Research firm StrategyOne conducted surveys of 5,000 adults, 1,000 per country, in the US, UK, Germany, France and Japan.

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2 Methodology Research firm StrategyOne conducted surveys of 5,000 adults, 1,000 per country, in the,, 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, The margin of sampling error at the 95% confidence level is as follows: Global (n=5,000): MOE = +/- 1.4% (n=1,000): MOE = +/- 3.1% (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. 2

3 Part 1 The Creativity Gap

4 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 Only 1 in 4 people feel that they are living up to their creative potential Workplace Creativity Gap: There is increasing pressure to be productive rather than creative at work People spend only 25% of their time at work creating Globally, Japan is regarded the most creative country, except by the Japanese 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 is the most creative 4

5 Creativity is key to driving economic growth 100% 85% 78% 83% 77% 76% 60% 20% 0% Unlocking creative potential is key to economic growth TOTAL GERMANY FRANCE JAPAN Q. Please indicate to what extent you agree or disagree with the following statements. 5

6 Nearly two-thirds feel that being creative is valuable to society (: Highest 76%) 100% 24% 36% 31% 24% 14% 17% 60% 20% 0% 39% 43% 42% 36% 32% 30% 26% 25% 25% 18% 8% 4% 2% 6% 2% 2% 4% 4% 6% 5% 8% 9% TOTAL GERMANY FRANCE JAPAN Extremely Very Somewhat Not at All Not Sure Q. How valuable is being creative to society? 6

7 The Creativity Gap: Only 1 in 4 people feel that they are living up to their creative potential 100% 85% 83% 84% 76% 60% 61% 65% 39% 35% 25% 20% 15% 16% 17% 0% YES NO/NOT SURE TOTAL GERMANY FRANCE JAPAN Q. Do you feel that you are living up to your potential to create? 7

8 In the, more than 50% of people describe themselves as creative (39% globally) 100% 60% 52% 39% 45% 43% 36% 20% 19% 0% TOTAL GERMANY FRANCE JAPAN Q. Which of the following words best describe you? Please select all that apply. [multiple response] 8

9 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. 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. 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] 9

10 Globally, 3 in 5 say being creative is important to them (: 3 in 4 state it is important) 100% 21% 32% 23% 21% 15% 16% 60% 20% 0% 37% 35% 37% 34% 38% 42% 30% 31% 27% 37% 36% 20% 8% 10% 12% 5% 8% 5% 4% 2% 2% 3% 4% 8% TOTAL GERMANY FRANCE JAPAN Extremely Very Somewhat Not at All Not Sure Q. How important is it for you to be creative in your life? 10

11 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. 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. 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] 11

12 6 in 10 adults consider themselves to be someone who creates (: 7 in 10) 100% 60% 71% 63% 64% 59% 56% 44% 20% 29% 22% 23% 21% 21% 18% 27% 21% 18% 17% 15% 11% 0% YES NO NOT SURE TOTAL GERMANY FRANCE JAPAN Q. Do you consider yourself to be someone who creates? 12

13 There is increasing pressure to be productive rather than creative at work (: Most people state we re not achieving potential) Agree There is increasing pressure to be productive rather than creative at work 58% 75% 73% 85% As a country we are not living up to our creative potential Risk aversion in business stifles creativity 57% 73% 75% 64% 74% 72% 66% 69% 69% 69% 68% 82% TOTAL GERMANY FRANCE JAPAN There is increasing competition to have what you create noticed. 63% 72% 67% 58% 59% 58% Continued 0% 20% 60% 100% Q. Please indicate to what extent you agree or disagree with the following statements. 13

14 At least half agree that they are increasingly being expected to think creatively at work Agree People are increasingly being expected to think creatively at work 55% 50% 51% 51% 62% 61% There is a decline in original creation Children are becoming more creative as they spend more time online creating what they imagine Being creative is still reserved for the arts community 21% 52% 55% 54% 41% 49% 59% 39% 51% 45% 31% 33% 37% 38% 28% 35% 27% 78% TOTAL GERMANY FRANCE JAPAN Being creative is reserved for an elite community 29% 20% 28% 25% 18% 52% 0% 20% 60% 100% Q. Please indicate to what extent you agree or disagree with the following statements. 14

15 More than half feel that creativity is being stifled by their educational system ( takes creativity for granted) Agree Creating online is part of our culture 45% 59% 61% 60% 67% 72% Our creativity is being stifled by our educational system As a culture, we take creativity for granted 38% 51% 52% 48% 44% 59% 62% 61% 59% 62% 61% 70% TOTAL GERMANY FRANCE JAPAN People over the age of 35 are more creative than younger generations 31% 29% 34% 33% 34% 27% 0% 20% 60% 100% Continued Q. Please indicate to what extent you agree or disagree with the following statements. 15

