Making the case for creativity in your daily workflow

Creativity is often treated as a “nice to have,” especially outside artistic fields.

But research and real-world experience suggest it’s one of the most practical skills people can develop, and one that many adults misunderstand.

“Creativity is your imagination in action,” said Victoria Lozano, executive vice president of brand marketing at Crayola, during Ragan’s Social Media Conference. “It’s not about the output. It’s really about the process.”

This is extremely important for PR pros and marketing teams, especially as conversations about AI, automation and skills gaps accelerate, she said.

Research shows creativity is linked to career achievement, higher education attainment and long-term problem-solving ability across industries.

“Each one of these statements is backed up by significant empirical research,” Lozano said, including studies that followed participants for decades.

Despite this, creativity is still widely boxed into narrow definitions, she said.

“Over half of parents associate creativity with artistic pursuits,” Lozano said. “So it’s good for you if you’re going to end up in careers like fashion or design. Everything else, they’re not so sure about.”