Echo chambers crimp creative inspiration, according to research released by Ketchum to generate buzz at the Cannes Lions International Festival of Creativity.

More than half (54 percent) of the poll's respondents said creative professionals work in echo chambers-- where like-minded people share news/information/opinion that supports their world view.

Creative Echo Chamber

The leading causes of echo chambers are conversations with peers and news that confirms and aligns beliefs, the survey conducted by Fast Company found.

Though 71 percent said their organizations valued diversity of thought, 85 percent said more must be done to spark different ideas/beliefs.

Interacting with people who challenge beliefs and assumptions is the best way (95 percent) to break free of echo chambers. Learning more about cultures (94 percent) ranked next.

Karen StraussKaren Strauss

The survey, to Karen Strauss, chief strategy and creativity officer at Ketchum, is a wake-up call. "The effect social media has had on limiting interactions with people who disagree with us, and filtering information so it confirms existing view extends to our creative processes," she said. "These findings underscore the need to seek and embrace dissent to break free of conformity and groupthink."

Little Difference Among Age Groups

When it comes to echo chambers, there is little generational difference.

Nearly two-thirds (62 percent) of Gen-Xers believe echo chambers are real. Millennials (54 percent) and Boomers (52 percent) followed.

Personal experiences were the main factor in shaping ideas.

Strauss said the most surprising finding was that only nine percent of creatives engage target audiences in the creation and implementation of ideas. That outreach could be easily done via crowdsourcing and multicultural options.

"Because respondents did tell us they use research for shaping and choosing ideas. It's curious that they are not addressing the echo chamber they say exists by bringing real consumers into the creative process," said Strauss.