Why creativity is key to business growth in Helsinki

Creativity is among the most in-demand skills for the future. In fact, the World Economic Forum’s 2023 Future of Jobs report predicts a steady 73% surge in demand for creative thinking over the next five years.

But creativity isn’t just for artists, dancers, or the so-called “creative” types—it’s the driving force behind impactful businesses. Creativity is about thinking differently, challenging the usual way of doing things, and rolling with changes to build long-lasting success.

Let’s explore how Helsinki’s unique charm and creative freedom drive business success.

Trusting society 

Trust is a key ingredient of creativity. In any company, people need to feel ownership over their work, be encouraged to take initiative, and know it’s okay to make mistakes. This kind of trusting environment allows ideas to flow and businesses to thrive.

In Helsinki, trust runs deep. Finnish business culture is rooted in fairness and honesty, which paves the way for openness and collaboration. In our small, close-knit country, working together is key. And in a place where your reputation really might precede you, people tend to be on their best behaviour. 

Diego Vazquez Lozano, CEO and Founder of Detachment East Ltd., and a 90 Day Finn 2024 participant, shares his perspective: “Helsinki is a trustworthy society where everyone takes care of each other. That helps businesses because people are more calm and can focus better on the task at hand.”

Inclusive and authentic atmosphere  

In Helsinki, inclusivity isn’t just a buzzword—it’s at the core of our city’s strategy. We’re all about making sure everyone is free to be themselves.

Our quirky spirit shines through in our work culture. Many offices, including Supercell—Europe’s first decacorn—have a ‘no-shoes’ policy. Even the Swedish king had to kick off his shoes during his visit.

And then there’s our sauna culture, which perfectly reflects this ethos. Veronika Marsland, Founder, Producer, and CEO of Digital Squirrel Studios & Marsland Consulting—and a 90 Day Finn 2024—shares: “Saunas are an equaliser. You can’t hold onto status when you have no underwear.”

By celebrating everyone’s quirks and championing authenticity, Helsinki creates a refreshingly down-to-earth environment where creativity—businesses—can flourish.

Life-work balance 

We need new approaches to tackle the complex challenges of our changing world. But you can’t schedule creativity between 9 and 5. As Research Professor Tuomo Alasoini points out: “Strict standard working hours can kill creativity.” 

Fortunately, flexible working is the norm in Helsinki, giving people the freedom to work when they’re at their best. This leads to fresher ideas and better results.

Finland has had flexible work options for over two decades, thanks to the Working Hours Act of 1996. It allows employees to adjust their start and finish times by up to three hours. In 2019, the law got an upgrade, letting full-time workers choose when and where they work for at least half the week.

Collaborative culture

In Helsinki, collaboration is the heart of creativity. From the collaborative school culture to strong partnerships between private and public organisations, we’re arguably one of Europe’s most collaborative business hubs. This means you’ll have all the support you need to take your idea to the next level. 

At Helsinki Partners, we connect people with opportunities to help international companies and scale-ups thrive. We team up with partners like Business Helsinki, who helped fund this year’s 90 Day Finn Program as part of the Digital Creative Industries and Beyond (DCIB) project. This project aims to boost expertise, growth, and connections in the digital creative sector.

Veronika highlights a unique aspect of the city: “It doesn’t matter where you sit in the social hierarchy—whether you’re just starting off or a higher up with 30 years of experience—people here are always open to meeting, exchanging ideas, and working together. It’s pretty unique and conducive to creating business opportunities.” 

Open minds 

Minimalist, open spaces—designed with wood and natural materials—are a hallmark of Helsinki. Think of Oodi, the Music Centre, and Amos Rex, to name a few. 

These types of spaces help you think more clearly, free from distractions. Veronika shares: “There’s a strong focus on design thinking in creating spaces for people and businesses here. The open layouts make it easier to think clearly and feel at ease, which affects how people come up with new ideas and do business.” 

As demand for design grows, many businesses in Helsinki use design thinking to develop their services. This method is a structured, human-centred way of using creativity to solve all kinds of problems—not just design-related ones. 

And good design is good business: By getting to the heart of what people actually need, companies can turn everyday problems into breakthrough solutions, creating maximum impact and shareholder value. 

Tech and creativity come together 

In Helsinki, creativity and tech go hand in hand. Diego puts it best: “There’s a strong tech culture here, and it’s combined with creativity to drive business growth.” 

Diego is especially inspired by how tech and art push each other forward. “Technology challenges art, and art challenges technology. Video games are a great example of how these elements come together to tell stories and embrace identity.”

Chloe Straw, Managing Director at AudioUK and a 90 Day Finn 2024, shares a similar perspective of creativity in Helsinki: “While many think creativity is just about arts and culture, here in Helsinki it’s also about what the city is doing with different inventions in tech and sustainability. It’s been good to see creativity in the business sense: how to solve problems, research, and develop different solutions-based businesses.” 

Aalto University is a prime example of tech and creativity merging: the university is where science and art meet technology and business. Dr. Outi Turpeinen, Head of Public Art & Exhibitions at Aalto writes in the UNFOLDED magazine: “The main task of contemporary art is to question existing patterns of thinking and acting, which is the starting point for all innovation. This is also true in business. […] Art and creative practices provide new approaches for expanding scientific and economic thinking.”

By displaying public art throughout the School of Business, Aalto University encourages people to see things from different perspectives, rethink what we often take for granted, and push beyond our usual boundaries of knowledge and practice.

Creativity – your secret weapon to for staying ahead  

Since 2000, more than half of Fortune 500 companies have either gone bankrupt, been acquired, or no longer exist (remember Blockbuster and Kodak?). A major reason for their downfall was their failure to adapt to tech changes.

But with creative thinking, today’s businesses can avoid that fate and turn disruptions into opportunities rather than threats. And Helsinki truly gets that.