Using concrete examples from different sectors and parts of Europe, the study illustrates synergies and positive spill-over effects produced by culture - through the creativity it generates - in areas such as learning development in a long life perspective, the acceptance and use of NICT by the general public, stimulation of research, product and service innovation, branding of cities, reinforcement of social capital, motivation of staff, modernization of public services etc.

These spill-overs are all the more crucial as Europe – like other parts of the world – is becoming a society of the intangible, whose main raw material lies in the ability of its people to create and to innovate.

The study comes to the conclusion the Europe should better exploit the potential of culture to beef up creativity and innovation. To that, it suggests strategies to be developed at all levels of governance.

This study is part of the 2009 European Year of Creativity and Innovation. It was carried out by the consultancy KEA European Affairs, n partnership with BOP Consulting.

To read the study, click here (http://ec.europa.eu/culture/key-documents/doc/study_impact_cult_creativity_06_09.pdf)