In social science and philosophy, agency is the human capacity to act on the world, things, beings, to transform or influence them (Source : Wikipédia) . Two very different recent studies have indirectly highlighted its benefit.

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Conducted by psychologists from the University of Cambridge and published in the journal Frontiers of Psychology, the first scientific study calls for a reconsideration of dyslexia. According to the researchers, this disorder of the ability to read or reproduce written language would have generated a clear advantage to their carriers throughout history.  Indeed, to compensate for their difficulties, individuals with dyslexia have developed an increased ability to explore their environment and to make quick decisions. Because they could not rely on the brain, which tends to reinterpret the information already stored in order to anticipate the final result, their action strategy led them to observe the world with a constantly renewed acuity, thus conferring great creativity.

Carlin Creative team

On the other hand, researchers at Columbia University in New York and Stanford University have shown that face-to-face gatherings produce more ideas – and more inventive ideas – than video conferencing. Published in the journal Nature, their investigation is unquestionable regardless of the country where it was conducted since, overall, those who worked over Zoom had 20% fewer ideas than those who met face to face. In The Guardian, Dr. Melanie Brucks, explains :” “Visual focus is a huge component of cognitive focus. When you’re focused on the screen and filtering out the rest of the environment, it spills over into how you approach the task. It is bad for creativity because it inhibits broader exploration”. The results of these two studies have in common that they demonstrate how perceptive human agency is.

In a context where our referent models are seriously challenged, and when the technological solution does not seem so providential anymore, it is necessary not to lose our natural faculty of action. Carlin creative’s raison d’être is to activate agency: by anticipating behaviors and formalizing habits of tomorrow, we deploy our gifts of exploration with our clients. We aspire to disrupt preconceived ideas, exchange points of view and expand the field of vision.

Together, let’s drive innovative ideas in a world in transition 😄

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Geraldine bouchot marketing directrice carlin creative trend bureau

GÉRALDINE BOUCHOT
Trends and Forecasting Editorial Director

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