The inclusivity imperative

Written By Ruth Hartt

It’s no secret—the arts sector struggles to reflect the diversity of the real world. And the NEA’s Survey of Public Participation in the Arts has the hard numbers to prove it.

Take classical music, for example:

  • In 2017, 94.5% of Hispanic Americans did not attend classical music concerts. That number increased to 97.8% in 2022.

  • In 2017, 96.1% of Black Americans did not attend classical music concerts. That number increased to 96.5% in 2022.

  • 91.5% of Asian Americans did not attend classical music concerts in 2017. That number increased to 95.1% in 2022.

Opera audiences look even less diverse:

  • In 2017, 98.3% of Hispanic Americans did not attend opera performances. That number increased to 98.9% in 2022.

  • In 2017, 99.8% of Black Americans did not attend opera performances. That number decreased slightly to 99% in 2022.

  • 96.7% of Asian Americans did not attend opera performances in 2017. That number increased to 98.5% in 2022.

And in the world of ballet:

  • 98.1% of Hispanic Americans did not attend ballet performances in 2017. That number increased to 98.8% in 2022.

  • 97.6% of Black Americans did not attend ballet performances in 2017. That number increased to 98.1% in 2022.

  • 97.8% of Asian Americans did not attend ballet performances in 2017. That number decreased slightly to 97.3% in 2022.

Looking at theater:

  • 96% of Hispanic Americans did not attend theater performances in 2017. That number increased to 97.1% in 2022.

  • 92.3% of Black Americans did not attend theater performances in 2017. That number increased to 94.8% in 2022.

  • 95.2% of Asian Americans did not attend theater performances in 2017. That number increased to 98.2% in 2022.

When it comes to musical theater, things look slightly less dire:

  • 90.3% of Hispanic Americans did not attend musical theater performances in 2017. That number increased to 94.9% in 2022.

  • 89.9% of Black Americans did not attend musical theater performances in 2017. That number increased to 93.4% in 2022.

  • 90.6% of Asian Americans did not attend musical theater performances in 2017. That number increased to 91.6% in 2022.

And of course we already know that across the board numbers are down dramatically, even for white Americans.

These figures are more than just statistics—they’re a wake-up call for the arts sector to address its growing disconnect with diverse audiences. Understanding these shifts is crucial, especially when 40% of consumers “would stop using brands that do not promote inclusion and diversity,” according to Kantar.

Gaining a deeper understanding of these trends—and growing a shared sense of urgency among your team—is essential for driving meaningful change in audience engagement and diversity.

For a comprehensive report tracking attendance data and demographics from 40 years of the NEA’s Survey for Public Participation in the Arts, check out Warning Signs, a 50-page interactive slide deck.

Ruth Hartt

With one foot in the arts sector and the other in the world of business and innovation, Ruth Hartt is leading the charge to rebuild cultural audiences through the power of customer-centric marketing.

Her unique perspective merges nearly two decades of professional experience as an opera singer, choral director, and music educator with deep expertise in customer-centric innovation.

With a mission to revolutionize audience development, Ruth bridges the worlds of business innovation and the arts to help the sector unlock growth and relevance.

Her strategic vision is shaped by nearly eight years’ immersion in business innovation frameworks at the Clayton Christensen Institute for Disruptive Innovation, founded by Harvard Business School’s renowned professor, the Father of Disruptive Innovation.

Learn more here.

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