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Insight of the Day: Do British concertgoers care about sustainable live music events?

Findings:

  • British concertgoers care about sustainability: 47% of people planning to attend a concert in the next 12 months considerenvironmental sustainability important when choosing which concerts to attend.

  • Women and younger demographics prioritize sustainability: Women and individuals aged 18-34 are more likely to prioritize sustainability than men and older demographics.

  • Support for eco-friendly artists: Three in five potential concertgoers are likely to support artists who reduce their tour's environmental footprint.

Key Takeaway:

  • There is a significant interest in eco-friendly practices among British concertgoers, and artists who prioritize sustainability are likely to gain support from this audience.

Trend:

  • The music industry is increasingly focusing on sustainability, and this trend is resonating with audiences.

It is about whom:

  • British concertgoers, particularly those who are planning to attend a concert in the next 12 months.

Description of consumers/products:

  • Consumers: British concertgoers who are interested in attending live music events.

  • Products: Live music events, concerts, and tours.

Age of consumers:

  • The survey focused on individuals aged 18 and above, with a particular focus on those planning to attend a concert in the next 12 months.

Conclusions:

  • The music industry's push for sustainability is resonating with audiences, and artists who prioritize eco-friendly practices are likely to gain support from concertgoers.

Implications for brands:

  • Artists and music industry stakeholders should prioritize sustainability in their operations to appeal to a growing audience that values eco-friendly practices.

  • Brands can leverage their sustainability efforts to attract and engage with consumers who are increasingly conscious of environmental issues.

Implications for society:

  • The increasing awareness and demand for sustainable practices in the music industry can contribute to a broader cultural shift towards environmental responsibility.

  • This trend can encourage other industries to adopt more sustainable practices, leading to a more positive impact on the environment.

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