lives the purpose of Enabling Creativity to Thrive by committing to action in five key areas; or as we like to call them ‘The Thrive Five’. They summarise our impact, and are the fundamental reason we exist. We report on our work in all five areas every year, and will track our impact in them for the next decade. This last year alone we reached over 8 million people, championed 1,206 creatives, created 491 opportunities, promoted over 2,000 opportunities and paid over £1.6m to our collaborators.

Reach People


Our reach is a critical factor in us helping others thrive. With an audience, we can make sure important messages get heard. This reach is made up of our total audience across It’s Nice That, Creative Lives and If You Could Jobs, including unique visitors to our websites, social media followers and more.

It’s Nice That has a reach of over 5.3 million annual website users, an Instagram following over 850,000 and hundreds of thousands more on Facebook, Twitter, Pinterest and Linkedin.

Creative Lives in Progress reaches over 800,000 people every year, combining a loyal website following, social media audience and event attendees.

If You Could Jobs reaches 750,000 job seekers and hunters every year across all of its platforms.

Champion Creatives


When we give people a platform to be seen, and have their creativity showcased, they have a new opportunity to go on to thrive. This number includes everything from articles posted on It’s Nice That to public projects with collaborators from Anyways and events we programme on Creative Lives in Progress.

We championed nice brilliant young creatives as ‘Friends of the Foundation’; on Paul Smith’s Foundation instagram; a project Anyways Creative have been working on with Sir Paul Smith for over a year.

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It’s Nice That’s annual Ones to Watch feature this last year showcased the 14 most exciting creative talents working across a breadth of different disciplines, from all corners of the globe.

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The core of our Creative Lives in Progress platform is our ‘Creative Lives’ interviews; showcasing young talent from a range of different backgrounds and disciplines, to help give advice, guidance and inspiration to the next generation. This last year we wrote 52 original interviews.

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Create Opportunities


Our companies actively create opportunities for creatives in everything they do, and is part of the fabric of our group. This number includes everything from individual editorial and commercial commissions to freelancers who come to work with us.

In the wake of the pandemic, we felt it was crucial to show our support for the next generation of talent, and welcomed four ‘Kickstart’ placements into the group on the government scheme, helping those on universal credit back into work.

It’s Nice That created 186 paid commissions and speaking opportunities for creatives in 2020/21, with some fantastic editorial commissions like this one from Chris Miller at Submit to Love Studio for our Grayson Perry interview.

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Anyways commissioned over 100 different creatives, both up and coming and established for its brand work in this last twelve months, for some of the biggest brands in the world - including LCI Productions who brought the Shadow and Bone work to life for Netflix.

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Promote Opportunities


We can only create so many opportunities ourselves, and can have even more impact and influence on the industry by making sure opportunities being made available by others are benefiting from our reach. This number is made up of jobs and opportunities advertised on If You Could Jobs and Creative Lives in Progress.

Three quarters of these were the 1,654 jobs posted on If You Could. This from Head of Design at Channel4 to a Producer at the Guardian to HR Manager at Animade.

473 entry opportunities on Creative Lives opportunities board from internships to grants, apprenticeships and junior jobs.

Pay Collaborators

£ 1,662,737

One of the most direct ways of enabling others to thrive is to pay them for their work - giving them real world opportunities to make a living from their creativity. This total is made up of all fees paid by all four businesses.

It’s Nice That worked with Spotify to commission 11 emerging illustrators and designers for our ‘Fresh Finds’ partnership –pairing up visual artists with various genres and independent artists to showcase the always evolving relationship between sound and vision.

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We also self-funded numerous editorial jobs including giving people like Rosie Reynolds their first ever editorial commission on Creative Lives in Progress for our series of Guides.

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For Anyways’ self initiated project ‘Thanks in Advance’ we worked with Jose Flores from the Dominican Republic to help shine a light on digital hoarding and its impact on the environment.

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2030 Vision

The impact above is just the start. Over the next decade, we will be tracking these five areas year in, year out - to make sure we live and breathe our purpose of enabling creativity to thrive and create a huge cumulative impact on the creative industry. From 2020 to 2030...

  • Reach People

    As our platforms continue to grow we aim to grow from a total reach of 8 million to 15 million people every year - increasing our influence on the creative community.

  • Champion Creatives

    We aim to continue to champion over 1,000 creatives every year, so that between today and 2030 we help give a platform to over 20,000 creatives.

  • Create Opportunities

    We will continue to create 500 opportunities every year from now to 2030; giving a total of over 6,000 in the next ten years.

  • Promote Opportunities

    This is an area we believe we can see some impactful growth. By 2030 we aim to have promoted over 40,000 opportunities from other companies, and helped them thrive.

  • Pay Collaborators

    This past year we paid over £1.6m to our collaborators and by 2030, we want this number to total over £25 million

Create a More Diverse Industry

Alongside our ‘Thrive Five’ focusses, we are also committed to help create a more diverse industry. We must ensure those from currently underrepresented backgrounds have just as much chance to thrive. We are committed to promoting change for as long as our group exists, and will continue to:

Improve diversity within our own team; setting and reporting publicly against annual commitments.

Make sure every business in the group is setting targets around its own, unique output - and how they can individually promote diversity

Help diversify the pipeline of talent entering the industry over the next decade by continuing to invest in Creative Lives in Progress.

We update our impact every October, to stay up to date with news from the group in the interim please follow us on Instagram and Medium.