Is creativity our greatest resource for starting anew?

Västernorrland is a region with deep roots and real potential — but 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 many working in the creative fields, it can feel like their work isn’t fully seen or supported. While collaboration across sectors is essential — especially to tackle big issues like climate adaptation — trust can be fragile. And though the arts bring richness and connection to everyday life, they’re not always given the space or support they need to flourish.

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

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 grounded 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 surfaced:

– 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 — told through culture.

The work continues, but this moment marked a beginning.

Three questions. No answers. Just a gentle provocation to look forward — and inward.