The Republic of Ireland have brought the economic benefits of supporting the arts and creative industries into the spotlight with their basic income pilot showing that for every €1 of public money invested, society received €1.39 in return. The scheme is set to be made permanent, with an incredible level (97%!) of public support.

These fantastic developments got me thinking about the connections between sustainability, business and the arts here in the Isle of Man…

This wonderful little wind-swept rock is a unique and precious ecosystem – the world’s first whole nation UNESCO Biosphere. But this status isn’t just a badge of honour for our natural environment; it’s a commitment to a holistic model of sustainable development. This model rests on three, interconnected pillars: a thriving economy, a protected environment, and a vibrant, sustained community.

Often, businesses find the societal element most challenging to engage with. How do we, as private companies, contribute to the social fabric of our Island? One of the most powerful, yet under-utilised, opportunities lie in supporting the Island’s incredible artists and creatives.

Protecting and enhancing our unique Manx culture and heritage is fundamental to our Biosphere identity. It is the heart and soul of our Island. From the timeless Celtic-inspired designs of Archibald Knox and the thought-provoking words of our Manx Bards to the rousing melodies of our ceilidh bands and the comedies and tragedies told by our performing artists, our culture is a living, breathing asset.

When a private company invests in this creative ecosystem, it does more than write a cheque; it invests in the very community that sustains its business. Here’s why that’s a strategic imperative:

• Enhancing Your Brand Story: Aligning your business with Manx culture moves you from beyond a service provider to an active member of the community. It tells customers and employees that you are invested in what makes the Isle of Man unique.
• Boosting Employee Engagement: Supporting the arts provides rich opportunities for staff development and engagement. Imagine the inspiration drawn from workshops with a local artist or the pride in a company-collected piece of Manx art in the office.
• Fulfilling CSR and ESG Goals: Actively supporting local culture is a direct and visible contribution to the social sustainability goals that are increasingly important to investors, partners, and clients.

How Can Your Business Get Involved?

The opportunities are as diverse as the arts themselves. Think beyond a simple donation. Consider:

1. Strategic Partnerships: Forge a long-term relationship with a local theatre company, music festival, or art gallery. This could involve sponsored events, collaborative projects, or in-kind support.
2. Targeted Funding: Create a small grant or award for a specific discipline – perhaps a prize for an emerging Manx composer or funding for a new public performance.
3. The ‘Artist in Residence’ Model: This is a transformative idea and one which has been modelled incredibly successfully by Manx Wildlife Trust (MWT), in partnership with UNESCO Biosphere Isle of Man, Isle of Man Arts Council and Culture Vannin. But why should this approach be limited to public and third sector organisations? Private sector companies – individually or as a consortium – could host a local artist, musician, writer, or performer within their business. They could work from your premises, run creative sessions for your team, or develop a piece of work inspired by your industry.

Some of these approaches might not be accessible to smaller businesses but by looking typical support mechanisms even smaller companies can contribute. For example, instead of a standard staff outing, consider seeing a play, attending a dramatized murder mystery night, seeing local band, visiting an exhibition or arranging a hands-on class with a local artist. These experiences foster connection, spark innovation, and offer genuine support to the creative sector.

A case study and creative partnership

Japanese fashion brand, Uniqlo, partnership with the Museum of Modern Art (MoMA) in New York City has been successful for both parties.

• Since 2013, Uniqlo has sponsored “Free Friday Nights” at MoMA, which has brought over 1.6 million visitors to the museum. This enhances MoMA’s accessibility to the public and reinforces Uniqlo’s brand as socially responsible and culturally engaged. The collaboration increases foot traffic and visibility for both Uniqlo and MoMA, representing a successful model of corporate support for the arts with positive impacts on community engagement and corporate branding.

• Uniqlo also created a fashion collection called “SPRZ NY” featuring designs inspired by MoMA’s art, amplifying the cultural connection and consumer appeal through art-inspired products. This partnership is recognized for its economic impact, community enrichment, and brand enhancement without being associated with sustainability or ethical controversies.

Supporting the arts is not a peripheral ‘nice-to-have’. Especially in a UNESCO Biosphere, it is a core component of a sustainable and prosperous future. It’s an investment that yields a rich return: a more inspired workforce, a stronger brand, and a culturally richer Isle of Man for us all.

By championing our artists, we don’t just preserve our heritage—we help create it.

What’s one step your business could take this year to support the creative industries in the Isle of Man?

I recently needed to buy a can of expanding foam for a home improvement project. In the DIY shop, I had three choices. Two were the same price – around £8 – and the other was a pound more. I stood staring at the shelf – baffled because I know nothing about expanding foam!

Then I noticed that the more expensive can said that the foam was made from ‘16% recycled materials’ and went on to explain that the cap was 98% recycled and the can was 25% recycled. 16 and 25% are not particularly high numbers – but my choice was made. Neither of the other choices even mentioned using recycled materials.

I understood then how impactful sustainability can be on our purchasing choices. I was more than happy to pay 12.5% more for just 16% recycled materials in the product. I was instantly won over by the feeling that it was the best choice and that I wanted to support a company willing to make changes to improve the impact of their products.

It’s not surprising really that greenwashing is so common – but I won’t dwell on that, greenwashing and how to spot it probably deserves a post of its own.

There’s a tendency to see environmental and social concerns as the realm of hippies and angry teenagers – but the reality is that wanting to protect people and planet through our purchasing choices is absolutely mainstream:

• 93% of consumers globally say they want to live a more sustainable lifestyle.
• 62% of Gen Z shoppers prefer to buy from sustainable brands and 63-73% are willing to pay more for sustainable products.
• According to a recent survey of nearly 200,000 consumers, environmental, social and brand purpose are now key purchasing criteria for more than 50% of consumers globally.
• 24-25% of Gen Z and millennials have stopped or lessened a relationship with a business due to unsustainable practices.
• The UK’s net zero economy is growing faster than the rest of its economy and delivering higher paying roles

KPMG’s report for the Isle of Man Government, Our Big Picture, stresses the importance of environmental and social sustainability and the resulting Economic Strategy says that “At the heart of the economy must be our commitment to sustainability”.

And it’s not just customers who care about business’s social and environmental impacts – 70% of employees and job seekers feel a sustainability program makes an employer more attractive, and 44% of executives acknowledge it’s a key factor in attracting and retaining top talent. More roles in sustainable businesses could be a major part of the solution to attracting the young, skilled workers we need to rebalance our population demographics – all while improving our nation’s impact on people and planet.

When presented with a choice, most people will favour a product or service which either offers positive impacts or minimises negative ones – and they are often willing to pay more for it. This is important information for businesses and an opportunity to create that expanding foam moment for your potential customers.