Creativity is one of the greatest qualities that Brazilians are proud to have and it is no wonder that the country is known for being one of the largest meme producers in the world. In order to gain a deeper understanding of the relationship between Brazilians and skill, Faber-Castell Brasil launched the Map of Creativity, an opinion survey carried out by the company’s Consumer Marketing Insights (CMI) department, via a MindMiners panel, a reference research institution in the consumer behavior. The study showed that three out of four people consider themselves creative and 96% agree that creativity can help transform the world, not only being an artistic ability, but also innovation and problem solving. When the topic is skills for the future, creativity appears as one of the three most important, along with the ability to learn and resilience. The launch of the material comes at a good time: on November 17th, Creativity Day is celebrated nationally.
The survey found that 85% of the population agrees that creativity is a trainable skill, a fact already confirmed by science and by world-renowned institutions, such as Harvard University, in the United States. In line with this premise, Faber-Castell actively works with the mission of awakening people’s creative potential. “Creativity is like a muscle: it needs to be exercised daily to develop. We know that everyone is creative in different ways. With the right stimuli, this creative capacity can increase”, he points out to the president of Faber-Castell, Marcelo Tabacchi. That is why the company works in an innovative way on all business fronts: from the traditional ones (aimed at offering stationery products and office materials) to the most recent ones, such as the new business area, responsible for the Creative Learning Program and Time of the Invention. The projects promote creativity in Brazilian education, especially for children.
Shoo creative block!
According to the study, 44% of the population created something in the last week or month, be it the solution to a problem, improvising in the face of some situation or even activities in the field of arts, music and gastronomy, for example. Nine out of ten people agree that living a life that balances leisure, work and study is essential to being creative. “To build an environment conducive to creativity, it is essential to know how to balance the professional and personal routine, including a period in our daily lives to dedicate ourselves to activities that are propelling new ideas and connections of the mind”, reinforces the director of Marketing at global leader in stationery products and office supplies, Flávia Giordano. For those who do not consider themselves creative, the main barriers to creativity are the fear of: making mistakes, failing, rejection, disapproval, or even change (62%), lack of stimuli/incentives (43%) and lack of resources, such as money, materials, etc. (30%).
Ideas: what are they, where do they live and what do they eat?
Social media is the biggest source for creativity: 45% of people seek inspiration from channels like Instagram, Pinterest, Youtube, Facebook, etc. Following, movies, series and theater plays (34%) and music (32%) appear in the top 3. The night is the period of the day when people feel more creative (28%). When asked who inspires them, family is the biggest source of inspiration for 34%, followed by artists (28%), such as musicians, singers, dancers, painters, actors, etc.
Are people born or become creative throughout life?
The survey showed that 82% of Brazilians agree that everyone can be creative and, for 85%, creativity can be trained. Faber-Castell believes that there is no limit to creativity. “The more stimuli we offer our mind, we acquire more repertoire and the more creative we can become. We can naturally and unconsciously think or act in a creative way, but when we are aware of creativity techniques, we can consciously choose to use them in situations where skill is essential”, says the director of Innovation and New Business at Faber- Castell, Bruna Tedesco.
According to 87%, creative people suddenly have ideas (ideas that come out of nowhere, insights). There are also those who still believe that creativity is a gift (63%) or for few people (45%). With regard to the most creative phase of life, the majority (51%) believe that it is childhood, compared to 27% who bet on adolescence, 20% who chose adulthood and 2% on old age. The belief is true: according to a study released by NASA, children up to five years old use 98% of their creative potential. As adults, only 2% were highly creative.
More creative fathers and mothers: check V
People with children also consider themselves more creative: 82% of participants agree that they have the ability, compared to 68% of those without children. “Parenting challenges those responsible for educating children to create ways to entertain them, often with little. At the same time that childhood is the stage of greatest creativity performance, adults with children also need to reinvent themselves to keep up with all the inventive power of young people”, highlights Bruna. When fathers and mothers were asked if they created something in the last week, 30% said yes, a higher percentage than that of people without children (18%).
The survey was conducted in September, with 600 participants in an online collection. More information can be found on the official Faber-Castell website.
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