sustainability

Editorial
Creativity, Innovation, Sustainability: A Conceptual
Model for Future Research Efforts
Alexander Brem 1,2, * and Rogelio Puente-Díaz 3
1 Institute of Entrepreneurship & Innovation, University of Stuttgart, Pfaffenwaldring 19,
70569 Stuttgart, Germany
2 Mads Clausen Institute, University of Southern Denmark, Alsion 2, 6400 Sønderborg, Denmark
3 Faculty of Business and Economics, Universidad Anahuac Mexico, Huixquilucan 52786, Mexico;
[email protected]
* Correspondence: [email protected]




Received: 5 April 2020; Accepted: 10 April 2020; Published: 14 April 2020


Abstract: The interaction of creativity, innovation and sustainability is gaining momentum, but a
lot more research is necessary. Some potential (not binding) areas of investigation for creativity and
innovation are novel and useful conceptual definitions and theoretical framings of sustainability, as
well as ideas for how to solve environmental and social problems with implications for sustainability.
In addition, there is a high need for different methodological approaches to conduct research on
sustainability, which might come from different fields like sociology or engineering. Before this
background, this article introduces a conceptual framing of creativity, innovation and sustainability.

Keywords: creativity; innovation; sustainability

Every week, or least it seems like it, we hear devastating news about the deterioration of the living
conditions on this planet. From the bushfires that have killed more than a thousand million animals in
Australia to the recent recorded temperatures of 20 ◦ C in Antarctica (its hottest day ever), we receive
constant reminders about the importance of engaging in sustainable actions and finding sustainable
solutions. This is, in part, the engine that drove our desire to act as guest editors for a special issue on
Creativity and Innovation for Sustainability. Creativity and innovation are two multidisciplinary fields
of scientific research by themselves. Sustainability is as well a multidisciplinary area of study. Hence,
the potential for combining knowledge and research approaches from creativity and innovation with
sustainability is unlimited. Surprisingly, there is still a huge gap in literature addressing this interesting
intersection. As two researchers examining the potential contributions of creativity and innovation
from a multidisciplinary angle [1], we posit that more research is needed across different disciplines
and from multiple levels of analysis in order to generate empirical knowledge with the potential of
shading meaningful light on the actions that must be taken. Why is this important? Currently, much
knowledge gets lost because of missing links, as each discipline has its own conferences, journals and
regional foci. Thus, each attempt to bridge these boundaries might help to foster our understanding of
creativity and innovation in general.
This editorial, the three articles in this special issue and a recent article proposing a model for
sustainable actions [2] are consistent with this premise. Now, more than ever, we need valuable
knowledge if we aspire to provide reliable solutions. While there have been attempts to link creativity
and innovation research from psychological and managerial perspectives, not much can be noted on
the sustainability angle.
Creativity is usually defined as the generation of products that are novel and useful within a
given social context [3]. Innovation usually involves the successful implementation of novel and useful
ideas [4]. When examining the implications of creativity and innovation for sustainability, several

Sustainability 2020, 12, 3139; doi:10.3390/su12083139 www.mdpi.com/journal/sustainability

useful ideas [4]. When examining the implications of creativity and innovation for sustainability,
possibilities come to mind. One can think of novel and useful approaches to obtain sustainability,
several possibilities come to mind. One can think of novel and useful approaches to obtain
conduct research on sustainability, or even define what sustainability should be. Similarly, one can
sustainability, conduct research on sustainability, or even define what sustainability should be.
think about the challenges involved in implementing a novel and useful idea to seek sustainability.
Similarly, one can think about the challenges involved in implementing a novel and useful idea to
This happens in interactions between producers and customers, leading to different sustainability
seek sustainability. This happens in interactions between producers and customers, leading to
concerns (see Figure 1).
different sustainability concerns (see Figure 1).

Figure1.
Figure 1. Sustainability
Sustainability contexts.
contexts.

