Launching Our Creative Future: The Manifesto

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Today we’re launching our UK General Election manifesto calling for ‘radical new action’ for Cultural and Creative Industries, with insight from leading organisations. Download the full manifesto at

Ahead of the upcoming UK General Election, we’re setting out how, with the right investment, the Cultural and Creative Industries can generate social and economic prosperity across the country.

Organisations including Royal College of Art, Edinburgh Festival Fringe, Bectu, Royal Shakespeare Company, The Advertising Association, The National Theatre, Ubisoft and BPI, as well as Sir Ian Livingstone are featured in the manifesto, which sets out a vision for the future of creative education and skills; freelancing; funding and investment models; IP protection and protections for UK creatives in future trade deals.

Entitled ‘Our Creative Future’, the manifesto is officially being launched today at Heatherwick Studio, in partnership with new collective, Land of Hope and Story. It calls for ‘radical new action’ to respond to key issues facing the sector, such as removing barriers to access and introducing new funding models.

Other issues facing the sector identified include the requirement for more investment in creative R&D; a revised approach to trade and exports, which is rooted in the easy movement of people, goods and services, the decline in access to creative education, and the debate around Intellectual Property (IP) in the age of Artificial Intelligence (AI).

Recommendations are made across all these areas, alongside an outline of how any future UK Government can support more sustainable freelance careers. With 28% of the workforce of the Cultural and Creative Industries freelance, Creative UK calls for the appointment of a Freelance Commissioner, to act as a voice for freelancers within government – in particular to champion accessible pensions and late payments reform.

The manifesto calls for a Cultural Touring Agreement with the EU giving reciprocal freedom of movement for all creatives who require short-term travel within the EU. The manifesto also explores how the sector can provide solutions to some of the UK’s biggest challenges, including low economic growth and stagnating employment.

The themes addressed in the campaign are also represented by a series of new artworks by celebrated artist Bab Ganjei. Having found fame with his ‘film ideas’ series, Ganjei has created six bespoke prints for Creative UK which address everything from freelancing to AI.

Commenting on the launch, Caroline Norbury OBE, Chief Executive, Creative UK, said:

“This is a decisive moment for the UK’s Cultural and Creative Industries. The sector is driving real growth for the economy, while creating jobs and meaningful work at an extraordinary pace. However, creatives are also struggling with issues such as widespread cuts to creative education, reducing levels of funding and financial models that are long longer fit for purpose, as well as difficult trading conditions.”

“How we act today will lay the foundations for tomorrow’s successes. Outlined in our manifesto are six areas which we believe will bring maximum benefit to our country. This publication is not about dwelling on problems. It’s about providing solutions. There is a version of the future where the Cultural and Creative Industries are not only thriving but are driving growth across the wider economy.”

Tom Adeyoola, Land of Hope and Story, said:

“The Creative Industries is a core UK strength, rightly considered as one of the five key priority sectors for economic growth. It is also key to who we are and how we feel as a nation, defining the humour, eccentricity and joy that binds our country together. However, it is also a sector on the edge, in need of the investment and support to match the status and ambition.

“Renewal and growth needs innovation and talent. This manifesto takes the system-led solution approach needed to drive the economy with recommendations on education, skills, talent and investment.  We rightly need to take the learnings from the tech sector to incentivise R&D and create the growth capital funding infrastructure currently absent.”

Find out more and download the full manifesto today at

Highlights from the Creative UK Manifesto and Our Creative Future launch at Heatherwick Studios, London:

About the Cultural and Creative Industries: In 2023, the GVA contribution of the Cultural and Creative Industries was almost £125bn – representing almost 6% of the economy. Jobs within the sector are currently created at three times the UK average rate – with 1.8 million people in the industries, alongside a further 700,000 self-employed workers. £46bn of goods and services are exported annually, representing 14% of all UK services exports. And at large, the sector is growing at a rate that exceeds the national average by more than a factor of three.

About Creative UK: Creative UK is the national network for the Creative Industries. We are an independent membership organisation that champions the value of the Creative Industries. We know that talent is everywhere, but opportunity is not. Creative UK connects talent, businesses and organisations across the Creative Industries; from arts and culture, film and TV and video games to design, publishing and architecture and everything in between.

We invest by identifying untapped potential to accelerate growth, providing tailor-made resources and financial expertise. We do all of this because we believe in the power of creativity to change lives.

About Land of Hope and Story: Land of Hope and Story is a new collective of musicians, artists, creators, researchers and entrepreneurs on a mission to reclaim a more hopeful, ambitious story for the UK’s creative future. We care about deep inclusion, brave ideas and joyful insurgency; building a world where creativity is truly for everyone.

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