Creatives in Japan: Turning Technology In the Face of Change

CREATIVES IN JAPAN: TURNING TO TECHNOLOGY

IN THE FACE OF CHANGEJAPAN JUNE 2015

CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015

Methodology

Definition: Creative Pro

• Online survey among a total of 323 Japanese creative professionals

• Data collected between April 22 - April 28, 2015 by Edelman Berland

• Margin of error at the 95% confidence level for the total sample is +/- 5.4%

• Works in a creative industry

(list of disciplines include graphic designers, web designers, photographers, illustrators, etc.)

• Employed, self-employed or freelance

• Resides in Japan


Key Findings

Creatives in Japan are modest and even skeptical about the state of creativity in their country, yet the rest of

the world views Japan as a creative leader.

The creative industry is undergoing massive change, putting increased pressure on Japanese creatives who

don’t feel fully prepared.

• Over a third (36%) of Japanese creatives say that Japan is less creative than other countries. (Slide 6)

• More than half (54%) believe creatives’ best days are behind them. (Slide 6)

• By contrast, Japan ranked as the most creative country in an international survey conducted in 2012

of 5,000 adults, 1,000 each in the United States, United Kingdom, Germany, France and Japan (See

“The State of Create” study, Slide 7).

• Seventy-two percent believe the role of creatives is changing rapidly. (Slide 8)

• Creatives in Japan point to shorter timelines (74%), the increasing number of stakeholders (67%) and

business considerations trumping design and creative purity (60%) as the top sources of pressure. (Slide

10, Slide 12)

• Fifty-six percent report feeling unhappy with their careers. (Slide 11)

• More than three quarters (77%) of creative professionals in Japan say they lack the skills and resources

needed to succeed. (Slide 13)


Key Findings (continued)

Online and mobile creativity are on the rise in Japan as creatives turn to technology for learning, inspiration

and greater creative freedom.

• Half (50%) say that learning new technologies is a skill they need to succeed. (Slide 13)

• Seventy-four percent of creatives agree they need to learn new tools and techniques. (Slide 20)

• App development (16%), user interface/user experience design (14%) and Web design (11%) are seen as the

top three creative skills that will be most in demand over the next 12 months. (Slide 15)

• YouTube (49%) ranked as the top social platform that Japanese creatives rely on for inspiration, followed by

Facebook (30%). (Slide 17)

• Forty-one percent are inspired by viewing the work of other creatives. (Slide 16)

• More than half (55%) believe mobile is transforming the face of creativity and design. (Slide 20)

• A third (34%) of creatives agree mobile allows them to capture inspiration on the go; 52% still capture their

ideas by writing on paper. (Slide 18 and 19)

• Nearly three quarters (73%) say digital tools afford them freedoms they never thought possible. (Slide 20)


DETAILED FINDINGS

CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGEQ28. HOW CREATIVE DO YOU CONSIDER JAPAN TO BE COMPARED TO OTHER COUNTRIES

GLOBALLY? Q5: HOW DO YOU SEE THE FUTURE FOR CREATIVEVS? JAPAN JUNE 2015

HOW CREATIVE DO YOU CONSIDER JAPAN TO BE COMPARED TO OTHER COUNTRIES? HOW DO YOU SEE THE FUTURE FOR CREATIVES?

Japanese creatives are modest and skeptical about the state of creativity in their country

36%

28%46%

Best days are behind

Best days are ahead

36%Less creative

More creative54%

As creative

CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015

Yet, Japan ranked as the most creative country in an international survey

GLOBALLY, 36% SAY THAT JAPAN IS THE MOST CREATIVE COUNTRY

“STATE OF CREATE” SURVEY, APRIL 2012

36%Japan

Other6%UK

France

Germany

US

9%

11%

12%

26%

CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE


The role of Japanese creatives is changing rapidly.

HOW FAST DO YOU BELIEVE THE ROLE OF CREATIVES IS CHANGING?

