Digital & Social Media

Corporations, Creativity and Consumers

Corporations, Creativity and Consumers

Creativity in the business world takes many forms- and it varies person to person. So what do the numbers show about what is considered creative, which industries are thought of as creative, and how those perceptions impact the bottom line? FleishmanHillard TRUE surveyed 511 U.S. adults to find out these answers and more.

What Is Creative?

Generally speaking, consumers don’t consider companies to be creative. In fact, only 28 percent of respondents think more than half of companies are creative.


This could, in part, be because of a lack of definition, as creativity can mean many different things to different people. When given more specific manifestations of corporate creativity, those surveyed indicate which actions are most important when it comes to being considered creative. More than three-fourths (77 percent) defined creativity as innovation and design/aesthetics in products. But nearly the same number – 74 percent – included “what the company stands for” in their definition. Operational creativity also was deemed required for true corporate creativity by 65 percent of respondents. Perhaps surprisingly, being first to market was considered a hallmark of creativity by only 42 percent.


Not surprisingly, nearly two-thirds of consumers rate a launch of a new product (with positive reviews) as most creative when compared with creative commercials or social media campaigns. Interestingly, nearly one in six (16 percent) believe a new company rule or policy is most creative.


The Creative Industries

Creativity isn’t limited to the fields one would expect. While technology, food, and consumer products companies are most likely to be identified as creative, more than 4 out of 10 consumers identified companies in finance (44 percent), healthcare (45 percent), energy (50 percent) and manufacturing (56 percent) as creative.


The Bottom Line on the Bottom Line

Where does creativity rank as far as purchase influence for consumers? Consider this: One in 10 say creativity is the most important factor driving their purchase decisions. Only quality and price ranked higher. In a world where price and quality are often comparable from competitor to competitor, creativity can be a distinction to break a “tie.”


While it might not be the most influential driver of purchase decisions, it certainly still gives companies a competitive edge. In fact, 9 in 10 will pay more for a product or service that they deem more creative, and 45 percent will pay more than 10 percent more for a product or service that is deemed to be creative.