Culture is seen as meaningful dynamics of a community — connections and relationships, rituals and traditions, languages, and well-being. The assets that communities value, yet are often not seen, understood, or mapped in the traditional investment equation, causes enormous underinvestment in culture. The concept of investing in culture and in artists themselves as central articulations of our neighborhoods and communities is a critical piece in transforming a “missing market” to invest in. What if investors saw the worth of artists as key actors in building new markets for community-led climate and health solutions?
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