The creative economy, opportunities in movement

The creative economy deals with money ideas. It is the first type of economy where imagination and people´s desire allow them to produce and buy. The creative process is as important as the final product, according to John Howkins, the writer and strategist leading the creative economy.

He’s the author of “The Creative Economy: how people make money from ideas”. Over the past 15 years  John Howkins has been working to disseminate the concept of understanding with several people in over thirty countries, seeking to understand of creativity and innovation in business environment. For Howkins there are some sectors more attractive for this type of economy, such as arts, culture, entertainment and innovation.

According to Sebrae, it´s a term coined to name business models that originate in activities from the knowledge of individuals with a focus on generating jobs and income. It focuses on the individual and collective potential to produce creative goods and services.

The Creative Economy is governed by three main pillars:

  1. Social– integrating people, the collective
  2. Economy– cost sharing, reduced expenses
  3. Sustainability– reducing waste, pollution N variations

Almost half of Brazilians are unaware of the creative economy, is what found the research of REDS, Reserch Designed for Strategy, with 48% of people interviewed without information about the concept. The survey was entitled “Conscious Consumption, culture changes or effect of the crisis?”.

According to what was investigated in the research, the concept is most widespread among consumers into “A Class”, younger and those with more conscious consumption profile. Another interesting fact is that among those who have used the creative economy, 90% will continue to use and 73% of those who didn’t use, intend to get involved, according to the World Website Marketing.

In times of crisis and low growth situations the creative economy can be an alternative to undertake, as well as for large corporations, that are also attentive to the market which handled U$ 624 billion dollars in 2011 world trade in creative goods and services, according to the Creative Economy Report 2013.

Companies like Uber can be references to numerous other, leading to the development of those three pillars of Creative Economy, as we spoke. This model acts as a facilitator between users, putting people in touch through technology, such as applications and software. The simplicity of operation can be the big difference.

Uber is becoming synonymous of category because we can see movements as “Uber Health”, called DocWay, a Brazilian (from Curitiba) application that allows you to call a doctor at home easily. Others like “Uber residential repair”, expanding the concept of “Rental Husband”. The TV channel Globonews recently showed in its program “Mundo S/A” the application”Find a Nerd”, which provides an IT professional over demand, attending a company or a person.

The concept P2P, Peer to Peer, helps us to understand this movement better. It comes from the computer network scenery, which the main feature is decentralization. In other words, contacts between people around the world through the Internet without relying specifically of all being connected by a single point. They connect to each other.

Joining the Creative Economy to the concept of P2P a universe opens to enterprises of all sizes, whether from small to giant Uber, who is 6 years old, is present in 449 cities in 70 countries, has 7,000 employees, more than 10 thousand drivers partners.

There´s a trending on giving up to have a specific property for the sake of use, such as cars, streaming music like Spotify and Netflix, on shows and movies.

Some other examples:

  1. Handbags rental rather than buy the most expensive and latest model;
  2. Loan of a drill to the condo;
  3. Rent a bike through the city, as in São Paulo and Rio de Janeiro;
  4. Sharing cars, as in some European cities,

Today we discussed the Creative Economy and its implications in a modern world, which sees some golden rules being broken by technology, which linked to the conscious consumer behavior is constantly moving and in inevitable evolution, with no place for setbacks.

Now it’s your turn, comment!

Image credit: Freepik  (Designed by Freepik)

By Cristiano Morley, marketing professional and founder of

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