New survey shows nine in 10 respondents agree that creativity is a key attribute for employees to possess, yet many are falling short of fostering a culture that encourages it.

Canva, the world’s only all-in-one visual communication platform, has unveiled insights from a study conducted with over 500 business professionals, highlighting the challenges of fostering creativity in the workplace. The study, carried out by Harvard Business Review Analytic Services in association with Canva, emphasizes the critical role of creativity in driving long-term success for organizations.

Importance of Creativity in Business

• Survey Highlights:

  • 96% of respondents agree that creative ideas are essential for an organization's long-term success.
  • 94% believe organizations investing in creative tools and technology will be more successful in the future.

• Current Challenge:

  • Many organizations struggle to convert innovative ideas into tangible business impact.

Categories of Organizations

• Leaders (22%):
  • Very successful at identifying and implementing creative solutions.
• Followers (56%):
  • Somewhat successful in their creative efforts.
• Laggards (22%):
  • Not very successful in fostering creativity.

Key Findings

1. Nurturing Employee Creativity:

   • 91% agree creative thinking is a key attribute for employees.
   • Over half of laggards (58%) report their culture doesn't reward creativity.
   • Only 19% of leaders say their culture fails to reward creative pursuits.

2. Encouraging Creative Risks:

   • Leaders (41%) are more likely to reward creative risks than followers (17%) and laggards (8%).

3. Creative Leadership:

   • 94% agree that having a creative leader enhances team creativity.
   • 72% of laggards feel their leadership is not engaged in creative thinking.
   • Only 23% of leaders share this sentiment.

4. Investment in Creative Tools:

   • 94% believe investing in creative technology is crucial for future success.
   • 87% expect financial investment in creativity tools to increase or stay the same.

Technologies Enhancing Creativity

• Popular Tools Among Leaders:

  • Collaboration platforms (65%)
  • Visual communication tools (64%)
  • Data visualization tools (56%)

• Cross-Functional Collaboration:

  • Leaders are more likely to facilitate collaboration (53% vs. 14% for laggards).

• Generative AI:

  • 42% of leaders believe generative AI can greatly enhance creativity.
  • Uses of generative AI include automating tasks, accelerating idea generation, and creating content with minimal human intervention.
  • 47% of leaders use generative AI for strategic growth, compared to 30% of followers and 14% of laggards.

The study underscores the importance of creativity in business growth and long-term success. Cameron Adams, co-founder and chief product officer at Canva, emphasized that innovation and creativity differentiate leaders from laggards and drive growth in challenging times.