Creativity is a more abstract concept around which to build an economy than physical labour or most of the traditional drivers of industrial progress. But a new report by Richard Florida, the world-famous thinker on creative workers, and Roger Martin, dean of the Rotman School of Management, also an internationally known business scholar - commissioned by the Ontario government but applicable across Canada - correctly identifies the creative economy as the way of the future.
"We have settled for a level of prosperity that sells our province short," the authors write. A heavy reliance on physical skills does not place "the same kind of premium on the core creative skills that drive economic growth as do our peers." Currently, the report states, 30 per cent of the province's jobs are "creativity-oriented" - requiring workers to "apply thinking and knowledge skills to changing situations and to make decisions on how best to proceed," rather than relying on routine. A rise of that figure to 50 per cent by 2030 would permit existing advantages to be capitalized on: diversity, high levels of education, already developed business and cultural sectors.
For governments, the report has some straightforward suggestions. Education needs to be an even greater priority - as in the postsecondary level, so also in early-childhood education and lifelong skills development. Public education must do more through "curricula, subject matter and teaching styles" to cultivate "the analytical and social intelligence skills we need to compete at the frontier of the creative age."
The current focus on infrastructure of governments at all levels is well-placed. Since "today's economy is based upon skill and talent clustering," governments should use infrastructure to encourage concentrated development - but to make sure that far-flung areas are better connected to "mega-regions" such as the Greater Toronto Area together with nearby, research-friendly Kitchener-Waterloo. The same goes for the great metropolitan areas in B.C., Alberta and Quebec.
The report's sharpest message is that employers - from high-tech businesses to the service industry - should do more to reward and foster creativity. Government can help by giving incentives to companies for change from routine-oriented jobs to those that harness creative potential. Ultimately, it is up to businesses to understand that it is in their interest to encourage employees to think creatively and independently, rather than demanding too much subservience. That will not only help make the most of the existing work force, but also attract fresh creative talent - another of the report's calls.
The merits of creativity in a knowledge-based economy may seem self-evident, but in the midst of global economic turmoil there is a risk of going in the other direction. As recession compels businesses to become more efficient, they must not become so lean and inflexible that opportunities to think creatively are reduced. The long-term health of the economy rests upon its ability to deploy its intellectual capital.
