Kaleidoscope Creativity
Mixed-age and many working in public or service sectors, often preferring free and local community festivals and art to engaging with public cultural institutions.
In this section
These ethnically diverse, inner-city dwellers often live in local authority housing close to a lot of cultural provision, but don't tend to engage as much, as low education, employment and income all act as barriers to access. Some do consider themselves 'arty' though, so community-led, local co-creation can be key to engagement, and community festivals, street arts, and live music, beyond the Western mainstream and outside of traditional venues, all tend to be more popular.
Key statistics
Activity Level:
Low Cultural Engagement
Spectrum Ranking:
9/ 10
Audience Answers Benchmark:
5% of Active Audiences
Population Prevalence:
9% of UK Population
Core Characteristics of Kaleidoscope Creativity
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Profiles
The most ethnically diverse segment, this mixed aged group tends to be council housed, with low education, employment, and income restricting leisure opportunities.
Read more about Profiles
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Attitudes
Characterised by their low cultural engagement, despite some considering themselves 'arty', they are easily put off by price, so are more likely to attend free events.
Read more about Attitudes
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Sectors
Though attendance is generally low, culturally specific festivals, street arts and live music, beyond the western mainstream and outside of traditional venues, are popular.
Read more about Sectors
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Places
These inner city dwellers are close to a lot of cultural provision, but income and transport limitations inhibit access, so community-led, local co-creation is very important.
Read more about Places
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Digital Activities
Smartphones, apps, social networks and subscriptions feature very heavily in this group's daily lives, but engagement with arts and culture content online is unlikely.
Read more about Digital Activities
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Communications
Access this group through a combination of respected community advocates and entertaining marketing content, pushed to their devices through apps and networks.
Read more about Communications
Kaleidoscope Creativity Further Segmented
While all Kaleidoscope Creativity broadly share these core characteristics, closer examination reveals two key subsegments who differ in life stage and style. If your target audience or local area is heavy on Kaleidoscope Creativity, understanding their variety can help with programming, marketing and outreach.
Kaleidoscope Creativity | K1
K1
Settled and diverse urban communities.
Find out more about K1Kaleidoscope Creativity | K2
K2
Hard-pressed singles in city tower blocks.
Find out more about K2