HOW DIFFERENT DO YOU THINK YOUR ROLE AS A CREATIVE WILL BE? (SHOWN: 7-9)

72%

36%

Rapidly

Very different 3 years from now

Not at all

Very different 12 months from now

Slowly

24%

11%

3%

Q2. HOW FAST DO YOU FEEL THE ROLE OF CREATIVES IS CHANGING?Q44. ON A 0 TO 9 SCALE WHERE 0 IS NOT AT ALL DIFFERENT AND 9 IS EXTREMELY DIFFERENT, HOW DIFFERENT DO YOU THINK YOUR ROLE AS A CREATIVE WILL BE 12

MONTHS FROM NOW AS WELL AS 3 YEARS FROM NOW?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE


New technologies and growing expectations are forces of change

WHAT ARE THE TOP DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES?

55%

38%

49%

26%

38%

New technologies that change how you do your work

New skills that redefine how you do your work

The growing expectations on creatives and creative agencies to do more with less

Growing client demand for campaings across multiple channels/platforms/devices

The impact of social on the creative industry

Q3. WHAT ARE THE TOP THREE DRIVING FORCES BEHIND THE CHANGE IN THE ROLE OF CREATIVES?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE


Shorter timelines and pressures from a variety of stakeholders impact the creative process

% STRONGLY AGREE / AGREE

74%

66%

67%

40%

53%

Shorter timelines mean there is increasing demand for ‘efficient creativity’

Creativity and design thinking are becoming more important to business

Creatives must work with and satisfy anincreasing number of stakeholders

More creatives are moving to independent/freelance roles

The creative industry has changed more in the last 5 years than in the last 50

Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE


Though career satisfaction is not high, most stand by their creative profession

IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU STILL CHOOSE A CREATIVE PROFESSION?

YES63%

NO37%

HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE?

38%43%13% 6%

Somewhat happy

Very happy

Not very happy

Not happy at all

Q6. HOW HAPPY ARE YOU OVERALL IN YOUR CAREER AS A CREATIVE?Q22. IF YOU HAD IT TO DO OVER AGAIN, WOULD YOU STILL CHOOSE A CREATIVE PROFESSION?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE

CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015Q41. WHEN IT COMES TO CREATIVE WORK IN THE SERVICE OF MARKETING,

HOW MUCH DO YOU AGREE OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS? JAPAN JUNE 2015

And often business considerations take precedence over creative integrity

WHEN IT COMES TO CREATIVE WORK IN THE SERVICE OF MARKETING, HOW MUCH DO YOU AGREE OR DISAGREE WITH EACH OF THE FOLLOWING STATEMENTS? % STRONGLY AGREE / AGREE

Business considerations usually trump design and creative purity

Creative work is increasingly

becoming commoditized

The quality of creative work is being overshadowed by the

need to produce a high volume of work

I primarily trustmy creative gut

60% 59%

44%42%



As the industry changes, gaining skills in new technologies is key to success

Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW? Q47A. WHAT KIND OF SKILLS

DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?

DO YOU HAVE THE SKILLS AND RESOURCES NEEDED FOR SUCCESS AS A CREATIVE?

WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?

50%

37%

38%

19%

23%

New technologies

Multi-language

Mobile skills

Story telling/creation

Video editing/creation77%No

Yes23%



Most agree that Creatives need to be skilled in multiple disciplines

% STRONGLY AGREE / AGREE

72%

56%

64%

50%

Creatives need to become skilled in more than one creative discipline

Creatives are increasingly working across multiple mediums and disciplines

Creatives will fall behind if they don’t stay current with changes in the industry

There is an increasing need to collaborate and share with other creatives


CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015Q4. WHICH OF THESE CREATIVE SKILLS DO YOU THINK WILL BE MOST ‘IN-DEMAND’ OVER THE NEXT 12 MONTHS? JAPAN JUNE 2015

Creative skills in demand are technology focused

WHICH OF THESE CREATIVE SKILLS DO YOU THINK WILL BE MOST ‘IN-DEMAND’ OVER THE NEXT 12 MONTHS?

