Creating a Mission-Led Museum Store to Engage with Gen-Z
Visitors taking cell phone photos of art in a gallery.
Excerpts from a presentation given at the Association for Cultural Enterprises Conference 2022
Creating a mission-led museum store to engage with Gen-Z isn’t out of reach.
Begin With The Mission
In a world where Gen-Z is fast becoming a prominent consumer demographic, connecting with this generation is crucial for the success and future of any business. When it comes to cultural institutions and stores, the idea of creating a mission-led store to engage with Gen-Z might seem like a challenging task. You might even ask yourself “What does that Gen-Z slang even mean!?”. Just remember that is entirely achievable with the right approach and a clear understanding of what Gen-Z values.
The first step in creating a store and product mix that resonates is to begin with your institution's mission. Your mission is a valuable asset that defines your unique identity. It is the compass that guides your decisions, actions, and the experiences you offer. By aligning your store with your mission values, you can make it more appealing to a generation that values authenticity, purpose, and a genuine commitment to making the world better.
However, it's important to note that how people interpret your mission can vary depending on who you ask. Therefore, it's crucial to be open to different perspectives and adapt your mission to encompass the values and goals that resonate with Gen-Z. This flexibility will enable your store to better connect with this generation and engage them meaningfully.
To engage with Gen-Z effectively, it's also essential to be transparent and consistent in your commitment. This generation is known for its discerning nature and its ability to spot insincerity from a mile away. To earn their trust and loyalty, your store must consistently demonstrate its dedication to the mission, whether related to sustainability, social justice, or other relevant issues. Gen-Z values brands and institutions that are not just about profit but are actively contributing to the betterment of society.
Mix Up Your Product Mix
So, how can you create a product mix that your Gen-Z visitors will love? First, don’t be afraid.
Step into the shoes of your Gen-Z visitors and create a mix of products that speak to their values
•Start small and don't be afraid to experiment
•Do the research
•Talk to everyone
•Follow trends
•Go to markets
•Reach out to colleagues
Still frustrated with getting Gen-Z engaged in your museum store? Don’t know what you can do to set yourself apart from the competition? Connect with us and we’ll help transform your museum store. No cap*.
*”No cap” being Gen-Z slang for “no lie” or “for real”