V1.1 May 2025
Creative Sector Survey Results
Who Are We Reaching?
We know from previous surveys we have published that we struggle to connect with business and have better reach with individual artists, freelancers and cultural operators. This is reflected in the response rate to the survey. By looking at our responder rate against sub-sector data from KCC we now know that we are not reaching the following industries in adequate numbers:
The IT/Software/Computer Services Gap
The most significant sub-sector gap is the IT, Software & Computer Services. KCC data shows this sector represents 31.4% of all creative enterprises in Tunbridge Wells. However, only 3% of CTW survey respondents identified with this sub-sector.
This vast discrepancy (-28.4%) indicates CTW is currently under-reaching the largest and arguably most economically impactful segment of the local creative economy. CTW’s current engagement strategies may not be resonating with this tech-focused group, potentially due to differing networking needs (e.g., B2B focus) or perceived relevance of current offerings.
Architecture:
KCC data shows 7.4% of TW enterprises, CTW survey only 2%. Another area for potential outreach. As CTW engages with the TWBC Planning team on the Town Centre Plan and other strategic developments its important that we are in touch with and amplifying the voices of local architects.
Demographic Outreach Gaps
The CTW survey respondents are predominantly:
- Aged 40-54 (46%), with freelancers skewing 65+.
- From a White background (93%).
- Non-disabled (83% do not identify as D/deaf and/or D/Disabled).
This suggests CTW’s current engagement is with an older, predominantly white, and non-disabled demographic. Proactive strategies are needed to attract younger creatives, individuals from diverse ethnic backgrounds, and D/deaf and/or D/Disabled individuals to ensure CTW truly represents the entire creative community and benefits from new talent and perspectives.