senckađ
Group745
Group745
Group745
Group745
Group745
Group745
EDITION
Global
USA
UK
AUNZ
CANADA
IRELAND
FRANCE
GERMANY
ASIA
EUROPE
LATAM
MEA
Columnists in association withLBB Pro
Group745

Post-Election, We Have an Opportunity to Redefine the Way we Teach Creativity

15/07/2024
Advertising Agency
London, UK
112
Share
Five by Five UK’s creative director Laurence Quinn tells LBB why a refreshed approach to creative thinking can unlock a nation’s potential

“The arts are essential to any complete national life. The nation owes it to itself to sustain and encourage them”. 

As the new British prime minister, Keir Starmer could do a lot worse than take inspiration from that oft-cited Winston Churchill quote. And it seems he might be about to; at least, if Labour’s ‘Arts Access’ pledge is anything to go by. 

“In Government, Labour will urgently commission a full, expert-led review of curriculum and assessment that will seek to deliver a curriculum which is rich and broad, inclusive and innovative, and which develops children’s knowledge and skills”, says the party’s manifesto. “In doing so, we will consult widely across the creative sector to make sure we are drawing on all the relevant expertise”.

That’s promising, and it’s a welcome commitment - even if it’s very much a starting point. My hope is that we use this opportunity to look anew at what it really means to think creatively - and why it’s so important that our children are empowered to do so no matter what path they choose to take in life. 

For a lot of parents, talk of ‘the arts’ in schools generally conjures up images of fine art, creative writing, life drawing, sculpting, or being part of the school band. These are all worthy and important pursuits, yet it’s understandable that - in that context - we might wonder whether the arts are a path to a prosperous life or a stable career for our kids. 

But that framing is warped, and we need to start changing it. The ability to think creatively is both broader and deeper than that in its application. The best brands and entrepreneurs need no convincing about the power of a creative idea - it’s invariably how they got to where they are today. All across business, lateral thinking and problem-solving skills are the engines which power innovation and growth. And, of course, the UK’s creative industries are a cultural and economic crown jewel for our country, inspiring millions across the planet and generating an estimated £125bn of value. 

Sir Ken Robinson, whose famous Ted Talks are surely required viewing for anyone interested in this topic, got this right when he noted that “if you’re not prepared to be wrong, you’ll never come up with anything original”. Are we doing enough today to prepare future generations to take necessary risks, and to be wrong in search of the original? I’m not sure that we are. But we can take this opportunity to make a start. 

I’ve seen that point about different kinds of creativity play out with my own two kids. My daughter throws herself into traditionally artistic endeavours like painting, whereas my son expresses his creativity by solving logical puzzles. Science and art are seen as distinct subjects but are in fact closely related. They’re two totally different mindsets, but equally reliant upon creative thinking. A great education system must be one in which both of those creative mindsets can be nurtured for the future. 

We know that the job market is shifting very quickly, and it’s challenging to know how best to prepare today’s youngsters for what the future holds. AI is certainly going to be a big player, and many careers which exist today aren’t guaranteed to survive for another generation. But if we reflect on the skills which are truly timeless, and which will best serve our children in an uncertain future, I believe we’ll find that they are creatively-driven. 

Problem-solving, lateral thinking, and idea generation aren’t about to go out of fashion. Creative thinking is timeless, and it can equip us not only to find a prosperous career but also to build a life of fulfilment and happiness. 

So I welcome the new government’s Arts Access policy. But, crucially, it must form part of a wider, refreshed approach to how we approach the value of creative thinking in education. It reminds me of another great Ken Robinson quote:

“For most of us, the problem isn’t that we aim too high and fail - it’s just the opposite - we aim too low and succeed” .

So let’s not aim low. Let’s embrace creativity in schools, and equip future generations with the skills they really need to face the future.

Agency / Creative
SIGN UP FOR OUR NEWSLETTER
More News from Five by Five UK
Trends and Insight
It’s Time to Simplify the Chaos
11/11/2024
40
0
Trends and Insight
When to Kill an Idea
14/10/2024
502
0
ALL THEIR NEWS
Work from Five by Five UK
New Finds
Amazon
08/11/2024
15
0
Click & Collect
Screwfix
30/04/2024
27
0
Tradies x Ex Pros
Screwfix Sprint
21/11/2023
39
0
ALL THEIR WORK
SUBSCRIBE TO LBB’S newsletter
FOLLOW US
LBB’s Global Sponsor
Group745
Language:
English
v10.0.0