Millennials (people born between 1980 and 1996) are now the largest generation in the United Kingdom. So, chances are, they make up a big part of your target audience, especially in the arts sector.
According to a recent UBS and Arts Economics survey, millennials spent more on art experiences in 2020 than any other age group. Smart artists, performers, galleries, and event creators are tapping into the millennial market to draw more attention.
Wondering how to attract a younger audience to your next art event? Get your finger on the pulse of millennial event trends and keep reading to find out.
Millennials seek out experiences (and aesthetics)
Art is an experience. And about 78% of millennials prefer to spend their money on experiences and events rather than material items. So give millennial art lovers an experience they’ll never forget (and that they can post on Instagram).
For example, let’s look at one of Performance Platform‘s events that combines art and performance. Their multisensory show features artist Alicia Radage and collective ITZATNA. Attendees are invited to join a live ritual based on indigenous resistance.
An event like this is right up millennials’ street because it’s unique – plus, it may give them the opportunity to post fun content on social media.
Millennials experience FOMO
If you want to attract this age group, you might want to throw in a little FOMO, or fear of missing out. According to an Eventbrite study, 70% of millennials experience anxiety about missing social events – especially if they know their friends will be there.
You can appeal to their FOMO by emphasising scarcity in your marketing. For example, you could offer limited tickets or exclusive offers through ticket tiering. This allows you to give certain ticket classes with specific benefits. VIP tickets, for example, are usually limited in quantity and come with perks like premium seating or complimentary food and beverages. Get people talking about your event in advance to generate a buzz on social media and in your audience’s friend circles.
Millennials crave unique foods (literally)
This group is down to try all types of cuisine. In fact, surveys reveal that millennials are more likely to purchase speciality foods, and they even try an average of 46 new foods per year.
Staying with this trend, you can attract millennials by marketing your event as having unique art and unique eats, too. Bohemia Place Market nailed this idea, as its Black-Owned Hackney Night Market event featured stalls selling artisan-crafted gifts and fashion. It also teamed up with Black Eats LDN to offer both vegan and non-vegan fare. A few unique bites on offer included spiced rum and ginger puffs, shrimp fried rice served in pineapple bowls, and black bean hummus with plantain chips.
When you’re planning the menu for your next art event, think outside the box. Incorporate a menu full of unexpected (and delicious) combinations. Adding an edible element to your art event doesn’t just invite interest – it also results in increased revenue, incentivises attendees to stick around longer, and creates an opportunity for cross-promotion. Plus, some guests might come for the food and stay for the art.
Millennials are passionate about sustainability
A key attribute of this generation is their social and environmental awareness. And when it comes to sustainability, millennials practice what they preach. Therefore, a sustainable event could earn you a lot of points with this age group.
Don’t know where to start? Take Eventbrite creator Norfolk Beach Cleans, for example. Its Beach Litter Art workshop gives budding artists the chance to transform materials found on the beach into beautiful artwork.
Along with featuring some environmentally friendly or thought-provoking art pieces, you can also do some of the following:
- Go paperless – use digital banners, receipts, and programmes
- Provide organic and sustainable food choices
- Establish proper waste disposal and recycling
- Arrange group transportation to reduce emissions
Millennials have less disposable income
Compared to previous generations, millennials have less money to spend. This could partly be due to them staying in education longer, entering the workforce later, and having more expenses (ahem, student loans).
Because of this, millennials are less likely to spend a ton of money on art pieces or events. Millennials usually spend about £400 a year on visual and performing arts events. Try to find their spending sweet spot when pricing your event, and think about accessibility. For example, a ‘pay what you can’ ticket model allows guests to pay what they deem affordable. This is a great way to extend availability for millennial art lovers with a limited budget. You can also offer different ticket tiers to give potential attendees a number of price points to choose from.
Millennials use social media to connect with the art world
Social media keeps millennials informed on everything happening in the art scene, including art events and performing arts trends. Creating social media ad campaigns is one of the best ways to market your event to millennials.
You can use Eventbrite Boost to advertise your event on multiple social media platforms. The tool even allows users to buy tickets directly from your ad, creating a seamless experience.
Millennials are tech-savvy
It’s no secret that this digital-native generation has a connection to technology. And this tech-savviness even spills over to their art consumption (yes, we’re talking about NFTs).
A Morning Consult survey found that millennials are more likely to collect NFTs than other generations. The survey also revealed that this age group collects NFTs as a hobby or investment. As a creator, why not incorporate this art trend into your event? For example, you could organise a live NFT auction.
Hosting virtual events is another tech-friendly option. A few online art events ideas include:
- Digital live scribing – have artists create real-time illustrations
- Virtual concerts
- Virtual stand-up comedy shows
- Online art or poetry writing workshops
Attract the millennial crowd with Eventbrite
The secret to getting a younger audience at your art events is to integrate millennial trends. These art lovers want unique experiences that feature sustainability, flexibility, and aesthetics. Once you’ve planned your event, market it with Eventbrite Boost.