Speech by President of the Republic Tarja Halonen at the 30th Anniversary banquet of the Finnish Business and Policy Forum EVA on 10 June 2004

Our national epic, the Kalevala, is a colourful tale of the quest for power and wealth. The mystical Sampo, a magic mill forged by the smith Ilmarinen for the misstress of Pohjola in order to get her daughter, becomes the object of a struggle. We all know the outcome: the talisman falls into the sea during a battle and the child of man must carry on without it.

Down through the years Sampos have been made of wood and paper, metal or modern technology. We have actually fared better than our mythical ancestors. We inherited the skill to forge a Sampo, but the challenge is to keep this skill up to date. Creativity in its different forms is the emblem of the new age.

The results of the OECD Programme for International Student Assessment provided an encouraging picture of the Finnish education system: we did well in reading, mathematics and science. Equality in education is particularly high in Finland. Our education system must also ensure adequate and high-standard instruction in subjects that directly develop creativity and cultural expertise. Finland's recent social history shows the significance of he public sector's investments for growth and competitiveness. Have we invested sufficiently in cultural expertise?

Culture has a growing economic significance. The culture industry is one of the fastest-developing fields in post-industrial society. Developed nations will increasingly procure wealth from human capital. Cultural expertise and creativity are thus key factors for economic success.

The special features of Finnish culture and Finnish architecture, design and other cultural products also have international appeal. In different fields of culture and the arts we can cite strong Finnish successes. It is important to maintain this appeal and to produce new and enticing cultural and product innovations. I believe, as I said in my New Year's speech, that we have great opportunities in cultural production.

Cultural exports are not a one-way street but mean the commercial and non-commercial exchange of cultural significances between countries. The old export-based model has been replaced by a partnership in which cultural products are also imported to Finland from other countries. This is not a zero-sum game in which one side wins and the other loses. It is worth remembering that the same principle also applies to multiculturalism in society.

It is important for the significance of culture - or rather the different dimensions of culture - to be understood in society and business. Enterprises have recognized creativity and innovation as preconditions for success. They have often been used in technical product development, which is an important skill in itself.

Our great challenge is to improve cultural expertise in all its dimensions. This requires the appreciation of our cultural heritage and attention to creativity. Nations must be culturally self-aware, creative and bold. In the global world the future of a small country is particularly dependent on investments in creativity, good education and high-quality products and services. Observations that the five biggest exporters account for about half of the value of the world's culture industry are quite alarming.

Steps have been taken in Finland to make sure that we succeed in international competition in the culture industry and develop as a cultural nation. According to Prime Minister Matti Vanhanen's Government Programme, "As a civilized society Finland builds on skills, knowledge and creativity. Cultural policy will aim to promote cultural and artistic diversity, a rich cultural heritage, cultural institutions and services, and the preconditions for creative work."

High-standard cultural expertise requires the strengthening and ensuring of the basis for creative work. It is important to remember that all creative work requires time and peace. Looking for fast profits negates efforts to achieve long-term economic results.

Culture always has value in itself: in this fast changing world it is home of our mind open to new ideas and partners.

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The Finnish Business and Policy Forum EVA's founding meeting was held in March 1974. Päiviö Hetemäki, who played a major role in establishing the Forum, proposed that it should maintain contacts with scientists, experts and education and social planners and pass on information in a useful form to different levels of society and organizations so as to speed up and improve interaction between society, politicians and businesses. In Hetemäki's view the Forum should not be a lobbyist but should wake up politicians anchored in the past with new information so that they and other people could meet the challenges of tomorrow's society.

The world, Europe and Finland are quite different now than in 1974. The world of the two superpowers, the Cold War and a divided Europe, the first oil crisis and the Kekkonen era are gone. I will not try to guess what Hetemäki, whom I appreciated a lot and who also was a friend of the trade union movement, would have said at today's seminar or at this banquet, but I am sure that he would join me in congratulating the Finnish Business and Policy Forum EVA on its 30th anniversary and wish EVA an ardently creative future in our rapidly changing and globalizing world.