Shaping inclusive cultural offers: Reflections from our knowledge exchange event

The TOUS study (Tailoring cultural offers with and for diverse older users of social prescribing) aims to explore how cultural offers are being shaped and provided for older people from global majority groups. Specifically, we seek to understand the barriers and enablers to successfully engaging these communities with cultural/creative activities. Our research focuses on providing meaningful and inclusive cultural offers, fostering connections, and understanding the preferences and requirements of older people from diverse backgrounds. As part of the study, we are using an approach called Storytelling, which seeks to explore what has meaning for people involved in an activity or event, from their own perspective. It involves talking to them and then condensing their story into a two-page summary (retaining their original words). It also involves sharing and discussing stories with a range of stakeholders to identify, together, the key things to take and learn from them. We have been supported with this work by colleagues from the Old Fire Station in Oxford. 

Overview of the Event

On 13^th September 2024, we held a knowledge exchange event to share stories collected from nine people involved with a cultural organisation in the south of England - older people from ethnic minority groups, staff working there and volunteers. The event was attended by 20 participants, including people whose stories we collected and people working in organisations in related fields (e.g. in social prescribing). The day was filled with insightful discussions, collaborative learning, and valuable feedback on our early ideas about data collected for the study. 

Discussion of the Stories

The event’s first discussion session centred on the nine stories. These stories were shared in advance with those attending. Participants, divided into four groups, discussed their early thoughts and what was interesting about the stories for them; people were invited to reflect on the richness of the narratives and to identify connections between them.

Key topics that emerged included the centrality of family, the challenges of moving to the UK, and the importance of relationships. Family was often pivotal in helping individuals navigate cultural differences and maintain ties to their heritage. Common challenges included language barriers, social isolation, and adjusting to life in a new country. The discussions underscored the potential role of cultural institutions in providing spaces that foster connection and a sense of belonging.

The second discussion session involved a deeper dive into four early themes from the project we had developed as a research team, which participants talked about in small groups. The themes were:

1)    A welcoming space and sense of belonging: Participants discussed how cultural institutions can design environments that feel inclusive, with staff and activities reflecting the community and creating a sense of safety.

2)    Being challenged or stretched: This theme covered supporting members of the cultural organisation to explore new creative practices as well as co-creating activities that might challenge some wider attitudes (e.g. about ageing).

3)    Connections and collaboration: It was noted how cultural activities can reduce social isolation and help with building meaningful relationships.

4)    Meaning: This theme explored how cultural offers can resonate with members’ identities and foster a sense of belonging, a sense of purpose and enjoyment.

Each group contributed to refining these themes, emphasising the importance of creating spaces that not only invite participation but also reflect the needs and experiences of the communities they serve. 

Engagement with Stakeholders

One of the most valuable aspects of the day was the opportunity to share our work with the people directly involved in and impacted by our research. Stakeholders who attended the event included individuals who had shared their personal stories but also representatives from the cultural sector and those associated with policy and decision-making. This created a unique opportunity to present our findings and, more importantly, to gather feedback from those whose lived experiences were at the heart of our project.

In addition to presenting our findings, we aimed to assess whether the themes we had developed resonated with stakeholders. This feedback was invaluable; it allowed us to gauge whether our research captured the challenges and successes of cultural engagement for older people from ethnic minority groups. For many stakeholders, the discussions reflected their lived realities, especially regarding the importance of cultural representation, accessibility, and the need for flexibility in programme design. 

Key Insights and Feedback from Stakeholders

Participants emphasised the importance of creating a welcoming space—one where people are not judged and are encouraged to be themselves. Participants stressed that a respectful and inclusive environment is essential, allowing individuals to feel comfortable and valued. This sense of being treated with dignity and respect fosters trust, which is critical for long-term engagement in cultural activities.

A key insight that emerged from discussions at the meeting was the role of the “super connector.” This is someone who is not a staff member but an attendee who is present to welcome and guide new participants. Super connectors play a crucial role in making new attendees feel included, helping to bridge the gap between participants and cultural offers by fostering an immediate sense of belonging. This practice of having peers to welcome others was seen as vital in ensuring that newcomers feel at ease and connected.

Another important theme from the feedback was the need to address missing voices —understanding how to reach and engage groups who have not yet participated in the cultural activities on offer. Stakeholders highlighted that different communities may find certain activities more or less meaningful based on their experiences and cultural backgrounds. Therefore, it is important to tailor cultural offers in a way that resonates with diverse groups, ensuring that each person feels that activities are relevant and significant to them.

The value of a weekly offer was also highlighted, with regularity providing structure and a sense of stability for older people. Stakeholders stressed that these regular activities created routine and consistency in participants’ lives. However, attendees stressed that no-one should feel pressured to participate in activities if they were not comfortable doing so. This approach allows individuals to engage at their own pace, contributing to a sense of autonomy and comfort.

Additionally, the social world surrounding these activities was seen as significant, with participants noting how building friendships and relationships through cultural offers can be a powerful way to combat loneliness. For many, trying new activities also provided personal growth, leading to increased confidence and a sense of achievement. This was particularly important in fostering a sense of pride; family members often expressed happiness when they saw their older relatives becoming more socially active and engaging in new experiences. 

Graphical Representation of the Day

At the event, visual scribe, Zuhura Plummer, captured the richness of the discussions through a visual representation of the day’s key themes. The vibrant illustration (see below) highlights important concepts such as the role of a welcoming space, the significance of family and connections, and the value of cultural activities in fostering meaning, safety, and confidence. It also touches on crucial topics like the importance of accessibility, the role of “super connectors”, and the challenge of balancing new experiences with familiar routines. This visual serves as a powerful reminder of the day’s discussions and captures the essence of our shared insights in a dynamic, engaging way. This artwork reflects the voices, ideas, and experiences of the participants and will serve as a valuable tool for reflecting on topics that emerged throughout the day.

Next Steps for the TOUS Study

We are still in the process of collecting data for the TOUS study. We will be running two more similar knowledge exchange events, in different parts of the UK, in the near future. The TOUS study is due to finish in May 2025 at which point we will publish learnings from the research. If you would like further information about this study, please contact principal investigator Stephanie Tierney (stephanie.tierney@phc.ox.ac.uk). 

The TOUS research team would like to thank everyone who came to the event on 13^th September for contributing so generously to discussions. The study mentioned in this blog is funded by a grant from UK Research and Innovation (MR/Y010000/1). The views expressed are those of the author and not necessarily those of the funder or the author’s host institution.