Over a third of people spend more in sustainable venues

Over a third of pub and restaurant goers in the UK are prepared to spend more than usual in venues with strong sustainability credentials, according to a report from CGA strategy.

The report also found that nearly half of Gen Z and millennials were more likely to spend more at sustainable venues.

It also found that 70% of Brits say that they are trying to live more sustainably, which informs their choices of where to eat and drink.

Only 23% of UK consumers said that sustainability was currently unimportant in their choice of venues.

Karl Chessell, director, Hospitality Operators and Food, EMEA at CGA, said: “Despite the fallout from the COVID-19 pandemic and cost-of-living pressures, the message is clear – consumers still care about sustainability and want to be equipped to be able to make informed choices.

“But it’s important to focus on the positives in sustainability. Pubs, bars and restaurants that show good practice can improve brand trust and increase guest spend. Good sustainability practice isn’t just the ethical thing to do, it’s commercially valuable too.”

Stephen Nolan, CEO of Nutritics, added: “The climate crisis has focused consumers’ minds on environmental impact — not just their own, but they also want to see hospitality playing its part in reducing its environmental impact.

“Operators who seize the opportunity to capitalise on this demand, through better customer communication of credible initiatives, will profit from an ever-increasing competitive advantage. The operators who invest in understanding which sustainability initiatives make customers tick will drive loyalty and spend and effectively build not just environmentally sustainable brands but economically sustainable businesses.”

The Sustainability Matters report from CGA and food technology provider Nutritics surveyed 5,000 UK hospitality consumers.