In conversation with the experts: The future of the creative industry

A former University of Leeds Fashion Marketing student, Becky Stevenson is now an advisory board member for the university’s School of Design, alongside her role as WGSN Marketing Director. Together, Becky and lecturer Dr Yiting Duan dug into the challenges, demands and misconceptions facing the future of creativity.

Becky: What are the biggest challenges that students face now that they weren’t facing 10 years ago?

Yiting: The speed and complexity of the fashion industry and digital landscape have increased. Trend cycles are faster, digital platforms are less reliant and career pathways aren’t as clear-cut as they once were. The constant evolution of automation means multidisciplinary skills are essential, including AI fluency and the ability to utilise data-driven tools. Critical thinking and strategic decision-making are more crucial than ever before.

B: I agree. The introduction of AI into our everyday lives poses a challenge for students, as there is a balance to be struck between exploration and using AI as a supportive tool, and over–reliance that can lead to a lack of critical thinking.

Y: What do you think the biggest misconception about the future of the creative industry is right now?

B: The idea that creativity is being replaced by technology. Instead, I think it is being “repositioned”. While AI drives efficiency and aids ideation, human creativity is a vital resource for original ideas and thoughts. Being curious and embracing change is essential. The future lies in technology that supports human-first creativity. 

Y: What’s your advice on how students can navigate the current job market?

B: Although difficult, it’s essential not to compare your journey with anyone else’s. While my career has been quite linear, try different roles across varying teams and business models to determine what feels right. The industry is a small place, so it’s important to give every experience your all, as connections can lead to new opportunities. Reframe juniority as a “fresh perspective”; this can be your USP within a business.

Y: How did you become Marketing Director at WGSN Group?

B: I started out as an intern at WGSN during my final year at Leeds University. Although I had also interned within B2C businesses, I found the idea of working within a B2B role intriguing, as it wasn’t the path that the majority of my coursemates and friends took; it felt like the unknown and a bit like a secret. After interning and graduating, I took on the role of WGSN Marketing Assistant and, over time, progressed to a manager position where I continued to climb the ranks. The biggest transition over the course of my career was the move to the manager level due to the shift in responsibility from execution to leading on strategic planning.

B: The University of Leeds has been a long-time subscriber to WGSN, giving students across its School of Design courses access to WGSN forecasts and research. What makes WGSN an invaluable resource for students?

Y: WGSN offers unique insights, bridging creativity and strategic research through micro- and macro-level forecasts. It provides credible, industry-focused trend and consumer insights that my students use to reinforce their learning and research across all modules. Its visual, design-led approach across the forecasts supports their creative thinking.

At the cross-section of education and consumer industries, the partnership between the University of Leeds and WGSN, which includes student access to WGSN research and exclusive live briefs for Fashion Marketing students, combines the future of the creative workforce with leading industry insights that will inform the business landscape of tomorrow as challenges and pressures evolve. 

Want to know more about how WGSN can future-proof your business? Book a demo with the team today.