Manifesto for a Creative Society & Sustainable Living

We believe that Human Creativity is the Future!


Economia Creativa as creativity and innovation lab, call all, people and civil society actors from around the world to join efforts and commitment to shaping a creative society for sustainable living!

Manifesto for a Creative Society and Sustainable Living


by Antonio Carlos Ruiz Soria & Justyna Molendowska-Ruiz


A Decalogue

1 Inspire and raise awareness about the transformational power of Creativity and Sustainability for Leadership
2 Bottom-up, Holistic and Cross-sectoral approach: the  Creative Economy
3 Multi-stakeholders and Collective Co-creation of Value
4 Education & Training: from unlocking Creativity as Skill to enhancing Creative Vitality and Lifestyle
5 A Sustainable and Creative Society must ensure Gender Equality and Social Inclusion
6 Empowerment, Equal Opportunities and Financial Inclusion to making the Creative Society a reality
7 Creating with technology.
8 Creativity is Universal
9 A Creative Dialogue to building a thriving ecosystem
10 Creativity for Sustainable Living


Why a manifesto?

Despite the social and economic development which has taken place over the last decades enabled in a great deal thanks to technology, the World still faces many challenges to achieve the 2030 Agenda, the 17 Sustainable Development Goals, from poverty, to gender inequality, quality of jobs, rising risks to the environment and climate, good health and well-being, sustainable cities and communities, responsible
production and consumption, and so on. Many people, both in the developed World as in the Global South feel alienated, powerless to accomplish their vital project, lacking of meaning and self-fulfillment. In the midst of this global context, it is the moment to look at the World with fresh eyes!


We believe that Human Creativity is the Future!

Economia Creativa as creativity lab and digital hub, calls all, people, corporations and businesses, public sector and civil society actors from around the world to join efforts and commitment to shaping a creative society for sustainable living!

Why creativity?


Creativity is often associated to artists or to ‘genius’ people such as Einstein or Mozart. However we believe that everyone is creative, and can awaken his/her Creative Genius!


Throughout our experience facilitating creativity workshops and delivering inspiring speaking across countries and
cultures, we also see that often creativity is associated to something you do. Let’s say, a 'creative' activity such as playing piano, painting or dancing, or designing a new product or service. However, creativity is not just something you do; creativity is a way of being, living and working, experiencing, feeling and sharing the life. In consequence, unlocking people’s creative potential opens the door to infinite possibilities and to fulfilment. Thus, creativity is the power of being; the engine of the Four Industrial Revolution that when enhance collectively, can transform society achieving prosperity, equality and sustainability.

How to build a creative society for sustainable living? 

We are not aiming to provide a one-fits-all model, but to outline a framework of guiding principles for people and civil society actors to join efforts to apply creativity for the common good:

We all can inspire others to be creative and sustainable by simple actions in our everyday life, from cycling as transport method to sharing an inspiring picture or event in our social media; to institutions and businesses sharing their commitment to developing people’s talent and caring about the planet. It is also important to raise awareness about thefact that everyone is creative and can achieve his/her potential; and we all are responsible towards the planet.

Many governments, regions and cities are developing creative economy strategies focusing on the dynamism of creative industries, investing on physical infrastructures (museums, creative centers, etc.) and attracting talent to developing the so called ‘creative class’. Although these strategies provide positive outcomes, we call for a bottom-up, holistic and cross-sectoral approach.​

Our vision is for every economic sector to be creative, to recognize that there is no division between “old” and “new,” or “conventional” and creative industries. There is only one economy—and it must be creative in order to be successful! In opposition to the conception of creative society as a fast growing group of well educated people who can wrestle with creative problems (creative class), we call for a creative society in which everyone’s full potential is developed and contribute to society.

All stakeholders, both from public and private sector (international organizations, governments, cities, corporations, Startups, SMEs, networks, universities, primary and secondary education institutions, technology parks & innovation hubs, NGOs, and citizens themselves) have the opportunity to increase the power of creativity within their organizations and co-create with others in order to multiply their impact to tackling global challenges, increasing efficiency, productivity, sustainability and well-being.


Although there are activities or economic sectors that are considered to be more creative or classified as creative industries, it is necessary to recognize the whole society contribution as creator of value; since supporting activities –such as institutional framework, health care, transportation, construction, etc.- are not just facilitating the work of creators but creation themselves.


Creativity has to be considered a key and transversal component of curricula from primary to tertiary and lifelong learning education. Creativity is one of the most important skills and abilities to lead and succeed in the Four Industrial Revolution. The ever changing and more competitive global market requires creative thinkers, people able to imagine and build new realities and solutions, to disrupt industries and create new
ways. Training and scaling up people and team’s creativity becomes a must priority for business and organization’s leaders, helping their teams to be more motivated and engaged with their mission, facilitating the correlation of tasks with a sense of harmonious passion. Creativity can be developed from a skill to a lifestyle by training, developing habits and enabling the right environment (We provide you here 12 steps for a Creative Lifestyle).


