Creativity Outlook 2024: Talent Is Seeking Renewed Purpose Amid Upheaval

With burnout on the rise, creative leaders need to prioritize nurturing talent to remain competitive

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The past year was disheartening for many who work in creative businesses, whether it was rounds of layoffs across industries or renewed fears over AI taking over jobs. But it was noteworthy that the World Economic Forum’s Future of Jobs 2023 report ranked creative thinking as the second most in-demand skill for workers, above attributes like technical literacy.

Creativity remains valuable to businesses, yet the creative thinkers within them are facing a perfect storm of pressures going into 2024—economic uncertainty, political turmoil, international conflicts and shifting workplace models.

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