Creative is not a noun...

One of my pet hates of the moment is the propensity for those engaged in professions or pursuits which require creativity to describe themselves as 'creatives'. 

Without doubt, creativity is something we have in spades here in the UK and it's something of which we are, quite rightly, extremely proud. However, the use of 'creative' as a noun in two particular ways give me cause for concern; and, despite the title of this post, my objection is not purely grammatical (although I admit the pedant in me is slightly indignant at the use of what any reputable dictionary will tell you is an adjective in this way). 

The first is a matter of simple self-aggrandisement.  Describing oneself as a 'creative' may sound impressive, set you apart from other, less glamourous, professions; but I have heard it used in a way that insinuates that anyone who is not a 'creative' is either 1) not creative or 2) somehow a lesser being.  In some ways it strikes me as a natural reaction of the arts to many decades of ridicule by the scientific disciplines who have often been viewed with greater respect by the establishment.  However, two wrongs don't make a right.

You may argue that to call oneself a 'scientist' is considered acceptable - and indeed it is (although scientists do not generally describe themselves as 'scientifics').  It is the appropriation and monopolisation of creativity that I object to.  In my view, scientists, artists, designers and every other job or profession can be engaged in creativity.

Perhaps the word 'creative' is being used to describe the multi-disciplinary creative work that many of us are now engaged in, and I do not object to its use in this form, but what I do object to strongly is the use of 'creative' as a way of excluding others.  Richard Florida identified what he describes as the 'creative class' in his 2003 book  'The Rise of the Creative Class', a label which, in my view, perpetuates a divisive approach to creativity in society.  Skip forward to 2008 and there are a slew of management gurus telling us how to manage 'creatives' (e.g. Torr, 2008), handling them with kid gloves as though they are somehow deserving of special treatment.  This is both patronising and pandering.

This leads to the second issue, the use of 'creative' as an excuse for unprofessional or downright bad behaviour.  Just because you are an artist, designer or musician, it does not give you the right to treat other people with disrespect, be lazy, or expect special treatment in the workplace.  Creativity is not an excuse for lateness, rudeness or petulance, and yet I have met people who have used it as such and have trained those around them to accept this behaviour.  Those people who pander to this bad behaviour are just as guilty in my eyes.  

My view is simple - there is no such thing as a creative class - we're all creative people in our own ways, and we are all capable of behaving in an adult, professional and respectful way.

So, if you describe yourself to me as a creative, don't be surprised if I say 'a creative what?'