Creativity research has always been linked to its social and cultural context. In this essay, I give two examples of how creativity research has changed from the 1950s to the present, and I argue that these two changes are driven by social and cultural factors. First, I discuss a transformation in U.S. society from a 1950s emphasis on conformity, to a contemporary valorization of radical entrepreneurship that rejects the status quo. Second, I discuss a shift from a focus on creative forms associated with elite cultural groups, to a broader focus on universal creativity.