Young people and culture, the physical and the digital coexist. Here’s what they’re calling for

Two hours spent on Roblox, a YouTube video to finish a history assignment, listening to a true-crime podcast on the bus. You’d think he was a distracted young man, out of touch with culture. The figures, however, tell a different story. In 2024, 89 per cent of Italians aged 18–24 took part in at least one cultural or entertainment activity outside the home. This is the highest figure across all age groups. 74 per cent of young people aged between 6 and 24 went to the cinema at least once. More than half visited a museum or an exhibition. This picture emerges from research led by Guido Guerzoni, Professor of Heritage, Museums and Digital Cultures at Bocconi University, presented as part of “è Cultura!”, the festival organised by Abi and Abiservizi. The message is clear. Generations Z and Alpha are not an audience to be won over. They are already key players in cultural demand. The challenge, if anything, is not to lose them.

Generations Alpha (born between 2010 and 2025) and Z (1997–2009) are actively involved in cultural life. The problem is not quantity. It is relevance. The range of options available to them is increasingly vast and competitive. Streaming, social media and gaming vie for every minute of their attention. In this context, the study notes, digital communication has become essential for cultural institutions. It is no longer merely an add-on. The second point concerns the relationship between the physical and the digital. These are not conflicting worlds. 98 per cent of 15–24-year-olds use the internet. Yet cinemas, concerts, shows and heritage sites continue to attract visitors. The two experiences coexist. They meet different yet complementary needs. This is demonstrated by the resurgence of live performances following the pandemic. Digital technology has not eliminated the need for in-person experiences. If anything, it has made this need more apparent. The third key area is innovation. Making culture more appealing does not mean overhauling it: it means improving the experience, interaction and accessibility. And making the most of existing formats.

Out of a sample of 1,028 Italian visitors aged between 18 and 74, 62 per cent believe that technology can add value to the visitor experience. 28 per cent think that the effect depends on how it is used. Only 7 per cent consider it to be something that detracts from the experience. Among the youngest age groups, support is clear-cut: 54.9 per cent of 18–24-year-olds and 48.7 per cent of 25–34-year-olds share this view. However, there is one detail that gives pause for thought. Among the twelve factors that make a cultural venue attractive, technological innovation ranks only ninth. At the top of the list are historical and artistic heritage, affordable prices and guided tours. In short, technology is appreciated even if it does not replace the substance. It must serve the content, not take its place.

According to the study, digital technologies work when they extend the connection with culture – before, during and after the visit. The museum experience doesn’t end at the exit. It continues on smartphones, on social media and within communities.

The study identifies three key drivers. The first is investing in digital platforms to draw young people towards in-person cultural events. The younger generations are proving to be curious and interested. They need to be reached where they already are. The second concerns social interaction. For Gen Z and Gen Alpha, culture is a fundamental means of building relationships. This has become even more so since the Covid pandemic. And this is particularly true in the country’s outlying areas. Finally, there is education. The relationship with schools remains central. But that is not enough. Incentives are needed to encourage individual engagement with culture. It is also essential to continue engaging adults, who show a high drop-out rate. This is the real crux of the matter. Young people consume culture. The risk is that they will stop doing so as they grow up. According to the research, varied, inclusive, educational programmes that are integrated with digital technology are the key to combating this loss of interest in adulthood.