How museums can use emotion to build greater public support
There are numerous examples of campaigns to ‘save’ local museums.
What drives the people behind them? What can be learned about how people feel about their museums?
And how might we harness the public’s emotions in a more sustained way?
This research, undertaken over summer 2022 by behavioural research and insights consultancy M.E.L, seeks to understand which emotions most powerfully drive public support for museums.
Through case studies and guidance, it looks at how campaigns are mounted, how people are mobilised, what motivates those involved, and what narratives or strategies resonate most effectively.
For those wanting to build longer-term emotional connection with their audiences, it includes practical recommendations for fostering emotionally driven engagement for museums.
Published by AIM and Art Fund.
Download Pleasure, Connection, Purpose report (opens in a new tab)