Small businesses currently make up roughly 97.2% of all businesses in Australia, and contribute approximately $590 billion to the economy annually – almost one third of the country’s total GDP.  There could, however, be a creativity gap among this cohort, with the Australian Retail Association revealing that just over half (51 per cent) of Australian small retail businesses are performing below or significantly below their financial expectations, and two-thirds (67 per cent) need to find innovative ways to acquire new business – proving that small businesses, through no fault of their own, are susceptible to falling short of the creative skills to win new customers hit revenue targets.  

Digital skills shortage is stifling innovation, contributing to the creativity gap

According to RMIT research, the digital skills gap – critical to design and marketing output given the velocity at which digital tools are used for both – is costing Australian businesses $9 million per day.  

The creative industry reflects these shortcomings, with research from Creative Australia for Service and Creative Skills Australia (SaCSA)  revealing that Australia’s creative industries are facing skills shortages. These are exacerbated by multiple issues, including the economic climate, precarious work conditions, generational shifts in workplace expectations and a disconnect between formal education and industry needs. 

If the creative industries are suffering from a creativity gap, then it’s little wonder that trend extends to SMBs, whose primary focus is on running a business, not nailing branding and marketing.

Addressing this creativity gap is critical, as creativity is a proven driver of innovation and economic prosperity. Independent arts and culture think tank, A New Approach highlights that creative engagement enhances workforce adaptability and drives innovation, and Vistaprint’s creativity report notes that 69% of Australians believe creativity helps with their problem-solving skills.

Creativity isn’t optional, it’s essential

Design democratisation, which is centered around making design tools, skills and thinking accessible to all, could be the answer to plugging Australia’s creativity gap.

For small businesses, this means rethinking how design is used not just for branding, but for problem-solving, digital engagement and customer experience.  

 To help break this barrier, getting access to design platforms that are free to use and do not require coding or creative expertise can be hugely beneficial. There are tools that enable you to tap into a network of designers, that use AI to provide design templates, and even give you suggested branding tips like logos, website design, product names and slogans.

It’s then about marrying up your branding and design to every single marketing touchpoint and channel. For example, ensuring your digital branding is reflected in physical marketing materials like packaging, business cards, and signage.

More than tools – it’s a mindset shift

While tools are important, instilling a culture of creativity is paramount.

It starts with creating a culture where experimentation is encouraged and design thinking is embedded into workflows, and creativity is everyone’s job. It’s also about encouraging collaboration across teams and outsourcing the necessary professionals, like freelance marketers and creatives, to plug skillset gaps, fuel fresh thinking and inject fresh energy into business planning.

This is as true for a three-person business as it is a 50-to-100-person business and getting it right early will only help as you scale.

Design thinking from the outset, investing in skills

Dr. Russell Kennedy, Head of Art and Design at Deakin’s School of Communication and Creative Arts says that design thinking is a solution driven process and helps identify and understand human-centered business and social problems – and advocates for businesses bringing design thinking and expertise in as early as possible.

“It’s an evolutionary process that pushes ideas forward with deep understanding of what the consumer needs. There was a time when designers were brought into the process after the strategy and design brief had been established. Now, successful businesses using design thinking strategies and include designers in their research in a collaborative approach from the get-go.’

And while collaboration is critical, so is embracing and investing in upskilling for both in you as an SMB owner and your employees. Many accessible learning platforms now offer short and flexible modules that can not only build capabilities but also instill confidence and foster creative growth within workforces, ensuring that generations to come will feel supported and be trained appropriately.

Designing beyond logos

As a nation, Australia can close its creativity gap, and that starts with SMBs who contribute a significant portion of the local economy.

For small businesses, creativity shouldn’t just be reserved for logos and brochures but instead recognised as a cultural initiative that when done right can be critical for innovation, problem-solving, and growth.

Fostering an open culture where employees and freelancers are encouraged to experiment and contribute ideas, design democratisation tools are embedded into the creative process, and creative skills development is encouraged across the workforce, can break down silos, instill design quality and consistency, and ignite new ideas.

If SMBs get that right, then the ripple effect could be enormous.

Contributed by By Marcus Marchant, CEO at Vistaprint Australia, New Zealand & Singapore