Kellyn Lopes

The results are in. The arts are good for society (and business)

Posted by Kellyn Lopes, Oct 30, 2014 0 comments


Kellyn Lopes

Kellyn Lopes Kellyn Lopes

A guest speaker in one of my graduate courses recently said, “94% of people don’t care about the arts.” While it may be true that a portion of people don’t actively seek out and participate in the arts, or consider themselves to be “artsy,” there is a significant relevance in understanding and “caring” about the role of the arts in society.

Instead, maybe 94% of people haven’t fully recognized the transformative power and intrinsic value of the arts in their communities…and their businesses.

So how do we measure the value of the arts?

Americans of the Arts has compiled incredible facts and figures detailing quantifiable measures to define the impact of the arts through extensive research about the benefits of arts education, the billions of dollars in economic contributions from the arts and arts-related activity, and the high level of civic engagement from communities with strong arts influences, to name a few. Did you know that students with exposure to the arts in high school score 100 points better on the SAT, and that 97% of employers agree that creativity is of increasing importance in the workplace?

One of my favorite reports from Americans for the Arts is the BCA Survey of Business Support for the Arts. The study shows that of businesses currently supporting the arts, 64% agreed that businesses could also support other social causes by giving to the arts; 59% found the arts to have a direct impact on the company’s bottom line and a direct tie-in to the company name or products; 59% also agreed that the arts can promote employee creativity and growth.

A company’s competitiveness is linked to the arts.

Business support for the arts isn’t a charity; it’s an investment that creates shared value through mutually beneficial partnerships. Leaders in competitive strategy Michael Porter and Mark Kramer, who widely discuss the social role of businesses through corporate responsibility and shared value, write that “societal needs, not just conventional economic needs, define markets,” and that “learning how to create shared value is our best chance to legitimize business.”

Some of the shared value created through a partnership with the arts includes:

-Engaged and innovative employees

-Stronger brands

-Creative corporate strategies

-Influential corporate culture

-Local community participation

-Improved quality of life

-Economic growth

(Here are 8 more reasons for businesses to partner with the arts.)

What if a corporation offered its employees unlimited access to museums, or complimentary tickets to performances? What if those employees brought their clients with them, or maybe their families? What if employees participated in a corporate band or a corporate art show? What if a corporation looked to artists when enhancing its brand?

The arts are not only for artists and art geeks, but also for employees, professionals, leaders, innovators, customers - and shareholders, too! A commitment to the arts through corporate practices is a huge step in cultivating unique communities to work, live, and do business in.

Donald J. Hall, Jr., President and CEO of Hallmark Cards, a recent BCA 10 honoree, says, “As the highest expression of the human spirit, the arts give form to profound insights and bridge cultures and generations. They stimulate creative thinking and create vibrant communities for us all...Hallmark sees the arts as a source of renewal and inspiration for our employees and our business.”

The so-called “94% of people who don’t care about the arts” might not recognize that the arts have already impacted their lives in one way or another, which is why we need the research and support from Americans for the Arts, the many on-the-ground advocates, and yes, businesses.

Not sure where to start? Take a look at the pARTnership movement to learn more about how partnering with the arts creates shared value and builds competitive advantage.

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