ABSTRACT
The Creatives were the first class to emerge, in the early 2000s. A primarily urban (and originally cultural) phenomenon, the Creatives are part of a movement that has recolonized city centers while rising socially through the creative economy. Contrary to the working class (who produces goods) or the service class (who produces services), the Creative Class’ economic strength resides in ideas and concepts that they market and then bank on via apps, web or computer programs, processes, financial schemes, etc. The Creatives have revolutionized the way we understand work (as any visit of a Google or Apple HQ shows), and their focus on creativity as a source of wealth has led to a cultural revolution that puts values such as individualism, flexibility, and diversity as crucial not only to the well-being of society, but also to the creation of wealth. Very oriented towards laissez-faire economics, Creatives are also liberal in the social and values sphere, and have found champions in the persons of leaders such as Emmanuel Macron, Justin Trudeau, or Barack Obama. Their social rise has led to backlashes from other actors whose identity has been reinforced by the results of the economic crisis.
