In post-millennial societies, creativity is heralded as crucial to individuals and societies, valuable for the economy, essential for leadership and vital for the future of work. In our unprecedented times, creativity is a necessary attribute that universities are embracing to ensure future-proof and employable graduates. However, there is a scant literature on how creativity is embraced in the assemblage of higher education. To ascertain if a common definition of creativity is used by higher education institutes, we conducted a systematic literature review that initially identified 2990 papers. Findings confirm that a definition of creativity in higher education does not exist nor is there a commonly cited definition, and several domains (e.g. social and cultural) influence the definition of creativity. Although creativity remains elusive, it is necessary for growth, survival and success. The potential dilemma of an agreed and shared definition of creativity applicable to the heterogeneous demands of higher education is presented.