The significance of creativity for building competitive advantage is widely accepted. The ability to act creatively also ranks among the top employability characteristics and is one of the key factors in fulfilling a responsible role in society. The marketisation of universities is becoming an increasing problem in a number of countries, especially in the United States and the United Kingdom. Its negative consequences include limiting access to higher education for candidates from less well-off families. The co-creative university is characterised by its ability to engage its staff, students, and the representatives of external entities in multi-level cooperation. The educational offer of co-creative universities should target people at different stages of their careers and education levels, whereas their programmes should reflect the importance of improving one’s qualifications and knowledge throughout the entire professional life. The discussion about the place and importance of art in society should take into account its role in creativity development.