Is creativity our greatest resource for starting anew?

Västernorrland is a region with deep roots and real potential, but it is also one facing important choices. Many young people, especially women, are choosing to leave, shaping the region’s future in quiet but significant ways. Traditional industries are finding it harder to attract new talent. For those working in the creative fields, it can sometimes feel as though their work isn’t fully seen or supported. Collaboration across sectors is essential, particularly when addressing major challenges such as climate adaptation, yet trust can be fragile. And while the arts bring richness and connection to everyday life, they are not always given the space or support they need to flourish.

Our role at Stupid Studio was to listen, gather perspectives, and help shape a shared vision for how cultural and creative industries (CCIs) can grow and thrive in ways that reflect the region’s unique strengths.

Through a series of workshops and stakeholder dialogues, we listened closely to those shaping the region’s future, from artists and entrepreneurs to municipal leaders and academics. What emerged was a shared desire for bold, meaningful change rooted in place, people, and possibility.

We captured this in a Vision Manifesto — a practical, poetic north star that outlines how creativity, nature, and business might intersect in new ways.

Among the ideas that surfaced were:
– A space where nature isn’t the backdrop, but the engine of creative work.

– A digital platform to connect, support and elevate the CCIs of the region.

– A new narrative for value — economic, ecological, and emotional

The work continues, but this moment marked a beginning.