16 Respondents spend only one-third of their time being creative 100% 60% 33% 42% 32% 36% 29% 27% 20% 0% TOTAL GERMANY FRANCE JAPAN Q. In the past 12 months, what percent of your time do you feel that you have been creative? [open end numeric] 16

17 Respondents spend less time creating at work than they do outside of work 100% 60% 20% 25% 30% 23% 28% 25% 21% 31% 29% 31% 28% 28% 0% Average Time Spent Creating at Work Average Time Spent Creating Outside of Work TOTAL 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] 17

18 Globally, Japan is seen as the most creative country, followed by the 9%: 6%: Other Globally, 36% say that JAPAN is the most creative country 11%: France 36%: Japan 12%: Germany 26%: Q33. Which one of the following countries do you feel is most creative? 18

19 Japan is seen as the most creative country, except within the and Japan Germany 5% 1% Most Creative Country, within Other France 8% 5% Japan 34% 5% Most Creative Country, within France France 25% Other 5% Japan 37% Most Creative Country, within 35% Other 6% Japan 47% Germany 8% Most Creative Country, within Germany 3% France 7% Germany 27% Other 8% 15% Japan 20% Most Creative Country, within Japan 3% France 16% Germany 12% Other 4% 39% Japan 26% Germany 6% 10% France 3% Q. Which one of the following countries do you feel is most creative? 19

20 Globally, Tokyo is seen as the most creative city, followed by New York SF 6% Other 7% Globally, 30% say that TOKYO is the most creative city LA 6% Tokyo 30% Berlin 7% London 8% Paris 15% New York 21% Q. Which one of the following cities do you feel is most creative? 20

21 Tokyo is seen as the most creative city, except by Japanese and Americans Most Creative City, within Most Creative City, within France Most Creative City, within SF 11% LA 9% Other 10% Tokyo 28% London 7% LA 5% Berlin 7% SF 5% Other 5% Tokyo 31% Other Berlin SF 5% 7% 4% LA 4% Tokyo 34% Berlin 2% London 2% Paris 11% New York 27% Paris 24% New York 15% London 25% Paris 11% New York 10% SF 5% Most Creative City, within Germany LA 6% Other 8% Tokyo 32% SF 2% LA 6% London 3% Berlin 5% Most Creative City, within Japan Other 4% Tokyo 23% London 5% Berlin 16% Paris 12% New York 16% Paris 19% New York 38% Q. Which one of the following cities do you feel is most creative? 21

22 Summary: Creativity Drivers & Barriers People need more time, training and an environment where they can think creatively of people state that it is essential to have tools to create (more than 50% in ) 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 Time and money are seen as the biggest challenges to being able to create A majority of people prefer to create by themselves Technology helps people overcome their own creative limitations and inspires them 22

23 Creativity springs from one s imagination; it begins with expressing one s ideas Agree Imagination is the ground from which creativity springs 78% 87% 86% 86% 92% 92% Creativity is everywhere in our lives, but many do not see it Creativity begins with expressing my ideas Creativity brings my imagination to life 84% 90% 86% 83% 86% 73% 82% 85% 82% 82% 82% 77% 87% 82% 77% 74% TOTAL Germany France Japan We all have the potential to create 83% 76% 74% 88% Continued 0% 20% 60% 100% Q. Please indicate to what extent you agree or disagree with the following statements. 23

24 People feel that there is a need to create new things & bring innovation to life; the ability to create is limitless Agree The ability to create is limitless and has no boundaries 77% 79% 77% 88% There is a need to create new things and bring innovative ideas to life 85% 79% 78% 82% 75% TOTAL I get a sense of pride when I share what I create 53% 73% 70% 73% 81% 88% Germany I try to stay up-to-date with tools I use to create 33% 50% 57% 55% 63% France Japan Life experience dulls creative impulses 29% 29% 34% 35% 35% 44% 0% 20% 60% 100% Continued Q. Please indicate to what extent you agree or disagree with the following statements. 24

25 Time and money are the biggest challenges to being able to create 100% 60% 52% 52% 52% 54% 20% 47% 46% 34% 43% 46% 42% 38% 33% 31% 29% 26% 27% 23% 20% 32% 29% 24% 24% 25% 13% 22% 21% 19% 19% 16% 14% 30% 18% 18% 16% 13% 12% 0% Not Enough Time Money Self-doubt Other Personal Obligations TOTAL Germany France Japan Other Work Obligations Your Age Q. Which of the following are your biggest challenges to being able to create? Please select all that apply. [multiple response] 25

26 Other barriers to creating do not rise to the level of time and money 100% 60% 20% 23% 21% 15% 15% 14% 15% 15% 15% 16% 14% 14% 14% 12% 13% 12% 13% 14% 11% 11% 12% 11% 12% 12% 11% 10% 8% 7% 4% 8% 17% 0% Tools not accessible Fear of being judged Finding others to support you I don't take chances Information overload TOTAL Germany France Japan Q. Which of the following are your biggest challenges to being able to create? Please select all that apply. [multiple response] 26

