We surveyed over 300 Japanese creative professionals to find out how they're navigating the pace of change and new technology shifts. This report shares key findings and dives in for a deeper look.

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

2. 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

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

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

5. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015
DETAILED FINDINGS

6. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE
Q28. 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 creative
54%
As creative

7. 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
Other
6%UK
France
Germany
US
9%
11%
12%
26%
CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE

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

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

10. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015
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 an
increasing 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

11. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015
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?
YES
63%
NO
37%
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

12. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015
Q41. 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 trust
my creative gut
60%
59%
44%
42%
CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE

13. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015
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/creation
77%
No
Yes
23%
CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE

14. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015
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
Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE

15. 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

16. 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?

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

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

19. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015
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 them
on paper
By sketching or
doodling them
on paper
By writing them or
taking pictures using
a mobile device (e.g.
smartphone, tablet)
By making
mental 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

20. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015JAPAN JUNE 2015
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 freedoms
I never thought were possible
Use of consumer data and analytics
is vital to the creative process
Q1: PLEASE INDICATE WHETHER YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENTS:CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE

21. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015
APPENDIX:
ADDITIONAL FINDINGS

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

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

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

25. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015
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 passionate
about my work
Having complete
creative freedom
Having a unique
signature style
Being efficient
in 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?

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

27. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015
Q17. 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
Significantly
less impact
Adding
significant value
Significantly
more impact
Adding
no value
22%
14%
11%
10%

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

29. CREATIVES IN JAPAN: TURNING TO TECHNOLOGY IN THE FACE OF CHANGE JAPAN JUNE 2015
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
Kyoto
Fukuoka
Aichi
5%
9%
19%
20% 26%
Kanagawa
Q48. WHICH PREFECTURE BEYOND TOKYO DO YOU THINK IS THE MOST CREATIVE IN JAPAN?

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