Lifelong: Perceptions of Arts and Culture among Baby Boomer Middle Australians 

Summary of findings 

Finding 1

Baby Boomer middle Australians value arts and culture. They say a world without arts and culture would be ‘colourless’, ‘depressing’, ‘uninspiring’ and ‘like a totalitarian state’.

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Finding 2

Baby Boomer middle Australians say that cultural experiences create lifelong memories, provide opportunities for intergenerational dialogue and help them ‘stay young’.

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Finding 3

This cohort believes that cultural participation helps us test opinions, negotiate, listen, compromise, see others’ points of view and have healthy disagreements – in other words, it encourages ‘pro-social’ behaviours and skills.

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Finding 4

During the discussions on mental ill-health and thriving communities (particularly in terms of COVID-19 pandemic recovery), the view of public investment in arts and culture shifted from ‘nice to have’ to ‘essential’ for the Baby Boomer middle Australians.

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Finding 5

Baby Boomer middle Australians believe arts and culture play a valuable role in shaping and expressing our diverse identity, locally and abroad.

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Finding 6

This cohort takes a broad view of ‘arts and culture’, ranging from traditional cultural activities to ‘graffiti in an alley’, ‘music in the car’ and ‘even tattoos’.

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Finding 7

For this cohort, online and digital platforms such as YouTube or Tik-Tok are accepted – but not always preferred – means of accessing and sharing arts and culture.

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Finding 8

Baby Boomer middle Australians say age and life stage influence their participation in arts and culture, with the participation playing an important role both early on and later in life.

Summary of opportunities 

Opportunity 1

Adopt an intentionally cross-portfolio approach to cultural policies and programs, noting community support for the claims that arts and culture strengthen communities, positively influence Australian health and may help in treating a mental health condition.

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Opportunity 2

Capitalise on the support for cultural investments on the basis of monetary and non-monetary returns in health services and social care, measuring and communicating these gains from Australia- specific interventions.

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Opportunity 3

Prioritise programs and policies that deliberately harness and celebrate the pro- social behaviours and skills generated through cultural participation (in both cultural and non-cultural sectors).

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Opportunity 4

Better leverage the recognised role for arts and culture in building connections across generations and in Australia-specific responses to the ageing population, ageist attitudes and any perceptions of intergenerational conflict.

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Opportunity 5

Continue to reduce barriers to engagement with arts and culture, including time, cost, class and safety concerns. However, beware talking about arts and culture ‘helping you age well’ — the language may be off-putting.

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Opportunity 6

Redress cultural participation barriers, including digital infrastructure and skills limitations, to help ensure Australian products and experiences are both globally competitive and locally accessible.

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Opportunity 7

Use ‘arts’ and ‘culture’ together, rather than separately since this is more effective in evoking the range of activities this cohort values.

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Opportunity 8

Tailor definitions of ‘arts and culture’ to a given policy audience, national or state economy, community or individual. Consider adapting ANA’s inclusive definition of arts and culture.