
2
Part 1
The Creativity Gap
April 2012
Summary: The Creativity Gap Unlocking creative potential is seen as key to economic and societal growth
But globally less than half describe themselves as creative
Workplace Creativity Gap: There is increasing pressure to be productive rather than creative at work
Globally, Japan is regarded the most creative country, except by the Japanese
Only 1 in 4 people feel that they are living up to their creative potential
People spend only 25% of their time at work creating
Universal concern that educational system is stifling creativity
Americans express strongest concern that they’re NOT living up to their creative potential
Americans believe the US is the most creative
April 2012
4
Creativity is key to driving economic growth
100%
80%
80%
85% 78%
83% 77%
76%
60%
40%
20%
0%
Unlocking creative potential is key to economic growth
TOTAL
US
UK
GERMANY
FRANCE
JAPAN
Q. Please indicate to what extent you agree or disagree with the following statements. April 2012
5
Nearly two-thirds feel that being creative is valuable to society (US: Highest 76%) 100%
14% 24% 36%
80%
31%
24%
17%
39% 60%
43% 40% 36%
42%
Very Somewhat
40%
40%
Not at All 32%
20%
26%
Not Sure 30%
25%
25% 4% 5%
8%
2% 9%
GERMANY
FRANCE
JAPAN
18%
0%
Extremely
8%
4% 6%
2% 4%
2% 6%
TOTAL
US
UK
Q. How valuable is being creative to society? April 2012
6
The Creativity Gap: Only 1 in 4 people feel that they are living up to their creative potential 100%
85% 83% 84% 76%
80%
61%
65%
60%
39%
40%
35%
25% 20%
15% 16% 17%
0%
YES
TOTAL
NO/NOT SURE
US
UK
GERMANY
FRANCE
JAPAN
Q. Do you feel that you are living up to your potential to create? April 2012
7
In the US, more than 50% of people describe themselves as creative (39% globally) 100%
80%
60%
52% 45%
40%
43%
39%
36%
19%
20%
0%
TOTAL
US
UK
GERMANY
FRANCE
JAPAN
Q. Which of the following words best describe you? Please select all that apply. [multiple response] April 2012
8
Definitions of Creative (Unaided) “Being creative is being able to see something unique in the world and finding a way to express that in a variety of ways.” “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.” US
“Being able to express myself through a number of means, whether writing, cookery, political debate or others.” “To put my thoughts, ideas, identity, passions out there as an individual . It is not just a designer or an inventor. When I make a cake and ice it I am being creative. When I write a letter I am creative. If I draw a picture or play games I am creative.” UK “Spontaneity is very important for creativity. Whoever wants to be creative must be able to react quickly, be guided by his feelings and deal with new situations and solve them individually.” “Creativity means to be very resourceful, think in different dimensions... To solve problems through clever ideas, not always adapt and bend.” Germany “Being creative means having the imagination and above all the need to create. It may be an object or simply a concept, a new idea.” “Finding solutions to all kinds of problems; having original ideas to transform situations” France “To do anything with that "always seek to be better“ [mindset]... I think that it is not only creative artists and designers “ Japan
Q. What does it mean to you to be creative? [open end] April 2012
9
Globally, 3 in 5 say being creative is important to them (US: 3 in 4 state it is important) 100%
21%
32%
23%
21%
15%
16%
37%
35%
80%
60%
37%
34%
38%
Extremely Very
42%
Somewhat Not at All
40%
Not Sure
30% 20%
0%
31%
27%
37%
12% 3%
8% 4%
GERMANY
FRANCE
36%
20% 8% 4%
5% 2%
10% 2%
TOTAL
US
UK
5% 8% JAPAN
Q. How important is it for you to be creative in your life? April 2012
10
Role Being Creative 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 these obstacles.” US “Very important - artistic creativity makes me feel good even if it does not come out how I wanted the act of creativity is almost necessary to my wellbeing.” UK “As an entrepreneur, I prefer my actions to follow certain plans. Yet creativity for me is useful, for example in advertising, dealing with new situations or to remain constant during the experiment, one step ahead of the competition.” Germany “Being creative can help to break free of the constraints that surround us, to free the mind, while taking into consideration that surrounds us.” France “I think that it gives color to life. I think by living with creativity, we are able to lead a rich life in many ways.“ Japan
Q. What role does being creative play in your life? [open end] April 2012
11
6 in 10 adults consider themselves to be someone who creates (US: 7 in 10) 100%
80%
71%
60%
59%
63% 64% 56% 44%
40%
29% 22% 20%
18%
21% 21%
27%
23% 18%
17%
11%
21% 15%
0%
YES
NO
TOTAL
US
UK
GERMANY
NOT SURE
FRANCE
JAPAN
Q. Do you consider yourself to be someone who creates? April 2012
12
There is increasing pressure to be productive rather than creative at work (US: Most people state we’re not achieving potential) Agree There is increasing pressure to be productive rather than creative at work
75% 73% 58% 73%
As a country we are not living up to our creative potential
64%
57%
63%
There is increasing competition to have what you create noticed.
