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Industrial Sector Leads Creative Sponsorships in Brazil in 2023 with 36.6%. Banking Services Follow with 27.1% and Services with 14.2%. Cultural Incentive.
In 2023, the creative industry stands out as the largest sponsor of cultural initiatives in Brazil. A survey by FGV revealed that industrial companies lead the sector, taking advantage of the tax benefits provided by the federal culture incentive law to support various projects. Among the most prominent segments, the creative industry demonstrates a significant contribution, reaffirming its essential role in supporting culture.
The banking sector has also invested considerably in creative sponsorships, accounting for 27.1% of the total. Additionally, services contribute with a share of 14.2%. These figures underline the relevance of the creative sector in various areas, not limited to the cultural sector. The broad participation of the creative industry, favored by the use of tax incentives, highlights the importance of continuing to foster this connection between businesses and culture.
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Rouanet Law and the Creative Industry in Brazil
Known as the Rouanet Law, this Brazilian legislation has been fundamental in promoting the creative industry in the country. According to data from 2023, 36.6% of sponsorships made under this law come from the industrial sector. Following closely are banking or financial services, corresponding to 27.1%, and general services, which reach 14.2%. This survey was conducted by the Getulio Vargas Foundation (FGV) at the request of the National Service of Industry (SESI).
Sectorial Distribution of Sponsorships via Rouanet Law
According to the survey, the sectorial distribution of company sponsorships via the Rouanet Law in 2023 is as follows:
– Industry: 36.6%
– Banking or financial services: 27.1%
– Services: 14.2%
– Electricity and sanitation: 7.1%
– Unclassified: 7%
– Commerce: 6.6%
– Construction: 0.8%
– Agriculture: 0.6%
The presented data is from 2024, extracted from the Ver Salic platform of 2023.
Importance of Supporting the Creative Industry
This support from the creative industry is essential for the maintenance and growth of cultural and creative activities in Brazil. The industrial leadership as a sponsor of cultural initiatives reinforces the perception that it is an investment rather than just a cost, highlighting that such actions bring an overwhelmingly positive social impact for society, as assessed by Luiz Gustavo Barbosa, executive manager of FGV Projetos. This type of cultural incentive is a strategy that significantly contributes to social cohesion.
Growth of Creative Occupations
The same survey analyzed the landscape of creative occupations in the context of the Brazilian labor market. It was found that, since 2012, creative occupations have grown, on average, by 3% per year, in contrast to the growth of 0.8% of other occupations during the same period. There has been a significant increase in the salaries of creative occupations. Hourly wages recorded a growth 6.3 times higher than that of other occupations between 2012 and 2023. Another relevant aspect is the education level of creative workers. The study revealed that 43.6% of professionals in creative occupations have 16 or more years of education, while in other occupations, only 20.3% of workers achieved this level of education.
Economic Impact of Creativity
The creative sector is not only socially advantageous but also economically beneficial. In industries that utilize creative economy intensively, the growth of value added was 10% higher compared to sectors that rely less on creativity. Cláudia Ramalho, superintendent of Culture at SESI, points out that the creative economy solves everyday problems and enhances essential products and services. This makes it a key area for socio-economic advancement. Additionally, she emphasizes that the creative industry plays a crucial role in personal development and quality of life, serving as a true bridge to the future.
Creative Economy: Pillar of the New Economic Model
The creative economy is characterized as a model where creativity is the central engine of wealth generation. This model is based on cultural production, the arts, technologies, collaborative networks, entrepreneurship, new business models and sustainability. It is a work chain that uses innovation as the basis for the development of goods, services, and products. The United Nations Conference on Trade and Development (UNCTAD) highlights the creative economy as one of the fastest-growing sectors in the world. This growing relevance is due to its capacity to promote innovation, generate economic value, and strengthen social cohesion in the context of the global economy.
Future of Creative Occupations
According to the National Industry Observatory, the projection is that in the coming years, one in every four new job openings will arise in the sectors and occupations of the creative economy. Wisley Pereira, superintendent of Education at SESI, points out that art and creativity are already essential elements in the training of modern professionals. Contemporary methodologies have incorporated creative and artistic components to form innovative professionals. The SESI Education Network stands out in this scenario for its creative curriculum. It is expected that this approach will continue to expand, enabling the necessary training for future jobs.
The creative industry, with its broad social and economic impact, is now more essential than ever in development strategies, both in Brazil and in the global economy.
Source: CNI Press
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