Companies that encourage creativity outperform those who don’t on key performance indicators (KPIs) such as revenue growth, market share and talent acquisition, a study from Adobe has found.
The ‘Creative Dividend’ survey concluded that creativity was essential to business success, health and performance.
Key data
| 69% of creative firms said they had won awards and national recognition for their success |
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61% of companies do not perceive themselves as creative |
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58% companies who foster creativity posted higher revenues in 2013 than the previous year by 10% or more, compared to… |
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Only 20% of less creative companies |
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Creative companies in positions of market leadership outperform less creative companies by 1.5 percent |
Additional facts
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More creative companies enjoy greater market share and competitive leadership
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Creativity thrives with leadership support, regardless of type of business or industry
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Companies now pursue creativity as a genuine business objective and set goals for achieving creative outcomes
The survey, conducted by research group Forrester on behalf of Adobe, aimed to find out how creativity impacted business outcomes, with answers taken from over 300 large global companies across North America, Europe and Asia-Pacific.
You can find more information here.
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