Insights: only 2% of creatives feel completely free to create
a deep dive into our new report on the state of the creative industries
Playground Readers,
In our latest print Playground Magazine Issue 3 we’ve introduced something new – our report. It’s a piece we’ve long felt was missing, and one we plan to continue in every issue moving forward. Its purpose? To stay curious, assess where we stand collectively, and track positive shifts in the creative industries. We’ll publish it twice a year.
What we didn’t expect? That the report would become the centre of attention within weeks of the issue’s release.
We hear you. Insights and foresight have always informed our editorial and curatorial decisions behind the scenes – but we’re changing that. Expect more reports, deeper dives, and long-form thinking to take up space in our print too. A read you’ll want to keep, revisit, and work with.
In this, very first report edition, we explored the state of the creative industries through the lens of freedom. We asked 75 professionals – strategists, creatives, producers, designers, social media specialists, photographers, architects, actors, writers, and more – across 32 cities, 21 countries, and four continents to share their thoughts in response to 10 questions.
The picture that emerged was layered. Words like “draining”, “saturated”, “pressured” reflected an industry in flux.
The numbers didn’t paint a much brighter image:
1 in 2 feel limited by financial and industry constraints, while only 2% feel completely free to create without limitations
61% have negative feelings or are concerned about the state of creative industries, while 12% are positive and optimistic
92% feel they must compromise their creative freedom for financial stability
2 out of 3 would pick a tiny budget but unrestricted freedom over a limitless budget with restricted creativity
Reading this back, the message is loud: financial realities are shaping creative choices. Understandable, given that for most respondents, creativity is a livelihood – but also disheartening. Even in an industry built on imagination, freedom seems like a luxury.
What surprised me personally was the weight titles and awards still carry. 80% of creative professionals said that they do not feel fully free from the need for recognition (such as awards and titles)! A reminder that we often work in comparative environments – where what sits next to your name matters.
And honestly? Awards matter at Playground too. But looking back, none of our best memories are award-related. They don’t define who we are or how we work. Competition might fuel innovation, but it shouldn’t be the gatekeeper of value.
Still, within all the friction, we found a thread of resilience – and reimagination. When we asked: What does freedom in the creative industries mean to you?, these are some of the responses we received:
“An open-ended brief – enough limitations to define a project’s scope but with creative breathing room that can be taken in any direction you choose.” – Social Media Marketer – Melbourne, Australia
“Trust. I don't have a better metaphor than driving someone somewhere – tell me the direction where you want to go and I will take us there.” – Andrius Vaškevičius, Designer and Art Director – Stockholm, Sweden
“It often comes down to doing things just for the sake of doing them, not answering to external pressure, whether it’s financial, political, or social. It's also about not being afraid; fear is the biggest killer of freedom. Fear of failure. Fear of being judged.” - Alexi Gunner, Cultural Strategist – Berlin
The challenges are real – but so is the momentum to build something better. More sustainable, more inclusive, more creatively fulfilling. And we want Playground to be part of that shift. As Steve from Stack Magazines noted in his May letter, the rest of our content could be read as a kind of riposte to this sobering start. Beyond the statistics, Playground is also a space for possible futures – where we explore solution-oriented responses to the realities we face: competition, secrecy, ego, burnout.
We hope this report makes you feel seen – and perhaps, a little more hopeful for what’s ahead.
This report was created and conducted by Kiana Fathi and myself, Austė Skrupskytė Cullbrand. This is a preview, the full report lives inside Playground Issue 3 – shipping worldwide now.
And now we’re curious – what does freedom in the creative industries mean to you? Or how do these numbers make you feel?
Reply, share, or reflect – I’d love to hear it.
Thank you for reading Playground.