Organizations mistakenly identify underserved audiences based more on ethnicity and race than what these audiences consider their most distinctive attribute – age.
Cultural organizations (i.e. museums, performing arts organizations, aquariums, historic sites, etc.) are experiencing a phenomenon known as negative substitution of their historic visitors. Simply put, more people who share qualities with historic visitors are leaving the market than are being replaced. In essence, the US market is running lower and lower on older, white people. This means that organizations need to update and broaden the profiles...Sign in to KYOB+
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