EMY Workshops: Ways to Engage with Generation Z

The goal was to gain a more precise understanding of the needs of young audiences and to further develop existing offerings accordingly. The focus was on exploring the interests of Generation Z and translating them into museum practice. “Engaging with young audiences is central to museum work,” emphasizes Johanna Böhm (Museum Services, Department of Culture, Province of Tyrol). “Early encounters with cultural institutions open doors, spark interest, and break down barriers. EMY contributes to this by investigating who the young visitors are and what their needs are. The fact that the results feed back into the museum community strengthens professional exchange.”

The events, which took place in a similar format in the project partner municipalities of Maniago (Friuli-Venezia Giulia) and Montebelluna (Veneto), were coordinated by Ca’ Foscari University of Venice and implemented in Tyrol in cooperation with the University of Applied Sciences Kufstein Tyrol. A total of around 80 professionals participated in the workshop modules in Italy and Tyrol.

WORKSHOPS ON STRATEGIC DEVELOPMENT

From Understanding to Implementation: The workshops combined an analysis of young people’s lives with practical communication strategies and participation models. Building on this foundation, participants reviewed existing practices, developed youth-friendly approaches, and defined participation formats that give young people genuine responsibility.

• The first module was led by Mariangela Padovani. A psychodynamically oriented psychologist with many years of experience working with adolescents and young adults, she focused on the concept of generations to gain a deeper understanding of Generation Z and its behaviors. Drawing on psychological and sociological principles, she analyzed the values, needs, and educational and cultural interests of those born between 1995 and 2010.
• The second module was led by museum influencer Ottavia Cerra. In an open discussion format, the focus was on communication strategies, tone, and the selection of appropriate platforms - with the aim of helping museums engage more effectively with young people.
• In the concluding third module, Fabrizio Panozzo (Professor of Cultural Policy at Ca’ Foscari University of Venice) focused on the public mission of museums and strategies for successful collaboration between the cultural and business sectors. Drawing on two case studies, the discussion centered on participatory formats and spaces for young people in museums and cultural institutions.

After a day and a half of workshops, the participants were enthusiastic: “The workshops opened up transnational perspectives on Generation Z as museum visitors - particularly with regard to their motivations, preferences, and media use - while also fostering dialogue with colleagues from museums and the fields of arts and cultural management,” said Laura Kogler, cultural educator at the Ötztal Museums.

Katharina Walter, Head of Cultural Education at the Tyrolean State Museums, was also enthusiastic: “Thank you so much for the workshops! I found the insights into Gen Z’s mindset, expectations, and communication styles particularly valuable. They provide new food for thought for our work at the museum.”

 “The workshop modules have opened up exciting new perspectives, including on the as-yet-untapped potential of content creators,” says Verena Teissl, Associate Professor of Cultural Management and Cultural Studies at the University of Applied Sciences. “Participants are taking away concrete takeaways: authentic communication, clearly defined responsibilities, and spaces where young people can truly have a say and help shape the future.” Verena Teissl will also lead the fourth workshop module on cultural tourism, which will take place in the fall.

NEXT MILESTONE IN EARLY SEPTEMBER

The Cross Border Learning Experience is scheduled for early September 2026. This week-long educational and cultural exchange trip is aimed at pupils in Italy and focuses on three key areas: creative activities inside and outside museums, the active involvement of young people, and understanding museums as hubs of regional and social history.

As part of this museum tour, EMY is also offering an opportunity for researchers and practitioners working in the field of contemporary cultural education for Generation Z to join the tour. The week provides insights into working with young people and offers a space to deepen one’s own practice or research through participant observation.

If you are interested, please send your application - including your resume and a brief cover letter - directly by email to emy@fh-kufstein.ac.at (by May 31, 2026).