We increase the number and diversity of people engaging with a broad range of culture, and the depth and scope of their involvement.
We lead insight driven, audience-focused practice and policy putting our knowledge and skills in creating and using insight at the disposal of the sector, as agents for positive change.
We’d like to see more people getting more involved and enjoying the proven benefits. Only about a third of people in the UK take part in publicly supported culture regularly, most of them infrequently.
We must learn more about our audiences and communities and what they need in the way we engage, make, curate, channel and communicate.
This is what we mean by audience focus. We think it is the key to being relevant as well as resilient.