Colleen Dilenschneider breaks down the data on “negative attitude affinities”—perceptions that museums and other cultural institutions are unwelcoming to certain people. She makes a compelling case that institutions need to combat these perceptions and build cultures that draw more people in, or their survival may be in peril.

“The solution is not another Día de los Muertos event, a Stranger Things themed cocktail gathering in the atrium after hours, or even free admission. The solution is in creating an ongoing culture within cultural organizations that is truly welcoming.”