Italia Creativa


How would Italy be without its creativity and what does it matter in Italy creativity?

Carlo Verdone said that it would be a great drought. The creative and cultural sector in Italy involves almost 1 million people, and is worth 2.9% of GDP. Dario Franceschini stresses the importance of thinking about the future , about came back to making Italy the country of arts and beauty. Gianni Letta defines the culture and creativity of Italy as a daughter of the other, they may grow you need to invest in a coordinated education and in school. The task of the institutions and schools, says Walter Veltroni is to help new ways to emerge. The private sector is to experiment. The artists to be creative. Filippo Sugar said that :”creative Italy is the heart and brain of the economic body of our country.” Ferruccio De Bortoli reminds us that many of us may mistakenly think that culture is a cost ,while it is a great investment, each of us must support this thought and becoming ambassador, proud of italian culture and Italian creativity. In a stronger way Monica Maggioni by a  old saying “if you think the cost culture try with ignorance.”

the creative industry in Italy is undervalued. The three pillars are the future of Italy “creativity, culture, community,” underlines Maurizio Costa, and in this the role of Italian cities is to be spread factories culture says Stefano Boeri.

What is Italia creativa?

Italia Creativa is the first study that presents the Industry of Culture and Italian Creativity through a global vision: quantitative and qualitative, of the situation and perspective. The goal is to focus, the attention of the public, on this crucial sector, in which our leadership is undisputed but not sufficiently valued or recognized.

Creativity and culture are part of the highest expressions of the heritage of a people, constituting at the same time the wealth of a society. Italy, in particular, enjoys a creative and cultural prestigious past, unique in the world. Suffice it to say that our country has the largest number of sites declared World Heritage by UNESCO.

Creativity and culture have, however, also an important social and economic value, both in terms of turnover, is employment.

The study is born from the intuition that this world, as a whole, is one of the key drivers of growth present and future of the country. We want to highlight the need to support this industry, so that its role may become even more central to our economic system.

Our greatest desire is to be able to work together. We would like that all sectors and all the people of Industry of Culture and Italian Creativity could benefit from the project of Italian cuisine. To this end we have been involved the main associations of the sector, without whose membership of a study of this size and of this relief would have been impossible. We hope to be able to take a first step, together, towards the construction of the “Creative Italy” brand.

Italian photographer Creative Industry of Culture and Italian Creativity very important figures, both from the economic value perspective (almost 47 billion euro in 2014) and from the number of employees (nearly one million in the same year).

These considerable numbers translate into a leading role in the national economic landscape. The comparison with other macro-productive sectors raises the creative industry in a leading position.

The significance could rise further, at least judging from the value generated share of the total national GDP. Better results are possible: takes courage, awareness, additional efforts and especially collegiality.

most of us  don’t know that the Industry of Culture and Creativity in Italy has generated, in 2014, a total economic value of 46.8 billion euro. 86% derived from activities directly related to the creative industry, such as design, production and distribution of works and cultural and creative services. The remaining 14% are made up of indirect revenues, is related to collateral activities or subsidiaries.

In 2014, the Industry of Culture and Creativity gave employment to almost one million people, of which 85% in direct economic activities industry. With about 850,000 jobs, direct employment in the Industry of Culture and Creativity represent 3.8% of total employment in Italy.

The Industry of Culture and Creativity is confirmed then not only a human capital-intensive sector, but also among the first in Italy for number of total employees, surpassing sectors such as food production, the luxury, the automotive industry , the chemical industry and more.

which are the ambitions of Italia Creativa for the future?

At European level, the creative industry is worth between 3.1% and 3.5% of GDP. To give a “readable size” to the ambitions of Italia Creativa , it may be interesting to compare with one of the countries most culturally close to us: France.

Compared to the French, the Industry of Culture and Italian Creativity weighs on GDP around 0.9 percentage points lower. If we succeed in Italy, teaming and protecting the sector, for the supply chain to express the same share of GDP that characterizes France, it would be 15 billion additional euro. The creative industry will thus increase from 40 billion to 55 billion euro and would generate more than 300,000 new jobs, for a total of nearly 1.2 million jobs.

The Industry of Culture and Creativity is part of a national context which, as is known, is characterized by a prolonged period of economic crisis. In recent years the competitiveness of the Italian system of settlements showed that they are naturally discharged on the overall profitability of the national operators and, therefore, also on the creative industry.

It is evident, therefore, as Italia Creativa, by virtue of the weight of the sector in GDP, should aim, for herself and for the country, to meet the challenge of the Italian competitiveness in the world. It speaks of a diverse supply chain, not only at high rate of “creative innovation” but also a high rate of human capital and strongly oriented to the exploitation of the new generations. In fact, the more open they are usually the younger generation, to new ideas and new models. They are the ones who “speak, think and consume digital.”

That of digital is another challenge that must be won. Industry players will need to rethink their business models, open to intra and inter-sectoral collaboration, exceed our own particularities and aim to make the team.

It is with these challenges in mind that for the first edition of the study, Italia Creativa  2015, it was decided to thoroughly address two issues considered particularly important by all parties involved, through cross-cutting insights compared to the eleven areas:

• The culture of the engine of development for the country: an opportunity for young

• The remuneration of creativity on digital channels

The two investigations, which precede the treatments related to the eleven areas of Industry of Culture and Creativity, aim to propose issues for analysis and reflection on topics to today much debated, in an attempt to launch concrete messages to institutional operators and the economic operators of our country.

The study is intended primarily as an opportunity to offer to the operators of all the sectors that deal with creativity and culture to confront, to converge on common themes, to define perimeters and comparability metrics, in order to increase almost naturally, knowing another better, the ability to work as a team and the ability to move in a coordinated manner in addressing the challenges posed by the overall economic environment and the evolutionary dynamics of the industry.

Today more than ever you need a concentrated effort in identifying the most practical and effective ways of exploiting and, I would say more, monetization of a truly significant industrial heritage for our country, perhaps the only one that can guarantee, in its manifestations direct and indirect (such as,

limited to cultural tourism), competitive advantages and differentiators obvious, large and long-lasting than in other countries.

To conclude we cite Michelangelo Pistoletto who says that “ this boot should give a kick to his culture.”


Creatività e cultura sono la ricchezza di una società, l’espressione di un popolo.

L’Italia, in particolare, vanta un passato creativo e culturale prestigioso, unico al mondo. Italia Creativa nasce per evidenziare la necessità di sostenere e valorizzare l’Industria della Cultura e della Creatività nel nostro Paese, che rappresenta oggi un valore economico e sociale importante, sia in termini di volume d’affari che di occupazione.

Lo studio  di Italia Creativa vuole essere innanzi tutto un’occasione da offrire agli operatori di tutti i comparti che si occupano di creatività e cultura per confrontarsi, per convergere su temi comuni, per definire perimetri e metriche di comparabilità, al fine di incrementare quasi in modo naturale, conoscendosi meglio reciprocamente, la capacità di fare squadra e la capacità di muoversi in maniera coordinata nell’affrontare le sfide poste dall’attuale contesto economico complessivo e dalla dinamica evolutiva dell’industria stessa.

Mai come oggi è necessario uno sforzo di concentrazione nell’identificare le più concrete ed efficaci modalità di valorizzazione, di monetizzazione di un patrimonio industriale veramente ingente per l’Italia, forse l’unico a poter garantire, nelle sue manifestazioni dirette ed indirette, vantaggi competitivi ed elementi di differenziazione evidenti, ampi e duraturi rispetto agli altri Paesi.