Creatives Vs Corporate - A Water and Oil Relationship?
By Wangui Kariuki
"We should learn how to separate the professional figure from the human behind it”, or "It's just work”.
These statements have lingered in my mind for a while, begging the question: are phrases like these quietly laying the foundation for corporate abuse? As harmless as they sound, such expressions are subtle tools to detach employees from their emotions, needs and limits. More often than not, this very language is being used to invalidate personal struggles and excuse insensitive leadership.
While most organisations have adopted creative design as the cornerstone of their marketing strategies, the humans behind visuals can find themselves in precarious positions. For some, career suicide. The pressure on output, deadlines, and brand objectives frequently overshadows the well-being of the creatives behind these ideas. The corporate space often rewards performance while quietly overlooking the needs of the people. It is a culture that demands perfection without regard for human limits. This imbalance slowly kills creativity and creates a pervasive sense of disconnect between personal fulfilment and career growth.
Creativity demands emotional investment, and if my math is right, we may never fully separate the professional from the human in any body of creative work."
Navigating such dynamics while managing mental health challenges can feel like a nightmare. With each interaction making one question their competence and ability to contribute meaningfully without losing themselves or their mind in the process. This challenge has become increasingly rampant, mainly due to the very nature of creative work. Creativity demands emotional investment, and if my math is right, we may never fully separate the professional from the human in any body of creative work.
Creativity thrives in inspiration and freedom. I remember this one time, the team was having reflections on performance, and the creative designer made a joke that he works best shirtless. We all laughed, but it highlighted a truth: most creatives work best under unconventional setups. Personally, I need dance interludes to energise my creative process, something impossible in a standard office setup. These rigid structures - while designed for efficiency, often leave creatives susceptible to burnout, depression and other mental struggles.
While the corporate landscape may never be perfect, it raises important questions – what structures can organisations implement to ensure that the creatives are seen, heard and valued beyond their outputs? How can creatives operate within these systems thoughtfully preserving their creativity and well-being despite the pressure of KPIs?
