TORONTO — Young Canadians “are more eager than ever” to work in creative and behind-the-scenes roles in the current cultural media landscape in Canada, according to a new study released today by Ontario Creates, the provincial agency that facilitates economic development and investment in creative industries.
The study, titled The Future of the Creative Workforce, was conducted by Vice Media Group, which surveyed 1,000 young Canadians (500 Gen Z (18-24 years old) and 500 young Gen Y (25-30 years old)) to gauge awareness and interest in creative industry careers and the skills required to succeed in the new media landscape.
According to the survey, 94% of young Canadians are interested in creative roles (with 48% saying they are very interested) and 94% are interested in behind-the-scenes roles in creative industries (51% are very interested).
In addition, three in five of the young people surveyed said they consider themselves to be creative and also said the effects of the Covid-19 pandemic have not had much, if any, impact on their willingness to work in a creative industry.
According to a press release, the study found the young Canadians surveyed “are seeking additional skills and guidance from those currently in the business” to succeed in creative fields.
“Competition for creative work is steep, and it’s becoming increasingly important for creators to have a broad skill set (from production to marketing and social media expertise) to stand out,” says the release.
“Many young creatives cited ‘business knowledge’ as the key area where they lack expertise. Specifically, knowing how to invoice, navigate taxes, and negotiate fair wages.”
The study found young men seem to be more familiar with behind-the-scenes roles than young women, and also seem to be more interested in these opportunities.
“A gender gap is not surprising, but presents an opportunity to avoid past pitfalls to ensure this systemic issue does not impact this emerging workforce,” the press release says.
Many young professionals pursuing careers in behind-the-scenes roles feel they lack the skills required in these positions “such as creativity, adaptability, flexibility and communication, which they did not learn through traditional schooling,” the release says.
“Mentorship is important in behind-the-scenes roles, with 1 in 2 seeking out career advice to help advance their careers and 64% sharing that networking is crucial to finding a job in a creative industry.”
The research also shows young Canadians value “a strong work culture that prioritizes mental health, champions diversity, and offers support and resources for employees.”
According to the study, 78% of survey respondents said work-life balance is the most important thing to consider when choosing a job. In addition, young people want to see different types of representation (gender, sexual identity, ethnicity) in creative and behind-the scenes roles, as “6 in 10 say creative fields should actively recruit talent from different industries to provide more visibility and diversity,” the release says.
“This research provides valuable insights for Ontario content creators and companies,” said Karen Thorne-Stone, president and CEO at Ontario Creates, in the release.
“The findings will help Ontario companies better understand how to attract and retain increasingly vital Gen Z employees. Importantly, the research also revealed significant opportunities to educate young people who are already excited about the creative industries, about the range of roles available. Building a strong base of diverse and skilled employees is crucial to the long-term success of Ontario’s creative industries,” Thorne-Stone said.
