Cultural Production and Consumption Under 18 in Italy
The Project
The Observatory on Cultural Production and Consumption Under 18 is a laboratory for collecting, analyzing, and disseminating data and information on cultural offerings for children and young people in Italy, as well as their related consumption habits. The Observatory aims to fill a knowledge gap concerning the profiles of children and families who currently access culture in Italy—and those who are “excluded”—providing information and insights to strengthen the country’s cultural policies and the strategies of cultural institutions.
Today, the cultural sector—from museums to theaters and libraries—is increasingly focused on children and young audiences, both from a marketing perspective—children and families represent a significant public—and because of the growing recognition of the role of culture in the psycho-social and physical development of individuals. This awareness has led to an increased demand for cultural services dedicated to younger audiences. In this context, thousands of Italian museums and cultural institutions now offer educational activities, courses, and programs for children and youth, and have adapted spaces and staff to meet these needs.
Looking specifically at museums, of the more than 4,500 museums and art institutions open to the public in Italy, 2,700 carry out educational activities such as workshops, courses, and educational projects; nearly 900 offer services specifically for families and children; and 1,700 target children in their communication and promotional campaigns.
The potential market for cultural institutions is undeniably large: in 2016, Italy had 60.6 million inhabitants, of which 10.6 million were under 18 (and 7.1 million under 12)—numbers particularly significant given the high probability of engagement between cultural institutions and young people in school age, starting from around six years old.