New Zealand’s creative sector has much more impact on the economy than commonly believed. 

The sector is now the country’s fourth-largest export industry, worth $13 billion a year and supporting 100,000 jobs.  

It’s also more productive than agriculture, with each worker generating $346,000 a year compared to $317,000. 

Toi Mai Workforce Development Council CEO Claire Robinson told Mike Hosking it’s bigger than wine, fruit, and seafood – all industries we think are part of our economic narrative. 

But despite this, she says, the creative sector doesn’t have a voice or a seat around the cabinet table. 

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