To involve Gen Z in the Cultural and Creative Industries, we need digital tools, inclusive spaces, and a new way of thinking about creativity
Young people are often told that culture is important. But what if we flipped the question and asked: why should culture need young people?
Nowadays, engaging youth in the Cultural and Creative Industries (CCI) isn’t just a nice idea — it’s a necessity. As generations become more digital, diverse, and creative, their involvement is key to keeping the cultural sector alive, relevant, and future-proof.
The Cultural BEES project, funded by Creative Europe and led by JA Europe, is proving just that — by building new bridges between young people, education, and entrepreneurship in culture.
So, how do we make the cultural sector a place where youth want to be, not just visit?
Digital platforms and social media are not just communication tools — they’re cultural arenas. From meme accounts to TikTok creators, Gen Z already produces, shares, and reshapes culture every day.
To engage them, cultural institutions must stop “informing” and start collaborating.
- Use Instagram Reels to co-create content with young
- Launch digital residencies where youth curate their own
- Create interactive online platforms that gamify cultural
Cultural BEES is experimenting with hybrid learning, combining in-person workshops with online content to meet young people where they are — both geographically and mentally.
If we want youth in culture, we have to bring culture to their fingertips.
Young people don’t want to just “participate.” They want to shape. That’s why inclusion
has to go beyond audience stats. An inclusive cultural space:
- Values diversity (race, gender, ability, background) in creative
- Removes access barriers (cost, transport, language, tech).
- Celebrates identity, rather than just tolerating
In the Cultural BEES national forums, held in countries like Italy, Bulgaria and Cyprus, youth said loud and clear: “We want to belong, not just be invited.” That means creating mentorships, funding, and decision-making spaces where young creatives feel seen and safe. CCI isn’t just about passion — it can be a career pathway. But too often, students don’t see entrepreneurship as an option in this field. That’s a missed opportunity.
Projects like Cultural BEES show how to flip the script:
- Offer training that blends artistic skills + entrepreneurial mindset.
- Involve schools and local creatives in real-life projects, not
- Encourage business models that are culturally rooted and socially driven.
This is already happening. In the pilot programs in progress, hundreds of students are developing ideas for sustainable cultural ventures, combining heritage, innovation and social value.
When youth are treated as future founders, not just interns, magic happens. Culture needs youth. Not only as a fresh audience, but as creators, curators, and change-makers.
To engage them, we need to:
- Digitize access, without losing
- Listen deeply, beyond
- Empower entrepreneurship, not just self-expression.
Cultural BEES is setting the example. The next step? Scaling these ideas across Europe – and letting young people lead the way.
Because when we talk about the future of culture, we’re really talking about them.
