Eighty-eight Percent of U.S. Professionals Surveyed Believe Creativity Should be Built into Standard Curricula
Creative thinking deserves a much higher priority in education
curricula, according to college-educated professionals surveyed in new
research released today by Adobe. The U.S. study, Creativity
and Education: Why it Matters, sheds new light on the role of
creativity in career success and the growing belief that creativity is
not just a personality trait, but a learned skill. Based on the study,
85% percent of respondents agree creative thinking is critical for
problem solving in their career, and 68% of respondents believe
creativity is a skill that can be learned. Nearly three-quarters (71%)
say creative thinking should be “taught as a class – like math or
science.”
The research is based on interviews with a nationally representative
sample of 1,000 full-time salaried workers ages 25 and older with at
least a four-year college degree.
“Around the world, educators are already fostering creative thinking
with their students,” said Jon Perera, vice president of education,
Adobe. “What this study is telling us is that we need to empower and
accelerate this shift. Creativity is a critical competency that should
be taught within all disciplines. This will drive the global economy and
the career success of the next generation.”
Creativity is Key to Career Success
Almost nine out of 10 professionals overwhelmingly agree that creativity
is required for economic growth, and is valuable to society (96%).
Additionally, 78% say it is important in their career. Yet, 32% don’t
feel comfortable thinking creatively in their career, and a large
majority (78%) wishes they had more creative ability. When asked to
define creativity, the majority of respondents (66%) say they associate
creative thinking with “thinking out of the box,” or “the ability to
come up with innovative ideas.”
Education Concerns
The study points to a growing awareness – especially among professionals
– that creativity and creative thinking deserve a bigger role in
education. Ninety-one percent agree there is more to preparing for
success in school than learning subjects, and 82% wish they had more
exposure to creative thinking as students. Fifty-seven percent of
professionals believed creativity would be important to their career
while they were in college, compared to the 78% who believe it is
important to their career now. Seventy-two percent say they were more
focused on course subject material when they were in school than on
creative thinking. Among education majors, 75% viewed creative thinking
as important to their career while they were in college and 48% say it
currently has a place in their career.
Interestingly, science (69%) and math (59%) ranked nearly as high as
traditional creative subjects like art (79%), music (76%), and drama
(65%) in contributing to creative thinking.
About the “Creativity and Education: Why it Matters” Study
The data points referenced above come from a study commissioned by
Adobe, produced by research firm Edelman Berland and conducted as an
online survey among a nationally representative sample of 1,000
Americans, ages 25+ who are college-educated and full-time salaried
employees. Interviewing took place from October 17 - 19, 2012. The
margin of error is +/-3.1%.
For more information on the research results visit Adobe
Creativity and Education: Why it Matters study and Adobe Creativity
and Adobe
Creativity and Education: Why it Matters infographic.
About Adobe Education
Adobe’s education vision is to unleash the creativity of students and
educators around the world. In addition to product innovations, Adobe’s
education offering includes standards-aligned curriculums,
certification, professional development, and flexible purchasing options
for students, faculty and schools to ensure students are ready for the
opportunities in an ever-evolving digital world. More information on
Adobe education solutions can be found at http://www.adobe.com/education/.
About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more
information, visit www.adobe.com.
© 2012 Adobe Systems Incorporated. All rights reserved. Adobe and the
Adobe logo are either registered trademarks or trademarks of Adobe
Systems Incorporated in the United States and/or other countries. All
other trademarks are the property of their respective owners.

Adobe Systems Incorporated
Mirka Janus, 408-536-2876
mjanus@adobe.com
or
Edelman
Julia Weede, 317-664-5360
julia.weede@edelman.com