The K Generation: Millennials and Cultural Institutions

Economist Noreena Hertz has coined the term 'Generation K' for millennials, named after Katniss Everdeen from 'The Hunger Games'. This generation, aged 14 to 21, is characterized by the '3 Ts' (technology, terrorism, fear) and '3 Ps' (participation, protection, privacy). The article argues that Italian cultural institutions rarely engage with this demographic, lacking millennial staff and failing to adapt their communication strategies. While some museums like the Uffizi have embraced social media, many still ignore platforms like Snapchat. The author calls for cultural institutions to humbly listen to Generation K and collaboratively build the future, moving beyond superficial anti-terrorism rhetoric.