Grave new world
Creativity loves a problem, but it hates a lousy audience.
If everyone around you is sure the economy is tanking, that the end is near, that time is up and the company is headed for the tubes, it's almost impossible to find a creative solution.
Creativity changes the game, whatever game is being played. "We're going to run out of cash by the end of the year," is accurate unless you count creativity into the equation. Then the accurate statement is, "Under the current rules and assumptions, we're going to run out of cash..." Big difference.
Creativity demands exposure to market needs, and insulation from market fears. Give it some time to work, some support, some breathing room. That's when creativity has a chance to change the game.