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Infographic IStock Creatives

Infographic: 60% of creatives have no time to work on ideas, while 48% think the industry has stagnated


By Jennifer Faull, Deputy Editor

September 25, 2013 | 2 min read

48 per cent of creatives believe levels of creativity in their industry have stagnated or declined in the last decade with the majority (60 per cent) saying that they have had "great ideas" in the last year but not enough time or support at work to achieve what they wanted.

The study from iStock, conducted by KRC Research, also found that nearly one quarter (23 per cent) spend less than two hours of their day doing 'creative' work.

"Our research raises questions around the state of creativity today in industries vital to the global economy," said Ellen Desmarais, general manager at iStock. "When you consider that global revenues last year in the advertising industry alone were nearly half a trillion dollars, declining creativity is cause for alarm and should prompt an industry-wide discussion. The bottom line – we need to free the creative."

From the 400 creative industry professionals surveyed – ranging from art directors to graphic designers in the US and UK –nearly 70 per cent said they want more "creative time" and 63 per cent said they do not have the time they need for "creative reflection and inspiration".

State of Creativity infographic

Infographic IStock Creatives

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