The digital creative organisation: are work–life balance, remote working and management support impacting in the creativity?

Purpose This study examines the intricate relationships between organisational creativity (OCR) and its influence on key workplace factors, including work–life balance (WLB), remote working (RW), organisational climate (OC) and management support (MSE). In the evolving post-pandemic work environment, understanding how creativity impacts employee well-being, adaptability in remote work settings and overall organisational dynamics is crucial. This study aims to identify both the benefits and challenges associated with fostering creativity in modern workplaces and how these factors collectively shape productivity and organisational excellence. Design/methodology/approach A quantitative research design was applied, focusing on employees within the banking sector. Data were collected through a structured survey administered to 190 randomly selected respondents. The study used partial least squares structural equation modelling (PLS-SEM) using SmartPLS 4.0 to analyse the reflective interconnections among OCR, WLB, RW, OC and MSE. This methodological approach enabled a comprehensive examination of the complex interactions influencing creativity within organisations in a post-pandemic context. Findings The findings highlight a significant positive relationship between OCR and both RW and MSE, suggesting that creativity enhances workplace flexibility and encourages proactive managerial involvement. However, the study also identifies negative associations between creativity and WLB, as well as OC, indicating that while innovation fosters growth, it can also contribute to blurred work–life boundaries and workplace tensions. These results underscore the need for organisations to strategically integrate WLB, RW and OC into business excellence frameworks to prevent burnout and disengagement while maintaining an environment conducive to creativity and long-term success. Research limitations/implications Several limitations should be acknowledged. Firstly, the study is context-specific, focusing on a single industry and geographic setting, which may limit the generalisability of findings. Secondly, reliance on self-reported data introduces the possibility of response bias, including social desirability bias. Thirdly, while validated measurement scales were used, the complexity of creativity may not be fully captured through quantitative metrics alone. Future research should explore broader industry contexts, incorporate objective data collection methods and investigate potential mediating and moderating factors to deepen the understanding of OCR’s role in modern work environments. Practical implications To sustain creativity without negatively impacting employee well-being, organisations should adopt balanced approaches that incorporate flexible work arrangements, robust technological support for remote work and open communication strategies. Transformational leadership should play a pivotal role in fostering an innovative yet supportive workplace culture. Furthermore, investment in creativity-driven training programmes can enhance retention and productivity while maintaining an OC that promotes collaboration and minimises friction. Social implications This research highlights the broader societal implications of OCR, particularly its influence on employee well-being and workplace culture. In the context of increased remote work, fostering creativity must go hand in hand with inclusivity and efforts to reduce workplace isolation. Organisations should consider the long-term social impact of creative processes by prioritising a work culture that values both innovation and employee well-being, ultimately contributing to a more sustainable and supportive professional environment. Originality/value This study provides a unique contribution to the literature by offering a holistic examination of how OCR interacts with WLB, RW, OC and MSE in the post-pandemic era. Unlike previous studies that explore these factors in isolation, this research integrates them within a unified framework, providing practical insights for organisations navigating digital transformation and evolving workplace structures. The study’s findings offer valuable guidance for balancing innovation with employee well-being to drive sustainable business success.