Unlocking the Orange Economy: Media as Catalyst for Caribbean Growth

The Orange Economy, representing the burgeoning creative industries, is increasingly recognized as a crucial driver of economic prosperity in the Caribbean, yet its full potential remains largely untapped.

In a recent address to regional media leaders, Dr. Kevin Greenidge emphasized that the media is not merely a subset of the creative sector—it is its foundation. Serving as both storyteller and connector, media platforms amplify the voices, talents, and cultural richness of the Caribbean, linking them to the global marketplace. The creative industries—encompassing music, art, fashion, design, film, and beyond—contribute trillions to the global economy, but the Caribbean's share remains modest due to persistent barriers such as lack of investment, inadequate infrastructure, and insufficient institutional support. In Barbados, while creative industries account for just over one percent of GDP, untapped and unmeasured talent suggests much greater potential.

The Central Bank of Barbados has responded with direct support, investing in local festivals, venues, and performances, and furthering access to digital payment systems to lower barriers for entrepreneurs. However, unlocking the full value of the Orange Economy demands broader reforms: targeted financial tools like micro-grants, modern infrastructure including reliable internet and streamlined logistics, and updated institutional frameworks that recognize creative work as a legitimate economic pursuit worthy of protection and tax incentives.

Robust data collection and mapping of the creative sector are crucial for effective policy and investment, making the sector visible and measurable for the first time. Meanwhile, innovative projects like the digitization of historical archives not only preserve cultural heritage but can become engines of economic activity, supporting research, tourism, and digital content creation. Media will play an essential role in bringing these resources to global audiences through documentaries, new media, and virtual exhibits.

Deepening connections with Africa and global partners presents further opportunity, positioning the Caribbean as a creative hub and rewriting narratives of economic marginalization. By investing in people, building enabling infrastructure, modernizing institutions, and empowering robust, independent media, the region can transform its rich cultural legacy into lasting economic success.

This strategic focus on the Orange Economy signals a powerful shift: with coordinated investment and policy, the Caribbean stands ready to become not just culturally rich, but economically enriched by its creative enterprises.