Perception and potential

The creative industries employ 2.4 million people, representing 7% of the entire UK workforce and generating £125bn for UK plc. In these tricky financial times, when many other industries are contracting, the creative industries have been growing steadily for the past two decades.

Steadily but quietly, it seems. We recently published research, conducted by Portland Communications, that found just 54% of 18–24-year-olds recognise the creative industries’ contribution to the UK economy.

Even more concerning is that many young people, especially those from less advantageous backgrounds, don’t see the creative industries as a viable career.

Jobs of the future

Creative jobs are the jobs of the future – and the fact that young people don’t perceive it this way matters. Because perception shapes policy and policy shapes opportunity. Until we address this issue and properly invest in creative access and education, we are limiting our collective potential.

Young people need to know that a career in music is just as viable as one in manufacturing. That there are clear pathways to becoming an animator in the same way there are to becoming an accountant. We must do more to share the message that creative jobs – such as designers, filmmakers, architects, advertisers, crafters, actors, directors – are not only fulfilling, they are fuelling our economy.

This isn’t about us creatives leading with our hearts. It’s right there in the data. The Boston Consulting Group’s Centre for Growth found that between 2013 and 2023, the creative and entertainment sector grew by 31%. Financial services didn’t grow at all in that period. Same for life sciences, and UK manufacturing.

Not a luxury for the privileged few

Creative careers shouldn’t be a luxury for a privileged few. Our future workforce can’t be powered by ‘those in the know’ or those with friends and family in the industry. Unless we reach young people from underrepresented backgrounds, we will rapidly lose the diversity of thought and expression that has driven the UK’s reputation as one of the world’s leading creative powerhouses.

I know firsthand how transformative it can be to work in the creative sector. My career through community arts into producing films and TV programmes and now running Creative UK, the national network for the cultural and creative industries, was one of happenstance. As the first member of my extended family to go to university I had never envisioned the career I was eventually lucky enough to have.

And it was luck – which isn’t going to cut it as a career pathway, anymore. Our next generation deserve clear access routes to the creative industries, particularly for young people from underrepresented backgrounds. It’s time to move away from the accepted norm where creative careers are rooted in an impenetrable, informal, network-based industry. The way to do this is with more investment in industry training and creative education.

At a crossroads

As AI technologies develop, the need for human-centred critical thinking, informed decision-making and an understanding of nuance and ambiguity will only increase. We know our economy and communities benefit when we have a diversity of thought and experience.

Now it’s time to address this perceptions issue once and for all. Creative UK’s insight report showed that 70% of respondents in leadership and managerial roles believed  the creative industries significantly contributed to the UK’s economic growth and innovation. We need to turn this belief into action.

In its recently published Creative Industries Sector Plan, the government has committed to more investment into a £9m Creative Careers programme. Here are three things we can all do to amplify government’s contribution and support this endeavour:

• Anyone who believes in the importance of arts and creative skills as a key component of a full and meaningful education can support the Arts and Mind Campaign;
• Employers can sign up to be partners for the Discover Creative Careers Campaign;
• Business leaders in the creative industries, can sign up for Speakers for Schools  and Founders for Schools to share their insight on the pathways to a creative career with young people still in education.

Let’s all work together to actively inspire and support every young person leaving education and help them see the creative industries as a genuine and rewarding career path.