Protecting the stories that shape our European identities - Ann Becker, Chair of the Creativity Works! Coalition
What is it that makes Europe unique? The history, the landscapes, the food, the many cultures that co-exist on the same continent, ... and so many other markers that build identities and tell our stories.
Storytelling itself is the heart and soul of our societies. The films that move us. The music that brings us together. The books that shape our values. The games that fire our imagination. The sports that thrill us. The photographs that capture our world. They are the cultural DNA of Europe, and behind them stands one of the continent’s greatest assets: its cultural and creative industries.
At Creativity Works!, we represent these thriving ecosystems in all their diversity, from book publishers to major and independent music companies; from video game developers to cinema operators; from broadcasters and streamers to producers, publishers and distributors of film and TV programmes; from photographers and illustrators to sports events organisers. Together, our industries directly and indirectly employ 17 million people and contribute 6.9% of the EU’s GDP — these are bigger than the automotive, telecoms, or pharmaceutical industries.
Clearly, creativity sits at the intersection of economic vitality and cultural identity. Our industries drive innovation, information and education, as well as social cohesion. They play a pivotal role in promoting European values, by fostering dialogue and driving technological advancements.
Every time a European citizen accesses one of over 170 million licensed music tracks; watches a new release in one of our 10,000 cinemas; streams content from among 12,000 legal audiovisual services; reads one of the over 14 million books available in Europe’s rich bookshop catalogues (and beyond) – many of which are available digitally; enjoys any of the vast array of videogames; follows a live sporting event or glances through countless images, they are participating in a value chain that is both creatively and economically robust and socially meaningful.
Creativity sits at the intersection of economic vitality and cultural identity. Our industries drive innovation, information and education, as well as social cohesion
This diverse and creative choice that audiences and citizens across Europe enjoy, relies on a robust copyright and IP system, that allows for innovation and future financial investments in works and business models.
Digital technologies constantly evolve. Our members are pushing this daily. However, there are some digital companies who do not respect Europe’s copyright and IP systems, thereby creating disruption and undermining the ability to create and invest in new works and business models.
We advocate for legislative and policy frameworks which respect human-centric, innovation-friendly work, and which are rooted in strong intellectual property protections. Such a policy approach is fundamental to support creativity and investments.
As the EU charts its course for the coming years, it's imperative that the voices of the creative and cultural industries are heard so that our arts evolve. Our rich cultural heritage is preserved, and the full economic potential of our industries is realised.
Creativity Works! serves as the creative and cultural industries’ trusted interlocutor, championing smart, future-facing policies that nurture and underpin creativity and empower European culture.
When creativity thrives, so do Europe and its citizens.
Making life beautiful: the power and promise of Europe’s arts - MEP Maria Guzenina (Finland, S&D)
The arts are a mirror of our times, capturing the ideas, struggles, and spirit of society at a given moment and preserving them for future generations. Long after political headlines fade and economic trends shift, our culture—films, music, literature, and visual art—remains. These creative works act as time capsules, revealing who we were, what we questioned, and how we imagined the future.
Creative industries across the world hold a unique and vital place in shaping cultural dialogue, serving as both a reflection and a catalyst of society’s evolving values and dreams. For children, movies are more than entertainment, they open doors to imagination and self-belief. Stories of superheroes and brave characters inspire young audiences to dream and embrace values like courage, kindness, and justice.
At the same time, storytelling offers a deeply personal experience for all viewers. Watching a movie that reflects one’s own life or identity can provide comfort and a sense of belonging, foster empathy and understanding across diverse communities.
This dual power, to inspire and to heal, is why the the creative sector matters so profoundly. In Europe alone, the creative industries are key drivers of innovation and economic growth, employing roughly 8 million people and contributing about 4.4% to the EU’s GDP. Countries like France, Germany, and Italy lead with dynamic film and television sectors, while the Nordic countries are globally renowned for gaming and design.
When culture thrives, we all benefit. When culture connects across borders, Europe’s voice is stronger, its place in the world more certain, its future brighter
This strong performance is reflected in the sector’s impressive return on investment: for every €1 invested, approximately €2.50 is generated in economic value. This not only demonstrates the significant financial impact but also underscores the resilience and innovative potential of the creative industries. To sustain this growth and fully maximize the benefits for Europe’s future, continuous and increased investment is essential.
By investing in diverse talents and fostering international collaboration, Europe preserves its cultural heritage while building a forward-looking economy that connects people and ideas across nations. Because when culture thrives, we all benefit. When culture connects across borders, Europe’s voice is stronger, its place in the world more certain, its future brighter.
So, to all of those working in the creative industries, and to all of us policymakers, I quote Charlie Chaplin’s words in the movie The Great Dictator: “You, the people, have the power to make this life free and beautiful, to make this life a wonderful adventure.”
Creativity Works! is Europe’s leading coalition representing our vibrant cultural and creative sectors. Our geographically-diverse, creative ecosystem-spanning membership sets us apart. Read our manifesto.
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