ADOBE CREATORS IN THE CREATOR ECONOMY DETAILED FINDINGS FREEDOM TO EXPRESS ONESELF IS THE NUMBER ONE MOTIVATOR FOR CREATORS. Other top motivators include wanting to do something fun and explore an interest or passion. Motivators are similar for Gen Z creators, however they are most motivated by ‘fun’, and more motivated by needing an outlet for anxiety. MOTIVATIONS FOR ENGAGING IN CREATIVE ACTIVITIES % Creators stated is current goal Creators Gen Z Creators 48% 48% 45% 43% 40% 40% 34% 32% 28% 29% 26% 26% 27% 24% 22% 20% 20% 19% 19% 15% Wanted to Looked fun Wanted Wanted Can make Had extra time Needed an Saw someone A social issue Friend / family express myself to explore an to challenge money/turn it on my hands outlet for my online posting or cause I care member interest or passion myself into a career during COVID stress / anxiety about it about recommended it Q3. What motivated you to start engaging in creative activities or creating original social media content? S16. Which of the following do you feel describes you? Base: Creators (n=4535), Gen Z Creators (n=5111) 24