Why Creativity?

Creativity is one of the most critical skills for the future

Recent surveys of 1,500 CEOs and 17 countries agree.

The ability to dream, take chances, and create the things we imagine… these are the skills of entrepreneurs, innovators and change makers. Children are born with these exceptional talents, but research shows that over time they begin to lose them.


What Does the Evidence Say?

Creativity is recognized as one of the most critical skills for the next generation. Its value reaches well beyond the arts to affect every discipline and numerous industries.

A popular survey conducted by IBM of 1,500 CEOs from 60 countries and 33 industries identifies creativity as the “most crucial factor for future success.” Read IBM Survey

And 17 countries in OECD (Organization for Economic Cooperation and Development) identify “creativity and innovation” as a core competency, so valuable for the next generation it requires major restructuring of national educational programs and priorities. Read OECD Report

Why creativity? The world is changing at a fantastic speed. The future requires people who can problem-solve, adapt and communicate in workplaces and environments that are increasingly complex. Creativity creates jobs, drives economic growth and provides answers to societal needs. And it also maximizes human potential. Research quoted in Newsweek says that children with high “creative self-efficacy” are better able to handle stress and are more “confident about their futures.” Read the Newsweek Article


Are We Facing a Crisis in Creativity?

Creativity is critically valuable, but research indicates it’s been declining significantly on a global scale over the last 20 years. This decline is evident in the challenges children are facing in school, life and work. One popular report states, “children have become less… expressive… energetic… humorous… imaginative… unconventional… less likely to see things from a different angle.” Many argue that our approach to education in the U.S. and elsewhere is one of creativity’s biggest threats. Read the Study

The decline in creativity is alarming, but we recognize a solution in the power of Creative Play, and in the simple things adults from all walks of life can do to help.

Power of Creative Play    Get Involved


We think that when children develop their natural creative talents, they develop a variety of skills and attitudes that will drive success in school, life and future work. Want to read more about the ideas and research that influence our work?

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