#CreativeBritain2030 | DMA



The pandemic released a wave of pent-up creative energy. According to a study by The Open University (OU), 61% of individuals tried a new form of creativity in 2020.

Whether painting, sewing, baking, or writing, huge numbers of people sought solace in being creative.

As Kevin Chesters, Co-Author of The Creative Nudge says:

“People think creativity is a job title and it’s not.

You can bring creativity to any field you’re in. You can be a creative lawyer; you can be a creative grandma. Thinking about things in new and interesting ways will just make your life better.”

However, creative businesses are facing new commercial pressures, from the need to show cold, hard metrics; to the squeeze felt by sub-sectors such as the arts and TV production.

As such, the DMA’s Creative Committee have looked at the different ways artistry, inventiveness, and imagination can be used to rebuild trust and the economy.

With case studies, insights from leading creative lights, and more, this booklet uncovers:

  • The importance of Britain’s creative industries to the economy
  • Why creativity is in crisis, from funding cuts across the board to a lack of truly representative talent
  • Strategies for creative and commercial success over the next decade

To read and download #CreativeBritain2030, click here.

Ready to unleash your imagination, curiosity, and creativity? Explore our range of Copywriting and Creative courses.

Uncover more research, insights, and best-practice guides from the DMA's Great British Creativity campaign, here.

Learn more about the DMA's Creative Council, here.

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