Understanding Millennials and Historic Preservation

Abstract

A 2017 study of millennials conducted by American Express and the National Trust for Historic Preservation shows that 97% of millennials “feel it’s important to preserve and conserve buildings, architecture, neighborhoods, and communities.” As the preservation movement seeks to replace an aging and financially dwindling supporter base, leaders in the field must consider ways to expand and change what defines a “preservationist” and how to capitalize on millennials’ high value for preservation while responding to the unique conditions that shape this generation. This project provides strategies for preservation professionals to engage millennials and make the preservation movement more inclusive and financially sustainable in the future.