As mentioned
As mentionedearlier,
earlier,creativity
creativityresearchers
researchershave have been
been consistent
consistent about
about positing
positing thatthat solutions
solutions to
to ill-defined, divergent types of problems need to be novel and useful
ill-defined, divergent types of problems need to be novel and useful in order to be considered creativein order to be considered
creative
(see [5] for(see [5] for handbook
a recent a recent handbook on creativity).
on creativity). Hence, two Hence, two important
important implicationsimplications are that
are that creative
creative solutions for sustainability problems need to be novel and useful,
solutions for sustainability problems need to be novel and useful, and that creativity and sustainability and that creativity and
sustainability
scholars scholars
face similar face similar
ill-defined typesill-defined
of problems. types of problems.
Hence, creativityHence, creativity andresearch
and sustainability sustainability
could
researchand
inform could inform and
supplement one supplement one another.
another. Regarding theRegarding
definitiontheof adefinition
creative of a creative
solution, thesolution,
novelty
the noveltywould
component componentlead towould
several lead to several
benefits benefits company
at consumer, at consumer,and company and societal
societal levels. levels. At
At the consumer
the consumer
level, it would level,
catch theit would catch
attention ofthe attention
potential of potential
adopters adopterssolutions.
of sustainable of sustainable
At thesolutions.
companyAt the
level,
itcompany
might allowlevel, it might allow
businesses to have businesses
a meaningfulto have andadifferentiating
meaningful and differentiating
positioning, whichpositioning, which
might potentially
might potentially
represent an important represent an important
competitive advantage,competitive
besides the advantage, besides of
moral obligation thecaring
moralfor obligation
this planet. of
caring at
Lastly, forthe
this planet.
society Lastly,
level, novelat the societywould
solutions level, novel solutions
be easier would
to justify be easier
and would to justify
obtain higherand would
levels of
obtain higher levels of social support. Regarding the usefulness component,
social support. Regarding the usefulness component, creative sustainability solutions need to work creative sustainability
solutions
better thanneed to work
previous better than
solutions. They previous
need to show solutions.
that theThey need to
potential show that
benefits the potentialsolutions
of sustainability benefits
of sustainability
outweigh solutionscosts
their potential outweigh their potential
[6]. Creativity costs [6]. Creativity
and sustainability and sustainability
researchers face ill-defined, researchers
difficult
face ill-defined,
problems withoutdifficult problems
single, perfect withoutHence,
solutions. single,both
perfect solutions.
disciplines couldHence,
inform both
eachdisciplines
other about could
the
inform each
process other about
of generating andthe process of
evaluating generating
possible and evaluating possible solutions.
solutions.
Innovationresearch
Innovation researchtends tends to emphasize
to emphasize the correct
the correct implementation
implementation of novelofand novel
usefuland useful
solutions.
solutions. Some scholars, for example, suggest that companies are not short
Some scholars, for example, suggest that companies are not short of ideas [7]. Instead, they face their of ideas [7]. Instead, they
face their
biggest biggest challenges
challenges trying toselect
trying to correctly correctly
theirselect their best
best ideas and ideas and implement
implement the ideas
the ideas with with
the most
the most potential [7]. Implementing creative solutions for the sustainability
potential [7]. Implementing creative solutions for the sustainability problems we face involves tackling problems we face
involves tackling challenges and obstacles at individual, company and
challenges and obstacles at individual, company and societal levels. Hence, research on innovationsocietal levels. Hence, research
on innovation and management can shed meaningful light on how to select and implement the best
sustainable solutions (see [8,9] for two examples of management perspective on sustainability).
Sustainability 2020, 12, 3139 3 of 5

