By: Diana González
In recent years, we have witnessed the consequences of the global system and its extractive practices. While this dynamic has brought technology and development, it has also brought social and economic inequality that is constantly increasing.
In that sense, we find in a context where there are many cultural, economic and social challenges, so it is essential to develop appropriate strategies to achieve a greater and better impact on the communities. One of the most current proposals is to promote creativity in general, that is, through culture, economy and innovation.
Therefore, creative economies are shown as an alternative that starts from a social, fair and responsible perspective, but at the same time, from a more creative vision that recognizes diversity, culture and cooperation. It is an emerging and powerful economic sector, that is, with high economic impact, but also works under an equitable and sustainable dynamic. According to a study by the EY firm in 2015; the creative economy represents about 3% of global GDP.
Similarly, the United Nations Conference on Trade and Development (UNCTAD) interprets the concept as all those activities that have the potential to foster economic growth, job creation and export earnings, while promoting social inclusion, cultural diversity and human development.
In short, inclusive economies seek to align cultural production and the marketing of goods, that is, the work and project sectors with creativity, sustainable development and culture. Now, according to the British Council’s Creative Economy Unit, to successfully implement a creative industries project, it’s necessary to take into account the following seven steps:
1.- Assess the value of the creative industries within the total economy. This can be quantified with figures such as the level of employment, the number and size of creative businesses, exports, gross value added or the sectorization of the workforce (gender, ethnicity, for example).
2.-Identify the policy areas that the mapping project can influence. These may cover areas of interest such as local economic development, national industrial policies, cultural policies or national industrial policies.
3.- Define the creative industries. Decide what should be included and what should be excluded, in other words, define which companies are left out and which are left in, for this, it’s important to evaluate all creative industries or focus on some more specifically through the Creative Business Models.
4.- Identify who will lead the fieldwork. At this point, it’s important to establish a leader who will be in charge of recruiting and managing the team. One of the main activities of the leader will be to generate a detailed budget, select a person responsible for the qualitative and quantitative research and take into account the political, cultural and economic conditions of the environment where the project will be developed.
5.- Select the research approach to be applied.
The choice of the type of research will depend on the particular circumstances of each project. In this case, it’s necessary to use quantitative and qualitative tools including statistical analysis, surveys, interviews, focus groups, research and bibliography.
6.- Articulate the project’s findings with key audiences and policy agendas. It’s essential to generate a final report that presents relevant information on linkages with public policy and the creative industries, as well as recommendations based on solid evidence.
7.- Keep up the momentum.
In order not to get lost or forgotten, it’s recommended to give continuity to the project, adopt a long-term mindset, continue collecting information, appear in the media, maintain contact with international creative economy experts or disseminate achievements.
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