Summit: ldn25

Length: 16:28

In terms of their importance, Gen Alpha are often underestimated. In this session hear about the opportunities for this demographic, intelligence on their behaviours, expectations and needs, alongside best practice strategies in how to reach them – across audience, digital, brand and outreach – including the highly successful strategies deployed by the Young V&A, the Art Fund Museum of the Year 2024 and winner of the Family Friendly Museum Award 2024.

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This talk is presented by

Dr Helen Charman - Director of Learning, National Programmes and Young V&A, V&A - 2024 Museum of the Year & 2024 Family Friendly Museum Award winner

Dr Helen Charman FRSA, MA, Dip is Director of Learning, National Programmes and Young V&A at the Victoria and Albert Museum, London where she has worked since 2018. A creative and cultural learning professional for 30 years, Helen’s professional portfolio encompasses educational and leadership roles across schools, universities, galleries, museums, festivals, local authorities and charities, both in the UK and overseas. At the V&A she led the transformation of the former V&A Museum of Childhood into Young V&A, ‘the world’s most joyful museum’ co-designed with and for children. Young V&A was recently awarded the accolade of Art Fund Museum of the Year 2024, the biggest museum prize internationally and a clarion call for the vital importance of creativity and play in young lives.

Helen’s previous roles include Head of Learning and Access at the Museum of Contemporary Art, Sydney; Senior Curator: Education, Tate Modern; Education Officer, Cultural Co-operation and Arts Development Officer, London Borough of Harrow. She sits on UK advisory boards for The Arts Council England’s Durham Commission and the Cultural Learning Alliance, and is a Trustee of Chelsea Physic Garden. She is a member of the All Party Parliamentary Group: Children’s Health & Wellbeing and through which she has contributed to policy recommendations relating to the role of play in childhood, alongside multiple contributions to publication and conferences on the topic of creative and cultural education. A recent international remit included contributing to the UNESCO Framework on Culture and Arts Education through the lens of co-design with and for young people. Helen holds MA degrees from Oxford University (English Literature) and University of London (History of Art) and a Doctorate in Museum Education (University of London).

She has a keen interest in development education alongside cultural learning and has volunteered on several overseas literacy projects; is a committed humanist who volunteers as a bereavement buddy at St Christopher’s Hospice; and an enthusiastic cyclist, especially of the camino routes across Spain.

Sophie Brendel - Strategic Consultant; former Director of Audiences, Commercial & Digital, V&A

Sophie Brendel is a leading strategist who specialises in transformational change. The founder of Sophie Brendel Consulting, a global creative consultancy for arts, culture, media and heritage, Sophie specialises in transforming strategy, brand, profile, audiences and impact, working with organisations ranging from the Royal Shakespeare Company, RADA, V&A and the Fashion Museum to the National Trust, BBC, Smithsonian and the British American Project.

Over the past 25 years, Sophie has held senior leadership roles in globally-renowned organisations including the BBC, Thomson Reuters, and most recently the V&A, where she was the Director of Audiences, Commercial & Digital until 2024. Sophie worked at the nexus of the V&A's strategy, spearheading the V&A’s transformation into a family of six museums dedicated to the power of creativity, and led the brand, audience, marketing, comms, digital, front of house and commercial teams.

Sophie is also the MD of Thornfalcon Winery & Press - a 40-acre sustainable farm, vineyard, retreat and film location in Somerset. Sophie is a Trustee and Board Advisor to a number of organisations including Goldsmiths University, Bristol Old Vic and Quentin Blake Centre for Illustration.