What about tomorrow's innovators?

How branding is combating the creative squeeze in Higher Education.

As the MD of a creative agency, it goes without saying that I’m passionate about investing in and nurturing the creative talent pipeline. So why do I feel so worried about the future?

I’m not talking about Apple's recent advertising ‘gaffe’ – the backlash of which simply served to remind us what could be lost if we side-lined human talent, education, creative innovation, and the arts.

No, it’s that ministers have announced a freeze on top-up funding for performing and creative arts courses at English universities next year – a ‘strategic reprioritisation’ of ‘academic subjects’. Or maybe another nail in the coffin for the country’s cultural sector as a whole?

With a drop of 35% in entry to arts subjects at GCSE, these once highly prized pathways to innovation and expression are being squeezed and the pressure for universities to stand out and attract top talent is greater than ever.

It’s not the first time I’ve shared my dismay – see my 2022 article – especially given the government’s pledge to grow the creative industries by an extra ￡50 billion, while creating one million extra jobs by 2030. Rishi Sunak himself called the creative industries “a true British success story.” But what do they think will happen to our creative talent – our future pipeline of valued future artists, designers and innovators – if they turn off the taps at such a vital source? And how will that affect national economic growth and innovation? The creative sector generates over ￡115 billion in the UK alone, creating jobs at 3 times the UK average, offering fantastic career opportunities for graduates. On the one hand, G20 Insights estimates that by 2030 the creative economy could account for?10% of global GDP and yet 62% of creative businesses believe their growth is restricted by lack of investment.

We’re on an apparent knife-edge and we simply can’t afford to devalue an industry that drives cultural enrichment and economic prosperity. But let’s not get hung up on the data.

If we want to nurture a resilient and open-minded workforce, skilled in generating and communicating original ideas, collaborating, pitching, problem solving and self-expression, we must focus on the value of creativity by celebrating and investing in the very places that are cultivating tomorrow’s talent…

As institutions, universities not only have a responsibility to communicate the importance of creative thinking and the tangible benefits of creative subjects, they also have the power to influence?policy and advocate for increased funding and support.

In an overcrowded market, creative universities and faculties need to truly stand out. This isn’t just something that’s ‘nice to have’, it’s a strategic choice and a statement of support for our creative industries.

But what does it really look like? How big a risk are institutions willing to take? And how can they build a consistent reputational brand at the same time as communicating the specific benefits of a creative faculty (in a way that creative students would actually find interesting)?

As experts in brand strategy and creative execution, we understand this dichotomy. We also know what works – a strong, consistent brand voice that can flex and adapt to speak to different audiences. One that advocates for education, creative?and strategic thinking and the value of interdisciplinary skills. That message couldn’t have been clearer at the recent HashtagHigherEd UK conference in Newcastle, where the conversation was about finding a distinct narrative and an engaging voice to amplify ?institutional identity and value – as well as the breadth of career opportunities open to creative arts students.

It’s clear that we can’t afford to keep cutting funding in an industry that so clearly adds value across sectors, while solving complex business problems and driving innovation. Perhaps we also need to see some reciprocity from industry to communicate the current talent?shortages, to demonstrate the value of their role in educating future talent – and to lobby government for more support.

I can talk about this forever – please feel free to send me a message if you want to continue the conversation. Or if you want to know more about our design, branding and strategy work, and how our approach can add value to university or school, email me at [email protected].