A New Balance: Engaging and Building Relationships with the Next Generation

March 2026

How to engage younger audiences is one of the biggest questions facing the arts and culture sector today, and one that will shape its long-term relevance and sustainability. To help answer it, ABA conducted a major research study on how arts and culture organizations can more effectively engage Millennials and Gen Z (ages 18–45), collectively referred to as the Next Generation.

The study explores what motivates these audiences, what interests them, and how they engage with arts and culture. Building on these insights, it introduces practical strategies to help arts organizations achieve what we call “The New Balance”, illustrated by case studies from organizations that are already successfully engaging the Next Generation.

Members can download the complete report by clicking below.

This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.