ESPM, one of the most respected business schools in the country and a reference in marketing, launches the Creative Economy Potential Development Index & IDPEC, a methodology that estimates the potential of the 26 Brazilian capitals and the Federal District to grow economically based on businesses linked to the so-called Creative Economy. The research used the min-max method to compare cities on a scale of 0 to 1. The launch of the index is part of the program to celebrate the 50 years of ESPM Rio.
Created by the Professional Master in Creative Economy, Strategy and Innovation (MPECEI & I.E., the index works with data from the last eight years.In this first ranking, Florianopolis, capital of Santa Catarina, appears as the capital most prepared to develop creative businesses and economically benefit from generation of companies linked to activities such as fashion, audiovisual, cinema, software, games, events, among others.After all, there are Vitoria, in Espirito Santo, and Curitiba, in Parana. Rio de Janeiro was in the 19th position in the overall ranking.
“O index is a tool that can significantly help in public policy planning and help Brazilian cities prepare to take the lead in this area and make the creative economy one of its great engines of growth”, says Joao Luiz de Figueiredo, coordinator of the graduate program in Creative Economy, Strategy and Innovation of ESPM PPGECEI. A recent study by the National Confederation of Industry (CNI), shows that companies linked to the creative economy must create 1 million additional jobs in Brazil by 2030. In the world, according to Unesco, the creative economy generates an annual income of 2.2 billion dollars to its professional activities involved.
The quantitative study evaluates the capitals from three major dimensions: Human Capabilities, which brings the effects of education on the development of the Creative Economy, which Spatial Attractiveness and Connectivity, which examines creative cities as attractive, connected spaces, and Cultural Environment and Creative Entrepreneurship, on the importance of cultural activities for the growth of the creative economy.
In each dimension are considered some variables. In Human Capabilities, for example, aspects were analyzed: People with Higher Education, Quality of Basic Education and Municipal Public Budget in Education. In this regard, in the variable People with Higher Education, Florianopolis also leads the ranking, with the highest percentage (39.1%) of people who have higher education. Then come Victoria and Brasilia. Rio de Janeiro appears in fourth place. And Sao Paulo, in eighth.
In the evaluation of basic education in the public network of the capitals, Curitiba has the best performance with a score of 4.9, followed by Goiania (4.8) and Teresina (4.6). Rio de Janeiro occupies the last position, with 3.2. And on the municipal public expenditure per capita in education (per inhabitant of the city), Victoria appears first, with an investment of R$1,851.93, followed by Brasilia with R$1,784.99 and by Palmas, in Tocantins, with R$1.74T1.76.
In dimension Attractiveness and Spatial Connectivity variables were selected Urban Security, Digital Connectivity, and Air Connectivity, which point to creative cities as spaces of great attractiveness and spatial connectivity, resulting in economic dynamism and social and cultural diversity of territories.
The quesito Urban Security it considers the homicide rate per 100,000 people. The city with the worst rate is Recife (79.35) and the best is Florianopolis (15.49) Digital Connectivity it is evaluated from the density of access to the internet in fixed broadband, which represents the number of subscribers per 100 inhabitants. The southern region of the country stands out in the ranking, with Florianopolis (one more time 2.2 points 2, followed by Curitiba with 42.5 and Porto Alegre with 41.2. The indicator Air Connectivity it considers the number of air passengers per capita, from the sum of shipments and landings of the commercial airports of each capital. Victoria appears first (8.37), followed by Florianopolis (7.57) and Recife (5.44).
The dimension Cultural Environment and Creative Entrepreneurship it takes into account the importance of cultural activities. This importance is measured based on three requirements. The first is the Municipal Public Budget in Culture, which brings the capital investment in per capita culture. Recife first (R$120.46). The second item is Entrepreneurship, that evaluates the city from the net rate of creation of companies per capita, with Florianopolis with the highest index (0.025), followed by Cuiaba (0.0176) Municipal Governance Index (IMG), which considers data on finance and management, and brings Curitiba first in the ranking with 7.79 points, followed by Belo Horizonte (7.45) and Salvador (7.06).
Check out the index of the ten cities with the greatest potential for growth based on businesses linked to the creative economy:
IDPEC 2023
1-Florianopolis (SC) 0.91
2- Victory (ES) 0.83
3- Curitiba (PR) 0,76
4- Sao Paulo (SP) 0.72
5- Brasilia (DF) 0.71
6- Palms (TO) 0.66
7- Goiania (GO) & 0.66
8- Belo Horizonte (MG) 0.62
9- Porto Alegre (RS) 0.61
10 (MT) 0.60 (Cuiaba
