Future of Creativity study reveals how creators are reshaping culture and society in Asia Pacific

Man using microphone and ring light at desk

The definition of creativity, how it is perceived, and how people engage with it continues to evolve around the world, and those in the Creator Economy are at the forefront of driving this change.

Adobe’s new global study Future of Creativity: Creators in the Creator Economy has found the Creator Economy grew by more than 165 million creators over the past two years, and in Australia, it has increased by 48 percent, representing more than three million new creators.

As the Creator Economy continues to grow, leaders in Asia Pacific need to be aware of how it is impacting different aspects of culture and society, from the future of work to social causes and mental health.

Who are the content creators of today?

Today’s creator economy is vibrant, passionate and growing. The Future of Creativity Study provides the most comprehensive view into the global Creator Economy and how creativity is changing globally.

“The rapidly growing Creator Economy provides a platform for individuals, solopreneurs, small business owners and content creators to express themselves and explore creative and artistic pursuits in new ways,” said Maria Yap, vice president of Digital Imaging at Adobe. “Increasingly, creators from all walks of life are turning their creative inspirations and passions into new careers and businesses supported by Adobe’s creative tools.”

With the creator population showing no signs of slowing in its growth, businesses across Asia Pacific must understand the current state of this community – their diverse interests, how they express themselves, and their monetary motivations - if they are to engage and work with them effectively.

With diversity across the age, location, and gender of creators, one characteristic shared by many is their motivation to create. Around half of creators say their top motivation is to express themselves, do something fun, or explore some of their interests and passions. For Gen Z creators, many seek new and future-leaning creative endeavours that can also lead to becoming business owners down the track. In Australia specifically, 37 percent of creators aspire to become a business owner.

Creators in APAC are therefore less motivated by monetary gains and more focused on self-expression and entrepreneurship.

Creating on social is essential for mental well-being

While clinical research has previously tied social media to mental health issues in adults, this is not the case for many creators who find pleasure in sharing their work. The report found that the more time spent creating and posting social content, the higher the reported positivity was among this community.

According to The Future of Creativity study, creators who make daily content and/or spend ten or more hours per week creating are happiest. In Australia, 67 percent of all creators believe regular social media posting is tied to a more positive mood.

For creators in Asia Pacific, making social content on the daily fuels creativity and personal fulfilment, making it just as much a driver of happiness as making money.

Creators want to positively impact social causes

Social causes are top of mind for creators. Across the creator population, younger generations are passionate about advocating for diversity, equity and inclusion issues, while boomers tend to advocate for climate change, social justice and food housing.

With 95 percent of creators taking action to advance or support causes or issues important to them, leaders and brands in Asia Pacific should consider the best ways to engage creators in a way where they can have a positive impact in advancing social causes.

Read more of the findings from the global Future of Creativity Report here.