and management can shed meaningful light on how to select and implement the best sustainable
solutions (see [8,9] for two examples of management perspective on sustainability).
As stated at the beginning of this article, it is undisputable that we are currently facing the most
difficult sustainability crisis of all time. Climate change, poverty, pollution, water scarcity, overpopulation,
income disparities, exploitation of resources and overconsumption are some of the challenges and
problems that worry scientists from a wide range of research disciplines such as ecology, biology,
chemistry, economics, sociology, management, creativity and innovation (see [10] for a discussion of
different sustainability issues and potential solutions). These problems represent ‘wicked’ types of
problems [11], without simple solutions, requiring comprehensive efforts at all levels as mentioned
above. In our recently developed model of sustainability solutions, we argue that it is important
to conduct research on solutions at multiple impact- and range-specific levels (mini solutions, little
solutions, pro solutions and big solutions) if we hope to achieve the goal of maintaining and preserving
the health of this planet for the next generations. The idea of breaking down solutions into different
levels comes from a scholarly approach on creativity [12], showing how creativity research can enlighten
sustainability research.
As consumers, we crave novelty [13]. It is not good enough to have an iPhone X, once we know that a
new iPhone 11 with three cameras is launched. Sustainability research has shown that we have no choice
but to change this mindset. It is not sustainable to maintain our current levels of consumption. Hence,
it might be fine that companies strive to provide novel and useful solutions to consumer needs, but the
lack of sustainability of our current consumption levels must be emphasized. Governments need to
envision prosperity without economic growth [14]; companies need to reassess their business goals [13];
consumers need to rethink their consumption priorities [15]; and designers, as many others, need to
re-evaluate how they currently design their products and packages [16]. Hence, sustainability research
could and should inform creativity and innovation research and practices, lending evidence to the utility
of our proposed connection between creativity, innovation and sustainability. Recent developments
have yielded results in this direction. The idea of designing products from cradle-to-cradle [17] is not
new, but is gaining momentum. The same is true for the idea of eco-innovations [18]. Already at that
time, Rennings noted that this topic was attracting increasing attention. Apparently, many years since
then, the traditional capitalistic focus has not supported these developments. Responsible Research
and Innovation (RRI) is an exemption, since it was strongly supported by the European Union. RRI
is focused around ethical and societal concerns within the new product development process, ideally
implemented in the corporate business strategy [19].
As of the writing of this editorial, bushfires are still burning in Australia; Antartica just recorded
its hottest day ever; thousands of people are infected with the coronavirus, with important economic
consequences for companies (e.g., Apple, adidas) and countries such as China, South Korea, Spain,
Italy, and USA; and the world´s economy is about to enter an economic recession. In addition, France,
Lebanon, Chile, Bolivia and Colombia, among others, have experienced significant social unrest with
thousands of arrests and hundreds of deaths. While we do not wish to take a huge leap, trying to
connect all these incidents to a single, fundamental cause, it might not be too far of a stretch to suggest
that they might be, at least to some extent, related to climate change, the mindset of endless and
constant economic growth, poverty, income disparity and overconsumption.
In sum, we posit that scholars from creativity, innovation and sustainability fields could learn from
each other. Creativity scholars have shown how individuals, groups and companies generate novel and
useful ideas [5]. Innovation scholars have paid attention to the process of selecting and implementing
the most creative ideas [7]. Last, sustainability scholars have proposed environmental [6] and economic
solutions [13] to many of the sustainability problems we currently face. With the following figure, we
would like to summarize our research suggestions in a conceptual framing (see Figure 2).
Sustainability 2020, 12, 3139 4 of 5

Sustainability 2020, 12, x FOR PEER REVIEW 4 of 5

Figure
Figure 2.
2. Creativity,
Creativity, Innovation,
Innovation, Sustainability
Sustainability Framework.
Framework.

