Inovadora, sustentável, diversa e inclusiva: um estudo de caso sobre a auê feira criativa

Abstract

The creative economy emerges in a post-industrial environment, signaling an economy grounded in creativity and culture, presenting itself as a robust option for the progress of emerging economies. Consequently, nations worldwide have begun to focus their efforts on fostering their creative economies, as evidenced by Brazil, which has conceived a political plan based on four pillars: sustainability, innovation, cultural diversity, and social integration. In this scenario, creative fairs represent environments where professionals from creative sectors, spanning from fashion to gastronomy, have the opportunity to showcase their products and services to the public. Thus, the objective of this study is to analyze how the principles of the Brazilian creative economy manifest in the dynamics of the Auê Creative Fair, that happens in Fortaleza – CE, highlighted in the creative economy scene and endorsed as a Creative City in 2019 by UNESCO. Using qualitative and exploratory methodology, with a creative fair in the city as the unit of analysis, the study employed documental research and social media analysis, as well as semi-structured interviews with the fair's organizers for data collection. Data analysis was conducted through content analysis. Based on the collected data, it is possible to characterize the Auê Creative Fair as aligned with the principles of the Brazilian creative economy. The strong focus on structuring and value proposition of the fair demonstrates its innovative potential in overcoming existing market barriers, as seen during the pandemic. Sustainability initiatives are translated into awareness and activation of resources that favor waste management, achieving environmental preservation goals both within and outside the fair space. Auê emerges as an inspiring example of how cultural diversity can be not only celebrated but also naturally and impactfully integrated into local events through various expressions in the entertainment and culinary segments. The evidence gathered attests that the Auê Creative Fair is not merely a commercial space but an accelerator of social agendas driving social inclusion, evolving and seeking greater structuring for this agenda each day.