Metroculturals are highly active socially and passionate about arts and culture. They are confident and knowledgeable in their preferences, diverse in age and background but united by their high-levels of education, well-paid jobs, liberal outlook and active lifestyles.
Personalised communications through digital media are the best way to compete for the time and attention of this segment who are open to a wide ranging cultural offer.
The most open-minded of all segments, Metroculturals are the best prospects for any kind of experimental work. With wide and informed tastes they are obvious targets for more obscure or niche cultural offerings. However, as people with highly developed critical faculties they can be demanding.
It is important to acknowledge their very wide ranging tastes, from early music to digital art. They appreciate that their refined interests are known and that these are recognised and inform communications directly to them.
Those in the group that are avid cultural consumers are likely to wield a good deal of influence on their peer networks. Their engagement with, and good opinion of, an event or exhibition in its early stages could be crucial to its long-term success in terms of audience engagement. They are the small group of “innovators” in the cultural market place that help to drive the tastes of early adopters and the early majority.
Image of an example of Metrocultural's programme preference - contemporary art gallery
Media and publishing partnerships form obvious points of connection.
Metroculturals are the best prospects for cultural festivals and other curated partnerships which create intensive or immersive cultural experiences and debate.
Arresting creative partnerships between artists of contrasting styles and backgrounds are also likely to have good traction with this group. This can be a great way for emerging artists and practitioners to grab the attention of this critical group.
Environment is important to all audiences and participants, but it may be the least important to Metroculturals amongst all the segments. For them, the art is the thing, indoors, outdoors, all weather – they will follow their interests. Nevertheless, this group have large amounts of disposable income and propensity to give resources to the cultural sector, e.g. they respond very well to appeals to spend money in the non-profit, high-quality cafes and shops of cultural institutions.
Place: Access & distance
Their proximity to a rich variety of venues helps feed this segment’s cultural habit. Ease of access may form part of the decision-making process for people spoilt for choice and short of time. Metroculturals have one of the lowest levels of car ownership and mileage of any segment – public transport connections, taxi ranks and bike racks matter more.
Time is more important than money for busy, always-on Metroculturals. They are more likely to pay premium prices for a must-see experience than for a good seat. Priority booking for in-demand events is probably a more important membership benefit than discounting. It may well be that flexibility and convenience – late booking, ticket exchange, mobile ticketing – may be valued and also worth a premium.
Time is more important than money for busy metroculturals