58% 59% 58%
20%
40%
60%
75% 74% 72%
67%
85%
82%
TOTAL US UK GERMANY
66% 69% 69% 69% 68%
Risk aversion in business stifles creativity
0%
80% 80%
FRANCE JAPAN
72%
Continued‌ 80%
100%
Q. Please indicate to what extent you agree or disagree with the following statements. April 2012
13
At least half agree that they are increasingly being expected to think creatively at work Agree 55% 50% 51%
People are increasingly being expected to think creatively at work
51%
There is a decline in original creation
41%
Children are becoming more creative as they spend more time online creating what they imagine Being creative is still reserved for the arts community Being creative is reserved for an elite community 0%
28% 21%
20% 18%
20%
27%
61%
52% 55% 54%
49%
39% 31% 33% 37%
62%
45%
TOTAL
59%
US UK
51%
GERMANY FRANCE
38%
JAPAN
35% 78%
29% 28% 25%
52%
40%
60%
80%
100%
Q. Please indicate to what extent you agree or disagree with the following statements. April 2012
14
More than half feel that creativity is being stifled by their educational system (US takes creativity for granted) Agree 61% 72%
Creating online is part of our culture
59% 67% 45% 60% 59% 62% 61% 59% 62%
Our creativity is being stifled by our educational system
TOTAL US UK
51%
GERMANY
52%
FRANCE
70%
As a culture, we take creativity for granted
61%
JAPAN
48% 38% 44% 31% 29% 34% 33% 34% 27%
People over the age of 35 are more creative than younger generations 0%
20%
40%
Continued‌ 60%
80%
100%
Q. Please indicate to what extent you agree or disagree with the following statements. April 2012
15
Respondents spend only one-third of their time being creative 100%
80%
60%
42% 40%
33%
32%
36% 29%
27%
20%
0%
TOTAL
US
UK
GERMANY
FRANCE
Q. In the past 12 months, what percent of your time do you feel that you have been creative? [open end numeric]
JAPAN
April 2012
16
Respondents spend less time creating at work than they do outside of work 100%
80%
60%
40%
40%
30%
25%
28% 23%
31%
25%
29% 31% 28% 28%
21%
20%
0%
Average Time Spent Creating at Work TOTAL
US
Average Time Spent Creating Outside of Work UK
GERMANY
FRANCE
JAPAN
Q. In the past 12 months, what percent of your time do you feel that you created at work? [open end numeric] Q. In the past 12 months, what percent of your time do you feel that you created outside of work? [open end numeric]
April 2012
17
Globally, Japan is seen as the most creative country, followed by the US
9%: UK
Globally, 36% say that JAPAN is the most creative country
6%: Other
11%: France
36%: Japan
12%: Germany 26%: US
Q33. Which one of the following countries do you feel is most creative? April 2012
18
Japan is seen as the most creative country, except within the US and Japan Most Creative Country, within US
Most Creative Country, within France
UK 1% Germany 5%
Other France 8% 5%
UK 5%
Japan 34%
Most Creative Country, within UK
Other 5%
Other 6% Japan 37%
France 25%
US 47% Germany 8%
Most Creative Country, within Germany UK 3% France 7%
Other 8%
Japan 40%
Germany US 6% 10%
US 20%
Most Creative Country, within Japan
US 15%
France 3%
UK 3%
France 16% Germany 12%
Germany 27%
Japan 40%
UK 35%
Other 4%
Japan 26%
US 39%
Q. Which one of the following countries do you feel is most creative? April 2012
19
Globally, Tokyo is seen as the most creative city, followed by New York Globally, 30% say that TOKYO is the most creative city
Other SF 7% 6% LA 6%
Tokyo 30%
Berlin 7% London 8% New York 21% Paris 15%
Q. Which one of the following cities do you feel is most creative?
April 2012
20
Tokyo is seen as the most creative city, except by Japanese and Americans Most Creative City, within US
