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industry insider
Adobe study links creativity to success in business
Nov 9, 2016

The Adobe study “State of Create: 2016” shows that being creative leads to personal and professional success. The study surveyed 5,000 adults throughout five countries, and counted a number of benefits when investing in creativity, including higher income and greater national competitiveness and productivity.


Mala Sharma of Adobe

“An investment in creativity and design is simply good business,” says 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 wakeup call to businesses that they need to think differently and give employees the tools and freedom to be creative.”

Among the findings:

Most U.S. respondents said that 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).”

74 percent reported that it’s important for businesses to focus on good design.

Certain places were named as hotbeds of creativity: 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).  

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