Reflections on global dialogue, local Action, and the road ahead
Last month in Mexico, UNESCO’s MondiaCult 2022 brought together ministers, policymakers, and cultural leaders from 150+ countries—marking the first global conference on cultural policies in over 40 years. As a consultancy deeply embedded in the cultural sector, Actural attended with a clear mission: to understand how this historic dialogue translates into action for museums, heritage sites, and creative industries.
Here’s our perspective on what MondiaCult means for cultural professionals—and how to move forward with purpose.
Culture as a strategic priority, not an afterthought
MondiaCult’s formal recognition of culture’s role in sustainability, education, and economic growth is a win for the sector. For institutions, this opens doors to align with broader agendas like the UN’s Sustainable Development Goals (SDGs). Imagine positioning a museum’s energy-efficient renovation as a climate action project to attract green grants, or framing a community oral history initiative as a tool for social cohesion. The key lies in reframing
cultural work through lenses that resonate with policymakers and funders.
At Actural, we’re already partnering with clients to audit their projects for SDG alignment, helping them craft narratives that secure funding while staying true to their missions.
Digital innovation with guardrails
The conference celebrated technology’s potential to democratize access to culture but cautioned against treating digitization as an end in itself. For example, a national archive we collaborated with recently used AI not just to digitize records, but to crowdsource metadata from local historians—enriching context while fostering community ownership.
MondiaCult’s emphasis on ethical frameworks also reminded us that questions of ownership and access (Who controls digital replicas of artifacts? How do we protect indigenous knowledge?) must guide every tech decision.
The quiet power of partnerships
One understated theme at MondiaCult was the need for cross-sector collaboration. A compelling real-world example highlighted in cultural circles is the Archeoguide Project at the Ancient Olympic Games site in Olympia, Greece. This EU-funded initiative brought together academic institutions, tech partners, and local heritage authorities to create one of the first augmented reality (AR) systems for cultural sites. Similarly, museums are finding
success in co-creating exhibits with schools or businesses, blending resources and expertise.
For institutions wary of overextending, the lesson is simple: start small. A single strategic partnership can unlock funding, audiences, or innovation you couldn’t achieve alone.
Addressing the unspoken challenge: sustainable funding
While MondiaCult’s declarations were bold, many attendees noted the absence of concrete funding commitments. This gap, however, invites creativity. One regional gallery we advise launched a “Digital Patron” program, offering exclusive virtual curator talks to members worldwide—a move that diversified revenue while expanding its global reach. Others are licensing archival content for documentaries or partnering with local businesses on cultural tourism packages. The goal isn’t just survival, but building financial resilience that fuels
mission-driven work.
A path forward
MondiaCult 2022 reminded the world of culture’s universal value—but the real work begins now. At Actural, we’re committed to helping institutions:
- Translate vision into action: Break down declarations into tailored, step-by-step strategies.
- Balance innovation with integrity: Adopt tools that amplify (not dilute) your core purpose.
- Turn constraints into creativity: Rethink funding, partnerships, and storytelling in pragmatic ways.
