GET ATTRACTIONS MANAGEMENT
magazine
Yes! Send me the FREE digital edition of Attractions Management and the FREE weekly Attractions Management ezines and breaking news alerts!
Not right now, thanksclose this window
POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs   News   Features   Video    Products   Company profilesProfiles   Magazine   Handbook   Advertise  
Research
A sustainable future

Decades have passed since sustainability was first raised as an issue, but progress is slow. Research by BVA BDRC shows how consumers are forcing change, and how attractions can become greener while attracting more visitors


Sustainability is very much on the public’s agenda, with 95 per cent of the UK public very or fairly concerned with at least one sustainability issue, with deforestation ranking most highly, after decades of publicity around the Amazon rainforest. The extinction of species follows, then climate change.

The issues are clear, but action has not been. The problem is that climate change has been too slow for most of us to notice – today’s grandparents probably won’t live to see the damage, though their grandchildren certainly will. Investments conventionally need to pay back in a couple of decades at most. Shareholders have no interest in watching their investments tank so as to benefit future generations.

We need different models of motivation and governance for real change to happen and the momentum is most likely to come from the consumer, who can learn to change their habits and start to impose real and lasting change on the market.

At consumer and business insight consultancy BVA BDRC we use research to make sense of consumer attitudes. Unlike many other issues – and contrary to the media narrative – environmentalism is not limited to the young, with over 55s typically more concerned with sustainability issues than any other age group. This chimes with a good deal of the research we have conducted elsewhere.

Most surveys we run with national tourist boards show older generations prioritising landscapes and scenery as a motivation for visiting – this is the case for the UK, German, US and French markets. Older age cohorts also index above average in visits to cultural and garden attractions. They are the most engaged with the natural world so it’s no surprise they’re the most likely to want to protect it.

Environmentalism is also not biased towards the political left. It is broadly non-partisan. Conservative and Labour voters score almost identically on environmental issues – with the exception of ‘climate change’ which is perhaps a more politically loaded term.

While it’s no secret that people care, there is not yet a link between sustainability and decision-making and this link is needed to persuade attractions that it’s worth making the investments needed to become more sustainable.

One of the most important outcomes of our research was to demonstrate that sustainability is not ‘one size fits all’. To make this point we developed an attitudinal sustainability segmentation based on attitudes and sustainable behaviour. The inclusion of behaviour was particularly important in separating the advocates from the virtue signallers or those who want to be sustainable but don’t know how. The five segments are:

Eco Evangelists – 16 per cent of the population: These are individuals who care deeply about the environment and regularly make sustainable choices, from recycling to reducing meat consumption, to switching energy suppliers to direct action on the streets.

How to attract to attractions: Attract through promoting depth of sustainability activity. Accreditation may be seen as greenwashing so focus on tangible achievements.

Good Intentions – 27 per cent: These people are very concerned about the environment and do what they can, but generally find it all too overwhelming. They need help from corporations or government to make sustainable choices.

How to attract to attractions: Make being sustainable easy and visible. This may include on-site recycling bins, provision of water fountains, vegan and local food in the café and plenty of sustainable produce in the shop. Accreditation may also help but this segment will best respond to actions that get visitors involved.

Accidentally Green – 19 per cent: This (mostly older male) segment is not involved with the sustainability conversation – they will actively criticise those who take direct action. However they will naturally make sustainable choices – be it through recycling and reusing, nurturing a bee friendly garden or purchasing locally grown food (sometimes growing it). Saving money is a priority for them but they also dislike waste.

How to attract to attractions: Highlight ways in which sustainable choices can save them money (e.g. discounted hot drinks with reusable cups) and draw attention to how the attraction is saving waste.

Affluent Hedonists – 27 per cent: The closest fit to a segment of ‘virtue signallers’ this audience will say they are concerned about sustainable issues, but their behaviour suggests otherwise. Nevertheless, being sustainable is good for their image, so they will make sustainable choices if it makes them look good, and will pay more for the pleasure.

How to attract to attractions: This segment will light up when being sustainable makes them look good. Attractions can achieve this in many ways, but examples include using influencers to communicate messages, utilising new/clever technology, selling fashionable/designer sustainable goods or serving locally sourced good quality vegan food in the café. The wealthiest segment, this is a good one to get.

Climate sceptics – 11 per cent: A segment opposed to the sustainability movement and not sustainable in their behaviours. How to attract: There’s very little that can be done to attract this segment, but attractions may simply want to listen to their views so they are not alienated.

Visitor attractions index especially highly in attracting the ‘eco evangelists’ and ‘good intentions’ segments, indicating the importance of them being outwardly sustainable. Our Mystery Visitor programme – which assesses attractions on a range of sustainability measures – suggests this is often not the case. The latest quarter of our Mystery Visitor research indicated that 47 per cent of visitor attractions don’t have recycling bins on site and only a third have some sort of ‘sustainability accreditation’ on view. While the accreditation can be seen as an example of greenwashing, and recycling bins won’t solve the climate crisis, the lack of both will be a source of frustration for environmentally-minded visitors.

More positively, 72 per cent of attractions sold sustainable items in their shop, and 55 per cent served vegan food in their café. But broadly speaking, the evidence suggests attractions still have some way to go.

