Can ‘Applied Creativity’ be the next ‘Design Thinking?’

Accenture Song released a new study titled "Applied Creativity—and How to Lead It" in early 2025, aiming to identify how top-performing companies translate creative ideas into tangible business outcomes. The research, which surveyed 1,725 executives across 14 countries and included 15 in-depth interviews with leaders from companies such as Ikea, Lego, VSCO, and Rivian, found a significant gap between perceived creativity and its actual implementation. While 81% of top business leaders believe their organizations can generate creative ideas, only 16% reported frequently converting these ideas into growth-driving initiatives. This high-performing 16% demonstrated superior revenue growth, employee engagement, and customer satisfaction compared to their peers. The study suggests that in the age of artificial intelligence, creativity is becoming an increasingly vital skill for executives, with figures like OpenAI CEO Sam Altman and Microsoft AI CEO Mustafa Suleyman emphasizing its importance. Accenture Song has distilled its findings into a three-part playbook designed to help organizations foster and leverage applied creativity, with the ultimate goal of tailoring these strategies for its clients.