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Arts Council England’s report ‘Encourage children today to build audiences for tomorrow’ indicates that encouragement to attend and participate in the arts when growing up is associated with significantly higher chances of being an active arts consumer as an adult. Recently, Audiences North East surveyed 200 cultural organisations in the region, and it’s clear that attracting young people is a priority. A growing number of North East organisations are focusing on this segment, but what do young people in the North East think about arts and culture? Over the past two years we have conducted qualitative research with a broad range of young people. What emerged shows where the gaps and opportunities lie for growing audiences of young people. Revealingly, the word ‘culture’ was often misunderstood: “Oh, you mean art.” Participants interpreted the word as referring only to ethnic background. There was little knowledge and understanding of the Cultural Olympiad.

Cultural activities need to be within their price range but not necessarily free. There is an overwhelming willingness to try out new things and travel sizeable distances for events and activities that they really want to see or participate in. As ‘digital natives’, there is widespread use of social networks and use of mobile phones with Internet capability, though, the school network is still an important communications method.
Marketing materials need to be specifically targeted at them – it is particularly important for materials not to be seen to be family oriented. This reflects a transition around age 13 from socialising within a family unit to more with their peers. So, any organisation that is serious about targeting young people as audiences needs to be ambitious in programming, use clear language, review pricing levels, rethink marketing design, integrate digital technology and, crucially, engage in genuinely consultative dialogue with ‘generation next’.