An EU-Mexican panel discussing the needs of creative industries mid- and post-pandemic, and how the cultural sector is fundamental for the health and wellbeing of society. Discussions touched on employment, policy, and education, along with sector-specific opportunities and cross-sectoral challenges. The name 'creative industries' was challenged for its divergent uses: many cultural sector workers believe it encompasses them, but policy often regards 'creative industries' as a branch of industrial design. There was significant criticism of social organisation that orients purely towards 'productivity' and the generation of revenue, while ignoring happiness as a goal.