UK businesses failing to encourage creativity

The UK is among the least creatively confident nations, according to new research conducted by Jack Morton Worldwide, which surveyed 7,000 people globally.

Josh McCall, Jack Morton, CEO
Josh McCall, Jack Morton, CEO

The report reveals a significant gap between employees’ desire to be creative and leadership support for creative thinking.

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. 

The survey found:

  • 78% agree creative thinking is critical for the success of business
  • 67% believe creative thinking increases sales
  • Just 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 UK is among the least creatively confident of the nations studied: 

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

Also, more than 30% in the UK report that their company’s key method of idea-creation is brainstorms, a technique that can encourage narrow thinking. Only 11% believe ground-breaking ideas are created under pressure. 

The research was conducted across more than 7,000 employees in 11 markets: Australia, Brazil, China, Egypt, Germany, Hong Kong, Saudi Arabia, Singapore, UAE, UK and the US. 

Josh McCall, 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. 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."

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