Welcome!

News Feed Item

New study of professional creatives reveals decline in creativity

iStock's 'Free the Creative' study finds that half of creatives believe creativity is stagnating or declining in their profession

NEW YORK, Sept. 25, 2013 /PRNewswire/ -- Professional creatives are struggling to produce creative and effective campaigns in an increasingly stressful work environment, according to a new survey released today from iStock by Getty Images during Advertising Week 2013 in New York City. One in two (48 percent) creatives believes levels of creativity in their industry have stagnated or declined in the last decade and nearly one quarter (23 percent) of creatives spend less than two hours of their day doing 'creative' work, according to the study's findings.  

(Photo: http://photos.prnewswire.com/prnh/20130925/NY85860-INFO
(Logo: http://photos.prnewswire.com/prnh/20130716/NY47729LOGO )

iStock, the web's original resource for crowd-sourced royalty-free stock images, media and design elements, commissioned KRC Research to conduct its first ever 'Free the Creative' survey of more than 400 creative industry professionals – ranging from art directors to graphic designers in the US and UK – about the state of creativity in their profession.

The research revealed that lack of inspiration, funding and time are the three main barriers to creativity in a creative's job:  

  • The majority (60 percent) of creatives said that they have had "great ideas" in the last year but not enough time or support at work to achieve what they wanted.
  • Nearly three quarters (70 percent) of respondents said they want more "creative time" and 63 percent said they do not have the time they need for "creative reflection and inspiration".

The link between time and creativity has been well researched in academia: one of the largest studies, Creativity Under The Gun by Teresa Amabile, Professor of Business Administration at Harvard Business School, found that people were least creative when they were fighting the clock – and that when people are working under great pressure, their creativity reduces not only on that day but the next two as well.

"Our research raises questions around the state of creativity today in industries vital to the global economy," said Ellen Desmarais, general manager at iStock. "When you consider that global revenues last year in the advertising industry alone were nearly half a trillion dollars*, declining creativity is cause for alarm and should prompt an industry-wide discussion. The bottom line – we need to free the creative."

Desmarais added, "While the creative industry has always been dynamic and fast-paced, rising pressures from increasing workloads, ever-tighter deadlines and constrained budgets are wearing creatives down. iStock aims to act as a creative partner, making it easier for creatives to find what they're looking for: unique, inspired content at the right price."

Other key findings:

  • Creativity rarely happens in the workplace: Only one in three (34 percent) rate the workplace as one of their top three locations for creativity. During the commute (34 percent), in the shower or bath (25 percent) or during exercise (22 percent) are other favored places and times for inspiration.
  • Technology offers an opportunity to unlock creativity: Nearly three quarters (71 percent) of creatives believe that new tools and technologies have enabled them to be more creative in the workplace.
  • Creatives seek artistic opportunities outside of work: Half of those surveyed are photographers in their spare time, while nearly a third (30 percent) looks to writing, drawing or painting as a creative outlet.

Find more on the Free the Creative study and view our infographic here.

* According to MAGNA Global Advertising Forecast 2013: http://news.magnaglobal.com/magna-global/press-releases/advertising-growth-2013.print

About the Study: Free the Creative is an online survey conducted by KRC Research in August 2013 among 404 Creatives, half in the US and half in the UK. For this study, "Creatives" were defined as people, age 18 to 64 who work in design or the visual arts, production and direction, photography, publishing, and advertising and/or marketing.

About KRC Research
KRC Research is a full-service research firm that specializes in the kind of research needed for effective communications—communications that reach, engage and persuade. A unit of the Interpublic Group of Companies (NYSE: IPG), KRC Research offers the quality and custom service of a small firm along with the reach of a global organization. For over 30 years, KRC Research has worked on behalf of corporations, governments, not-for-profits and the communications firms that represent them. Staffed with market research professionals from the worlds of political campaigns, consumer marketing, journalism and academia, we are flexible, practical, creative, knowledgeable and fast, combining sophisticated research tools with real-world communications experience. For more information, visit www.krcresearch.com

About iStock by Getty Images
iStock by Getty Images is the web's original resource for crowd sourced royalty-free stock images, media and design elements, offering millions of hand-picked photos, illustrations, videos and audio tracks. A site "by creatives, for creatives," iStock started in 2000 as the pioneer micropayment photography site, freeing creatives everywhere to create beautiful communications on a budget. The site has become one of the most successful and profitable user-generated content sites in the world. iStock is headquartered in Calgary, Alberta, Canada, and is a wholly-owned subsidiary of Getty Images.

