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Soft Innovation
Over the past three years NESTA has published a series of reports documenting the extent of innovative activities in the UK that are 'hidden' from the traditional metrics used by policymakers.
In this report, the economist Paul Stoneman uncovers a picture of rapid innovative change of an aesthetic nature - what he terms 'soft innovation'. Current policy, he argues, distorts the economy by supporting innovation of a technological and functional nature, and neglecting innovation of a soft kind.
In the creative industries, Professor Stoneman points to estimates suggesting very high and increasing rates of soft innovation: for example, about one-half of the titles in the UK Top 40 album chart change each month. And the bestselling video games now spend on average less than three weeks at the No. 1 position.
Professor Stoneman argues that there are high - albeit less rapid
- rates of aesthetic innovation outside the creative industries too, in sectors as wide-ranging as pharmaceuticals and foods.
Stoneman recognises the increased levels of support governments have given to the creative industries in recent years. But, provocatively, he argues for an 'overhaul' of innovation policy to recognise soft innovation activities both within and outside the creative industries. No doubt this thesis will have its critics as well as its supporters. As ever, NESTA looks forward to participating in the debate.
Show latest news, more from July 2009.
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