The role of creative industries as a driver for a sustainable economy: a case of South Africa

The creative industries are a major source of a dynamic job creation, encompassing many traditional professions that are essential for sustainable livelihood and people’s well-being. This paper provides the international business engagement of creative industries in South Africa. The study is addressed to government, policy makers, development experts, students of economic development, business, and also to the business sectors that are concerned with promoting economic growth and innovation through creativity, entrepreneurship and the development of creative communities as a mechanism to alleviate poverty and improve the quality of life, especially in the rural areas. Thus, the question: how does investing in the creative industries affect the sustainable economy in South Africa? This study explores literature on creative industries, the value of the industry, the implications and strategies of development, the policy environment and challenges affecting the industries. Our findings provide empirical evidence of the positive role of creative industries in economic development. We make suitable recommendations required to support the sustainable development of these industries in Africa and conclude that the creative industry as an exceptional group of entrepreneurship influences the sustainable economy of a country.