How arts and cultural marketers can predict the future

How arts and cultural marketers can predict the future

By James Gough


How to make accurate forecasts and predictions about the future while the external environment is changing and audiences are becoming less predictable. This document identifies useful trends, data and comparisons to help organisations inform future strategies, budgets and resources.

The terms ‘forecasting’ and ‘predicting’ are often used synonymously. I want us to define what we are talking about today broadly as ‘Looking into the future and trying to see what it is we should be doing’

William Gibson said ‘the future is already here, it’s just unevenly distributed’.

This is good news because rather than having to imagine what the future might be, we just need to look around us and realise where it’s already happening. The arts and culture sector is already being affected by what’s going on in other sectors and across the world.

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Data Strategies
Resource type: | Published: 2013