Most Creative City, within France
Other 10% SF 11%
London 2%
Other SF 5% 7%
SF 5% LA 5% Tokyo 28%
Berlin 7%
Other 5%
Berlin 4% LA 4%
Tokyo 31%
Tokyo 34%
London 7%
LA 9% Berlin 2%
Most Creative City, within UK
Paris 11%
New York 27%
Paris 24%
New York 15%
London 25% Paris 11%
Most Creative City, within Germany SF 5%
New York 10%
Most Creative City, within Japan SF 2%
Other 8%
LA 6%
Tokyo 32%
Berlin 16%
Paris 12%
New York 16%
London 3%
Other LA 6% 4% Berlin 5%
Paris 19%
Tokyo 23%
New York 38%
London 5%
Q. Which one of the following cities do you feel is most creative?
April 2012
21
Summary: Creativity Drivers & Barriers
People need more time, training and an environment where they can think creatively
40% of people state that it is essential to have tools to create (more than 50% in US)
Creativity defines a person and enables them to make a difference in their lives and the lives of others; creativity is something that they share
A majority of people prefer to create by themselves
Time and money are seen as the biggest challenges to being able to create
Technology helps people overcome their own creative limitations and inspires them
April 2012
22
Creativity springs from one’s imagination; it begins with expressing one’s ideas Agree 87%
Imagination is the ground from which creativity springs
86% 86%
84% 86% 83% 86%
73%
77%
82% 85% 82% 82% 82%
TOTAL UK Germany France
80%
Creativity brings my imagination to life
90%
US
Creativity begins with expressing my ideas
82%
87%
Japan
77% 80% 74% 80%
We all have the potential to create
76% 74%
0%
92%
78%
Creativity is everywhere in our lives, but many do not see it
92%
20%
40%
60%
83%
88%
80%
80%
Continued…
100%
Q. Please indicate to what extent you agree or disagree with the following statements. April 2012
23
People feel that there is a need to create new things & bring innovation to life; the ability to create is limitless Agree 80%
The ability to create is limitless and has no boundaries
80% 77% 79% 77%
88%
80%
There is a need to create new things and bring innovative ideas to life
85% 79% 78% 82% 75% 73%
I get a sense of pride when I share what I create
70% 73%
53% 50%
I try to stay up-to-date with tools I use to create
57%
40%
34% 35%
29% 29%
0%
20%
US UK
Germany France
63%
Japan
55%
33%
Life experience dulls creative impulses
81%
88%
TOTAL
44%
35%
40%
60%
80%
100%
Continued‌ Q. Please indicate to what extent you agree or disagree with the following statements. April 2012
24
Time and money are the biggest challenges to being able to create 100%
80%
60% 52% 47%
52% 52%
54%
46%
46% 43%
40%
42% 38%
34%
33%
31% 26%27%
32% 29%
24%
23%
30%
29% 24%
25%
20%
20%
13%
22% 21% 19% 19% 16% 14%
18%
18% 16% 13% 12%
0%
Not Enough Time
Money
TOTAL
Self-doubt
US
UK
Other Personal Obligations
Germany
France
Other Work Obligations
Your Age
Japan
Q. Which of the following are your biggest challenges to being able to create? Please select all that apply. [multiple response]
April 2012
25
Other barriers to creating do not rise to the level of time and money 100%
80%
60%
40%
23%
21%
20%
15%
15%
14% 15% 15% 14% 14% 14%
15% 12%
11%
17%
16% 13%
11% 12% 11%
14%
12% 13% 8%
7%
12% 12% 11% 10%
8%
4%
0%
Tools not accessible
Fear of being judged
TOTAL
US
Finding others to support you
UK
Germany
France
I don't take chances
Information overload
Japan
Q. Which of the following are your biggest challenges to being able to create? Please select all that apply. [multiple response]
April 2012
26
Geography and distance are cited by the fewest as barriers to create 100%
80%
60%
40%
20% 11%11%11%11%11%10%
11%
8% 9% 9% 9% 8% 5%
8% 7% 6% 6%
8%
10% 6% 6% 6% 3% 3%
4% 5% 4% 5% 4% 3%
6% 7% 7% 5% 5% 4%
Geography
Other
0%
People judge you subjectively
Technology
TOTAL
Tools too difficult
US
UK
Distance
Germany
France
Japan
Q. Which of the following are your biggest challenges to being able to create? Please select all that apply. [multiple response]
April 2012
27
Challenges to Creating (Unaided) “So many ideas have already been used, and in variation. When I think of a creative idea that I believe is new and original, it's likely that it has already been done. I think the internet can often stray us away from our own creativity.” US
“The less time the less is the creative head. Time constraints and pressure to kill creativity in the long run. Artists can only make art because they carry no other job and have this time. Creativity is born out of boredom and fun at the experiment.” Germany
“The means are a hindrance to creativity: working time, financial resources, reduces the time that we have to question.” France “Income has decreased by a recession, and now the mental margin is missing, It is too difficult to feed the excellent talent.“ Japan
