A new model to help cultural and creative organisations understand
Gen Z and Gen Alpha.
We combine audience research, digital, and cultural analyis, and the direct involvement of children and young people - and turn that understanding into more relevant content, experiences, strategies and relationships.
01.
Understanding younger
audiences
Young people move constantly between games, social platforms, film, music, books, creators, live experiences and communities.
For cultural organisations, understanding younger audiences therefore takes more than demographic data or a trend report. It requires understanding the communities they are part of, what matters to them, how culture travels between platforms – and listening to young people themselves.
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01
Understanding younger
audiences
Young people move constantly between games, social platforms, film, music, books, creators, live experiences and communities.
For cultural organisations, understanding younger audiences therefore takes more than demographic data or a trend report. It requires understanding the communities they are part of, what matters to them, how culture travels between platforms – and listening to young people themselves.
02
From insight to action
Cultural intelligence
Research and analysis of behaviours, interests, communities and cultural patterns across digital and physical spaces.
Direct youth involvement
Children and young people take part in research, testing and
co-creation – helping us move beyond assumptions about what younger audiences want.
Strategic developmement
We translate what we learn into concrete decisions about content, experiences, communication, audience development and long-term strategy.
Moving across the cultural and creative sector
Youth culture does not stay within one industry.
Film & TV
Publishing
Performing
arts
Public and cultural institutions
Gaming
Museums
Live events and experiences
And more...
A pilot project starts with a genuine question or challenge from your organisation.
-
How can we build a stronger relationship with younger audiences?
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How can children and young people contribute meaningfully to the development of new content or experiences?
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How are young people discovering culture today – and what shapes their choices?
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How can we move from reaching young audiences to building lasting participation and communities?
We bring research, analysis, youth involvement and strategic guidance.
Our partners bring the challenge, their organisational knowledge and a willingness to test new approaches together.
Selected pilot collaborations are funded through the project and involve no consultancy fee for participating organisations.
European by design
There is no single European youth culture
XAVAGE is being developed across markets, sectors and cultural contexts, working with cultural organisations, young people and academic partners across Europe.
The ambition is to build knowledge that is comparable across borders while remaining sensitive to local cultures, communities and differences.
Part of the knowledge generated through the project will be shared openly with the wider European cultural sector.
About the project
XAVAGE is a two-year Creative Europe-funded initiative led by Will & Agency, running from March 2026 to February 2028.
Will & Agency is a Copenhagen-based consultancy working with audience research, cultural insights, strategy and experience development across the cultural and creative sectors. XAVAGE builds on this experience to develop new ways of understanding and involving Europe’s youngest generations.
Period
March 2026 - February 2028
Funding
Creative Europe, European Union
Led by
Will & Agency