Aim of this article is to analyse the relationship between creativity, freedom and future in contemporary society. The main focus is on the notion of creativity in our digital era. Common sense understands creativity as a concept implying something new, something original that did not exist before. And yet in our society the constant overflow of news, products and contents doesn’t surprise anymore, is no longer connected to a truly creative act. The complete lack of limits seems to be our society’s own limit, since newness is not experienced anymore as something really new. The solution to this situation is a new ethic of self-limitation that reshapes our idea of creativity and bases it on different criteria. The first part of the article i...