The article is devoted to the study of the advantages of developing the creative sector of the economy as a factor of sustainable growth. The authors proceed from the conceptual position of the creative economy based on the interaction of human creativity with intellectual property and knowledge, which is a special type of economic activity based on human knowledge, discoveries, and creative impulses. The purpose of the work is to study the key trends of sustainable development based on the implementation of the three main components of balanced growth – economic, social and environmental components, embodied in the creative economy. The creative economy is dynamic in terms of job creation and export development, since it does not have the property of being tied to material resources. The cultural and creative industries should be an integral part of economic growth strategies. In this context, in the context of transformational transformations, a special place is given to the search for new development impulses and driving forces capable of transforming the traditional sphere of economic production in the creative industries sector. The article analyzes the development of the creative sector in Russia and abroad. Practical recommendations for the application of new trends of sustainable growth, focused on creative formation, are proposed. An important feature of the creative economy is the building of social connections. In the modern world, the creation of "networks" and connections with each other are necessary components of innovative growth. It is professional networks that open up more business opportunities, expand knowledge, and accelerate development.