According to the new edition of the Mapping of the Creative Industry, Brazil has 935 thousand creative professionals formally employed
The new edition of the Creative Industry Mapping, made by Firjan, pointed out that the number of creative professionals grew 11.7% % compared to the last edition, released in 2019.
The study analyzed the sector between 2017 and 2020 and revealed that, currently, Brazil has 935 thousand creative professionals formally employed, which is equivalent to 70% of the workforce that works in the Brazilian metalworking industry.
The mapping was divided into four creative areas: technology, consumption, media and culture and, according to the study, the first two areas represent more than 85% of the employment relationships of professionals, with increases of 20.0% 12.8, respectively. Culture and Media, which represent the remaining 15%, registered a drop of 7.2% and 10.7%.
According to the vice president of Firjan, Leonardo Edde, the contraction of vacancies in the Media sector is of a structural nature, resulting from technological innovations that changed the way in which agents produce, disseminate and consume content. Also contributing to this scenario are the changes in labor relations, which no longer occur in the form of generalized hiring and were impacted by the physical changes generated by the pandemic.
In relation to Culture, Edde, who is also president of the Federation’s Creative Industry Council, pointed out that the sector was already facing difficulties due to institutional challenges linked to new legislation, such as the amendment to the Rounaet Law, which established a 50% reduction in the limit for fundraising and the reduction of caches.
“Creative productions helped us face the difficult days of the pandemic and maintain mental health in isolation. The problem is that we only consume, but we no longer generate this wealth due to isolation and other physical barriers generated by the pandemic. In other words: consumption increased and cultural production fell”, analyzed Edde.
Pulled by the areas of Technology and Consumption, the creative GDP between 2017 and 2020 grew from 2.61% to 2.91%, totaling R$ 217.4 billion, according to the study. The value is comparable to the total production of the civil construction sector and higher than the total production of the mineral extractive sector.
“This study helps us to know more about the Creative Industry sector, stimulate specific and oriented public policies for each sector, in addition to helping to define business strategies for the areas”, explained Julia Zardo, manager of innovation environments at Firjan.
Rio de Janeiro overtakes São Paulo
In this edition, the Creative Industry Mapping also carried out the four analyzes with the themes Soft Power and development based on the culture and identity of the territories; Challenges to the valuation of intangibles in Creative Industries; Aspects of Intellectual Property Protection and Questioning the definition of Creative Economy, to understand the Creative Industry in Brazil and its impacts on cities and states.
According to the mapping, São Paulo and Rio de Janeiro continue to be the most representative states in the creative labor market, with 50.9% of jobs registered in 2020. By 2020, there were about 380,300 jobs in SP and, in RJ, 95.7 thousand.
In this year’s edition, the creative GDP of the state of Rio (4.62%) surpassed that of São Paulo (4.41%), followed by the Federal District (3.07%). Another highlight of the study is the North and Northeast leading role in the sector. Paraíba (13.6%); Bahia (12.2%); Piauí (11.8%); Alagoas (11.4%); Acre (11.0%) and Rio Grande do Norte (10.6%) lead the ranking of participation of professionals in the cultural area.
The fastest growing professions
The Firjan survey also mapped the top 10 creative professions in Brazil. According to the manager of innovation environments at Casa Firjan, Julia Zardo, occupations are the result of structural changes in work relationships, not only within the creative sectors, but also in the economy as a whole.
“We can see that all these occupations indicate new ways of interacting with the consumer and new experiences of formatting and distributing products, in line with technological innovations”, added Julia.
Check out which professions:
Business Analyst
Market Research Analyst
Programmers/Developers
Biomedic
Visual Merchandising
Information Technology Managers
Graphic designer
researchers in general
Gerente de Marketing
R&D engineers
‘We live in a new era where the gears of the creative economy are less and less tangible. The creative professional, therefore, is essential to navigate this new scenario, mapping trends, optimizing the consumer experience and promoting greater synergy between innovation, development, production, distribution and consumption”, concludes Julia Zardo.
