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Brits ‘lag behind US and France in the creativity stakes’

Only 66% of the British public would consider themselves ‘creative’, compared to nearly 80% of Americans, according to new research.

Americans also showed a greater enthusiasm for wanting to spend more time on creative activities (43%) compared to Brits (37%) who complained of time pressures, a lack of equipment and stimulation as barriers to creative activity involvement.

Global research commissioned by eYeka, also indicates that enjoyment for solving complex problems continued to see the Brits fall behind their US and also French counterparts in the creativity stakes, with only 30% relishing the task, compared to 47% of French respondents and 40% of Americans.

The research also looked into respondent’s willingness to think creatively about the world around them. Findings revealed more than half of Americans and French respondents said they like to experiment with new ideas around how to use products and services differently, compared to only 38% of Brits.

Moreover, only 21% of UK respondents had thoughts on how they could improve products and services currently on the market, compared to a more imaginative 34% of Americans.

“The research reveals a gaping chasm between nations when it comes to creativity and willingness to be involved with creative tasks,” said François Pétavy, Global CEO at eYeka. “Creativity, it appears, is an underutilised resource in the UK and is something that can actually benefit both consumers and brands in the long run. Engaging with consumers’ creativity can generate ideas for brands that can lead to breakthrough innovation and ultimately bring better products and services to consumers.”

Pétavy continued: “Interestingly, when asked what would drive them to co-create with brands, the three nations differed greatly - UK respondents showed an interest in developing creative concepts for food and beverage brands (19.7%) and IT products (12.5%) whereas the French favoured cosmetics and perfumes (13.8%) and Americans - home, decoration and furniture (12%).”

“There’s a huge opportunity for the Brits to catch up with their American and French counterparts when it comes to creativity. Such an untapped resource could prove hugely beneficial to brands when it comes to competing on the world stage,” Pétavy concluded.


eYeka carried out the research over 2 months amongst 1,989 respondents across the UK, US and France.

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