These inner city dwellers are close to a lot of cultural provision, but income and transport limitations inhibit access, so community-led, local co-creation is very important.

Explore the local activities and community engagement of Kaleidoscope Creativity:

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Found in mostly social housing flats and terraces in inner city areas or the suburbs of large cities, especially London.

  • Nearly 50% are based in London and they’re to be found in inner city suburbs in flats and terraced housing, mostly in council accommodation.
  • Outside of London, they live in and around the urban centres of larger cities like Liverpool, Birmingham, Manchester, Newcastle and Leeds.
  • Visit our Audience Mapping tool in the Audience Finder dashboard to investigate the location of this segment


Despite living in and around city areas where plenty of opportunities are within easy reach, low incomes and unemployment present barriers to accessing some cultural provision.

  • This group is heavily reliant on public transport, the cost and unreliability of which may contribute to low engagement levels at more rural or non-urban leisure sites for days out, though working with local transport providers might therefore present a partnership opportunity.
  • This incongruity between this group not considering arts to be relevant to them, but still considering themselves to be 'arty' suggests that there are artistic needs and aspirations that are not being met through present styles and levels of cultural provision and opportunity. See Sectors > Artforms & Participation for more detail.
  • This group's own ethnic diversity reflects the areas they live in with a broad range of exposure to many different cultures, and the outdoors and community spaces provide creative platforms and are an essential part of creating artistic environments that speak to this group.


They tend to be settled in their areas, with strong community ties, so sustained, locally co-created strategies developed with a knowledge of the complexities of a particular community are key to longer term engagement.

  • Amongst the least likely to be involved in volunteering, fewer than one in five have done so in the last 12 months and, when they do, it is likely to be outside of arts or cultural organisations - they are actually the group most likely to volunteer by befriending and mentoring others and more likely to help on committees and in organising events.
  • Community clubs, youth programmes, religious institutions, healthcare providers, local authorities, community support workers, voluntary organisations, shops and services are all shared touch points that might provide mutually beneficial relationships and common interests in engaging people through them.
  • Efforts to increase engagement through arts and cultural events, might require careful planning and long term strategies which seek to reach out to people, demonstrate an understanding of their needs and aspirations, and are delivered in partnership with local communities.
  • This is about building genuine relationships with communities and audiences, understanding what they want and finding ways to deliver it to and with them sustainably - locating key community gatekeepers to foster these creative relationships and to help communicate and engage with people from this segment will also be important. See Sectors > Participation for more detail.

Other LOW engaged spectrum groups