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."

Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
3 days left for entries to C&IT Awards

3 days left for entries to C&IT Awards

The deadline to enter the C&IT Awards is 11.59pm on Thursday 27 June, so get your submissions in!

'You can only plan 95% of an event, there's 5% you can never predict'

'You can only plan 95% of an event, there's 5% you can never predict'

A-List 2019: Abigail White, event manager, OrangeDoor.

Conference and meeting spend in UK increases by £1.9 billion

Conference and meeting spend in UK increases by £1.9 billion

Research commissioned by Visit Britain finds MICE sector in good health, with the number of meetings at venues also rising.

4 pitching tips agencies need to know

4 pitching tips agencies need to know

The pitch can be your one chance to prove your credentials so certain elements are essential, says creative director of Timebased.

'If agencies paid more attention to training they would have a higher retention rate'

'If agencies paid more attention to training they would have a higher retention rate'

A-List 2019: Sam Ward, lead projects & event manager, Brandfuel.

In pictures: The first ever C&IT Summit

In pictures: The first ever C&IT Summit

London's Congress Centre hosted an industry gathering featuring panel debates, networking and virtual reality.

Winners of Best Places to Work 2019 revealed

Winners of Best Places to Work 2019 revealed

Best Places to Work award winners and top 20 agencies announced at C&IT Summit drinks reception in central London.

The Hague: A global innovation and events hub

Driving innovation is a key theme for many business events and conferences, and brands looking for a destination with an open-minded and entrepreneurial spirit to amplify that message should head to The Hague.

'The industry is so wasteful, it's a shame'

'The industry is so wasteful, it's a shame'

A-List 2019: Smyle's production manager Nick Thomas.

48 hours in... Wales

48 hours in... Wales

Two days of meetings and activities in wonderful Wales, from Chateau Rhianfa to gorge-walking.

LATEST JOBS