Creative Industries in Russia: Why the Future Belongs to Those Who Can Turn Ideas into Economy Industrial Trends: A Column by Alexander Baru
When we talk about «creative industries, ” many people picture individuals sitting in coffee shops, brainstorming logos, or filming short videos. That image is outdated. Today, the creative industry is not merely an aesthetic addition to the economy; it is an independent productive force. It produces not machines and concrete, but meaning, experience, attention, identity, content, events, brands, and new forms of consumption.
The coming years may mark a period of maturation for Russia’s creative sector—a professional one, not a romantic one. Creativity will cease to be the territory of „talented individuals“ and will increasingly transform into a system: one involving products, markets, metrics, educational programs, regional strategies, and competition for audience attention.
Seven notable trends from the columns by HSE’s Alexander Baru in „Design Thinking“ and „Marketing for Non-Marketers.“ Article in Bolshoi Gorod: https://bg.ru/bg/weekend/industry/32317-creative-2026