Adobe: Gen Z Believes It Is Australia’s Most Creative Generation

New research released by Adobe investigates the factors that make Australians creative, revealing that Generation Z—those aged 13 to 22—believe they are more creative than any other generation.
In a survey of more than 1,000 Australians, Adobe found 64 per cent of Gen Z considers themselves creative or very creative, compared to only 49 per cent of all other generations (Millennials, Gen X and Baby Boomers).
Gen Z also believe creativity will be an important part of their work and helps with their study.
Three quarters (78 per cent) of Gen Z say doing something creative every day would benefit their work and academic studies, while 72 per cent wish there was a greater emphasis on creativity in their field of work and study.
“The next generation of Australians are the most confident in their creativity and believe this will help them in their work and studies,” Adobe ANZ managing director Suzanne Steele said in a statement.
“This generation, which we’ve dubbed as Generation Create, are digital natives and approach creativity differently as they’re less interested in traditional creative inspirations.”
Drivers of creativity
Creative inspiration can come from anywhere. Therefore, Adobe aimed to discover what fuels creativity across all Australian generations.
Love and heartache are both well-known for inspiring creativity, but is one stronger than the other? According to this research, love is the winner by a hair.
One in three (29 per cent) Aussie Gen Z admit that being in love has a strong impact on creativity, while 28 per cent believe experiencing a breakup makes them more creative.
For Australians aged over 24, coffee is the top optimal food for fuelling creativity (44 per cent), but for Gen Z, water and fruit are tied for their top optimal food for creativity (44 per cent and 43 per cent, respectively).
However, it’s not all healthy eating with this generation—they also believe that snacks (34 per cent), Pizza (31 per cent) and pasta (26.5 per cent) are optimal for fuelling creativity.
Sleep impacts younger Australians, with Gen Z (37 per cent) revealing they need their sleep more than any other generation (31 per cent Millennial, 26 per cent Gen X, 26 per cent Baby Boomer).
Pushing traditional workplace boundaries
The next generation of Australians will dictate the future of work, and Adobe’s research reveals that younger generations would prefer to work outside of an office.
However, this doesn’t mean they want to be working from home either, with seven in ten (69 per cent) Gen Z stating that working outside of home helps with creativity.
In contrast, Millennials have embraced working from home with more than half (56 per cent) believing it makes them more creative.
Baby Boomers on the other hand don’t find working from home impacts their creativity, with less than half (41 per cent) agreeing that working from home helps with creativity.
According to Adobe, this begs the question of whether it’s time to say goodbye to the office and embrace a partially or completely remote working environment.
Adobe has recognised this shift in workplace behaviour and focused on launching creative applications that aren’t bound by traditional ways of working. At MAX 2020, Adobe unveiled Illustrator on iPad, meaning creators can now design anywhere, work seamlessly across devices, and keep everything in sync.
Steele added: “It’s important all organisations understand that the next generation will push the boundaries on the traditional workplace, not just with remote working but a space between home and the office.
“The future workplace will require us to think how we can offer this generation creative spaces for people to connect and collaborate, but also offer the flexibility for employees to choose where they work so they can be their most creative and productive.”
Featured image source: iStock/ABEMOS
Latest News

Social Media: Does Its Value Equal The Hype?
In his first post for 2021, B&T regular Robert Strohfeldt points his magnifying glass at digital media’s hype and argues it’s possibly not cracked up to all it purports to be… In the past few months, I have seen many CVs of young graduates seeking a career in marketing and/or advertising. I could fool myself […]

Melbourne’s Fed Square Unveils New Brand Identity ‘Anything But Square’ Via Interbrand
B&T's stopping short of calling Fed Square ugly, but we're betting it'd have a tough time getting Tinder dates.

Barbie Is Bisexual? Apparently, According To Twitter
News out today that Barbie is possibly bisexual. Meanwhile the rumours dogging Ken also refuse to go away.

TikTok Unveils Second Australian Brand Campaign
TikTok's not just for nine-year-olds and adults with a bizarre unicorn hobby says latest brand campaign.

Google Delivers Australian Businesses And Consumers $53B In Benefits: Report
Google Australia releases latest report in charm offensive apparently unaware we'd all use it regardless.

Integrated Marketing Agency, McCorkell, Wins Spot In Global Rainfocus Partner Program
B2B marketing agency McCorkell has announced that it has been appointed an official Asia-Pacific partner of RainFocus, the next-generation event marketing and management platform. The collaboration will see both companies come together to shake up the end-to-end event service model across APJ. “As the only true integrated event marketing and management platform servicing everything from […]

Domino’s Launches Five New Chicken Products “Worth Crossing The Road For”
Domino's unveils new chicken range. Not that you care given your new year/new you fitness campaign, however.

