Thanks to cultural sociologists and market researchers, we have a better picture of the different audience groups and their preferences. The public is catagorised with roaring descriptions such as cultural omnivores, modal culture avoiders, colourful stayers and culture-loving seniors. But how do you ensure that everyone recognises themselves in what’s on offer, that everyone feels welcome and has an optimal experience in your museum? This evening we will discuss the (im)possibility of being accessible to everyone in the programming, communication and appearance of a museum. We ask whether a museum should be an inclusive friend of everyone. Or is it better to stick to your own identity and not to go wherever the wind blows? Together with our guests we will reflect on these questions and look for smart ways to meet the diverse wishes of the public.