Throughout election season in the region, we will inevitably hear talk about sustainable development. Sustainable is commonly synonymous with 'environmental' but also includes economic sustainability. Creativity is not likely to be a part of that discussion. But do we really understand creativity and its relevance to economic sustainability?

Creativity can be considered in three contexts, according to the United Nations Centre for Trade and Development (UNCTAD). The most commonly accepted is artistic creativity, which "involves imagination...originating ideas...and novel ways of interpreting the world..."