Ancient skills hold the key to a more sustainable world

As the world turns to ideas like de-growth—where success isn’t measured by endless production—crafts could offer a blueprint for more sustainable, meaningful ways of making and living. Photo:iStockphoto

At a time of rapid technological change, it is easy to overlook ancient skills that have been refined across generations. Yet a new wave is emerging known as crafts-led innovation. This growing movement draws on centuries-old craft knowledge to address today’s sustainability challenges, positioning crafts as an integral part of the Cultural and Creative Industries (CCIs) and contemporary innovation ecosystems.
ekip’s Policy Lab on crafts-led innovation identified several critical challenges shaping the sector’s future.

Craft is often viewed as “non-innovative” or “non-professional” within policy and public discourse. Why does this perception persist?

“First of all, the misconception that crafts are ‘a thing of the past’ is still strongly rooted in collective imaginaries. Innovation is typically associated with something new and contemporary, positioned in contrast to crafts as something outdated.”

This perspective is shared by Ruxandra Lupu, who participated in the ekip Policy Lab on crafts-led innovation. With a dual background in printmaking and economics, her experience working at the intersection of research, industry, and innovation policy has given her first-hand insight into these misunderstandings.

Ongoing cultural progress

While crafts are often grouped together with hobbies or heritage tourism, Ruxandra Lupu argues that they represent ongoing cultural, material, and technological progress.

“Crafts have evolved alongside society. They are not frozen in time,” she explains. “Yet most policies fail to position crafts within the creative economy on the same level as sectors such as design, animation, or digital media.”

She warns that framing crafts primarily as a sector in need of constant support rather than as a productive contributor to economic value creation reinforces this gap. In countries with strong Craft Councils or effective advocacy structures, this misalignment is less pronounced, demonstrating the importance of institutional recognition and policy frameworks.

“Although the contribution of the creative industries to local economies is well acknowledged, crafts are rarely mentioned, in contrast to high-growth sectors such as film, creative tech, or animation.”

A blueprint for sustainability

As global debates increasingly turn toward de-growth and sustainable production—where success is no longer measured by endless output crafts offer a compelling blueprint for sustainable innovation.

“I believe our mentality needs to change when it comes to viewing crafts as outdated activities. This includes letting go of stereotypes that place flourishing craft practices solely in the past and recognizing the crucial role of material knowledge in shaping future-oriented innovation.”

True craftsmanship, she argues, goes beyond technical skill. It involves an embodied and intuitive relationship with materials working with their constraints and possibilities rather than against them.

Craftspeople deeply understand the value of their skills, yet rarely articulate it in the language of “added value.” Their expertise is lived rather than verbalized, making visibility a persistent challenge.

“What I believe is missing is the capacity for craftspeople to disseminate their knowledge and competencies especially their relevance within contemporary and future innovation contexts.”

The tacit knowledge

This tacit knowledge often difficult to express in words is the focus of Ruxandra Lupu’s Marie Curie-funded research project SOMAS at the University of Cyprus. Working with textile artisans, she explores practice-based mapping and metaphorical storytelling as tools for translating sustainability knowledge.

“It’s about helping audiences enter the creative universe of artisans how they think about materials, waste, and environmental responsibility.”

Education and youth engagement

Shifting perceptions begins with education. Ruxandra Lupu points to initiatives in Germany where dual diplomas combine academic study with craft training.

“We need families, schools, and policymakers to stop seeing crafts as a fallback for those who aren’t ‘smart enough’ for other careers. Crafts are valuable, future-facing professions within the CCIs.”

She also highlights Norway’s open Viking boatbuilding site, where children and adults alike can engage in hands-on making.

“Helping young people reconnect with making is key to fostering long-term interest in crafts.”

Closing the gap between theory and practice

One of the greatest challenges in craft research today is the widening gap between theory and practice. While academic frameworks increasingly conceptualize craft through abstraction, they risk losing connection with real-world processes of making.

This disconnect can dilute the meaning of crafts-led innovation, reducing it to general creativity narratives while overlooking material specificity.

“In Estonia, universities are beginning to integrate craft practice into research, grounding theory in making rather than the other way around,” she notes.

Another barrier is the narrow definition of innovation as purely technology-driven. In reality, innovation can emerge through materials, processes, and embodied experimentation.

“I often believe the assumption that craftspeople resist technology is misleading. What they resist is an imposed vision where tools like 3D printing or laser cutting are adopted simply to appear ‘modern’.”

Innovation, she argues, emerges where tacit craft knowledge intersects with technology, driven by experimentation rather than trend-following.

Cultural value and policy

Madina Benvenuti, founder and Managing Director of Mad’in Europe, also contributed to the Policy Lab, bringing a strong European perspective shaped by experience across multiple EU countries in media, communication, and cultural cooperation.

“At Mad’in Europe, we support traditional crafts by bridging grassroots knowledge with European-level advocacy,” she explains.

Their work includes EU-funded projects such as CRAFTOUR (Horizon Europe), BRICKS (on validating non-formal craft education), and MINDCRAFTS, which engages youth in traditional building crafts.

Mad’in Europe advocates for a culture compass that fully integrates crafts within cultural, economic, and territorial development strategies.

“Working with local materials, minimizing waste, and producing durable goods these practices embody sustainability long before it became a policy priority.”

“Working with local materials, reducing waste, and producing long-lasting goods
these practices have existed for centuries and offer models for low-impact economies
that strengthen both communities and ecosystems,”says Madina Benvenuti.

Harnessing digital tools for preservation and access

When used thoughtfully, digital technologies can support not replace craft traditions.

“In the CRAEFT project, we use motion capture technology with anthropologists to document the physical gestures of craftspeople,” Benvenuti explains. “This preserves not only what is made, but how it is made.”

Challenging power imbalances

Despite innovation potential, systemic power imbalances persist. Craftspeople often operate as micro-entrepreneurs with limited legal protection, leaving their knowledge vulnerable to exploitation.

“Craftspeople are too often treated as suppliers of authenticity rather than equal innovation partners.”

Their projects promote transparent collaboration models that protect agency, authorship, and fair compensation while raising awareness among younger generations of the opportunities crafts offer.

Building a unified European strategy

Fragmentation remains one of the sector’s biggest challenges. Mad’in Europe’s multilingual platform aims to connect craftspeople across Europe, increasing visibility and collaboration.

“With CRAFTOUR, we are building a standardized framework to support crafts at a European level recognizing them as a living, innovative sector.”

Crafting the future, sustainably

As policymakers and industries search for sustainable innovation pathways, crafts offer more than nostalgia. They offer human-centered, environmentally conscious production models.

“Craftspeople have always been at the forefront of novelty,” Ruxandra Lupu concludes. “We simply need to recognize it.”

Key challenges identified by the policy lab

The Policy Lab highlighted several critical challenges:

• Persistent outdated perceptions that undervalue crafts as innovation drivers
• Educational gaps in innovation, digital skills, entrepreneurship, and business development
• Lack of sustainable funding models and enabling infrastructures
• Restrictive regulations that confine crafts to heritage preservation
• Absence of a coherent EU-level vision recognizing crafts’ economic, cultural, and social value