San Francisco, CA November 4th, 2015
Dear friends and colleagues,
After 13 years since launching Contemporanea, I have decided to join forces with Scansion, a customer-centered innovation strategy consultancy. The main reason is to increase the impact we have with our clients by deepening the understanding of what people want and the meaning they draw from their experiences. For more than a decade, we have focused on people’s cultural identity and how that influences their behavior and attitudes. Scansion’s point of view on what makes an experience meaningful and how that experience evolves over time is completely compatible with our understanding of people’s identity and how it permeates our experiences. Together, our firms are now able to offer a complete panorama of what your customers want so you can increase relevancy through innovation. Read more
Contemporanea is pleased to release the Latino Experience in Museums research study. Our primary motivation in conducting this study is to contribute to the field of museums and cultural institutions by deepening the discussion of audience diversification.
The fast growth of the Latino population in the United States is a well-known fact, but most museums acknowledge that this growth is not reflected among their audiences. According to the National Endowment for the Arts’s Survey of Public Participation in the Arts (SPPA, the nation’s largest population survey of arts participation trends), cultural participation among Latinos is slowly growing. For example, the 2013 SPPA report shows that 14.5% of adults who visited an art museum identify as Latinos—an increase of just 0.2% from the 2008 report. Even though there are many general demographic studies about the participation of Latinos and other minority groups in museums and the arts, there are few studies that focus specifically on the perceptions, motivations, and values of this population associated with museums and other cultural institutions.
The disruption that we are seeing in many industries such as energy, transportation, health care, and media is often attributed to how people adapt and incorporate new technologies into their daily lives. However, technology use is also frequently influenced by culture, as is seen, for instance, in technology adoption patterns among so-called minorities. There is a clear synergy in the changing demographics of our society and the marketplace disruption we’re experiencing. In response, a spectrum of entities —from private sector to government and non-profit agencies — are launching diversity initiatives to stay ahead of these disruptive changes.