We had lots of fun connecting with thousands of fellow creatives at Adobe MAX earlier this month. As makers of software that powers the work of creative and marketing teams, we were also thrilled to read Adobe’s State of Create: 2016 report that was released in conjunction with MAX. Adobe surveyed over 5000 respondents across the globe about their attitudes on creativity. We pulled out some of the key stats and what they mean for you and your team.
Technology is key to overcoming creative limitations
Overall, almost half of respondents are comfortable using digital tools and software to overcome creative limitations. This figure jumps to 63% for Gen Z and Millennials. What your younger team members lack in experience, they make up for in tech savvy. Don’t overlook their input when you’re trying to optimize your processes or evaluate potential investments in new tools.
Creators want to create
Of the 57% of survey respondents who thought of themselves as creators, they were more likely to report feeling happy, innovative, fulfilled and successful when they were able to be creative at work than those who saw themselves as non-creators. The lesson here is that giving the designers, developers and copywriters on your team opportunities to put their imaginations and skills to good use results in employees who are more confident and satisfied in their jobs, which ultimately means they’ll stick around longer and put out better work.
Creativity and productivity are often at odds
Creativity doesn’t always get a chance to shine. While 79% of respondents said that a business that invests in creativity is more likely to be competitive, 77% also said that there is frequently workplace pressure to be productive over creative. This is a tension we know well and one that drives our own product innovation. The pressure for quantifiable business results from creative and marketing teams isn’t going away, so team leaders need to be smart in figuring out how to structure their workflows to cut down on bottlenecks, wasted time and duplicated work, freeing up their team members to focus on creating outstanding creative collaterals, the impact of which can be tracked and measured.
Good design matters
Customers demand good design. Whether they’re looking at your latest catalog, your mobile website or a TV ad, 70% expect an impeccably executed brand experience, regardless of where they encounter you. 74% of Adobe’s respondents say it’s important for businesses to focus on good design and 45% are will to pay more for a well-designed product or service. As a creative leader, this should make you smile. What your team brings to the table adds recognized value for your end users. If you’re interested in tips on making a case for creativity to others within your organization, check out our recent post on earning respect as a creative leader.
It’s a great time to be a creative leader. The challenges may be big, but the opportunities — to build a competitive advantage, nurture an outstanding team and do amazing work that gets recognized with your company and industry — are even bigger.
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