The creative economy plays a significant role in generating robust and thriving societies across the globe. According to the International Finance Corporation (IFC) and United Nations Conference on Trade and Development (UNCTAD), the industry supports 50 million jobs worldwide, is worth US$2 trillion and represents 3% of global GDP, with its trajectory forecast to triple by 2030. In economies where creative sectors are developed and invested in, the industry represents between 2% to 7% of local GDP. Furthermore, the creative economy is touted as being a key economic multiplier, with every dollar spent generating approximately US$2.50 in return.
The creative economy, sometimes referred to as the ‘orange economy’, is rapidly growing worldwide, with services leading the way. A notable contributor to core global trade in 2022, creative services exports surged by 29% to US$1.4 trillion while creative goods exports increased by 19% to US$713 billion, according UNCTAD. While there is no sole definition of the creative economy, it embraces concepts of economic, cultural and social aspects interacting with technology, intellectual property and tourism objectives. UNCTAD classifies “advertising, architecture, arts and crafts, design, fashion, film, video, photography, music, performing arts, publishing, research and development, software, computer games, electronic publishing, and TV and radio” as the lifeblood of the creative economy.
Beyond economic benefits, the sector contributes considerably to social outcomes. At the 74th session of the United Nations General Assembly, 2021 was declared the International Year of Creative Economy for Sustainable Development. This declaration acknowledged the creative industries as a driver of sustained and inclusive economic growth, fostering innovation and providing inclusive opportunities, empowerment and benefits and upholding human rights. According to the IFC, the sector is built on micro, small and medium enterprises (MSMEs), accounts for 6.25% of the workforce – with half being women – and employs more 15 to 29 year olds than any other sector.
For Pacific creative professionals, the opportunities for both individual and collective growth within the creative economy are plentiful. According to the Pacific Community’s (SPC) State of Pacific Culture and Creative Industries Report 2024, “as the most culturally and linguistically diverse region in the world, the Pacific has tremendous untapped creative potential for the development and growth of the cultural and creative industries.”
The report also notes that successful creative industries are the result of long-term strategic implementation, requiring investment, support and the establishment of business-enabling environments from all levels of governance and practitioners. While some of the Pacific countries have existing infrastructure, such as arts facilities, museums, creative educational curriculums and funding, the majority have little access to industry foundations or international markets.
Fortunately, there is considerable momentum gathering in the area, with numerous organisations and stakeholders getting behind strategies to grow and invest in a thriving Pacific creative ecosystem. Central to this approach is the framing of the creative economy as key contributor to economic growth and job creation, and as an enhancer of the region’s other core industries, such as tourism. This directly challenges the common misconception of the arts as being non-essential, decorative or economically unproductive. The recent reopening of the Metropolitan Museum of Art’s ‘Galleries of the Arts of Oceania, ’ in New York on 31 May, is a milestone event and a powerful reflection of this momentum in action. The prestigious platform, now showcasing 650 works from across the region, renews visibility for the deep and rich cultures of the Pacific, while also contributing to economic empowerment of creative communities.
There is a bright future for the Blue Pacific’s ‘orange economy’. By unlocking the sector’s full potential as a driver of sustainable economic development, Pacific nations can expand their presence in global industries, from film to dance, to digital media, to traditional crafts. As international demand for authentic, entertaining and culturally diverse goods and experiences grows, the Pacific is poised to be a vibrant and influential hub in the global exchange of creativity.