Q. What challenges inhibit or hamper your ability to create? [open end] April 2012
28
People want more time, training and an environment where they can think creatively
36%
42% 32% 36% 39% 33%
Time to think creatively
31%
Training to learn and use creative tools
33%
23%
UK Germany
30% 32%
An environment where you can think creatively
25% 28% 27%
27% 23% 19%
25%
0%
US
36%
25%
Tools to create
TOTAL
38%
20%
France Japan
36%
35% 34%
40%
60%
80%
Q. Which of the following do you wish you had/had more of or could do/could do more of to be creative? Please select all that apply. [multiple response]
100%
April 2012
29
The increasing number of tools available to create with is seen as increasing creativity the most
65%
The increasing number of tools available to create with
52%
51% 37%
50% 42%
51% 47%
37% 39%
The increasing amount of time that is spent online rather than off-line
TOTAL US
60%
UK
51%
45%
Increasing ability to share through social media
65%
53%
44%
Increasing consumergenerated content, such as pictures and videos
0%
58%
76%
70%
58%
The increasing amount of information and data on the internet
Decreasing amount of leisure time
67%
48%
Germany
59%
France
43%
Japan
25% 16%
9% 9%
24%
29% 28% 29%
12% 14% 15% 13%
20%
40%
60%
80%
100%
Q. Do each of the following increase, decrease or have no impact at all on creativity? April 2012
30
The decreasing amount of leisure time is seen as the factor that decreases creativity the most
Decreasing amount of leisure time
60%
The increasing amount of time that is spent online rather than off-line
42%
15%
0%
TOTAL US UK Germany
23% 19%
17%
France
37%
24% 21%
Japan
22% 21%
17% 8% 9%
56%
42%
25% 27%
Increasing consumergenerated content, such as pictures and videos The increasing number of tools available to create with
50%
26%
18% 17%
Increasing ability to share through social media
68% 66% 69%
46% 47%
34%
The increasing amount of information and data on the internet
66% 65%
25%
31%
13%
10%
22% 15%
20%
40%
60%
80%
100%
Q. Do each of the following increase, decrease or have no impact at all on creativity? April 2012
31
4 in 10 agree that they do not have the tools or access to tools to create Agree 34%
I do not have the tools to create
38% 42% 44%
I do not have access to creative tools 25%
Social media behaviors such as 'likes,' re-tweets and Facebook posts may be hindering my ability to create
33%
UK
32% 30% 34%
30% 27% 29%
20%
Germany 44%
France Japan
43%
32%
30% 28%
Creative tools are made for artists and designers
Total US
32% 30% 31%
25%
51%
36% 37% 38% 37% 37%
29%
Creative tools are too complex for the average person to use
0%
42%
37%
40%
60%
80%
100%
Q. Please indicate to what extent you agree or disagree with the following statements. April 2012
32
7 in 10 prefer to work by themselves when being creative 100%
80%
76%
73% 68% 67%
62% 63%
60%
40%
38% 37%
32% 33% 27%
24%
20%
0%
BY MYSELF
TOTAL
WITH OTHERS
US
UK
Germany
France
Japan
Q. Do you prefer to collaborate with others or work by yourself when being creative? April 2012
33
Creativity defines a person and enables them to make a difference in their lives & the lives of others; creativity is something that they share (Americans more than most) Agree 77%
Being able to create enables me to make a difference in my life
68%
78% 76% 78%
69%
I like to share what I create with others
69% 66%
48%
59% 52% 56%
65%
61%
The ability to create defines who I am as a person
58% 41%
0%
20%
40%
60%
76%
84%
TOTAL US UK Germany
62%
Being able to create enables me to make a difference in the lives of others
84%
76%
France Japan
69% 71% 69%
80%
100%
Q. Please indicate to what extent you agree or disagree with the following statements. April 2012
34
Technology helps people overcome their own creative limitations and inspires them to create Agree 58% 60%
Technology helps me overcome my own creative limitations
54% 57% 55%
62% 56% 73%
Creativity gives me a sense of belonging
68%
TOTAL US
54% 47%
UK
38%
Germany
55%
France
62%
I use technology to inspire my ability to create
55% 52% 55% 50%
People come to me for information or my opinion about what they are trying to create
53%
Japan
63% 53% 61% 48% 41%
0%
20%
40%
60%
80%
100%
Q. Please indicate to what extent you agree or disagree with the following statements. April 2012
35
Social media plays a minor role, if any, in motivating people to create 100%
80% 65%
62%
60%
55%
40%
46% 47%
44%
43% 43% 34%
44%
32% 21%
20%
14%
13% 11% 11% 12% 6%
0%
A GREAT DEAL
SOMEWHAT
TOTAL
US
UK
Germany
NOT AT ALL
France
Japan
Q. How much does social media motivate you to create? April 2012
36
April 2012