Culture Segments


Who are they?

They’re ‘yes’ people – full of enthusiasm with varied and eclectic cultural tastes. Their cultural activity reflects their wide range of interests and hobbies, which often feature learning, community and nature. They’re in tune with their creative side, fun-loving and see culture as a way of broadening horizons. Expression are ‘people’ people. They enjoy activities that help them connect with and share experiences with others. They are community minded. They like to be sure that everyone is welcome to enjoy the benefits of engaging and as such, put a high price on inclusivity.

What role does culture play for them?

Culture is not a private thing for Expression; it’s a communal thing. When they have a really good experience they thrive off other people having that same experience rather than keeping it secret or in a special box. They want the masses to go and enjoy things – to share them and reflect on them together. They really enjoy other people enjoying it.

What do they get out of it?

They’re called Expression and appreciate artistic expression, so when they see an artist doing something, they really get it. This segment is always thinking about everyone else. They like helping people, they like getting involved in things they want to do things together. They want everyone to have a great, collective and harmonious time.

Expression don’t like being marketed to because they want to be inside, and part of the conversation. They don’t want to be advertised to, it feels impersonal. They want emotional, personal connection with organisations – more like a friend. Expression appreciate lots of different potential access points because it demonstrates openness and inclusivity. Marketing needs to actively demonstrate a desire to welcome the widest possible audience.

Building relationships with them

Expression have a strong sense of civic responsibility with a natural predisposition to support non-profit organisations. Whether that’s theatres, museums or libraries, they appreciate these organisations are for public good. Not only are Expression the segment most likely to say nice things about you, but they’re also more likely to join, to donate and to volunteer. There may be a personal motivation, but it’s also their civic duty.

They’re people who put their hands up for things and do them. They feed off the social nature of such interactions: meeting other volunteers and the people they’re helping. They’re all about making personal connections, but with a strong element of selflessness. It is who they are. They’re the glue that holds the audience together.

If they don’t attend?

Expression talk about the arts brands they love in terms of their diversity, creativity and inclusivity. They eulogise about live experiences with wonderful artists, shared with others. However, they may be wary of going places or joining in things that appear to be for those “in the know”. Arts brands who appear to privilege quality over openness and inclusion may not be their first port of call. There are plenty of other opportunities through organisations who are more embedded in the community, go out of their way to offer access points and welcome the less initiated. A poster for a Shakespeare play that carries the title but no clues as to the story will suggest the theatre expects everyone to know what it is about already – they’ll see an organisation promoting exclusivity, rather than the inclusivity that holds such valuable currency with them.

Meet the Segments


ESSENCE are core cultural visitors: discerning, confident, independent and arts-essential.

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STIMULATION love big ideas: they’re active, social, experimental thrill seekers.

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AFFIRMATION like to do the right thing: they’re diligent, cautious and spend their time well.

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ENRICHMENT see the present through the past: heritage, tradition, narrative and nostalgia.

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PERSPECTIVE are happy in their own bubble: settled, self-sufficient, focused and contented.

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RELEASE feel time poor: busy, prioritising, ambitious but seeking escape.

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ENRICHMENT see the present through the past: heritage, tradition, narrative and nostalgia.

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    Get Started with Culture Segments

    We offer training to use Culture Segments in your programming and product development, your services, your brand and your communications. Ultimately, we can build completely bespoke Culture Segment profiles for your organisation. If you want to fully understand your existing audiences and to reach out to new ones, you need Culture Segments.