Jack Morton research reveals creative thinking deficit

Global brand experience agency Jack Morton Worldwide has published new research which reveals a significant gap between employees’ desire to be creative and leadership support for creative thinking.
 
The research was conducted among more than 7,000 employees in 11 markets in Europe, Asia, America and the Gulf.
 
The research shows that while the vast majority of employees believe creative thinking is critical to business success, limited leadership support and workplace obstacles could be hampering both creative  output and the ability to attract and retain creative thinkers.

In the UK:

  • 78% agree creative thinking is critical for the success of business
  • 67% believe creative thinking increases sales
  • 19% strongly agree their working culture encourages creative thinking
  • 54% lack confidence that their company formally rewards creative thinking
  • 45% would change jobs for a company that supports creative thinking 

The figures put the UK among the least creatively confident of the nations studied.

In the UK:

  • 56% believe they are creative, compared with 72% globally
  • 40% say their company would allow them to take creative risks, compared with 51% globally 

The research also revealed a contradiction at the heart of how many businesses seek to ‘be creative’: more than 30 per cent in the UK report that their company’s key method of idea-creation is brainstorms, a technique that encourages narrow thinking. Further, only 11 per cent believe ground-breaking ideas are frequently created under pressure.
 
Josh McCall (pictured), Chairman and CEO, Jack Morton Worldwide, said: “In business, nothing is more powerful than creativity?it has the potential to inspire change and to transform how we work. None of us can take it for granted. But we need better understanding of what it means to build a strong creative culture that’s supportive of creative thinking. Until we do that business will continue to lose both opportunity and talent.”
 
Jack Morton this year celebrates its 75th anniversary and the company says it views creativity as even more vital to its success and clients’ success than ever before. “That’s why we decided to sponsor this research,” said McCall.
 
Further discussion of the research can be found in CREATIVITY: How Business Gets to Eureka! At http://www.slideshare.net/jackmortonWW/

The online survey sponsored by Jack Morton Worldwide was conducted by OnePoll during March 2014.
 
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Paul Colston

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Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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