CREATIVITY AND SUSTAINABILITY - THE CORRELATION BETWEEN CREATIVITY AND SUSTAINABILITY AND THEIR IMPORTANCE

Could there be any chance that creativity can promote sustainability? Regarding change in any activity, it is necessary to accept changes by implementing new ideas, skills, abilities, experiences, and many more. Creativity can favor sustainability as they are both playing an important role in bringing about a change, human capital with the potential to achieve long-term performance. In order to attain performance in this sense, the organizations are reliant on performance employees; thus aiming to achieve creative and sustainable organizations. In this article we are going to analyse creativity, the environment necessary for employees to feel encouraged and supported as to express their creativity and use available resources in order to develop new and innovative ideas, and how all these are closely related to the promotion of sustainability within organizations.