It is with this spirit in mind that we act as guest editors for this special issue and introduce the
following
following articles
articles on on Creativity
Creativity and and Innovation
Innovation for for Sustainability.
Sustainability. The Thefirst
firstone,
one,by byYang
Yang et et al.
al. [20],
[20],
already introduces an interdisciplinary
interdisciplinary topic: topic: howhow thethe design
design of of a teacup shape may influence our
perception of tea. This This needs
needs design,
design, psychology
psychology and business perspectives, which are covered in this
article. Results showshowthat,that,indeed,
indeed,the the design
design of of a tea-drinking
a tea-drinking vessel
vessel might might influence
influence the taste
the taste and
and scent
scent
of the of
teathe
for tea
the for
personthe consuming
person consuming it. Thearticle
it. The second second by article
Tang etby al. Tang et al. [21] investigates
[21] investigates the relationship the
relationship between the
between the openness of aopenness
company of anda company
exploratory andand exploratory
explorativeand explorative
innovation. innovation.
Their Their
results indicate
results
that theindicate
industry that
of athe industryhas
company of aa company
significanthas a significant
effect on innovation effect capabilities.
on innovation capabilities.
Also, Also,
they highlight
they highlight
that this is notthat this is not
dependent ondependent
the external on number
the external number
of search of search
channels. Thechannels. The written
last paper, last paper, by
written by Cheng et al. [22], is focused on the influence of leader encouragement
Cheng et al. [22], is focused on the influence of leader encouragement on innovation speed. Here, they on innovation speed.
Here, theythis
show that show that this relationship
relationship is significantly is significantly mediated
mediated by creative by creative
process engagementprocessand engagement
organizational and
organizational
ambidexterity atambidexterity
the same time.atSo theoverall,
same time. So overall,
all these all these
articles cover veryarticles
different cover very different
but interesting but
aspects
interesting aspects
of the introduced of the introduced
interdisciplinary triangleinterdisciplinary
of creativity, innovation triangleand of sustainability.
creativity, innovation and
sustainability.
Even though this special issue could give some insights into the interaction of creativity, innovation
Even though athis
and sustainability, special
lot more issue iscould
research give Hence,
necessary. some insights
we would intolikethe interaction
to motivate of creativity,
researchers from
innovation and sustainability,
different disciplines a lot more
to start or continue theirresearch
work on is sustainability
necessary. Hence, from thewe perspective
would like of to creativity
motivate
researchers
and innovation from (and different disciplines
vice versa). to start or calling
We are specifically continue their work
for novel methods on insustainability from the
approaching creativity,
perspective
innovation and of creativity
sustainability,and asinnovation (and vice research
well as international versa). We are specifically calling for novel
approaches.
methods
Someinpotential
approaching creativity,areas
(not binding) innovation and sustainability,
of investigation for creativity as well as international
and innovation research
are novel and
approaches.
useful conceptual definitions and theoretical framings of sustainability, as well as ideas for how to solve
Some potential
environmental (not binding)
and social problems areas
withofimplications
investigationfor forsustainability.
creativity andIninnovation
addition, thereare novel and
is a high
useful
need for conceptual definitions andapproaches
different methodological theoretical to framings
conductof sustainability,
research as well aswhich
on sustainability, ideasmight
for how come to
solve environmental
from different fields likeandsociology
social problems with implications
or engineering. Ethics and for sustainability.
sustainability, In addition,
for instance in thethere is a
context
high
of RRIneed for different
and other methodological
technological developments, approaches
is also ato conduct
field research
for further on sustainability,
investigation. In addition, whichwe
might comeisfrom
think there also adifferent
high need fields like sociology
of research or engineering.
on challenges Ethics and sustainability,
when implementing novel and useful forsolutions
instance
in the context
to problems of of RRI and other
sustainability. technological
Furthermore, we developments,
encourage moreisinterlinkedalso a fieldresearch
for further investigation.
on eco-innovation
In
andaddition, we thinkapproaches.
cradle-to-cradle there is alsoThere a high is need
muchof toresearch
do—for this, on challenges
joint forces when implementing novel
are needed.
and useful
Last but solutions
not least, toweproblems
also need of to
sustainability.
add an important Furthermore,
limitation. we So encourage more interlinked
far, it is rather difficult to
research
publish realon interdisciplinary
eco-innovation and cradle-to-cradle
research. However, this approaches. There for
is a prerequisite is much to do—for
researchers, since this,
this isjoint
the
forces
currency arein
needed.
our academic world. Hence, we also call for more openness at international journals for
such Last but not
research. Maybeleast,this
wespecial
also need issuetocould
add an important
foster limitation.aSo
this development bit.far, it is rather difficult to
publish real interdisciplinary research. However, this is a prerequisite for researchers, since this is
Author
the Contributions:
currency Both authors
in our academic equally
world. Hence,contributed
we alsotocall thisfor
article.
moreThe order ofat
openness authorship is alphabetical.
international journals
All authors have read and agreed to the published version of the manuscript.
for such research. Maybe this special issue could foster this development a bit.
Funding: This research received no external funding.
Author Contributions: Both authors equally contributed to this article. The order of authorship is
alphabetical. Both authors have read and agree to the published version of the manuscript.

Funding: This research received no external funding.

Acknowledgments: The authors would like to thank Dominik Hörauf for his support.
Conflicts of Interest: The authors declare no conflict of interest.

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