Better late than never: Promoting cultural consumption among the elderly

Cultural activities are greatly beneficial to older individuals but, unfortunately, many still face significant barriers that limit their ability to enjoy the arts. To tackle this issue, we have analysed data from an Italian audience development and engagement program for seniors, which was implemented at local level. By using an agent-based model, we discuss the potential effectiveness of audience development policies before implementation. Our research shows that social policies aimed at promoting cohesion and creating personal relationships can significantly increase the success of such initiatives. Moreover, our findings underline the importance of implementing targeted policies and engaging key individuals to ensure that older people can access and enjoy cultural activities.