Against Creativity

Buchzusammenfassung

Oli Mould is a professor of Human Geography at the University of London. His previous work, Urban Subversion and the Creative City, examined the promise and limitations of contemporary social activist movements.

Creativity has evolved across history, from divine inspiration to individual expression, and now into a marketable skill shaped by neoliberal capitalism. Today, creativity is often co-opted to serve economic interests, whether through the commodification of human differences, the exploitation of freelance workers, or the transformation of urban spaces into profit-driven "creative cities." Even technological innovation, once a realm of boundless potential, has been redirected toward monetizing personal data and reinforcing market priorities. While this system rewards certain privileged groups, it marginalizes others, failing to embrace diverse perspectives as valuable in their own right. Yet, alternative models—such as worker cooperatives and community-centered policies—offer glimpses of how creativity could be reclaimed as a force for equity and meaningful change. In the next chapter, we will explore how these dynamics continue to shape our world and examine pathways to reimagine creativity beyond its current constraints.

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