What happens to the creative industry after years of economic upheaval, the worst public health emergency in over a century and an even more chaotic inflationary outlook on the horizon? It should push those creators into the most innovative and opportunistic period of their careers. Despite the uncertainty ahead, creators are one of the best-suited groups to navigate during crisis mode and meet the unexpected challenges of the near future and brands should take notice.
The creative class rocketed from a buzzword in the early 2010s, to a trend, to a legitimate workforce driving some of the biggest marketing campaigns in the world, all in about a decade. Creators utilise a range of media; primarily short-form video, but also photography, graphic design, music and even cryptocurrency. Over 50 million individuals now consider themselves part of the creator economy, with a global market size valuation of $13.8 billion.
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