Research from the Royal Philharmonic Orchestra (RPO) indicates orchestras that prioritise inclusion, education and wellbeing are more attractive to corporate funders.
RPO asked 900 businesses what they would look for before committing financially: while the quality of performances was most important (27% of respondents), about one in five prioritised an orchestra's support for wellbeing, social inclusion and education work.
A similar proportion liked the idea of orchestras broadening their appeal to younger audiences. Businesses thought it was important for orchestras to have a diverse repertoire, pointing to synergies with other media like film and video games.
The corporate sector's interest in young people dovetails with young people's interest in live music, RPO found.
As restrictions ease, 46% of under-35s said they plan to attend a concert within the next three months, compared to 14% of people aged 55 and over.
RPO Managing Director Huw Davies commented:
"The good news is that the appetite for support and collaboration is there, but it is no longer just about sponsoring concerts. Corporate partners expect orchestras to make a positive, enriching impact on society."