Creative Living

Creativity, our capacity for imagination and originality, is one of the vital characteristics of humanity. It is, in essence, our superpower; the ability to think differently, to change our mind, to innovate, to playfully reach solutions. However, it is so often sidelined when we speak of Living Well, subordinated to seemingly more vital concerns like health, economic prosperity, or national security. It is, as the arts has systematically experienced, the first thing to go in times of economic crisis and concerns about the costs of living. Yet, to comprehend Living Well without creativity is reductionist. We condemn ourselves to a less vibrant existence, a less fulfilling everyday, and, indeed, a less imaginative approach to life.

There is no doubt that by any metric, Britain is a world-leader when it comes to creativity. Whether it is the globally-recognised film industry, this country’s decidedly over-achieving influence over popular music, its internationally-renowned music, dance and drama schools, or its incomparable video games industry. It was estimated in 2022 that the creative industries attracted £126bn and employed 2.4 million people in the UK, much more than many industries which receive decidedly more backing, support and recognition. So even by more pragmatic metrics, creativity is valuable.

Its value becomes even more acute when we begin to address some of the world’s wicked problems, whether climate change, refugee crises, or child poverty. Without embracing a creative approach, we will be doomed to repeat mistakes, adopt imperialistic agendas or simply throw our hands in the air in panic. If creativity is the action that enables us to collectively improve things, it is also the action we can take to reach across divides and create dialogue. Elderly people isolated by dementia are rejuvenated by singing; people troubled by the severest mental health challenges find a new way of expressing emotions through painting; and refugees dealing with trauma find community and a way to tell story through verbatim theatre. But more than this, surely everyone has had one moment when they have wept to a song, danced with a loved one late into the evening, was rendered speechless by the light captured in a painting, felt liberated through breakdancing, could tell their own story through rap or grime, experienced the sense of achievement of completing a quilt for a beloved child. Creativity is what it means to Live Well.

At Ïã¸ÛÁùºÏ²Ê¹ÒÅÆ University we know all this, of course. Creativity is one of our five core values; we present to the world that we are ‘imaginative’ and ‘innovative’ and committed to ‘solutions’. Our community understands the value of creativity, whether it is reimagining urban landscapes; creating artworks that inspire and challenge; enabling cultural understanding and confronting prejudice through painting, sculpture or textiles; making people feel heard and valued through storytelling; or celebrating Britain as the global, diverse place it is rather than drifting into isolationism or suspicion. Our London campus is right at the heart of the emerging cultural hotbed of Here East, in the shadow of the new V&A building. Our Ïã¸ÛÁùºÏ²Ê¹ÒÅÆ campus has a celebrated sculpture trail running right through it, creative artistic expression next to our famed athletics track, swimming pool, and rugby pitch.

Creative Living in all its guises is a defining aspect of our existence and, at Ïã¸ÛÁùºÏ²Ê¹ÒÅÆ, we seek to embrace this, to imaginatively and ambitiously uncover the most creative solutions, to value the arts and culture as things that make it worth getting up in the morning.

Foreword authored by Professor Claire Warden, Ïã¸ÛÁùºÏ²Ê¹ÒÅÆ University's School of Design and Creative Arts

Case studies

Research by Professor Fehmidah Munir, Ïã¸ÛÁùºÏ²Ê¹ÒÅÆ University's School of Sport, Health & Exercise Sciences

Good work is essential for health and wellbeing, encompassing secure livelihoods, work-life balance, development opportunities, good management, and a supportive environment. When employers provide these conditions, employees thrive, leading to better mental health, lower sickness absence, and higher productivity, benefiting everyone from individuals to society by reducing healthcare and social costs. Conversely, poor work conditions can harm mental health, increasing stress and anxiety, leading to higher sickness absence and lost productivity.

Managing long-term sickness absence, especially due to mental health, is challenging and often falls on employers and managers. Creative approaches, such as self-led interventions and workplace wellbeing initiatives, can improve outcomes. Research collaborations since 2008 have developed toolkits like PROWORK and IGLOO, incorporating Cognitive Behavioural Therapy and health coaching, showing positive impacts on mental health and productivity. Recommendations include providing resources for employees on long-term sick leave and integrating creative tools into workplace policies to support mental health and productivity.

Research by Professor Anna Croft, Ïã¸ÛÁùºÏ²Ê¹ÒÅÆ University's Department of Chemical Engineering 

Britain is well-placed to lead a revolution in green manufacturing and industries. Creative thinking and approaches in the fields of chemistry can enable us to utilise natural and sustainable materials in fields such as medicine. Professor Anna Croft’s work provides examples and challenges to think about the potential of disruptive modes of chemical production to help us reach Net Zero, widening accessibility and enhance machine learning.

Research by Dr George Torrens, Ïã¸ÛÁùºÏ²Ê¹ÒÅÆ University's School of Design & Creative Arts

The Crafts Council state that craft sales have risen from £883m in 2006 to over £3bn in 2019. In the same report, The Market for Craft (Crafts Council 2020), indicated a need for a “different approach to economic development to rebuild the market for craft” (p2).  The report also highlights that there are over 8,000 Professional Craftspeople who have a disability in England and Wales. However, less than half of all craftspeople earn a living solely through their craft.

The benefits of doing crafts are well-documented, however, the sector relies on Charitable funding or the work of Community Interest Companies who are often not well networked with other organisations. This research identified inclusive crafts as a way of addressing the need for employment with often disadvantaged groups. this group. The research was based in South Africa but has transferable lessons for the UK including providing knowledge on expertise in how to establish successful and sustainable craft businesses and how developing new models of Business Integrated Industrial Design and Innovation (BIIDI) can help individuals, organisations, and researchers identify strengths and weaknesses in their enterprise plan.

Key themes

The exploration and inquiry of Creative Living resulted in the identification of 3 key themes across research domains. These themes can be defined as:

Co-creation and collaboration

We are all creative but we become more creative and original when we share experiences, ideas and expertise. To build inclusive, healthy and vibrant communities, the members of the community must be part of the decision making process. Moreover, to solve pressing societal issues and the climate crisis, we will need to work together to find imaginative and innovation solutions.

Innovative solutions

To tackle the climate crisis, create better work and stimulate economic growth, we need new ideas and innovative solutions. For too long, public and private solutions have been determined by economical reductivism, that is, by profit and value for money. While important, solutions must also consider the wellbeing of those impacted. Thinking innovatively and creating innovative solutions means thinking creatively and beyond purely economic constraints. It shifts the focus from economic efficiency to maximising wellbeing and happiness. 

Agency and self-expression

Having control over one’s life and contributing to decision making is a key indicator for high levels of wellbeing. We are all unique individuals, with ideas, desires and experiences to share. Having the space and opportunity for self-expression is critical for increasing individual happiness and health and work productivity. Too often good ideas and solutions are lost because voices are not heard and listened to. The nurturing of self-expression and building behaviours for participation in community and business spaces are imperative for improving wellbeing, health and efficiency.