Study reveals key obstacles to creativity in the workplace

A new study conducted by Harvard Business Review Analytic Services, in collaboration with Canva, has uncovered significant challenges in fostering creativity within the workplace.

The research, which surveyed over 500 business professionals globally, found that while the importance of creativity is widely acknowledged, many organisations fail to nurture it effectively.

The study revealed that a striking 96% of respondents believe creative ideas are essential for an organisation's long-term success and performance. Additionally, 94% agree that investing in creative tools and technology will be crucial for future success. Despite this recognition, the conversion of innovative ideas into tangible business impacts remains elusive for many.

The survey categorised organisations into three groups based on their success in identifying creative solutions: leaders, followers, and laggards. Leaders, constituting 22% of respondents, are very successful at identifying and implementing creative solutions. In contrast, followers (56%) are somewhat successful, while laggards (22%) struggle significantly in this area.

A major finding from the study is that many workplaces are not fostering creativity among their employees. Although 91% of respondents agree that creative thinking is a crucial employee attribute, more than half of the laggards (58%) report that their organisation's culture does not reward creative pursuits. Only 19% of leaders shared this sentiment. Leaders (41%) are also more likely than followers (17%) and laggards (8%) to encourage creativity by rewarding employees for taking creative risks and thinking outside the box.

Creativity within an organisation is also heavily influenced by leadership. An overwhelming 94% of participants agreed that having a creative leader boosts the creativity of their team. However, nearly three-quarters of laggards (72%) feel that their leadership is not sufficiently engaged in creative thinking to support their teams. This contrasts sharply with the leaders, where only 23% felt similarly.

The study highlights the importance of equipping employees with the right tools to foster creativity. Among respondents, 94% agreed that organisations investing in creative technology will be more successful in the future. Eighty-seven percent anticipate that their organisation's financial investment in creativity-building tools and technologies will either increase or remain constant over the next year. Current popular technologies for enhancing creativity include collaboration platforms (65%), visual communication tools (64%), and data visualisation tools (56%). Leaders significantly outpaced laggards in facilitating cross-functional collaboration (53% vs. 14%) and in encouraging diverse thinking approaches (52% vs. 15%).

Generative AI (gen AI) also emerged as a significant tool for fostering creativity. Forty-two percent of leaders believe gen AI can substantially enhance creativity within their organisation. Leaders cited that gen AI could automate repetitive tasks, freeing employees to focus on creative endeavours (62%), speed up idea generation (60%), and create content with minimal human intervention (49%). Furthermore, 47% of leaders are currently utilising gen AI tools for strategic growth, compared to 30% of followers and 14% of laggards.

Cameron Adams, co-founder and chief product officer at Canva, commented on the findings. "In a business world focused on the bottom line, it's easy to lose sight of the value of creativity. The findings highlight that creativity isn't just a complement to business growth; it's foundational to driving long-term success. Ultimately, innovation and creativity are what will differentiate the leaders from the laggards; it's what drives growth in a challenging landscape," said Adams.