This plays an essential role to help people find meaning and purpose in their daily lives, at workplace, at personal level and at any other endeavor, enhancing a sense of fulfilment or creative vitality.

Everyone’s creative talent has to be activated and taking into account for the common good. It is unacceptable the gender gap in terms of education opportunities, work, career and personal development that women are still facing around the world. We call for a worldin which women and men sharing power equally, free from damaging stereotypes; where women are empowered, independent and creative.


Social inclusion is essential in order to build a creative society and sustainable living, since a society with a structural weakness in terms of participation is not sustainable.

In order to empower people, regardless their gender, race, nationality, socioeconomic situation, disability, beliefs andeducational background, it is necessary to guarantee equal opportunities to develop their talent through education and training; access to quality and decent work and pursue their professional careers and entrepreneurial aspirations. We call governments, policymakers and other relevant stakeholders to establish frameworks which facilitate equal opportunities for starting up a business or entrepreneurial venture, eliminating all bureaucratic barriers that prevent talent from the development and materialization of their projects (OECD/European Union (2017), The MissingEntrepreneurs 2017: Policies for Inclusive Entrepreneurship,OECD Publishing, Paris).

Financial inclusion implemented through instruments such as Universal Basic Income, microcredits, financial guarantees, among others, is necessary to guarantee a creative society in which everyone has real opportunities to fulfilment, entrepreneurship and to an active contribution to the common good.



In a people centered creative society, technology and digitalization play an important role to augment human abilities, facilitate networking and co-creation, explore new realities (augmented and virtual reality) or implement innovative solutions to societal challenges.

However, we see technology as a tool, with the same importance than social, humanistic, natural sciences and art. There are recent studies that emphasize the need of technology startups to have a more human centered approach in order to both be successful in the marketplace and sustainable. Technology should be at the service of human creativity.


Digital tools and skills should be accessible and inclusive to all in order to facilitating creating with technology in a safe environment, with respect to people's rights and data privacy. A more balanced and fairer reward system for content created by users on digital platforms has to be outlined and agreed upon; as well as a copyright system that can facilitate access to content while preserving economic and moral rights of creators.


We aim for a creative society in which there are no barriers to free movement of people. In which there are no migrants or refugees due to political or economic reasons. In which visas do not represent de facto an impediment to people’s free movement.  



It is responsibility of all society stakeholders, people and civil society actors to listen each other in a constructive creative dialogue and take action to unlock creativity, enabling individual fulfilment, business and organizations’ productivity and efficiency and sustainable living to create the new realities necessary for the accomplishment of the 2030 Agenda, with mutual respect regardless of each one’s power position, with fairness and modesty, in the understanding that it is a collective effort for the common good.



The creative ecosystem must be in harmony and symbiosis with the planet, creation itself.


Sustainability is a mindset which implies respect for the environment, appreciation of the present means and responsibility to ensure that future generations can enjoy them. It is a compromise to eliminate pollution (all types: acustic, air, water, visual, etc.) and act on climate change. 


This compromise is extensive to individuals and organizations. It can be put in practice by everyday actions such as using public transport; or through sustainability policies at organizations (find here 20 simple steps to protect the environment today).

Sign the Manifesto
By signing the manifesto you express your interest in joining the conversation on shaping the Creative Society for a Sustainable Living and keeping in touch on further initiatives of Economía Creativa to pursue this objective.


Antonio Carlos RUIZ SORIA, Founder Economía Creativa, Spain

Justyna MOLENDOWSKA-RUIZ, Co-Founder Economía Creativa, Spain Robert WANALO, Tsavo Innovation Labs, Kenya

Decio COUTINHO, Gestor Cultural, Brazil

Álvaro MATÍAS, La Fábrica, Madrid, Spain

Massimiliano ZANE, Cultural Designer, Italy

Khaoula BEHI, Elspace : social innovation Hub in Tunis

Mónica GARCIA, OEI, Organización Estados Iberoamericanos, SPAIN

EC is a creativity & innovation lab.

We are base in the EU. We work globally.

We have base camps in Málaga (Spain) & Warsaw (Poland); we are frequently in Brussels (Belgium).


  • White Facebook Icon
  • White Twitter Icon
  • White Instagram Icon
  • White LinkedIn Icon
  • White YouTube Icon
  • White SoundCloud Icon

© 2020 by Economia Creativa  | Terms | Privacy Policy