THE DEVELOPMENT OF THE CREATIVE ECONOMY AS A LEADING DIRECTION OF DIGITAL TRANSFORMATIONS: THE EXPERIENCE OF EUROPE AND THE PRACTICE OF UKRAINE

Abstract

The article considers the creative economy as a driver of the implementation of digital transformations in society and business. A retrospective analysis of the emergence and development of the creative economy was carried out. The key directions of scientific research in the field of creativity and intellectualization of the economy have been determined. Approaches to defining the spheres of activity covered by the creative economy were analyzed and, on its basis, indicators of export and import of all creative goods by developing countries and economically developed countries for the period 2002−2020, as well as by individual product groups, were studied. The study of the essence of the concept of "creative industries" made it possible to understand that they are part of a broader concept – the creative economy. Creative industries are based on the principles of creativity and the implementation of creative ideas. The interaction of the creative economy with the industrial revolutions Industry 4.0 and 5.0 is an important factor for the development of both concepts. This interaction promotes innovative development in creative industries through the use of advanced technologies, provides the possibility of greater personalization of products and services, promotes cooperation and collaboration between specialists, expands marketing and communication opportunities, develops new creative industries, increases productivity and efficiency. Analysis of the creative economy in the world assesses the state of export and import of its goods in the world between developed and developing countries. The global trends in the development of the creative economy in the world were defined and characterized. Analysis of the creative economy in Europe evaluates the export and import of creative goods in the European region and determines the reasons and conditions for its success in EU countries. Analytical study of the state of development of the creative economy in Ukraine, its current state and future development was determined thanks to the analysis of the added value created in the creative economy, the volume of sales of creative goods, the number of employees in creative industries, capital investments in the creative economy and export of goods. The current state during the war was characterized and analyzed, and the possibility and measures of its successful recovery were predicted.