Partnerships and Programming: Museum Marketing in the Gen Z Age

November 6, 2026

By: Kira Kettler

Courtesy of Diane Picchiotino via Unsplash

If you’ve recently walked through SoHo and stopped outside the MoMA Design Store, or come across a “museum-after-dark” night, you’ve likely been targeted as the designated audience of a new marketing approach: one that bridges the gap between Gen Z and 100+-year-old institutions. 

Museum attendance still hasn’t quite recovered from the effects of COVID-19, with 55% of U.S. museums reporting lower engagement than pre-pandemic rates in the American Alliance of Museums’ 2025 national survey. Of casual museum-goers, Gen Z represents only 9%, with the “median age of frequent patrons sitting at 67 years old,” reports Brianna Bodorsky in a Texas State University study. 

Yet, museums are finding new ways to bridge the gap with younger generations, who prove harder for traditional institutions to connect with. Some point to Gen Z’s exposure to an “information-dense world,” making it harder for museums to compete with the internet. Others argue that the traditional, passive consumption model fails to resonate with an authenticity-driven, self-actualizing generation. Therefore, museums have had to change their approach towards youth engagement, with strategies playing out both inside and outside of the institution’s walls.

Courtesy of Alvin David via Unsplash

One of the ways museums are doing this is through diversified programming, promoting collaboration, community, and inclusivity among Gen Z audiences. The Met has rolled out programs like “Date Night at The Met” to attract younger audiences through extended hours, live music, and drink specials. By positioning itself as a fun, lively nighttime activity, The Met is effectively making the space more inclusive and community-oriented for younger demographics. 

For teens specifically, institutions also offer internship or museum council formats to draw in new audiences. This emphasizes peer collaboration and leadership, demonstrating to the public that museums value youth feedback and participation. Additionally, these programs often center around the key mission of increasing youth engagement. For example, the National Portrait Gallery’s Teen Museum Council organized “Masque at the Museum”, a masquerade-style ball open to high school students. This establishes the museum’s authenticity while also making it a collaborative, engaging space. 

The Library of Congress boasts a similar program, one that I personally participated in the summer before my senior year. In my cohort, we reviewed, conceptualized, and developed materials for The Source: an experiential youth research space. My internship concluded with a final marketing pitch, aimed at targeting teen audiences through social media. This program highlighted the Library’s community-driven, inclusive approach to securing new audiences as lifelong visitors.

Courtesy of Ricardo Gomez Angel via Unsplash

Changing the style of youth membership isn’t the only approach museums are taking. Several notable museums have also taken strides to increase their visibility within mainstream culture. Institutions like The Met or the Museum of Modern Art (MoMA) have broken into new industries, making deals with popular brands such as Nike, LEGO, and New Era. If you’ve ever strolled through SoHo and noticed MoMA’s trademark colors outside a chic brick building, you’ve no doubt come into contact with yet another attempt to infiltrate the Gen Z, consumer-driven lifestyle. 

The Met’s clothing capsule with popular retailer Pacsun is no different––another attempt to bolster engagement with an untapped audience. Josh Romm, head of global licensing and partnerships at The Met, was in favor of giving “the 153-year-old institution a bit of an edge, particularly among the younger demographic that gravitates toward Pacsun.” While these partnerships aren’t a new concept, they’ve become increasingly significant in post-pandemic times, giving museums a new impetus when “museums and other cultural institutions faced a major loss of revenues from the public.”

This is particularly successful, as once again museums are focused on the values Gen Z so often goes back to: community, inclusivity, collaboration, and authenticity. The Met’s collection, like the Portrait Gallery’s masquerade ball or museum council, is focused on meeting their audience where they are, shifting their approach to match their lifestyle and values. Traditional institutions have made an increased effort to make themselves accessible and approachable for younger demographics, steadily building a loyal visitor base and wider sphere of influence within mainstream youth culture. Next time you find yourself drawn to a day at the museum or an impromptu visit to the MoMA Design Store, consider the strategies and influence that brought you there.