The generations growing up now, such as Generation Z and Alpha, only know a world full of digital resources. In twenty years, they will likely be your main target audience. The audience is transforming, so how do you, as a museum, theater, company, orchestra, cinema, or other cultural organization, prepare for that? Digital transformation is necessary to reach this group. It starts with digital leadership and a good strategy.
Will the world be more inclusive or more fragmented in 20 years’ time?
Get a grip on the audience of the future
Empathizing with the audience of the future helps you visualize the opportunities of digital transformation. By thinking about possible scenarios, you gain control over the changes that are coming. You probably know well who is currently visiting your museum, archive, or theater. But in 15 or 20 years, the audience will look very different. Through future scenarios, you discover which developments play a role and how these change the cultural audience's experience.
Future exploration: how does it work?
The future cannot, of course, be predicted, but it does have its roots in today's world. Existing developments often continue.
A good way to explore the future is through scenarios. DEN developed four possible future scenarios that can help you create a future-proof strategy. Each scenario provides insight into two important aspects: our society and the audience of tomorrow. Will society become more inclusive or more fragmented? And will the future audience behave actively or passively when it comes to culture?
Talk to colleagues about possible scenarios and determine your strategy
By talking to colleagues about possible scenarios and emerging developments, you immediately start thinking about how your organization relates to the new cultural audience and how you can continue to reach the audience in each scenario. Your ideas feed into the organization's strategy to remain future-proof and relevant.
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