Data-driven innovation for sustainable practice in the creative economy

Can data-driven innovation support the shift towards a more sustainable future? In this chapter, we present case studies from eight European cities to demonstrate how the creative sector is moving towards economic models that expand beyond the notions of growth alone and include ecological, social, and cultural benefits. Our focus is to highlight the opportunities and challenges for sustainable futures in the creative industries based on examples of data-driven innovation drawn from maker communities, small creative entrepreneurs, and creative organisations. Specifically, the case studies within this chapter highlight how creative, data-driven innovation processes can support 1) efforts to change patterns of ownership and consumption, 2) tools and training to support understanding of sustainability and 3) platforms for empowering sustainable and circular economy communities. Through this lens, we showcase some of the ways that the creative industries have used digital solutions to lead the way towards sustainable (and therefore social) innovation.