As a follow-up to John Newbigin’s inspiring keynote at the German Creative Economy Summit in Hamburg this article explores how the creative economy is redefining industries and societies. His speech was a rallying call for a world where the creative economy takes center stage, breaking silos, fostering intersectionality, and embracing human talent to reshape our future.
More information about the conference format: German Creative Economy Summit
The world is shifting. The old economic models that relied on "black gold"—fossil fuels and heavy industries—are fading. Instead, it is time to invest in "human gold"—the boundless creativity and talent that exist everywhere but often lack opportunity. The creative economy is not just an industry; it is a movement, a changemaker that challenges how we think, live, and work.
Newbigin highlights the necessity of breaking up silos that keep disciplines and industries isolated. The intersection of liberal arts and technology is where true innovation happens. By encouraging cross-sector collaboration, we create micro clusters—small, dynamic ecosystems where talent thrives, and new ideas are born. Take Malaysia and other Asian states, which are now working together to put the creative economy at the forefront of regional development. They recognize that culture is not just about selling goods but about creating good moments, as the African culture ministers emphasize.
Examples from across the globe illustrate the power of the creative economy. In Albania, a new ministry has been established, merging economy, culture, and business— acknowledging that these elements must work together, not in isolation. In Indonesia, entire creative economy clusters are reshaping regions, proving that creativity is not an isolated sector but an engine for growth across industries. Even in Central Asia, a region historically overlooked in global conversations, doors are opening, providing a space to talk about crucial societal changes. Azerbaijan is beginning to gain recognition, proving that creative potential is limitless when given a platform.
The creative sector forces us to think differently. It challenges outdated models and offers solutions that are both economically viable and socially transformative. The creative economy is about building a different society—one that values human ingenuity as its most precious resource. Talent is everywhere, but opportunity is not. It is up to governments, businesses, and communities to bridge that gap.
This is not just about cultural enrichment; it is about economic resilience and social progress. It is about fostering a future where micro clusters drive innovation, where liberal arts and technology merge seamlessly, and where economies are built on human potential rather than finite resources. It is time to stop investing in black gold and start investing in human gold. The creative economy is the changemaker we need—let’s ensure that the world walks the talk.
A key initiative reflecting these values is the BSR Cultural Pearls project (running OPEN CALL until April 4, 2025 - apply here!), which places culture at the heart of social resilience. By empowering communities with creative tools, this initiative strengthens local identity, fosters social cohesion, and enhances economic sustainability. Cities engaged in this project demonstrate that culture is not just a decorative aspect of urban life but a vital force driving inclusive and resilient societies.
Text by Marcus Hagemann, ARS BALTICA
