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Creative Economy: Ideas that drive business

14:15 14 de November de 2022 Por Daniel Oiticica

The Creative Industry today occupies a key role in the Knowledge Economy, with creative work being one of the most important and valuable factors of production. All the transformations in the business world and the changes in work relations, consumption and in the models of wealth generation, have made creative professionals a kind of radar for all industries, marking new paths and trends for generating value for the economy and the society.

According to the United Nations Conference on Trade and Development (UNCTAD), the Creative Economy encompasses activities related to four main axes: heritage, arts, media and functional creations.

These axes include Traditional Cultural Expressions (crafts, festivals and celebrations), Cultural Sites (archaeological sites, museums, libraries), Visual Arts (paintings, sculptures, photographs), Dramatic Arts (music, theater, dance, opera, circus , puppets), Advertising and Print Media (books, press and publications), Audiovisual (cinema, television, radio), Design (interior, graphic, fashion, jewelry and toys), New Media (software, games and digital content) and Creative Services (architecture, advertising, R&D, culture and recreation).

Ceará occupies a prominent place in the Creative Economy, according to the 2022 Creative Industry Mapping, carried out since 2008 by the Federation of Industries of Rio de Janeiro (Firjan), which goes beyond the simple updating of numbers and seeks to x-ray the behavior of this Industry and its peculiarities in relation to other sectors in Brazil and in the states of the Federation.

According to the mapping by Firjan, in terms of the increase in the participation rates of the Creative Industry in their respective GDP, the states that stand out are precisely Ceará and Rio de Janeiro, which presented growth of 0.79 and 0.86 percentage points, respectively. In terms of Participation of Consumer Professionals in the Creative Industry in Brazil, Ceará continues to be the state with the highest weight of creatives in consumption (52.3%).

Betting everything on the Creative Economy, the nine states of the Northeast, together with the Brazilian Association of State /Northeast Sebraes (Abase Nordeste) and Sebrae Nacional, put into practice several actions that aim to promote the strengthening of creative businesses in the region, contributing to the generation of employment and income. Called the Northeast Regional Project of the Creative Economy Value Chain, the initiative involves carrying out various activities, such as offering training, consulting, mapping the sector, public notices to support creative businesses and holding events related to the theme.

“Ceará is a state that has a great creative potential, and we can add to this the existence of a whole environment that has been constituted in the region, especially to stimulate innovation and creativity. What we lack, as in other places, is transforming this potential and this creativity into creative business, because when we talk about Creative Economy, we are necessarily talking about the generation of business. And that is where Sebrae comes in, trying to help these creative professionals to also see themselves as entrepreneurs, capable of transforming their creative craft into a competitive and economically sustainable business,” says Joaquim Cartaxo, Superintendent Director of Sebrae/CE.

“The Creative Economy project of Sebrae in Ceará has a very broad scope of action, which is segmented into four large action groups, divided into the areas of Environment, Management, Innovation and Market. In the environment area, we develop actions to promote public policies that favor the generation of Creative Economy businesses and the production associated from these segments to tourism, through the qualification of entrepreneurs and the promotion of good practices in the territories of the Northeast region. It is in the area of ​​management that training is included, which aims to increase the competitiveness of creative businesses. In them, we work on activities and skills related to business management, such as pricing, entrepreneurship, associativism, finance, marketing, among other knowledge, important for those who develop entrepreneurial activity. In the Innovation area, we seek to support these creative businesses in the promotion and access to innovation, by launching calls for proposals to stimulate creative entrepreneurs to transform their ideas into business, that is, helping to strengthen the creative process as a competitive and sustainable business. We also encourage the insertion of the Creative Economy sectors in innovation programs,” explains Cartaxo.

Live: Joaquim Cartaxo, superintendent director of Sebrae Ceará, and Paulo Rabelo, president of the Sectorial Chamber of Fashion

Podcast: Paulo Rabelo, president of the Fashion Sector Chamber