LEGO Ready for Girls Creativity Study

 

Introduction

Research conducted by the LEGO Group and the Geena Davis Institute on Gender in Media, the purpose of the Ready for Girls Creativity Study is to better understand whether and how “creativity” is gendered. This study investigates how parents of children perceive creativity and whether creativity takes on different meanings depending on whether their child is a boy or girl. Additionally, we investigate how children perceive creativity. This study also examines prevailing notions of creatives and creativity in media.

To address these questions we apply two methodologies. First, we analyze parents’ and children’s perceptions of creativity with a survey across seven markets (US, UK, Czech Republic, China, Japan, Russia, Poland). Second, we analyze messages about creativity that people are receiving in publications aimed at parents and the broader population with a content analysis of UK media. In short, we want to know what people believe about gender and creativity and how these beliefs are shaped and reinforced by the media they consume.

Executive Summary

Survey Analysis

Content Analysis

 

 

IF SHE CAN SEE IT, SHE CAN BE IT