Supported Communities
Many people in these groups live in social housing and may rely on financial support or experience multiple types of deprivation or poor health.
In this section
These are the least likely people to attend cultural events, believing that the arts are no longer as important or relevant to them as perhaps they once were. A high proportion are over 60 or under 25. Many live in sheltered or specially adapted accommodation and are excluded from lots of activities by age, health, access and resource-related barriers. If they do engage, it is likely with very local participatory activities that allow them the chance to socialise, such as craft circles, church seniors or youth groups, organised by their housing, faith or community groups.
Key statistics
Activity Level:
Low Cultural Engagement
Spectrum Ranking:
10/ 10
Audience Answers Benchmark:
2% of Active Audiences
Population Prevalence:
4% of UK Population
Core Characteristics of Supported Communities
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Profiles
A health-impaired and socially inactive group living on very modest incomes, often in state-provided accommodation, with indoor leisure habits like puzzles and crosswords.
Read more about Profiles
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Attitudes
Accessibility issues often deter this group from attending arts, but when opportunities are thoughtfully provisioned, the chance to engage and socialise is welcome.
Read more about Attitudes
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Sectors
Tastes tend towards the mainstream and participation opportunities are largely initiative-led, with content linking to localness and nostalgia being best received.
Read more about Sectors
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Places
This group lives largely in outer city and suburban areas with limited access to arts and culture, so taking opportunities to them is important for engagement.
Read more about Places
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Digital Activities
This group is unlikely to spend much time surfing the web, looking for shows to book or stream digitally, or reading reviews online.
Read more about Digital Activities
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Communications
Largely unplugged, this group is best accessed by well placed newspaper and magazine advertisements, recommendations and reassurances from trusted peers.
Read more about Communications
Supported Communities 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.
Supported Communities | S1
S1
Young, immobile and hard-up, often relying on welfare to get by.
Find out more about S1Supported Communities | S2
S2
Elderly residents of sheltered housing with declining health.
Find out more about S2
