The importance of culture for the youth target group
When we talk about young people, we are referring in this context to young adults (aged 16 to 25). To reach them, it is important to understand the value they place on culture.
This target group is in the process of learning about themselves and is eager to discover more. Culture serves multiple functions for them: it provides inspiration or relaxation. Additionally, recent studies (WHO, 2019) show that cultural experiences have a positive effect on the mental health of young people. Through (online) cultural visits, they are exposed to different cultures, perspectives, and worldviews. This helps them relax and provides positive distraction. As a cultural organization, it is essential to cater to their cultural experiences and interests, but how do you do that?
How can cultural providers reach young people?
Conduct research to understand young people
The youth target group has different needs than older generations. For example, by conducting a survey among young people, you can find out which themes appeal to them. By doing this at a local/regional level, you can get a specific picture of what appeals to the local youth target group. It may be that your institution mainly focuses on the local audience and plays an important role at this level.
Getting to know your target group can be done in various ways, for example through audience research. Check out 5 commonly used methods for audience research.
For a more general picture, you don't have to reinvent the wheel entirely. Search online for information and studies about how young people experience different forms of culture and their interests. An example of such a study is the Cultural Youth Profile (2012). Once you have these answers, you can review your program. For example, look at the performances and concerts you offer. Does this offering meet the needs of the youth target group?
Curious about what interests young people? In the article ‘How to connect with youth culture’ you can read how to tailor your offering to today's youth.
Ensure appropriate communication
Communication is essential to reaching your target audience. Each generation prefers a different communication style. It is important to determine how best to communicate with this youth target group without losing your organization's identity. Think about what an appropriate 'tone of voice' is for this future audience. How do young people communicate? What works and what doesn't? As an organization, it is important to showcase your expertise, while also incorporating humor and lightheartedness, which are important to this target group.
Be active on social media: Social media is a powerful tool for reaching and engaging young people. Use platforms like Instagram and TikTok. Share stories, photos, and videos that inspire young people and invite them to participate in your organization's activities. Encourage dialogue; also respond to questions and comments from young people.
Want to learn more about how to use social media effectively? Discover how to develop an effective social media strategy.
Provide interactive offerings
Young people don't want to be passive spectators; they want to actively participate in cultural offerings. Make sure to consider this in your programming. For example, give young people the opportunity to create their own artwork or participate in performances and workshops. This encourages the creativity of the youth target group and keeps them engaged with your organization's offerings.
In the digital transformation of the cultural sector, young people are central. Cultural professionals must not only speak the language of this generation but also use digital tools effectively. By being targeted, interactive, and creative, we can reach and inspire young people to discover culture. It is up to us to keep the cultural sector thriving. Are you in?
Are you ready for the audience of the future?
In the workshop Audience of the Future, you will learn about the changes affecting the cultural visitor of the future. What opportunities are there? And what should your organization consider? Together with other participants, you will explore who the future audience is and what you can mean to them. So your offering resonates!
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