Plant-Based Brand Oatly Releases Witty Guides, Controversial TV Ad To ‘Help Dads Quit Dairy’
It's rare you hear the words "vegan" and "sense of humour" in the same sentence but apparently it's happening here.

Fitness Guru Joe Wicks Unleashes Mega Fart In Front Of 800,000 Online Fans
Do you drop bodily functions so awesome they simply have to be heard by the entire room? You'll empathise with Joe here.

Radio Station 927 Returns To GfK Survey In 2021
Making slightly more work for B&T's radio reporter, Victoria's 927 has decided it wants back in on the ratings numbers.

Lars Lehne Appointed As Group CEO Of Incubeta
Lars Lehne named as group CEO of Incubeta and who is not to be mistaken with Superman's nemesis Lex Luthor.

Google Data Reveals World’s Most Popular Takeaways; Chinese Tops For Aussies
New study reveals the world's favourite takeaways and it appears bad news for lovers of the haggis and the pangolin.

Entertainment Appoints FutureBrand Australia To Lead Brand Transformation
FutureBrand starts the new year with a new client win. Which arguably means a client loss for another agency somewhere.

Nine Announces Mega MAFS Reunion Special
Further evidence that truly awful people somehow make good reality television comes news of a pending MAFS reunion.

Established Brands Join Forces To Launch New Comparison And Advice Hub, Compare Club
New comparison site Compare Club unveiled amid concerns the name's possibly a little on the predictable side.

2020 Sees Over 80% Of Aussies Turn To SVOD
Clearly ignoring mum's veiled threats that too much telly gives you square eyes, Aussies' SVOD viewing soars.

Reports: Lebron James Leaves Coke, Set To Back New-Look Mountain Dew
Lebron to quit Coke for rival Mountain Dew. B&T strongly suspects there was a large cheque in there somewhere, too.

MKTG Australia Unveils New Leadership Team
MKTG Australia apparently on the lookout for slightly larger boardroom table after unveiling new leadership team.

Get A Wriggle On! Entries Are Open For B&T’s Women Leading Tech Awards
Surely B&T's Women Leading Tech entries should include some difficult to fathom algorithm to decipher, but it doesn't.

SpotX Joins The Trade Desk’s Unified ID 2.0 Initiative
Turned off by this slightly techy headline? Well, get set to be really bamboozled by the overly techy body copy.

Triple J’s Hottest 100: Only A Few Hundred Votes Separate First And Second Place!
Hottest 100 top songs of the year are neck and neck. B&T editor still working out who G Flip and Mallrat are.

Some Funny Bugger Has Stolen Pauline Hanson’s Website And Redirected It To The Refugee Council
It's a safe bet to assume "I don't like it" was uttered a few times up in Queensland this morning.

LinkedIn Launches Jobs Bootcamp To Make “2021 The Year Of Your Career”
B&T's hoping Uber Eats or Diageo will be the next company to launch an all-day Bootcamp.

WhatsApp Takes Out Full-Page Newspaper Ad To Address Privacy Concerns
After spending the last decade sending newspapers broke, Zuckerberg finally decides to throw them a bone with these ads.

Hailey Bieber, Kendall Jenner & Precious Lee Front Latest Versace Campaign
B&T's editor is more of a Lowes than Versace man, but he has been known to sport a colourful kaftan from time to time.

Greg ‘Blewey’ Blewett To Join Bernie And Jars For The Drive Home On Adelaide’s 104.7 Triple M
Adelaide's prodigal son is returning to the airwaves. Greg Blewett that is, not Guy Sebastian.

Lotame Extends New Cookieless ID Solution With Magnite, Sovrn, Eyeota And Advance Local Integrations
Dissapointingly, Lotame not rolling up sleeves and baking double choc cookies, as featured image would suggest.

Landor Australia Rebrands Women’s Tennis Association
Women's Tennis Association undergoes first rebrand in a decade, and not one tennis racket was thrown in a tantrum.

Collingwood Women’s Football Team Partners With AIA Australia
Collingwood women’s football team partners With AIA Australia. B&T hears it was a beautiful ceremony.

“Focus On Paying For Original Content”: Treasurer Slams Google’s Move To Block News Stories
Not one but two stories about Aussie politicians today. No, you're not reading The Guardian.