How can the Rijksmuseum become a place where all young Dutch citizens feel seen, valued, and inspired? Young adults aged 18–30 represent the next generation of museum visitors, yet they approach the world—and culture—differently, with unique preferences and expectations. To remain relevant and impactful, the museum recognises the need to embrace these diverse perspectives. This effort not only strengthens its appeal to visitors but also enhances its value to staff, partners, and funders—ensuring its role in society for generations to come.

We combined strategic insight with creative engagement. Through interviews with internal and external stakeholders, we explored a broad range of perspectives on what young adults seek in a museum experience. To ensure their voices were central, we facilitated three co-creation sessions with young adults from the target audience. These sessions provided direct, actionable input, creating a strong foundation for a forward-looking strategy tailored to their needs.

The Rijksmuseum now has a clear strategy to engage and retain young adults. The plan outlines key actions to strengthen their connection with this audience while a detailed roadmap ensures practical implementation over time. Together, these tools set the stage for fostering meaningful, lasting relationships with the next generation of museum-goers.