The Rise of the Creative Class gives us a provocative new way to think about why we live as we do today – and where we might be headed. In a book that weaves storytelling with a massive body of research, Richard Florida traces the fundamental theme that runs through a host of seemingly unrelated changes in society: the growing role of creativity in the economy.
Just as William Whyte’s 1956 classic The Organization Man showed how the organisational ethos of that age permeated every aspect of life, Florida describes a society in which the creative ethos is increasingly dominant. Millions of people are beginning to work and live much as creative types like artists and scientists always have – with the result that our values and tastes, our personal relationships, our choices of where to live, and even our sense and use of time are changing. Leading the shift are the people in many diverse fields who create for a living – the Creative Class.
The Rise of the Creative Class chronicles the ongoing sea of change in people’s choices and attitudes, and shows not only what’s happening but also how it stems from a fundamental economic change. The Creative Class comprises a significant percentage of the workforce. The choices these people make already have a huge economic impact, and in the future they will determine how the workplace is organised, what companies will prosper or go bankrupt, and even which cities will thrive or wither.