Agency Crispin Porter with Bogusky London and Vlad Glaveanu came up with a new report which reveals key difference in definition of creativity in 8 countries and its reflection on economy.

Professors from Aalborg University’s International Center for the Cultural Psychology of Creativity in Denmark interviewed 806 young professionals from U.S., U.K., Germany, Brazil, Turkey, Russia, China, and India to find out the approach and attitude to creativity in different countries.

Firstly the report shows that today creativity reached a new global definition which consists of value, meaningfulness and originality. Moreover, the way it manifests itself in the world was also changed.


Global Creativity Index Research

Secondly, according to the researchers, self-confidence degree in Europe is surprisingly decreasing. Meanwhile creativity has a positive effect on markets which shows great development and remarkable economic growth. Mark Lhermitte and Bruno Perrine’s 2015 research showed that last year culture and creativity was going to become powerhouse of economic growth in Europe.

Scientists claimed that with €535.9 billion revenue and more than 7 million workers creative industries would be central to Europe’s economy and competitiveness. Then researchers checked 11 consumer markets for creative goods and services that people consume all over 28 european countries. These findings revealed that in 2012 – 2015 7 million Europeans which is 3.3% of the EU’s active population directly or indirectly were connected with creative activities. In these terms performing and visual arts topped the rank.

Several years ago scientists have already predicted creative industries to become integral to the economy of digital world in terms of digital transformation of that economy and society. New business models were invented to integrate high-value content and these new ecosystem changed the way in which people in Europe consume media and brands. In ten years between 2001 and 2010 in creative sector digital revenues added 30 billion euros. And this trend continued to develop and transform business models.

Global Creativity Index Research


This way digitalized creative works fastens the way ideas and electronic devices are being spread through customers. In Europe almost 70% of customers time were spent on consuming these creative goods. And also 50% of time people spent on playing games, watching videos or surfing the web on their mobiles.

What is remarkable, books still remain a pillar of creative economy! Books market brings great contribution to creative economy and stays the fifth-biggest market, beating even film industry and employing 650,000 people in E.U.

And thirdly, the new report revealed the growth of importance in determining creativity as a process which promote collaboratively. Today people prefer to make creativity collective rather than put it all on one creative person and wait till he or she finds a new solution or comes up with an outstanding idea.

In different countries the statement that creativity matters for professional life responded in this way: Turkey 88%, China 80%, India 79%, Brazil 78.3% and U.S. 76.2%. Contrary to this Russian respondents who accepted the statement consisted 59.8% and the same felt respondents from Germany and U.K – 58% and 57.8%.

The thing which made Richard Pinder, CP+B London CEO, amazed was the dominant emphasis on the creative individual which got 72% in China and its collectivist heritage.

«I was surprised at how China is more individualistic than people in Europe would perhaps give them credit for. In a sense you can rationalize it. In a country of 1.3 billion, there’s always someone who can replace you,» – admits Pinder.

Moreover, the majority of people in respondent’s countries supported the idea that people work more creative while they are doing that collectively. India peaked the rank of this statement which gained 81%.

So, in other words the main idea of the report is that nowadays creativity no more stays prerogative of one genius as everyone can create collaborating with others. And do not forget: creative ideas can change the world more than once.

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