The orange economy, also known as the creative economy, is a vibrant and dynamic world that has been coined by former Colombian President Iván Duque Márquez and former culture minister Felipe Buitrago. It encompasses a variety of creative industries and activities such as audiovisual, filmmaking, music, crafts, design, fashion, and digital communication. These expressions of creativity are a powerful sector of the economy and represent the identity of communities across cultures.
In an exclusive interview with UN News, Mr. Buitrago explained that the orange economy fosters peace, accelerates sustainable development, and empowers communities. It brings together creators, dreamers, entrepreneurs, and policymakers in a rich ecosystem where collaboration and mutual support are key.
Ammar Basheir, a Sudanese interior designer, found his place in the orange economy after being rejected from traditional job opportunities. He recognized the power of creativity in generating wealth and employment and founded a successful interior design company.
The orange economy also plays a crucial role in promoting peace and understanding between peoples. Mr. Buitrago highlighted an example from Comuna 13 in Medellín, Colombia, where feuding gangs were brought together through a joint festival of rap and reggaeton. This helped reduce violence and promote the development of the community.
Young artist Fatima Zouhra from Morocco and her family own a business called Yatto, which makes dolls dressed in traditional Moroccan clothing. During the lockdown, they created a large number of dolls and sold them at an exhibition in Morocco, promoting the idea of playing with dolls that represent their own culture.
The orange economy also has a significant impact on the 2030 Agenda for Sustainable Development. Mr. Buitrago explained that although the SDGs do not explicitly mention culture, creativity, and art, they serve as both means and ends to achieving the goals. The orange economy facilitates employment, inclusion, sustainable cities, and better education.
Samrawit Mersiehazen, a creative designer from Ethiopia, is using fashion to challenge economic imbalances and empower women in her country. She emphasized the importance of the orange economy in providing job opportunities, especially for women, and addressing pressing issues in Ethiopia and across Africa.
Ms. Mersiehazen’s enterprise, Samra Leather, stands as a successful example of the employment opportunities that can be created through the creative sector. It produces a variety of products and serves as a beacon of the economic force of creativity.
Co-founder of the phrase “orange economy,” Mr. Buitrago reminded us not to overlook the cultural artifacts that shape people’s identity. These artifacts, whether it be a craft, a painting, or a melody, carry a message from the past and are crucial in shaping the future.