HP Study: 80% Of Aussie Creatives Worried About Staying Relevant

HP Study: 80% Of Aussie Creatives Worried About Staying Relevant

A new study from HP Australia released today found that 80 per cent of Australian creatives are concerned about staying relevant in the evolving workplace and are turning to technology to help them future-proof their skills.

HP Australia’s Creatives of the Future report takes a close look at the needs of today’s creatives, understanding the skills challenges facing the industry and the opportunities that come with a more connected world.

HP Australia commissioned global research and analytics consultancy firm, Edelman Intelligence, to survey over 150 design and technical creative professionals, as well as more than 100 IT decision-makers within the industry. Design creatives were defined as those in roles including graphic designer, art director and civil designer, while technical creatives included UI/UX designers, 3D animators and CAD designers.

According to Ken Maher, director of personal systems at HP ANZ, businesses across all industries, including Australia’s booming $100 billion creative industry, are facing new challenges that come with the shifting dynamics of today’s workplace.

“Australia has long been a test bed for creativity. Whether it be animating the latest Hollywood blockbuster or asking consumers to share their bottle of Coca-Cola, Australian creativity is well-known and respected across the globe. HP’s Creatives of the Future report shines a spotlight on the importance of revitalising skills, and the role technology plays in providing Australia’s creatives with the freedom to create anywhere, anytime, for any job across the world.”

Building skills at the speed of technology

Australia’s creative industry continues to undergo rapid change, from new approaches to design and new ways of working, to the globalisation of the industry. In the face of this evolution, HP Australia’s Creatives of the Future report found that technology’s role as the enabler of creativity has never been more acute.

Almost all creatives surveyed (91 per cent) believe the right technology is key to producing higher quality outputs, and critical to the success of their business. In fact, close to the same number of creatives (89 per cent) agree they must always be up-to-date on the latest technology, and they’re walking the walk with 71 per cent reporting they invest heavily in technology to support their work.

Despite this, concerns remain. Four in ten creatives (41 per cent) feel uncomfortable with the speed at which they are required to adapt to new technologies entering the industry. This, coupled with the fact that 80 per cent of creative professionals are concerned about staying relevant in today’s evolving workplace, means the need for the community to continuously upskill has never been clearer.

HP Australia’s Creatives of the Future report also uncovered differing comfort levels between creatives and IT decision-makers when it comes to the pace of technological change hitting the industry.

Maher added, “It shouldn’t come as a surprise that, while 85 per cent of IT decision-makers feel prepared for change, 77 per cent of creatives feel the same. As technology continues to drive the growth of Australia’s creative industry, there is a distinct role IT decision-makers can play in helping creatives arm themselves with the tools and skills they need to change the boundaries of what is possible and bring their creative visions to life.”

Creativity on the move

The dynamic of the workplace is shifting fast in Australia, with the creative industry at the face. Today, we work where we want, when we want, how we want, no longer living in eight-hour blocks of work, rest and play. Creative professionals who are always working to push the boundaries of what’s possible understand that inspiration doesn’t just happen in one place or between the hours of 9 to 5.

Meanwhile, millennials are expected to make up more than half the workforce in the next three years, demanding a workplace that allows them to move effortlessly between physical and virtual work environments. According to HP Australia’s Creatives of the Future report, over half of Australia’s creative professionals (55 per cent) work from home, with one-in-five working from client offices (20 per cent) and another 16 per cent creating from shared work environments.

With 92 per cent of creatives surveyed believing technology should enable virtual working, these expectations are only set to grow. Having both technology and the right skills is key to accelerating workflow and ensuring professionals can create at the speed of their ideas.

Créative sans frontières

Not only are creatives on the move but their opportunities are now borderless. A film can be shot in London, VFX added through a studio in Sydney, and edited in Vancouver. Creative professionals today need powerful technologies that empowers them to seek new skills and take full advantage of opportunities that lie beyond Australia’s shores – and 89 per cent of Australian creatives surveyed agree.

Still, HP Australia’s Creatives of the Future report found that 1 in 10 Australian creatives name global competition as the number one challenge facing the industry. Creative professionals are beginning to realise that having the latest and greatest in technology can only take them so far. As new capabilities are introduced, creatives will need to arm themselves with knowledge and expertise on getting the most out of these new technologies to remain competitive at a global scale. In fact, while 92 per cent of creatives believe they need to expand their skillsets to compete globally, currently only 44 per cent will actively seek out learning opportunities.

Creatives are, by nature, collaborative beings and understand the power of bringing together the best people to create the best ideas. The report found that 88 per cent of Australian creatives surveyed desire to be part of a global creative community to expand their skills and keep ahead of developments within the industry.

HP’s Z by HP portfolio of is specifically designed to meet the performance, flexibility and connectivity demands of today’s creative workforce. In October, HP released ZCentral – the world’s first workstation that centralises high-end computer power to allow users to tap into graphic-intensive applications and workflows from anywhere at any time.

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