Good to know: New research into New Zealanders’ cultural participation post-Covid

New research into New Zealanders’ cultural participation in 2020 and future participation in a post-COVID environment has been released by Manatū Taonga the Ministry for Culture and Heritage. Undertaken by ColmarBrunton, it looks at current and anticipated future participation, Covid-19 related concerns about participation and new participation behaviours (including digital).

The findings suggest that participation in arts, culture and heritage activities will increase from where it was in post-Covid 2020. While intention data always needs to be read with a grain of salt, it is good news that intended participation is higher than post-Covid 2020 participation for all arts, culture and heritage activities with increases most pronounced for activities which involve visiting a place or going to an event.

There is a clear preference for engaging with arts, culture and heritage in person rather than online, in particular among Māori and Pacific peoples, as well as women. Yet results also indicate that online engagement will continue with respondents typically saying they intend to engage both online and in person.

Still, concern about Covid-19 is the primary barrier to in person visits to arts, culture and heritage places in the next 12 months. Aucklanders (especially those living in South Auckland), people with disabilities, Pacific peoples and Asian peoples were more concerned than average about Covid-19. The research suggests that the most effective measure for encouraging attendance is reassurance that people will be refunded if the event is cancelled. Health-related measures are important to half of New Zealanders, but play a lesser role.

The study goes into participation and engagement by art form and for highlights demographic differences in engagement levels and platform preferences, find the full report here.

Author: sabine.doolin

Strategy consultant working with the cultural sector

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