As ever, I am paying attention to data on various trends, one of which is the level of perceived trust of cultural organizations. Colleen Dilenschneider and the folks at IMPACTS Experience have reported that trust in cultural organizations has increased, particularly since the end of the pandemic.
Last week they released some findings about perceptions during the first quarter of 2025. In general they found that trust of museums has held steady and trust in performing arts organizations has seen an uptick. But they warn that it would be a mistake to assume this trend will continue. (emphasis original)
On average, Americans trust cultural entities more than the daily newspaper, other non-governmental organizations (NGOs), state agencies, and federal agencies – and this has not changed since the administration changed and attendant new policies were issued!
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It is also not reasonable to infer that trust perceptions will continue to increase or remain unchanged. We are looking at national perceptual changes on a short timeline (i.e., one quarter of a year). The American public may still be watching cultural organizations’ reactions closely, or they are trusting that these entities will remain true to their previously stated missions and values.
One of the aspects most valued in cultural organization is being mission-driven. Dilenschneider and company had reported on this about a year ago and I summarized a bit in a blog post then. At the time they warned not to assume younger audiences valued the mission focused elements of an organization more than other generations because they were deeply invested in the mission of organizations. Rather, IMPACTS suggested it may just be that they haven’t been marketed to for as long as previous generations.
In any case, they recommend organization continue to focus on and communicate their mission as they tackle challenges they may face as they move into the future.
What particularly caught my eye in this latest bit of data analysis is that the survey data reflected a belief that organizations should recommend behavior. This is certainly something to think about.
Generally speaking, Americans do not love being told what to do. However, a majority of Americans “agree” or “strongly agree” that exhibit-based and performing arts organizations should suggest or recommend certain behaviors or ways for the public to support its causes and mission…
Even now, Americans generally expect cultural organizations to recommend behaviors to help elevate their communities as it relates to their missions. Depending on your organization, this may mean suggesting ways to further art education, keep the ocean clean, protect endangered species, cultivate native plants, advocate for theater, bring music to emerging audiences, make science-based decisions, or any number of things. And these action items may range from signing up for a program, to becoming a member, to donating, to attending an event, to telling folks about an organization’s important work.
