Creativity Connects: Generating Creative Ideas on Behalf of a Brand Increases Feelings of Connection

People are increasingly asked to generate creative ideas for brands in campaigns intended to generate new ideas. We draw on and extend a growing stream of research suggesting that being creative can foster social connection by showing that generating creative ideas for a brand can strengthen self-brand connection. In six pre-registered experiments (N = 1,635), participants worked on either a creative or less-creative product idea generation task. Creative (vs. less-creative) idea generators reported feeling more connected to the brand (Studies 1A, 1B), and these effects manifested in real product choices (Study 4). The underlying psychological mechanism, perceived self-disclosure, emerged via both mediation (Study 2) and moderation (Study 3). In a high-powered replication (Study 5), we addressed alternative explanations including effort, engagement, brand liking, and willingness to pay. We discuss the implications of our findings for the broader possibility that being creative can foster social connection—a source of psychological well-being.