A three-year project delivered by five universities in the North East helped hundreds of creative businesses test new ways of working.
The way success for small creative businesses is usually measured is outdated and does not reflect common professional ambitions, a new report claims.
Assessing a three-year project to support innovation and growth among ‘microbusinesses’ in the North East, it says that the ability to procure services, become stable, increase staff wellbeing and develop “creative confidence” are more important and more reflective of common staff aims.
The learning comes alongside the release of DCMS data finding that the creative industries grew nationally by 53.1% between 2010 and 2017, meaning that the UK has one of the three most valuable creative sectors in the world.
“For many businesses, aligning their personal values with business ambitions was more important than mere growth,” the report reads.