Cultural and Creative Industries at the Forefront of Circularity
There is great interest among CCI to increase the use of new materials, and the use of bio-materials. Brightlands, a set of innovation campuses working in the fields of chemistry, health and sustainability, has the opportunity to connect with local creatives and support their need for sustainable materials. As individuals, entrepreneurs feel that they are of little interest as clients, and so feel sidelined by bio-material creators. Likeminded entrepreneurs highlight their desire to connect, aiding collective negotiation and adoption of new materials.