"A voice is a human gift; it should be cherished and used, to utter fully human speech as possible. Powerlessness and silence go together."

Margaret Atwood

November 17, 2015 – According to an article published in Le Devoir, "in 1992, 45.5% of Quebecers had at least one cultural activity per day; the proportion decreased to 33.5% in 2010."

Time-use chart from the Canadian Index of Wellbeing.
Trends in Time Use, Community Index of Wellbeing and GDP (per capita) from 1994 to 2010

Interestingly, national surveys suggest that more Canadians are culturally active at least once per year. However, data points referred to in the article indicate that the actual amount of time dedicated to cultural activities could be decreasing. Indeed, time use is one of the few domains of the Canadian Index of Wellbeing that did not see an improvement since 1994. Similarly, a National Endowment for the Arts report published in January found that "nearly one in three interested non-attendees—that is, adults who expressed interest in attending a specific exhibit or performance, but ultimately attended neither in the past year—cited lack of time as the most important factor in their decision."

What does this mean for arts marketing and arts advocacy? Should we stop offering discounted tickets and focus our efforts on reducing commuting time in cities?



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