report
Creativity has enormous power. Currently, the creative industry is going through changes, shaped by new technologies and new ways of working. Which made us wonder – what does the future of creativity look like?
Introducing Future of Creativity report by Future London Academy and OFFF: straight talk from the people defining what comes next.
For years the industry has told itself that the next generation works for meaning, not money — that purpose has quietly replaced the pay. It hasn't.
When we asked what matters most in a company, three answers rose to the top: mission, salary, and opportunities to grow, each chosen by nearly 60% of people. Purpose hasn't replaced pay; it joined it.
Creatives want both. Companies competing for senior creative talent will win on purpose, pay, and progression — not on perks.
Download the reportNearly 60% of creatives want both MONEY and MEANING — not one or the other.
Every decade buries a few household names and crowns new ones. So we asked the people who actually shape
how brands look and feel, speakers at OFFF and faculty members of Future London Academy’s Executive Programme for Design Leaders, a simple question with
no easy answer: which brands will still be here in 20 years,
and why?
The answers ranged from the obvious to the unexpected — from Apple's ecosystem pull to Heinz' quiet inevitability. What unites them is something deeper than logos or marketing budgets...
