ESPM, one of the most respected business schools in the country and a reference in marketing, launches theCreative 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 related to the so-called Creative Economy. The research used the min-max method to compare the cities on a scale from 0 to 1. The launch of the index is part of the celebration program for ESPM Rio's 50th anniversary.
Created by the Professional Master's in Creative Economy, Strategy, and Innovation – MPECEI —, the index works with data from the last eight years. In this first ranking, Florianópolis, the capital of Santa Catarina, appears as the most prepared capital to develop creative businesses and benefit economically from the generation of companies related to activities such as fashion, audiovisual, cinema, software, games, events, among others. Next are Vitória, in Espírito Santo, and Curitiba, in Paraná. Rio de Janeiro ranked 19th. overall ranking position São Paulo, on Wednesday.
"The index is a tool that can significantly assist in public policy planning and help Brazilian cities prepare to take the lead in this area and make the creative economy one of their main engines of growth," says João Luiz de Figueiredo, coordinator of the Graduate Program in Creative Economy, Strategy, and Innovation at ESPM – PPGECEI. A recent study by the National Confederation of Industry (CNI) shows that companies linked to the creative economy are expected to create an additional 1 million jobs in Brazil by 2030. In the world, according to UNESCO, the creative economy generates an annual income of 2.2 billion dollars for the professionals involved in its activities.
The quantitative study evaluates the capitals based on three main dimensions:Human Capabilities, which brings the effects of education on the development of the Creative Economy,Spatial Attractiveness and Connectivity, which examines creative cities as attractive and connected spaces, andCultural Environment and Creative Entrepreneurship, on the importance of cultural activities for the growth of the creative economy.
In each dimension, some variables are considered. InHuman Capabilities, for example, the following aspects were analyzed:People with Higher Education, Quality of Basic EducationandMunicipal Public Budget in EducationIn this regard, in the variable People with Higher Education, Florianópolis also leads the ranking, with the highest percentage (39.1%) of people who have higher education. Next come Vitória and Brasília. Rio de Janeiro appears in fourth place. And São Paulo, in eighth place.
In the assessment of basic education in the public network of the capitals, Curitiba has the best performance with a score of 4.9, followed by Goiânia (4.8) and Teresina (4.6). Rio de Janeiro ranks last, with 3.2. And regarding the municipal per capita public expenditure on education (per city inhabitant), Vitória ranks first, with an investment of R$1,851.93, followed by Brasília with R$1,784.99 and Palmas, in Tocantins, with R$1,742.96.
In the dimensionSpatial Attractiveness and Connectivity,the variables were selectedUrban Security, Digital Connectivity, andAir Connectivity, which point to creative cities as spaces of great attractiveness and spatial connectivity, resulting in economic dynamism and social and cultural diversity of the territories.
The questionUrban Securityconsider the homicide rate per 100,000 people. The city with the worst index is Recife (79.35) and the one with the best is Florianópolis (15.49). A Digital ConnectivityIt is evaluated based on the broadband internet access density, which represents the number of subscribers per 100 inhabitants. The southern region of the country stands out in the ranking, with Florianópolis – once again – leading with 50.6 points, followed by Curitiba with 42.5 and Porto Alegre with 41.2. The indicatorAir ConnectivityConsiders the per capita number of air passengers, based on the sum of departures and arrivals at the commercial airports of each capital. Vitória ranks first (8.37), followed by Florianópolis (7.57) and Recife (5.44).
The dimensionCultural Environment and Creative Entrepreneurshiptakes into account the importance of cultural activities.This importance is measured based on three criteria. The first is theMunicipal Public Budget for Culture, which brings the capital's investment in culture per capita. Recife in first place (R$120.46). The second question isEntrepreneurship,which evaluates the city based on the net per capita business creation rate, with Florianópolis having the highest index (0.025), followed by Cuiabá (0.0176). The third is theMunicipal Governance Index (IMG), which considers finance and management data, and places Curitiba in first position 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- Vitoria (ES) – 0.83
3- Curitiba (PR) – 0.76
4- Sao Paulo (SP) – 0.72
5- Brasilia (DF) – 0.71
6- Palmas (TO) – 0.66
7- Goiania (GO) – 0.66
8- Belo Horizonte (MG) – 0.62
9- Porto Alegre (RS) – 0.61
10 – Cuiaba (MT) – 0.60
