The report "Young adults wanted" is released by the industry organization Sveriges museer in connection with Almedalsveckan, and it shows that half of the museum managers see young adults as a prioritized target group. 60 percent of the museums make special efforts to reach the group, but the differences between the museums are large. 90 percent of the state museums have such investments, but only 44 percent of the municipal museums.
"This is a group that often slips out of the museums' hands. Some say that they find their way back later in life – but can we really afford to lose them during such a formative time?" says Gunnar Ardelius, secretary general of Sveriges Museer, in a press release.
65 percent of the museums believe that they need more knowledge to be able to attract the young. What has been shown to work well is special programs for the target group, relationships that are built already during school time and projects where the young are actively involved and create.
Arkdes in Stockholm is highlighted as a good example, which actively works with schools and creative networks. The museum also has free admission – which is highlighted in the report as another way to lower the thresholds for young adults.
