This policy brief focuses on how the changes brought about by digitisation impact culture and the ways heritage is being communicated today, culture’s position and role in the social dynamics of today’s society and how the Digital Single Market (DSM) strategy may affect this role. The brief summarises the work carried out within the Cultural creativity axis of the CulturalBase project that reflected on the concept of creativity within the context of European societies. It will identify key issues, challenges, questions and the resulting implications for policy makers as well as cultural professionals.