Born Creative, Taught to Conform
Every child is bursting with creativity. A NASA longitudinal study famously revealed that 98% of children score at creative “genius” levels at age five. By the time they reach adulthood, that number drops to just 2%.
What happens? We don’t lose creativity—we suppress it. Adulthood piles on expectations, routines, and rules. Schools reward right answers, workplaces reward safety, and society rewards conformity. Creativity doesn’t disappear—it gets buried.
Why Creativity Declines in Adulthood
- Education Rewards Compliance
From kindergarten onward, kids are told to “sit still” and “follow directions.” The system prizes correct answers over divergent thinking.
- Workplace Pressures Punish Risk
By the time people enter the workforce, they’ve learned that sticking out—or failing—carries consequences. Innovation feels dangerous.
- Routines Crowd Out Exploration
Adult life is filled with responsibility. Bills, deadlines, and meetings leave little room for play, curiosity, or imagination.
- Social Norms Favor Fitting In
Adults internalize the message: don’t rock the boat. This fear of looking foolish kills many good ideas before they’re voiced.
Why Businesses Can’t Afford Creativity Loss
The decline of creativity isn’t just a cultural tragedy—it’s a business risk.
- Innovation Requires Creativity
New products, services, and models come from creative thinking. Without it, businesses stagnate.
- Problem-Solving Demands Fresh Perspectives
The most valuable ideas often come from employees closest to the problem, not executives in boardrooms.
- Culture Shapes Performance
Adobe’s State of Create study found that companies that foster creativity outperform peers in revenue growth, market share, and talent retention.
- Customers Expect Fresh Experiences
Brands that recycle the same ideas lose relevance. Distinction requires creativity.
Case in Point: Pixar’s Playful Culture
Pixar deliberately nurtures creativity in adults. Their campus is designed to encourage serendipitous encounters. Employees are encouraged to doodle, explore, and play. This isn’t frivolous—it’s foundational. That culture produced Toy Story, Finding Nemo, and dozens of beloved films.
Case in Point: The Manufacturing Breakthrough
In a mid-sized manufacturing company, leadership assumed creativity came from engineers. But when they asked line workers, “How might we improve production?” employees suggested simple, creative adjustments that boosted efficiency by 15%. The ideas had been there all along—waiting to be heard.
How Businesses Can Reignite Adult Creativity
- Give Permission
Adults need explicit encouragement to think differently. Leaders must model curiosity.
- Reframe Problems
Use “How might we” questions to turn constraints into opportunities.
- Make Time for Play
Google’s 20% time empowered employees to explore ideas—producing Gmail and AdSense.
- Encourage Absurdity
As Einstein said: “If at first the idea is not absurd, then there is no hope for it.” Absurd ideas often spark breakthroughs.
- Reward Creativity, Not Just Results
Recognize contributions that bring new thinking, even if outcomes aren’t immediate.
The Business Benefits of Reigniting Creativity
- More Innovation: A broader pipeline of new ideas.
- Employee Engagement: People thrive when their creativity is valued.
- Talent Attraction: Creative cultures attract ambitious employees.
- Competitive Advantage: Distinction comes from imagination.
Gallup research shows that employees who feel their strengths (including creativity) are valued are 6x more engaged at work.
Actionable Takeaways
- Accept that adulthood suppresses creativity—but it can be revived.
- Encourage curiosity and experimentation across all levels.
- Reframe business challenges with “How might we” questions.
- Build time and space for creative exploration.
- Recognize the link between creativity, innovation, and business performance.
FAQs
Can adults really become creative again?
Yes. Creativity is innate. With the right environment, adults rediscover it quickly.
What if my industry isn’t “creative”?
All industries require problem-solving. Creativity is valuable everywhere.
How do I overcome resistance from employees?
Start small—invite ideas on real problems. Once employees see ideas implemented, momentum builds.
Conclusion
Adulthood doesn’t erase creativity—it buries it. The role of business is to dig it back up, to create cultures where curiosity, experimentation, and bold ideas are safe again.
In today’s marketplace, innovation isn’t optional. And innovation requires creativity. If your organization isn’t nurturing it, you’re not just missing ideas—you’re risking your future.
