ECCIA's new report reveals that the majority of European citizens recognise the importance of the high-end industry for the future of Europe’s culture and economy

May 22 2015

The study on perceptions of the high-end cultural and creative industries was carried out by TNS UK in seven EU countries; France, Germany, Italy, Spain, Poland, the Netherlands and the UK. It was commissioned by ECCIA, the European Cultural and Creative Industries Alliance, as an update to studies carried out in 2009 and 2013. Poland and the Netherlands were new countries introduced for this iteration of the study.

Results highlight positive perceptions of the high-end industry in two areas: 

1. European culture:

European citizens perceive the high-end industry as an ambassador of European values such as quality and excellence. Over 3 in 5 respondents note the important role these industries have in preserving craftsmanship know-how and creative professions in Europe. These factors contribute to strengthening European culture, along with the influence this has on a global scale.

2. The European economy:

The high-end sector continues to be an important channel to drive economic growth for Europe, and European citizens widely acknowledge this. The most important roles high-end industries play is in securing the prestige and appeal of city centres along with employment and economic growth. 

Digital presence plays a role in engagement and consumer reassurance for over 70% of consumers in Europe.

The most important role of a high-end industries’ digital presence is in providing authentic and original products via a safe and trustworthy experience. It must, therefore, look to provide assurances on digital channels to combat illicit trade, which continues to be a problem for the sector. European citizens also demand that their digital presence provides a personalised service and unique experience. 

Citizens’ perceptions are in line with performance of the sector and its role as a key driver of growth in Europe. The value of Europe’s cultural and creative high-end industry in terms of annual turnover grew by nearly 28% between 2010 and 2013, making it 4 percent of Europe’s GDP and creating close to 200,000 jobs over that period.