Abstract
The paper provides an overview of various competency frameworks for the 21st century and points to establishing creativity as a key skill for the future. From this starting point, it discusses the relationship between higher education and labour market requirements as the key factors in interpreting employability, competitiveness, and productivity in the work setting. Creativity is emphasised as skill that is highly valued in the labour market but insufficiently represented and nurtured in the educational context, which is increasingly seen as slow to adapt to the new challenges of the future. In this regard, the paper points to the importance of encouraging creativity in higher education, reflecting on the learning process and curriculum, including the analyses of the most influential theories of creativity. Based on that, the possible drivers and inhibitors of creative potential development in students are analyzed, as well as the role of creative competence of university teachers.
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