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When talking about innovation, the conversation often revolves around technology, patents and industrial competitiveness. However, there is one piece that remains in the shadows: Culture. Not only the Arts, but also Humanism and the Social Sciences, disciplines that are essential for Science to fulfil its most significant function: transform Society. Innovation cannot be measured solely in terms of scientific indicators or the number of patents, because without Culture and critical thinking, technology runs the risk of advancing disconnected from people.

The data show that Culture is not decorative feature, but an economic and social driving force. The Cultural and Creative Industries (CCI) generate around €2,000 million in the Basque Country, which is equivalent to between 3% and 5% of GDP, employ more than 48,000 people and have more than 16,000 companies. If we compare it with emblematic sectors, the picture is revealing: the automotive sector has a turnover of €25,023 million, makes up between 8.7% and 10.4% of GDP and employs 38,480 people, while the machine tools sector, which is strategic for advanced manufacturing, has a turnover of €2,157 million, represents 1.6% of GDP and employs 4,133 people. How can we continue to consider culture as an accessory when its economic weight is close to that of key industries and the jobs it creates exceed that of strategic sectors?

This economic argument is reinforced by another equally important one: Culture is the glue that binds science and technology to society. The STEAM model reminds us that the "A" for Arts is not decorative, but the bridge that connects knowledge and creativity. Without humanism, technology can advance without questioning its ethical, social or environmental impact. And at a time when artificial intelligence is bursting into everything from artistic creation to heritage preservation, we need disciplines that provide meaning and context more than ever. AI amplifies human creativity, but also raises questions about authorship, diversity and values. Who answers these questions if we exclude the social sciences and humanities?

In this scenario, KSIgune is embarking on a transformative phase. We have been working for five years to connect higher education and research in Arts, Culture and creative disciplines with companies, professionals and administrations. We believe that the best way to contribute to the future is through the ecosystem: collaboration moves the world. If we are able to connect ideas and combine different disciplines, innovative solutions will emerge that will improve people's lives. The value of KSIgune lies in tangible results - more than 50 joint projects. In 2026, new initiatives will be launched in areas related to training, research and their implementation. Its objective is clear: to demonstrate that innovation is not only measured in terms of patents, but also in cultural and social impact. Without culture, there is no science to transform; and without science, an essential part of culture, it loses the opportunity to reinvent itself.

Reclaiming culture, humanism and the social sciences is not a romantic gesture: it is a strategy for the future. If we want innovation with an identity that is sustainable and connected to society, we must integrate these disciplines in the heart of science policy. Not as a complement, but as a condition. Creativity is not a luxury. It is the infrastructure for progress. And the Basque Country has the opportunity to lead this vision.

 

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Tribune by Ruth Mayoral, Head of Higher Education Programmes at Euskampus Fundazioa
Estrategia Empresarial Magazine, CCIs section
15/12/2025

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