27 Geography and distance are cited by the fewest as barriers to create 100% 60% 20% 0% 11% 11% 11% 11% 11% 10% People judge you subjectively 11% 8% 9% 9% 9% 10% 8% 8% 7% 8% 6% 6% 6% 6% 6% 6% 7% 7% 5% 4% 5% 4% 5% 5% 3% 4% 5% 3% 3% 4% Technology Tools too difficult Distance Geography Other TOTAL Germany France Japan Q. Which of the following are your biggest challenges to being able to create? Please select all that apply. [multiple response] 27

28 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. 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] 28

29 People want more time, training and an environment where they can think creatively Time to think creatively 36% 42% 32% 36% 39% 33% Training to learn and use creative tools An environment where you can think creatively 31% 38% 33% 23% 36% 25% 30% 32% 25% 28% 27% 36% TOTAL Germany France Japan Tools to create 27% 23% 19% 25% 35% 34% 0% 20% 60% 100% 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] 29

30 The increasing number of tools available to create with is seen as increasing creativity the most The increasing number of tools available to create with 52% 58% 65% 67% 70% 76% The increasing amount of information and data on the internet Increasing consumergenerated content, such as pictures and videos Increasing ability to share through social media The increasing amount of time that is spent online rather than off-line 16% 25% 29% 28% 24% 29% 37% 44% 42% 45% 48% 37% 39% 43% 51% 53% 50% 51% 47% 51% 58% 60% 59% 65% TOTAL Germany France Japan Decreasing amount of leisure time 12% 14% 15% 13% 9% 9% 0% 20% 60% 100% Q. Do each of the following increase, decrease or have no impact at all on creativity? 30

31 The decreasing amount of leisure time is seen as the factor that decreases creativity the most Decreasing amount of leisure time 60% 66% 65% 68% 66% 69% The increasing amount of time that is spent online rather than off-line The increasing amount of information and data on the internet Increasing ability to share through social media Increasing consumergenerated content, such as pictures and videos 34% 26% 18% 17% 25% 27% 23% 15% 19% 37% 24% 21% 22% 17% 21% 31% 25% 17% 46% 47% 42% 50% 42% 56% TOTAL Germany France Japan The increasing number of tools available to create with 13% 8% 9% 10% 15% 22% 0% 20% 60% 100% Q. Do each of the following increase, decrease or have no impact at all on creativity? 31

32 4 in 10 agree that they do not have the tools or access to tools to create Agree I do not have the tools to create 42% 34% 38% 42% 44% 51% I do not have access to creative tools 29% 36% 37% 38% 37% 37% Total Creative tools are too complex for the average person to use Social media behaviors such as 'likes,' re-tweets and Facebook posts may be hindering my ability to create 25% 25% 33% 32% 30% 34% 32% 30% 31% 32% 44% 43% Germany France Japan Creative tools are made for artists and designers 30% 28% 30% 27% 29% 37% 0% 20% 60% 100% Q. Please indicate to what extent you agree or disagree with the following statements. 32

33 7 in 10 prefer to work by themselves when being creative 100% 60% 68% 67% 73% 62% 63% 76% 32% 33% 27% 38% 37% 24% 20% 0% BY MYSELF WITH OTHERS TOTAL Germany France Japan Q. Do you prefer to collaborate with others or work by yourself when being creative? 33

34 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 Being able to create enables me to make a difference in my life 68% 77% 78% 76% 78% 84% I like to share what I create with others Being able to create enables me to make a difference in the lives of others 69% 69% 66% 48% 62% 65% 59% 52% 56% 76% 76% 84% TOTAL Germany France Japan The ability to create defines who I am as a person 41% 58% 61% 69% 71% 69% 0% 20% 60% 100% Q. Please indicate to what extent you agree or disagree with the following statements. 34

35 Technology helps people overcome their own creative limitations and inspires them to create Agree Technology helps me overcome my own creative limitations 58% 60% 54% 57% 55% 62% Creativity gives me a sense of belonging I use technology to inspire my ability to create 38% 56% 54% 47% 55% 55% 52% 55% 50% 62% 68% 73% TOTAL Germany France Japan People come to me for information or my opinion about what they are trying to create 41% 48% 53% 53% 61% 63% 0% 20% 60% 100% Q. Please indicate to what extent you agree or disagree with the following statements. 35

36 Social media plays a minor role, if any, in motivating people to create 100% 60% 65% 55% 62% 46% 47% 43% 43% 44% 44% 34% 32% 20% 11% 11% 12% 13% 6% 14% 21% 0% A GREAT DEAL SOMEWHAT NOT AT ALL TOTAL Germany France Japan Q. How much does social media motivate you to create? 36

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