SAN JOSE, Calif.--(BUSINESS WIRE)--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.
A large majority of U.S. respondents agrees that being creative is valuable to the economy (77 percent) and society (82 percent).
Being creative drives self-worth. Creators are more likely than non-creators to identify themselves as innovative ( 27 percentage points), confident ( 21 percentage points), problem solvers ( 11 percentage points) and happy ( 15 percentage points).
Being creative pays: Based on their reported household income, U.S. creators earn 17 percent more than non-creators.
Yet only five in 10 respondents (55 percent) describe themselves as creative and 44 percent say they are living up to their creative potential.
Creativity and design make for good business
Creativity's benefits are not just for individuals - businesses benefit from prioritizing creativity and good design.
Most U.S. respondents believe businesses that invest in creativity are more likely to foster innovation (88 percent), be competitive (88 percent), provide better customer experience (88 percent), have satisfied customers (89 percent) and be financially successful (85 percent).
Respondents also say such businesses are more likely to have happier employees (88 percent) and increased employee productivity (88 percent).
Eighty-three percent agree there is increasing pressure to be productive rather than creative at work. However, six in 10 (62 percent) say people are increasingly expected to think creatively at work.
Eighty-three percent of respondents also agree that it is important for businesses to focus on good design. More than half (57 percent) say that in the past year alone, they have paid more for a product or service that had 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.
U.S. respondents overwhelmingly perceive that a government that invests in creativity is more likely to increase productivity (89 percent), foster innovation (87 percent), have happier citizens (86 percent) and be competitive (85 percent).
Eighty-three percent of respondents believe that unlocking creative potential is key to economic growth. Yet 79 percent feel the U.S. is not living up to its creative potential.
Seventy-one percent of respondents believe that creativity is being stifled by the educational system, and only 41 percent feel that the government encourages schools to teach students to be creative.
A large majority wants schools to do more to foster creativity - by prioritizing learning by doing over direct instruction (85 percent), developing a wide variety of student skills over specialized skills (79 percent) and teaching creativity over memorization (78 percent).1
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.
1 A recent Adobe study of U.S. Gen Z students (ages 11-17) and their educators supports these findings.
2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United St
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
30/08/2025
WASHINGTON The Federal Communications Commission has adopted its FY 2025 Regulatory Fees Order that establishes the regulatory fee rates for the broadcast stati...
29/08/2025
Australian Red Cross and SBS launch training to help workplaces in the fight aga...
29/08/2025
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
29/08/2025
L3Harris Technologies has concentrated decades of expertise across the entire enterprise to develop affordable and reliable best-of-breed solutions to rapidly c...
29/08/2025
BURBANK, Calif. The CW Network and the Pac-12 Conference have announced a new media rights deal that will extend their broadcast partnership beginning with the ...
29/08/2025
NEW YORK Gracenote has released a new analysis of its global video dataset showing that the number of FAST channels grew nearly 14% from Q1 2025 and 76% since 2...
29/08/2025
SAN JOSE, Calif. Harmonic has announced a series of improvements to its live sports streaming solution that the company said will improve fan engagement, protec...
29/08/2025
NEW YORK and LOS ANGELES Fox Corp. and YouTube TV last night announced a renewal of the full portfolio of Fox networks, including Fox News Channel, Fox Business...
29/08/2025
Budapest, Hungary, August 2025 - The integration of Microsoft Teams Rooms (MTR) with Lightware's Taurus universal matrix switchers delivers a new level of f...
29/08/2025
Frequency, the engine behind many of the world's best-known streaming television channels, today announced it will launch Studio Live, a next-generation uni...
29/08/2025
In an era when AI and cyber resilience are essential, Scality will mark the 10th anniversary of Scality Day on October 16, 2025 in Paris. This flagship global e...
29/08/2025
Disguise's In-House Creative and Technical Teams Pre-Visualised, Programmed and Delivered Content for the Experience, All Powered by EX 3+
Technology solu...
29/08/2025
Disguise will be demonstrating the latest workflows for TV, film and live events on a number of partner booths at the show
Disguise, the industry-leading tech...
29/08/2025
STOCKHOLM, Sweden Accedo will showcase Accedo Compose, its AI agent-powered modular orchestration layer that assists streaming providers in transitioning client...
29/08/2025
LOS ANGELES Cineverse has announced that it is working with Xperi to bring four of its streaming channels to automobiles for the first time as part of the DTS A...
29/08/2025
DALLAS & ATLANTA Gray Media has announced an agreement with the sports streaming service Victory+ to simulcast 17 Dallas Stars NHL games in 15 television market...
29/08/2025
NEW YORK AND CULVER CITY Comcast NBCUniversal and Amazon have announced new and extended distribution agreements that will expand the content available on their...
