Does Creativity Matter? Adobe Research Shows Dramatic Impact on Business Results

Study shows companies embracing creativity outperform peers in revenue, market share, and competitive leadership
Singapore — October 1, 2014  Adobe (Nasdaq: ADBE) today released new research, a commissioned study conducted by Forrester Consulting on behalf of Adobe, that aims to quantify one of the great intangibles in global business: creativity.  The Creative Dividend survey shows that what makes a company succeed — the ability to foster innovation; develop exceptional talent and leadership; and a high degree of brand recognition — is influenced by its creative perspective, practices, and culture. But does creativity also impact the bottom line, and do companies experience more business success because they foster creativity?  Through this research, Adobe concludes that creativity is essential to current and future business success. Key findings include:

  • Companies that foster creativity achieve exceptional revenue growth than peers. Fifty-eight percent of survey respondents that said their firms’ foster creativity had 2013 revenues exceeding their 2012 revenues by 10% or more. In contrast, only 20% of less creative companies performed similarly.
  • More creative companies enjoy greater market share and competitive leadership. Creative companies are more likely to report a commanding market leadership position with a higher market share than competitors. Of those reporting market share leadership, creative companies outnumber their less creative counterparts by a factor of 1.5.
  • Despite the perceived benefits of creativity, 61% of companies do not see their companies as creative. Only 11% said their practices were perfectly aligned with firms readily recognized as creative. The majority (51%) said they were neutral or not aligned with creative firms, and 10% felt their practices were, in fact, the opposite of what creative companies do.
  • Creative companies win recognition as a best place to work. A positive employee work environment is a fertile breeding ground for creativity. 69% of creative firms also reported winning awards and national recognition for being a “best place to work.” Just 27% of less creative companies achieved similar accolades.

In May 2014, Adobe commissioned Forrester Consulting to investigate how creativity influences business outcomes. The study surveyed senior managers from more than 300 large global companies across a diverse set of industries to understand how creativity impacts business results. Decision-makers from large enterprises in the US, UK, France, Australia/ New Zealand, Korea, Japan, and Germany who influence creative software purchases were interviewed.   

The full study can be viewed at ( Read about how David Wadhwani approaches creativity at Adobe here (

“For years, business leaders have focused on things like employee productivity, process efficiency and workforce planning as the key success drivers for their companies. But over the past few years, the mindset has shifted. Leading companies recognize the importance of another key success driver – the need to infuse creativity into all aspects of the business environment – from strategy and culture, to innovation and customer engagement,” said David Wadhwani, senior vice president, Digital Media at Adobe. “And creative companies are 50% more likely to report a commanding market leadership position over competitors.”

“Businesses across Asia Pacific have embraced the shift towards a knowledge-based economy; those which focus only on efficiency and pricing will eventually reach a glass ceiling, while those which embrace and foster creativity and innovation will lead the way,” said Paul Robson, President, Asia Pacific, Adobe. “Businesses need to incorporate creativity as a key organizational KPI, on par with revenues and brand equity, as a measure of success.”

About Adobe Systems Incorporated
Adobe is changing the world through digital experiences. For more information, visit The Adobe South East Asia community can connect with the Adobe team and other creative professionals and enthusiasts directly on Facebook for local news, updates and promotions at

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