• by Steve McClellan , June 21, 2022

TBWA\Worldwide released a global study at the Lions Festival on the future of creative work, revealing how creative talent feels about the state of the workplace, and what companies can do to make it better for employees.

The study found that compared with the general employee benchmark, creative talent are significantly less likely to be satisfied with their work/life balance (55%, compared to a 64% global benchmark),and more likely to feel burned out or discouraged a lot of the time.

According to the agency, given cultural shifts where boundaries, mental health and stability are now perceived as more important values, that needs to change.

The study analyzed data from three global sources including a proprietary TBWA global quantitative study which surveyed employees at creative companies as well as a general employee sample. It also analyzed syndicated resources such as Forrester and HBR and considered content from employee review sites.

Among the findings:

• · 80% of respondents agree/ strongly agree it is important their employer helps them achieve a good balance between personal and professional life. 

• · 79% of respondents strongly agree it is important their employer helps them maintain stability in their work-life so they can confidently plan for the personal milestones they care about. And stability is most important to the youngest employees: 69% strongly agree among 18-25s, versus 51% among 41-55s. 

• · Also, 77% of respondents agree/ strongly agree it is important their employer helps them care for their mental health by avoiding unnecessary pressures or stress, and proactively supports their emotional wellbeing. 

“Creativity has the ability to move the world forward,” said Ben Williams, TBWA’s Global Chief Creative Experience officer, who co-led the study with Agathe Guerrier, the agency’s Global Chief Strategy Officer. “But for agencies and creative companies to be leading this progress, our work cultures need to evolve, quickly.” 

Added Guerrier, “As an industry, we have a tendency to use creativity as an excuse, as if working in a creative field was reward enough to forego such mundane notions as annual reviews, career paths, functioning processes and fair pay. The findings of the research should act as a wake-up call. Our talent is asking us to respect their time and mental space, to provide financial stability, and to deliver a better daily experience of creative work.”

The report can be accessed here and readers are encouraged to add comments.