29/08/2025
FOOTHILL RANCH, Calif. RED Digital Cinema will feature its Cine-Broadcast Module supporting live broadcast workflows during IBC2025, Sept. 12-15, at the RAI Ams...
29/08/2025
29 Aug 2025
Kyivstar Rings Opening Bell at Nasdaq Marking Landmark Listing and ...
29/08/2025
More than half of all NFL games live on Sky for the first timeFriday 29 August 2025
Sky Sports has announced a new three-year deal with the NFL, extending its ...
29/08/2025
Back to All News
RIV4LRIES: The Trailer of the New Series With Samuele Carrino ...
29/08/2025
Get ready for an inspiring and emotional insight into the world of competitive Irish dancing with My Story: Tomi Champion of the World airing on RT 2 this monda...
29/08/2025
RT has today announced that David McCullagh is to be the new presenter of RT Radio 1's flagship Today programme, which airs every weekday at 10am, replaci...
28/08/2025
By Kristin Feeley, Director, Documentary Film & Artist Programs
If you want to tell untold stories, if you want to give voice to the voiceless, you've got ...
28/08/2025
Directed by Steven Bognar and Julia Reichert, Sundance Institute-supported Amer...
28/08/2025
Corridos have been a cornerstone of M sica Mexicana for generations, telling stories rooted in everyday life. Now, a new chapter is taking shape: motivational c...
28/08/2025
Los corridos han sido un pilar de la M sica Mexicana durante generaciones, contando historias enraizadas en la vida cotidiana. Ahora, un nuevo cap tulo est tom...
28/08/2025
Earlier this month, we promised our Verano Forever party would bring the heat, a...
28/08/2025
L3Harris will provide the Polish F-16V fleet with the Viper Shield electronic warfare system as part of an upgrade program....
28/08/2025
Bilbao, August 26, 2025 - AgileTV, an international television and video technol...
28/08/2025
Ken Wilkinson is an Emmy Awards nominated New York audio engineer who specialises in production sound mixing for film, commercial, episodic and documentary work...
28/08/2025
NEW YORK FuboTV today announced that it will launch Fubo Sports, a skinny bundle that focuses on sports with a subscription price of $56 monthly....
28/08/2025
NEVADA City, Calif. At IBC2025, Sept. 12-15 at the RAI Amsterdam, Telestream will debut its new Global Ingest strategy, introducing a next-generation ingest arc...
28/08/2025
Dr. Rhoda Bernard Releases Groundbreaking Debut Book on Accessible Arts Educatio...
28/08/2025
TAG Video Systems, the leader in software-based IP end-to-end workflow monitoring, deep probing, and real-time visualization, has named Oliver Gappa as Sales Di...
28/08/2025
AI-based voice enhancement will be among a series of innovations making their IBC 2025 debut on the DHD stand B46 in Hall 8 at the RAI Amsterdam Convention Cent...
28/08/2025
Telef nica Servicios Audiovisuales (TSA), the leading system integrator and service provider in the media sector in Spain, with the support of Appear, the globa...
28/08/2025
To fully immerse sailing fans in the world's biggest offshore yacht race, production company, Optical Media turned to LiveU's On-site Production solutio...
28/08/2025
Working with Calrec on its most recent overhaul, radio and television broadcaster, WNED has migrated to a fully IP infrastructure with multiple Type R consoles,...
28/08/2025
Cleeng, the Subscriber Retention Management (SRM ) inventor, has unveiled Cleeng Pro, the first-ever direct-to-consumer (D2C) subscription management platform t...
28/08/2025
Zixi, the industry leader in live broadcast-quality video over IP, today announced that French media distribution platform OKAST has selected Zixi to enable rel...
28/08/2025
Solution offers a streamlined, speaker-free architecture to optimize integration with premium external loudspeakers and advanced loudness metering
Nixer Pro Au...
28/08/2025
Cinegy, the premier provider of software-defined television technology, has announced a strategic partnership with Vision One Touch Film Production Services L.L...
28/08/2025
Telestream, a global leader in media workflow technologies, will debut its new Global Ingest strategy at IBC2025, introducing a next-generation ingest architect...
28/08/2025
Tier 1 operator selects Broadpeak to power high-performance, unified CDN solution across Norway, Sweden and Finland
Broadpeak, a leader in streaming and moneti...
28/08/2025
Leading video software provider, Synamedia, today announced that 24 Frames Digital, one of India's leading live event streaming service providers, has chose...
28/08/2025
Meet VisualOn at IBC2025: See What's Next in AI-Powered Video Streaming Join VisualOn at IBC2025 and discover how our AI-driven Optimizer and advanced media...
SAN JOSE, Calif.--(BUSINESS WIRE)--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. 
