Why Gen-Z Don’t Go To Museums
Uncover why cultural enthusiasts aged 13-28 aren’t spending time in museums.
Gen-Z loves culture and history. You only need to scroll through TikTok or YouTube to find thousands of ‘deep dive’ videos on different periods of history, famous art pieces, and historical figures by dedicated creators that have views in the millions. Despite this, museums around the world consistently report that Gen-Z is the least likely to visit them.
Clearly, there’s a disconnect occurring, and we think this might be why:
Museums cost too much
In times of unparalleled economic uncertainty, museum trips are one of the first expenses to be struck from people’s monthly budgets as they watch their wallets more closely. Even in regions like the UK, where nearly half of all museums are free, and the minority that do charge offer tickets at affordable prices, attendance is dropping due to the cost of transport to get to the museum itself. This is something that’s undoubtedly affecting Gen-Z.
Museums lack relevance
NYC art schools are seeing a record number of Gen-Z applicants for fine art degrees, yet this trend doesn’t seem to be correlating with attendance at art museums. It’s obvious Gen-Z are just as passionate about art and culture as any other demographic, but perhaps they find it hard to get excited about 18th-century art when they can’t find any relevant meaning in it for themselves today. Some museums are lacking the quality curation needed to help Gen-Z connect with their exhibitions, while others need to work on better storytelling to help the explanations of what’s on display resonate with Gen-Z.
Museums have a reputation for being boring
While Gen-Z are craving third spaces away from screens, the uptight museum setting isn’t quite what they have in mind as a place to meet and discover culture. Museums have a long-standing reputation for being stuffy places where you observe old artefacts in silence, which doesn’t appeal to a younger demographic. Gen-Z are looking for social places where they can collaborate with others and learn new things. Museums that don’t offer workshops, events or talks where Gen-Z can find connections are suffering from a loss of attendance that will only grow unless they adapt and evolve their offering.
Museums leave Gen-Z feeling left out
Gen-Z don’t just want to mindlessly take on board the opinions of an institution, they want to figure out what they make of history and art for themselves. This is the politically active generation that grew up reviewing and researching everything online; they question everything they come across, and that’s one of their greatest attributes. Gen-Z have a natural curiosity, but they need museums where they can join the cultural conversation, discover the past together with others, and have a say in how what they are seeing is interpreted.
That’s why we created MagnificentH.