App development 3D modelingWeb design Graphic design Visual effectsUser interface/user experience

Art direction

16%14%

8%

11%

6%

10%

5%


CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015ADOBE CREATIVE INSIGHTS JAPAN JUNE 2015

Though independent, Japanese Creatives draw inspiration from their peers

WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS?

41%

27%

18%

36%

18%

17%

26%

17%

Viewing the work of other creatives

New technologies and products

Movies

Exposure to new skills and mediums

Social media

Fine art (museums and galleries)

Peers and colleagues

Books

Q12. WHAT ARE SOME OF THE THINGS THAT INSPIRE YOU THE MOST IN YOUR CREATIVE PROCESS?


YouTube ranks highest as source of creative inspiration

WHICH OF THE FOLLOWING PLATFORMS DO YOU RELY ON FOR INSPIRATION?

YouTube Google+TwitterFacebook Instagram

49%

30%

21%

10%11%

Q33. WHICH OF THE FOLLOWING PLATFORMS DO YOU RELY ON FOR INSPIRATION?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE


Mobile allows creatives to capture inspiration on the go

HOW HAVE MOBILE DEVICES CHANGED YOUR CREATIVE PROCESS?

34%

25%

28%

I am able to share work across my mobile device and computer easily

I’m using mobile devices to present creative concepts

I can capture inspiration in the moment and on the go

Q39. HOW HAVE MOBILE DEVICES CHANGED YOUR CREATIVE PROCESS?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE


However, analog methods are still favored for capturing “in the moment” creativity

HOW DO YOU TYPICALLY CAPTURE YOUR BEST CREATIVE IDEAS IN THE MOMENT?

By writing themon paper

By sketching ordoodling them

on paper

By writing them ortaking pictures usinga mobile device (e.g. smartphone, tablet)

By makingmental notes

By sketching or doodling them using a mobile device (e.g. smartphone, tablet)

52%

37%35%

11%

30%

Q23B. HOW DO YOU TYPICALLY CAPTURE YOUR BEST CREATIVE IDEAS IN THE MOMENT?CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE


While new technologies put pressure on staying relevant, they also create

more creative freedom

% STRONGLY AGREE/AGREE

74%

55%

73%

52%

Creative are expected to learn new tools and techniques

Mobile is transforming the face of creativity and design

Digital tools afford creative freedomsI never thought were possible

Use of consumer data and analytics is vital to the creative process



APPENDIX:ADDITIONAL FINDINGS


The new workforce is seen to be better equipped

to face the changes

Creatives do not feel favorably

towards these changes

WHO IS BETTER EQUIPPED TO ADAPT TO THE CHANGING CREATIVE INDUSTRY?

HOW DO YOU FEEL ABOUT THE CHANGES HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY?

58%42%

Creatives who are established in

their careers

Recent college graduates

40%

36%

15%

39%

17%

11%

17%

11%

Confused

Overwhelmed

Intimidated

Commoditized

Threatened

Optimistic

Encouraged

Pessimistic

Q11. WHO IS BETTER EQUIPPED TO ADAPT TO THE CHANGING CREATIVE INDUSTRY? Q10. WHICH OF THE FOLLOWING ADJECTIVES BEST DESCRIBES HOW YOU FEEL ABOUT THE CHANGES

HAPPENING WITHIN THE CREATIVE INDUSTRY TODAY? (SELECT UP TO 3 ADJECTIVES.)


Job security, pressures to deliver and lack of skills continue to be concerns

WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE?

50%

31%

26%

32%

28%

28%

24%

Financial or job security

Not being trained sufficiently in new skills

Not meeting the expectations set for me

Pressure to deliver more creative ideas and content faster than ever

Not being original or having difficulty differentiating

Losing inspiration and motivation

Difficulty in maintaining work life balance

Q45. WHAT KEEPS YOU UP AT NIGHT AS A CREATIVE?


Consuming artistic content breeds creativity

WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS?

