DESIGN AS A COMPONENT OF THE CREATIVE INDUSTRY: ANALYSIS OF GLOBAL AND UKRAINIAN MARKET DEVELOPMENT TRENDS

Abstract

The article explores the conceptual foundations and internal structure of the creative economy, with emphasis on its interdisciplinary nature and the strategic role of design as a key component. The relevance of this research stems from the growing importance of intangible assets, creativity, and knowledge in shaping national economic resilience, especially in times of global uncertainty and conflict. The purpose of the study is to analyze the position and function of design within the broader context of the creative economy, particularly in wartime conditions in Ukraine, and to demonstrate its potential as a catalyst for economic recovery and innovation-driven development. The research design applies a combination of content analysis, structural comparison, and synthesis of international frameworks and national strategies, including legislative documents, analytical reports, and empirical findings related to the Ukrainian cultural sector. The study presents evidence that the integration of design-oriented strategies strengthens innovation capacity, improves brand competitiveness, and promotes cultural and economic sustainability. Moreover, creative industries play a critical role in times of war, not only maintaining economic activity but also functioning as tools of cultural diplomacy, identity preservation, and societal resilience. The analysis further reveals that design contributes to export potential, supports the digital economy, and enables employment through flexible models such as freelancing and remote work. Research methods included secondary data analysis, content analysis of industry-specific sources, and comparative analysis of global and Ukrainian experiences. Based on the findings, the article summarizes key development trends and identifies the strategic value of the creative economy for Ukraine’s long-term recovery and global integration. The study confirms the need to embed design thinking into national policy to strengthen innovation ecosystems and enhance economic competitiveness in the post-war period.