CONTACT: Colleen McCabe, 646-613-3814, [email protected]

SOURCE iStock by Getty Images

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
DXWorldEXPO LLC announced today that Kevin Jackson joined the faculty of CloudEXPO's "10-Year Anniversary Event" which will take place on November 11-13, 2018 in New York City. Kevin L. Jackson is a globally recognized cloud computing expert and Founder/Author of the award winning "Cloud Musings" blog. Mr. Jackson has also been recognized as a "Top 100 Cybersecurity Influencer and Brand" by Onalytica (2015), a Huffington Post "Top 100 Cloud Computing Experts on Twitter" (2013) and a "Top 50 C...
When talking IoT we often focus on the devices, the sensors, the hardware itself. The new smart appliances, the new smart or self-driving cars (which are amalgamations of many ‘things'). When we are looking at the world of IoT, we should take a step back, look at the big picture. What value are these devices providing. IoT is not about the devices, its about the data consumed and generated. The devices are tools, mechanisms, conduits. This paper discusses the considerations when dealing with the...
When applications are hosted on servers, they produce immense quantities of logging data. Quality engineers should verify that apps are producing log data that is existent, correct, consumable, and complete. Otherwise, apps in production are not easily monitored, have issues that are difficult to detect, and cannot be corrected quickly. Tom Chavez presents the four steps that quality engineers should include in every test plan for apps that produce log output or other machine data. Learn the ste...
SYS-CON Events announced today that IoT Global Network has been named “Media Sponsor” of SYS-CON's @ThingsExpo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. The IoT Global Network is a platform where you can connect with industry experts and network across the IoT community to build the successful IoT business of the future.
Evan Kirstel is an internationally recognized thought leader and social media influencer in IoT (#1 in 2017), Cloud, Data Security (2016), Health Tech (#9 in 2017), Digital Health (#6 in 2016), B2B Marketing (#5 in 2015), AI, Smart Home, Digital (2017), IIoT (#1 in 2017) and Telecom/Wireless/5G. His connections are a "Who's Who" in these technologies, He is in the top 10 most mentioned/re-tweeted by CMOs and CIOs (2016) and have been recently named 5th most influential B2B marketeer in the US. H...
IoT is rapidly becoming mainstream as more and more investments are made into the platforms and technology. As this movement continues to expand and gain momentum it creates a massive wall of noise that can be difficult to sift through. Unfortunately, this inevitably makes IoT less approachable for people to get started with and can hamper efforts to integrate this key technology into your own portfolio. There are so many connected products already in place today with many hundreds more on the h...
"We do one of the best file systems in the world. We learned how to deal with Big Data many years ago and we implemented this knowledge into our software," explained Jakub Ratajczak, Business Development Manager at MooseFS, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Wooed by the promise of faster innovation, lower TCO, and greater agility, businesses of every shape and size have embraced the cloud at every layer of the IT stack – from apps to file sharing to infrastructure. The typical organization currently uses more than a dozen sanctioned cloud apps and will shift more than half of all workloads to the cloud by 2018. Such cloud investments have delivered measurable benefits. But they’ve also resulted in some unintended side-effects: complexity and risk. ...
CloudEXPO New York 2018, colocated with DXWorldEXPO New York 2018 will be held November 11-13, 2018, in New York City and will bring together Cloud Computing, FinTech and Blockchain, Digital Transformation, Big Data, Internet of Things, DevOps, AI, Machine Learning and WebRTC to one location.
The best way to leverage your Cloud Expo presence as a sponsor and exhibitor is to plan your news announcements around our events. The press covering Cloud Expo and @ThingsExpo will have access to these releases and will amplify your news announcements. More than two dozen Cloud companies either set deals at our shows or have announced their mergers and acquisitions at Cloud Expo. Product announcements during our show provide your company with the most reach through our targeted audiences.
Adding public cloud resources to an existing application can be a daunting process. The tools that you currently use to manage the software and hardware outside the cloud aren’t always the best tools to efficiently grow into the cloud. All of the major configuration management tools have cloud orchestration plugins that can be leveraged, but there are also cloud-native tools that can dramatically improve the efficiency of managing your application lifecycle. In his session at 18th Cloud Expo, ...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addresse...
Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life settlement products to hedge funds and investment banks. After, he co-founded a revenue cycle management company where he learned about Bitcoin and eventually Ethereal. Andrew's role at ConsenSys Enterprise is a mul...
When building large, cloud-based applications that operate at a high scale, it's important to maintain a high availability and resilience to failures. In order to do that, you must be tolerant of failures, even in light of failures in other areas of your application. "Fly two mistakes high" is an old adage in the radio control airplane hobby. It means, fly high enough so that if you make a mistake, you can continue flying with room to still make mistakes. In his session at 18th Cloud Expo, Le...