The ESPM, one of the most respected business schools in the country and a reference in marketing, launch itIndex of Potential Development of the Creative Economy – 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 the cities on a scale from 0 to 1. The launch of the index is part of the celebration program for the 50th anniversary of ESPM Rio.
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, capital of Santa Catarina, it appears as the capital best prepared to develop creative businesses and economically benefit from the generation of companies linked to activities such as fashion, audiovisual, cinema, software, games, events, among others. In the sequence, are Victory, in the Holy Spirit, and Curitiba, in Paraná. Rio de Janeiro came in 19th. overall ranking position. São Paulo, on Wednesday.
"The index is a tool", that can significantly help in the planning of public policies and assist Brazilian cities in preparing to take the lead in this area and make the creative economy one of their major engines of growth, says João 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), it shows that companies linked to the creative economy should 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 the professionals involved in their activities.
The quantitative study evaluates the capitals based on three major dimensionsHuman Capabilities, that brings the effects of education on the development of the Creative Economy, Attractiveness and Spatial Connectivity, that examines creative cities as attractive and connected spaces, andCultural Environment and Creative Entrepreneurship,about the importance of cultural activities for the growth of the creative economy
In each dimension, some variables are considered. InHuman Capabilities, for example, the aspects were analyzedPeople with Higher Education, Quality of Basic EducationandMunicipal Public Budget in Education. In 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 ranks fourth. And São Paulo, in eighth.
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 is in last place, with 3,2. And about the municipal public spending per capita on education (per city resident), Victory appears first, with an investment of R$1.851,93, followed by Brasília with R$1.784,99 and for Palmas, no Tocantins, with R$1.742,96.
In the dimensionAttractiveness and Spatial Connectivity, the variables were selectedUrban Security, Digital Connectivity, andAir Connectivity, that 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 itemUrban Securityconsider the homicide rate per 100,000 people. The city with the worst index is Recife (79,35) and the best is Florianópolis,49). ADigital Connectivityis assessed based on the density of fixed broadband internet access, what 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 for Porto Alegre with 41,2. The indicatorAir Connectivityconsider the number of air passengers per capita, based on the sum of arrivals and departures from the commercial airports of each capital. Victory comes in first place (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 in Culture, what brings the investment of capital in culture per capita. Recife in first place (R$120,46). The second question isEntrepreneurship, that evaluates the city based on the net rate of business creation per capita, with Florianópolis having the highest index (0,025), followed by Cuiabá (0,0176). The third is theMunicipal Governance Index (MGI), what considers data on finance and management, and brings Curitiba in first place in the ranking with 7,79 points, followed by Belo Horizonte (7,45) and Salvador (7,06).
Check the index of the ten cities with the highest potential for growth based on businesses related to the creative economy
IDPEC 2023
1- Florianópolis (SC) – 0,91
2- Victory (ES) – 0,83
3- Curitiba (PR) – 0,76
4- São Paulo (SP) – 0,72
5- Brasília (DF) – 0,71
6- Palmas (TO) – 0,66
7- Goiânia (GO) – 0,66
8- Belo Horizonte (MG) – 0,62
9- Porto Alegre (RS) – 0,61
10 – Cuiabá (MT) – 0,60
