Vast majority of Brits think creativity is important to wellbeing, new study finds
93% of Brits think having the space and freedom to be creative is important to their wellbeing, according to a new survey by Create and bakery brand Jacksons of Yorkshire.
The survey, which looks at the nation’s attitudes to the arts and creativity, found that two thirds (68%) of Brits consider themselves to be art lovers, with 20% of the 2,000 polled admitting that they love exploring their creative side through art, music and drama. Despite being an art loving nation, however, 84% wish they were more artistic with one in three (30%) keen to develop their creative side further, but unsure how to go about it.
The research marks the launch of the Feeding Creativity campaign, a partnership between Jacksons and Create promoting the importance of the creative arts. The campaign will be featured on three million loaves of bread across the UK, supporting our creative arts programmes that connect, empower, inspire and upskill people who don’t normally get the chance to be creative.
The positive impact of creativity on personal wellbeing is evident from the survey, with people reporting a variety of positive emotions. The study found that 50% of us feel happy and 49% relaxed when being creative, with 31% feeling content and 30% free.
The survey also found that 44% of Brits consider Starry Night by Vincent Van Gogh the greatest artwork of all time. Banksy’s Girl with Balloon came in close second place with 42% of the vote, followed by French sculptor Augustine Rodin’s most famous work, The Thinker, in third place.
Our CEO Nicky Goulder said:
“It is clear from the research that Brits not only love great art but also understand the value of creativity.”
“People need to create. Creativity impacts wellbeing, emotional and mental health. It builds skills, brings joy and reduces isolation. It allows us to think differently, to express ourselves, and to be heard. It raises aspirations and – according to industry leaders including the World Economic Forum – is a core skill for business.
“There is significant evidence for the role that arts and cultural engagement play in improving health throughout life. It is shocking to think that many don’t have the opportunity to explore their creativity and create their own masterpieces whether it be through writing, painting, drawing or the performing arts.
“Too many are denied the vital benefits provided by the creative arts, and it is often the most disadvantaged children and adults in society who are the most excluded.
“We need to ensure that everyone has access to the life-enriching power of creativity.”
Despite 31% agreeing that creativity is a crucial skill in life and 25% claiming to be at their happiest when they are being creative, one in four (26%) say they haven’t had the opportunity to do anything in the creative arts space since they left school.
A third (30%) say they simply don’t have the imagination, while 28% don’t have the time to explore their creative side. A lack of inspiration (28%) and money (27%) are also barriers when it comes to being more imaginative.
And the average Brit undertakes a creative pursuit – such as writing, drawing, photography or dancing – three times a week.