Highly educated individuals are often more able to generate new ideas, and to recognise the value of knowledge created elsewhere and adapt it to new areas. They are also more flexible in adapting to and identifying new business opportunities arising through rapid technological change and shifts in consumer preferences. However, low-income families are often unable to afford to keep their children in education an optimal length of time, or to afford high-quality education. Even in countries where quality tertiary-level education is free, low-income groups may not be aware of the benefits of education, and/or may have low incentives to invest in it.