Italian Museums, Sustainability, and the Voice of Generation Z

The paper explores cultural narratives and values of the future, investigating the intersection between the communication of sustainability by Italian museums, and the expectations of new museumgoers, Generation Z. To this end, the paper studies the Gen Z views on sustainability in museums. Starting from a survey of 340 participants, this study highlights the social dimension of sustainability as a predominant concern for these young people, signaling a shift in expectations that museums must address, to remain relevant for them. Furthermore, the paper discusses issue of how sustainability practices are communicated in Italian museums and how their messages reflect the values and aspirations of younger generations. Thanks to quantitative methods, the paper highlights several sustainability-related terms most used in museums’ communications. This analysis attempts not only to identify a lexicon of sustainability, but also to evaluate its effectiveness in meeting the needs of Gen Z and engaging them. First results offer museums an argument to reevaluate and innovate their communication strategies to be closer to the sustainability ethic of the new generation. In essence, the paper serves as a call to action for Italian museums to embrace a more inclusive approach to sustainability, one that resonates with the voices of Gen Z and promotes a legacy of cultural commitment and responsibility.