The Rise of the Creative Class

Written by Colin Brayton
Published April 16, 2003

Regional development consultant and academic Richard Florida's The Rise of the Creative Class — "and how it's transforming work, leisure, community, and everyday life" — is at the forefront of an influential meme that's being taken quite seriously by regional economic planners around the nation. Florida runs the Talent, Workforce, and Human Capital study group at the Carnegie-Mellon Software Industry Center.


The magic formula at the heart of Florida's book is that planning communities that will attract the "creative" type leads to economic prosperity. Take as an example the creative economy conference held in Iowa in March 2003. Memphis is gung-ho. Spokane is worried about the adequacy of its "bohemian infrastructure." And on and on.


Just what is the creative class, and who belongs to it? According to Florida, it's one of two major economic classes of the new economy. The service class, 55 million strong, is the largest demographically, but the creative class — 35 million strong, with a Super-Creative Core that constitutes 12 percent of the American workforce — wields the economic clout. The "core" of this class is "people in science and engineering, architecture and design, education, arts, music, and entertainment, whose economic function is to create new ideas, new technology, and/or new creative content." Join to these the creative professionals, "a broader group ... in business, finance, law, and health care [who] engage in complex problem solving that involves a great deal of independent judgment and requires high levels of education or human capital."


Public school teachers, corporate lawyers, and PS2 game designers in the same category? Counterintuitive. Imagine a cocktail mixer designed to break the ice between them. Florida's definition neglects an essential line of demarcation: who owns the rights to innovation? It's a topic he never tackles.


To cite a regional case, for example, this argument is pretty damn hard to stomach if you're a web designer, illustrator, journalist, writer, or editor in New York City these days, where the catastrophic slow-down in advertising means a sharp drop-off in demand for what in the advertising, PR, and marketing biz are call "creatives" — copy, art, and layout. You're more likely to find the creative class meeting for coffee at a ubiquitous Starbucks after standing together for hours in line at the unemployment office.


Programmers, the technologically innovative subclass of the creative, theoretically have it better: information technology remains a seller's market, with companies reporting an ongoing recruiting shortfall for IT new hires. One of the reasons, however, not often cited by human resources wonks, is that home-grown talent is expensive, and the global network economy has made it feasible to move a lot of software development offshore to nations like India.

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The Rise of the Creative Class
Published: April 16, 2003
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Writer: Colin Brayton
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#1 — April 16, 2003 @ 13:47PM — san [URL]

"In terms of urban planning, the 'creative economy' meme is, as far as I can see, a form of Newspeak for 'gentrification,'..." Exactly. This is an entirely new definition of the term "creative." Some time ago, I read an article about the rise of the creative class and cities most attractive to that class. I was surprised to discover that a siginficant portion of the ranking system was based on the technology job markets in urban areas. While certainly some technology workers are creative, the bulk of technology labor is not in design, but implementation, not a particularly creative endeavor. In this case, I think "creative" is a rather odd usage that can be defined as "young, highly-paid semi-professionals with off-the-shelf educations."

#2 — April 16, 2003 @ 15:03PM — Jim Carruthers [URL]

Three quotes (though I remember when I worked for a web company going to a seminar where we were told "everybody is creative" which is just a lie, most people are not creative - as the Refreshments sung, "the world is filled with stupid people")

"Bohemias. Alternative subcultures. They were a crucial aspect of industrial civilization in the two past centuries. They were where industrial civilization went to dream. A sort of unconscious R&D, exploring alternate societal strategies. Each one would have a dress code, characteristic forms of artistic expression, a substance or substances of choice, and as set of sexual values at odds with those of the culture at large. And they did, frequently, have locales with which they became associated. But they became extinct."
-- William Gibson, All Tomorrow's Parties


"Today's talkers and thinkers value the conception of ideas, not their fulfillment. They give credit to the catalogue, but not the postman who delivered it, or to the road he travelled on. The new economy was supposed to erase all hierarchies. Instead, it has devised another one. On the front end, there are visionaries. On the back end, there are drones."
-- Malcolm Gladwell


Read Wired, for example, and you'd think the only work that gets done anymore is done by entrepreneurs and software designers. In fact, it takes a whole lot of lifting, bending, scrubbing, carting, sorting, and caring to make the world as we know it happen every day. And are people forgetting that those computer chips are made by someone--a low-paid immigrant in Silicon Valley or a teenage girl in Malaysia?
-- Barbara Ehrenreich



#3 — April 17, 2003 @ 11:55AM — Murphy [URL]

Colin! Thank you for this post. What a lot of exciting ideas.

One thing this makes me think of, in terms of the urban planning for attracting creatives, is that sometimes people miss the point.

It is easy to go for the form without the function. For Example: Starbucks.

Espresso has long been associated with bohemianism. And Starbucks jumped on that bandwagon. We have McHip(tm) at the Starbucks nearest you! Prefab designs, mass-produced funky chairs, corporately distributed art.

So the facade of creativity is there, the way one can order it from a pottery barn catalogue.

But the function of the coffee shop, as a place where creative people meet to converse and be exposed to new ideas, has been largely left behind.

In the sense that people can meet and comfortably converse, Starbucks does fill the function.

But the other aspects of the bohemian coffee shops, as in the local artists work on display, or the open mic performances, the scribble-a-note guestbook for all the read, the free paperback bookshelf, these are left behind.

And in fact, places where creativity can be nurtured are being driven out of business by the McHip(tm) establishments.

To me, this says that new forms will be derived to achieve the necessary functions.

We truly do need to foster creativity, on a broad scale. Even if it's not immediately profitable.

#4 — April 17, 2003 @ 13:10PM — Bryan Green [URL]

Such interesting comments, Murphy -- but the irony is glaring to me, so I'll point it out. (It fits into the larger picture of Globalization, but I'll leave that for another discussion.)

Starbucks does a great job of taking the elements of the Bourgeois-Bohemian culture, sanitizing them, and spreading them far and wide. However, in being successful at that dissemination, Starbucks discards the scruffy edges of the culture that make individual coffee shops so interesting. Starbucks favors the smoothness of repeatability for the sake of business viability, and, in so doing, loses much of the cultural value of the business. That's the first irony, which you identify.

The second irony, which I say is both in itself ironic and also when compared to the first irony, is that the Bourgeois-Bohemian coffee culture would not have had its present resurgence to the extent that it does had Starbucks not enjoyed such commercial success! In other words, had Starbucks not raised the tide for all coffee shops, then far fewer of the interesting scruffy coffee shops would have made it. It's the effect of market forces buoying the culture (which in turn despises it for doing so). The Arts wouldn't exist without patrons, and I say that in the same way interesting little coffee shops wouldn't exist to the extent that they do without Starbucks.

(The link to Globalization, by the way, is the principle that I mentioned parenthetically: the recipient of the benefit despises the benefactor for providing it. But, as I said, that's another discussion.)

#5 — May 24, 2003 @ 15:42PM — David [URL]

Another way to look at it is that people who do not like Starbucks should avoid Starbucks. And they do, providing an informed market for lots of independents.

Btw, Starbucks started with only one store.




#6 — May 24, 2003 @ 18:49PM — blogalvillager [URL]

True, that metaphor is based on a popular prejudice against franchise culture. In my neighborhood, the Connecticut Muffin franchise, which is a little bit plastic, is owned by local folks and supported by local folks as such.

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