What Do Millennials Want?

Findings from The Wallace Foundation

In 2015, The Wallace Foundation launched Building Audiences for Sustainability, a six-year, $52 million initiative aimed at strengthening the audience-building efforts of 25 performing arts institutions, as well as providing insights to the field in general. Over the next two years, OPERA America will share the foundation’s research with members, and will work with opera company staff and outside experts to develop strategies that respond to what has been learned. It will be a collective effort that strengthens the field.

Many of the participating organizations are specifically targeting millennials: people who are roughly 18 to 34 years old. The report “Building Millennial Audiences: Barriers and Opportunities” gathers research from participating arts organizations about members of the millennial generation: their tastes, their habits, their aspirations. Here are some key findings.

Analysis for the report was conducted by Marketing Research Professionals Inc. for The Wallace Foundation. The full report can be found at wallacefoundation.org/MillennialsinArts.

This article was excerpted from the summer 2017 issue of Opera America magazine, the quarterly of the national nonprofit service organization for opera. Members of OPERA America receive the print and digital editions of Opera America magazine as a benefit of membership. Join today.