Tipping the Culture

Millennials are the future. But using marketing messages and tactics from the past to reach them might mean that your organization will not be around to see them join your ranks. For a performing arts presenter, it is especially vexing, because the very conventions of the experience you offer can conflict with the mind-sets of Millennials. To address the challenge of attracting Millennials, especially those between the ages of 22 and 30, Steppenwolf Theatre Company tapped author and culture analyst Patricia Martin to research ways that other successful brands were making themselves relevant to young cultural consumers. This short guide delivers the on-the-ground experience from that research.