New Generation Survey 2026
66% of new-gen collectors want to increase their support for museums, but only 1 in 7 hold a membership
Introduction
For this year's report, we spoke with over two thousand art collectors and enthusiasts alongside leaders at key institutions and museums to understand a generational shift now reshaping the art world. The picture that emerges challenges many familiar assumptions. This is a new generation of art lovers that, far from disengaging from art or institutions, is confidently redefining how they discover, collect, visit, support and participate.
This year, we've focused specifically on the gap opening up between younger collectors (those under 45) and their older counterparts, as this new generation takes on a leading role across both the art market and institutional philanthropy.
The scale of that shift may surprise. This is a generation investing as much in art as in a car or a watch, with many spending over a month's salary on a single artwork. Their taste is wide, omnivorous, and far less driven by hype than many assume. They are building the foundations of their collections through editions and prints, finding an accessible entry point in an increasingly polarised market. They want to support museums financially, but not as passive patrons. Rather, they want giving to be tied to engagement, connection, social impact and community, not acquisitions and prestige.
Our findings show that this new generation are more serious, more knowledgeable, and more willing to spend than many in the sector give them credit for. But because art plays a fundamentally different role in their lives, they need fundamentally different things from the institutions that serve them. How they discover, what brings them through the door, what they want from memberships, and how they choose to give: in each case, the old models are struggling to keep up with a generation that is willing to engage, but on its own terms.
An underestimated generation
New-gen are art omnivores, not trend-chasers.
They are a third more likely to be interested in Old Masters, and 23% more likely to be interested in both Old Masters and contemporary simultaneously
“I buy art that symbolises or brings to life thoughts I've held in my mind. It serves as a reminder.”
40% would spend more than a month's salary on a single work
Art spending is protected even among those citing cost-of-living pressures: only 8% plan to decrease
Next-gen are 65% more likely to plan an increase in their art budget next year
In spite of cost-of-living pressures, younger collectors are still prioritising art, with 18-24s planning to spend more at three times the rate of over-65s
The new front door
Discovery for this generation is overwhelmingly digital-first
Nearly two-thirds use Instagram as their primary discovery channel, whilst they are seven times more likely to use TikTok
Digital is a powerful driver for visits, but it’s still underutilised
Only 3 in 10 feel museums understand how to engage them on social media, yet 68% have been directly motivated to visit after seeing a post
Improve how you reach this generation, and they will show up
71% would visit more often if museums were better at notifying them about relevant exhibitions
“Digital really is the key way. We launched TikTok a couple of years ago, and obviously that has a younger target audience. We also did a partnership with Snapchat. Our research has shown that you have to communicate with young people through digital channels because that is how they find out about things.”
What brings them in (and back)
The role of the museum for this generation is shifting
They show up as often as older collectors (44% visit monthly) but for different reasons: 70% more likely to meet friends there, 65% more likely to want parties and galas
“I'd like to see more marginalised people be given a seat at the table: women from migrant backgrounds, queer people, refugees, and those from lower socioeconomic backgrounds.”
“Older audiences are truly driven just by the art. They want engagement with the art, whereas we see that younger audiences are motivated by opportunities to be with friends and family, mostly friends. They are looking for more social opportunities.”
The membership gap
Existing membership models don’t match how this generation wants to give support
Two-thirds want to increase their financial support of museums, even while cancelling memberships that don't fit
“I’d be more likely to join if they made activities that built a community of art enthusiasts and made us feel part of something, not just elevated visitors.”
“I think they should have events that are not so formal like drinks receptions. These feel very old school and attract a certain crowd that I don’t connect with.”
A new model for patronage
Nearly two-thirds of the new-generation donated to a museum in the past year
Among those spending $1,000+ on art, they are 40% more likely to have given $500+ than over-45s
The desire to donate is there, but they aren’t being asked
More than half of the new-generation say they have never been asked to donate, or can't remember the last time they were
“I would love to see what the money is used for directly, get an insight into the projects and use of the donations.”
Editions are a proven bridge to deeper institutional support
Edition buyers are twice as likely to subsequently donate and three times more likely to become patrons