41%

22%

20%

31%

20%

22%

18%

17%

16%

Reading books, newspapers or magazines

Listening to music

While commuting

Socializing in a bar or restaurant

Watching TV/movies

Attending events or exhibitions

When sharing/collaborating with peers

In the bath/hot spring

Exercising (taking a walk, hike, bike ride, at the gym, etc.)

Q24. WHERE DO YOU TYPICALLY GET YOUR BEST CREATIVE IDEAS?


Being passionate about their own work is important to Japanese creatives

Q46. PLEASE INDICATE WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES HOW YOU FEEL ABOUT YOUR POTENTIAL FOR SUCCESS AS A CREATIVE OF TOMORROW?

Q47A. WHAT KIND OF SKILLS DO YOU THINK YOU NEED TO LEARN TO BECOME A MORE SUCCESSFUL CREATIVE?

HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE? % EXTREMELY IMPORTANT/VERY IMPORTANT

41%

31%

65% 51% 50% 41% 39% 34% 32% 32%

Being passionateabout my work

Having complete creative freedom

Having a uniquesignature style

Being efficientin my work

Having my work seen by a

broad audience

Collaborating effectively

with others

Leveraging my talent to help

advance a social cause

Staying true to my creative vision despite business

preferences

Q14. HOW IMPORTANT ARE EACH OF THE FOLLOWING TO YOU AS A CREATIVE?


Seeing their ideas brought into the world and wanting to do great work motivates them

WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?

48%

34%

28%

41%

30%

32%

Seeing my ideas brought to life in the real world

Financial rewards

Knowing my work is having an impact on causes/social issues

I want to do great work

Desire to learn new things

Reaching a broad audience

Q13. WHAT ARE SOME OF THE THINGS THAT MOTIVATE YOU AS A CREATIVE?

CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015Q17. ARE YOU, AS A CREATIVE, HAVING MORE OR LESS IMPACT TODAY THAN YOU DID TWO YEARS AGO?

Q18. HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE THE VALUE OF CREATIVES?

Creatives feel that their impact is holding steady and their value is not sufficiently acknowledged

ARE YOU HAVING MORE OR LESS IMPACT TODAY THAN YOU DID TWO YEARS AGO?

HOW DO YOU FEEL YOUR COMPANY/CLIENTS PERCEIVE THE VALUE OF CREATIVES?

67%

76%

Same impact

Adding some value

Significantlyless impact

Adding significant value

Significantlymore impact

Addingno value

22%

14%

11%

10%


While traditional methods are still favored, there’s growing interest in creating on tablets in the future

32% 21% 35% 2%

44% 20% 14% 3%

27% 18% 24% 4%

59% 24% 7% 0%

47% 25% 10% 2%

52% 25% 5% 2%

49% 27% 5% 3%

37% 26% 36% 21%

33% 28% 19% 24%

32% 24% 26% 22%

56% 29% 14% 16%

44% 29% 12% 20%

48% 30% 7% 22%

47% 27% 7% 25%

Q37. WHICH OF THE DEVICES LISTED IS YOUR GO-TO DEVICE FOR EACH OF THE FOLLOWING CREATIVE ACTIVITIES? Q38. WHICH OF THE DEVICES LISTED WOULD YOU LIKE TO USE MORE IN

THE FUTURE FOR EACH OF THE FOLLOWING CREATIVE ACTIVITIES?

Idea generation

Desktop computer Laptop computer Pen + Paper Tablet (such as iPad)

Content Creation

Displaying content

Brainstorming

Seeking inspiration

Content sharing

Collaboration

NOW NOW NOW NOWFUTURE FUTURE FUTURE FUTURE


Osaka, as the second largest prefecture in Japan, is seen as most creative

WHICH PREFECTURE BEYOND TOKYO DO YOU THINK IS THE MOST CREATIVE IN JAPAN?

Osaka

KyotoFukuoka

Aichi5%

9%19%

20% 26%Kanagawa

Q48. WHICH PREFECTURE BEYOND TOKYO DO YOU THINK IS THE MOST CREATIVE IN JAPAN?


Date post:	28-Jul-2015
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Creatives in Japan: Turning Technology In the Face of Change

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