Overview

Largely older singles and families with no children

Lifestage & location

They can be found right across the country, but the biggest concentrations are in the North East and the North West in places like Sunderland, Blackpool and Liverpool. There are comparatively few in London. The majority don’t work or are retired.

Opportunity

Their current propensity to engage is very low. However, given their past enjoyment of a range arts and cultural activities, some may well enjoy the arts again if the barriers that prevent them from taking part can be addressed through tailored activities.