Arts and cultural organizations traditionally have two main roles: the production of arts or cultural activities, and the presentation of them to an audience. Both of these fundamentally involve people, as producers or as spectators; it is people who give cultural organizations their means and purpose.

Given this importance, when demographics change, cultural organizations
must pay attention; and demographics are indeed changing. Two of the fastest growing population groups present a timely opportunity for engagement but are at risk for being ignored by many cultural organizations that could benefit from their participation. Which are these two rapidly expanding populations? They are the rising tide of immigrants and older adults.