Purpose: The creative and cultural industries (CCIs) are inherently digital-oriented. All CCIs include both physical and digital products and services. Still, most of all, growth currently generated by CCIs is digital -the non-digital part of economic activity is generally stagnant or even shrinking. The purpose of this article is to explore how CCIs as key drivers can influence sustainable social progress and meet growing societal needs. Design/Methodology/Approach: Taking advantage of the

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... arch niche, the authors of this study surveyed between September and December 2020, selecting for the research pool entities that have collaborated with CCIs in the last two years in providing the innovative product, service, business model or process solutions. The research objective was to explore collaboration between the traditional and creative sectors in five areas: Social, Process, Financial, Corporate and Socio-Environmental. Findings: Due to the lack of methodological tools to study the cross-innovation process, the following article presents the selection of questions and correctly constructed scales. Practical Implications: The study considers the current challenges companies face due to the significant change in economic realities in the form of the COVID-19 pandemic. Originality/Value: This article is also a scientific contribution to the topic that can help overcome the economic downturn in the form of unconventional cooperation of various actors who will be stronger together.