Archetypes of creativity: Identification and dissemination in the Ukrainian business

In the context of Ukraine’s post-war recovery, creativity acts as a key factor in the innovative development and increased competitiveness of business. The aim of the study was to identify creativity archetypes among employees of Ukrainian organisations, to assess their prevalence, motivational factors, barriers, and workplace factors that influence creative activity. The methodology was based on an online survey of 168 respondents from various sectors of the creative industries and socio-demographic groups. Content analysis of responses, descriptive statistics, and comparative analysis of respondent groups were applied for the analysis. The identification of archetypes was carried out on the basis of self-assessment of creative potential, frequency of use of creative methods, and perception of the benefits of creativity using a point scale. As a result, seven archetypes of creative workers were identified, each with a unique motivational profile, specific barriers, and a need for targeted support in the work environment. It was established that the dominant archetypes in the sample are “Optimist” (32.9%), “Pragmatist” (24.1%), and “System Creator” (21%), together accounting for 78% of all respondents. The most influential motivators were financial incentives (81.5%), flexible working hours (64.3%), and professional development (63.7%). A concept of targeted measures oriented towards the characteristics of each archetype was developed, with recommendations for optimising the environment to develop their creative potential. The practical significance of the study lies in the possibility of using its results by business managers, HR specialists, and organisational development consultants to implement effective programs that stimulate the creative activity of personnel, taking into account archetype-specific features. Their implementation will contribute to the sustainable development of business and post-war economic recovery based on innovation and creativity