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With quality play options for children in short supply, it's heartening to see how cultural venues are filling a unique gap. But could we be doing even more? Director Guy Turton shares his reflections.

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In 2023, the San Francisco Museum of Modern Art (SFMOMA) commissioned Morris Hargreaves McIntyre to undertake a new iteration of our 2017 Bay Area Audience Atlas. Read our headline findings and download the public report here.

The need to belong looks like a tempting lever of behaviour change. But what really matters is how that might vary for different people. In this article we unpack what 'belonging' means for the different Eco Mindsets.

In this article, we explore the different types of language and approaches that play on key emotions to prompt each mindset to transform concern for the environment into action.

About a quarter of people in the UK believe their own households should be doing much more for the environment. So, what’s stopping them? In the first of our series on how understanding mindsets is key to bringing about behaviour change, we look at how intention can be nudged towards action.

Bradford 2025, the organisation presenting UK City of Culture, asked us to find out how people relate to the idea of culture. Our research uncovered some interesting and surprising themes.

Director of our UK Cause-led division, Guy Turton, explains a two-step audience development plan to achieve audience diversification.