Opinion: Business support for the arts isn’t just philanthropy — it’s an investment in our future

The San Diego Natural History Museum in Balboa Park Photo courtesy of the museum When the San Diego Natural History Museum in recent weeks received a transformative million gift from Dr Irwin Jacobs the locality celebrated not only the establishment of the Joan and Irwin Jacobs Center for Science and Conservation but also something deeper a model for the kind of future-focused stake that reshapes cities This landmark gift is an stake in our science and in the future of our region stated Judy Gradwohl the museum s president and CEO She s right This isn t solely generosity it s vision What makes this donation extraordinary isn t just its size but the values it represents Irwin Jacobs co-founder of Qualcomm and one of San Diego s bulk influential civic figures has consistently demonstrated that giving back is not about charity it s about building group He and his wife Joan have redefined what it means to be philanthropists showing that strategic endorsement of civilization science and the arts can serve as the foundation for an innovative thriving region Giving to the arts is smart business In in contemporary times s corporate world businesses are no longer judged solely by profit margins or territory share Increasingly companies are evaluated by their ethics area involvement and social responsibility Supporting the arts isn t merely a feel-good move it s a smart strategic one Plenty of business leaders agree that the arts are a nice addition to any society but selected still see them as expendable Irwin Jacobs clearly does not And he s not alone various corporate visionaries understand that authentic cultural engagement creates real value It strengthens brand identity builds employee pride deepens district loyalty and opens doors to innovation In short it s a competitive advantage Unfortunately not every company sees it this way For selected supporting the arts is just something to do during profitable years an optional line item What remains uncertain is whether the business sector at large truly recognizes arts and cultural integration as a fundamental path to fostering creativity and long-term economic strength Creativity isn t a luxury it s a necessity Business leaders are not oblivious they understand the importance of innovation But in the face of quarterly earnings reports and relentless pressure for short-term returns it can be hard to prioritize investments with long-range payoffs Arts teaching society arts programs and creative integration in schools are often sidelined exclusively because their impact isn t promptly measurable But we must connect the dots If we want a future-ready workforce equipped with the new thinking skills essential for the st-century market skills like adaptability problem-solving collaboration and creativity then we must begin now The arts are not just extracurricular programs They are core components of progressing a population that can think beyond the obvious design bold solutions and adapt to a rapidly changing global region Educators and artists alike must reframe the narrative It s not enough to say that arts are vital We must demonstrate that they are essential to the new market By integrating the arts into guidance urban planning and workforce advance we are not indulging a cultural preference we are investing in the creative market Building a creative financial market starts with region Cities must act as incubators for this creative business sector and that means laying the groundwork now It requires commitment not just in device and infrastructure but in people It requires broadband access innovative guidance models and yes cultural and artistic vitality When philanthropists like the Jacobs s step forward they do more than fund a building or a campaign They invest in a future where citizens are prepared to take ownership of their communities where the arts are used to activate both sides of the brain and where the next generation of thinkers leaders and creators is being trained to meet global challenges head-on Creativity leads to innovation Innovation leads to economic development And economic progress in in the modern day s world demands cultural engagement imaginative thinking and the kinds of visionary investments that bridge science art and business Supporting the arts isn t philanthropy it s good business It s how we build cities that matter economies that thrive and a future that inspires John Eger is professor emeritus in the School of Journalism and Media Studies at San Diego State University Previously he served as legal assistant to FCC Chairman Dean Burch telecommunications advisor to President Gerald R Ford and Senior Vice President of CBS Worldwide Enterprises