Overview

Lifestyle, location and opportunity for Metroculturals

Lifestage & location

A mixed age-range group, some with children at home, but a relatively high proportion of singles, living in premium city centre locations in areas of prosperity and growth.

Opportunity

Metroculturals are the best prospects for arts and museum attendance and participation, though competition for their attention is fierce. They are confident in their own knowledge and tastes and expect their needs to be addressed accordingly. Although many enjoy classical works, as a group, Metroculturals represent the best prospects for new work and cultural innovation. Their recommendations may influence less confident and pioneering audiences.