Attitudinal segmentation based on attitudes and sustainable behaviour
Credit: Photo: ©National Trust Images/David Levenson
Polar bears made from plastic waste at the National Trust’s Sheffield Park Garden Credit: Photo: ©National Trust Images/Laurence Perry
The National Trust’s Living Green Visitor Centre educates visitors Credit: Photo: ©National Trust Images/John Millar
Attractions need to make sustainable options easy and visible for visitors Credit: Photo: ©National Trust Images/John Millar
COMPANY PROFILES
IAAPA EMEA

IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Antonio Zamperla Spa

Founded in 1966, the Antonio Zamperla SPA is privately owned by Mr Alberto Zamperla. Located in Vi [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
+ More profiles  
FEATURED SUPPLIER

Attractions industry to reunite this September at IAAPA Expo Europe in London
For the first time in more than a decade, industry leaders from across the global attractions industry will once again gather in London as part of the annual IAAPA Expo Europe, the sector’s premier international event. [more...]
VIDEO GALLERY

Proslide Tech Inc - ProSlide's all-in-one waterplay entertainment center
RideHOUSE is an iconic waterplay complex purposefully designed for young kids and families to enjoy. Find out more...
More videos:
IAAPA Expo Europe Promo – International Association of Amusement Parks and Attractions (IAAPA)
Red Raion Showreel 2021 – Red Raion
Keynote | Moby Dick - Friends to the rescue! – Red Raion
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

27-29 Sep 2022

International Congress on Thermal Tourism

Ourense, Ourense, Spain
13 Oct 2022

VAC 2022

The ICC Birmingham, Birmingham, United Kingdom
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

Issue 2 Volume 27


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

Issue 1 Volume 27


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

Issue 4 Volume 26


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2021 issue 3


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

06 Apr 2020 issue 153


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022
Jobs    News   Products   Magazine
Research
A sustainable future

Decades have passed since sustainability was first raised as an issue, but progress is slow. Research by BVA BDRC shows how consumers are forcing change, and how attractions can become greener while attracting more visitors


Sustainability is very much on the public’s agenda, with 95 per cent of the UK public very or fairly concerned with at least one sustainability issue, with deforestation ranking most highly, after decades of publicity around the Amazon rainforest. The extinction of species follows, then climate change.

The issues are clear, but action has not been. The problem is that climate change has been too slow for most of us to notice – today’s grandparents probably won’t live to see the damage, though their grandchildren certainly will. Investments conventionally need to pay back in a couple of decades at most. Shareholders have no interest in watching their investments tank so as to benefit future generations.

We need different models of motivation and governance for real change to happen and the momentum is most likely to come from the consumer, who can learn to change their habits and start to impose real and lasting change on the market.

At consumer and business insight consultancy BVA BDRC we use research to make sense of consumer attitudes. Unlike many other issues – and contrary to the media narrative – environmentalism is not limited to the young, with over 55s typically more concerned with sustainability issues than any other age group. This chimes with a good deal of the research we have conducted elsewhere.

Most surveys we run with national tourist boards show older generations prioritising landscapes and scenery as a motivation for visiting – this is the case for the UK, German, US and French markets. Older age cohorts also index above average in visits to cultural and garden attractions. They are the most engaged with the natural world so it’s no surprise they’re the most likely to want to protect it.

Environmentalism is also not biased towards the political left. It is broadly non-partisan. Conservative and Labour voters score almost identically on environmental issues – with the exception of ‘climate change’ which is perhaps a more politically loaded term.

While it’s no secret that people care, there is not yet a link between sustainability and decision-making and this link is needed to persuade attractions that it’s worth making the investments needed to become more sustainable.

One of the most important outcomes of our research was to demonstrate that sustainability is not ‘one size fits all’. To make this point we developed an attitudinal sustainability segmentation based on attitudes and sustainable behaviour. The inclusion of behaviour was particularly important in separating the advocates from the virtue signallers or those who want to be sustainable but don’t know how. The five segments are:

Eco Evangelists – 16 per cent of the population: These are individuals who care deeply about the environment and regularly make sustainable choices, from recycling to reducing meat consumption, to switching energy suppliers to direct action on the streets.

How to attract to attractions: Attract through promoting depth of sustainability activity. Accreditation may be seen as greenwashing so focus on tangible achievements.

Good Intentions – 27 per cent: These people are very concerned about the environment and do what they can, but generally find it all too overwhelming. They need help from corporations or government to make sustainable choices.

How to attract to attractions: Make being sustainable easy and visible. This may include on-site recycling bins, provision of water fountains, vegan and local food in the café and plenty of sustainable produce in the shop. Accreditation may also help but this segment will best respond to actions that get visitors involved.

Accidentally Green – 19 per cent: This (mostly older male) segment is not involved with the sustainability conversation – they will actively criticise those who take direct action. However they will naturally make sustainable choices – be it through recycling and reusing, nurturing a bee friendly garden or purchasing locally grown food (sometimes growing it). Saving money is a priority for them but they also dislike waste.

How to attract to attractions: Highlight ways in which sustainable choices can save them money (e.g. discounted hot drinks with reusable cups) and draw attention to how the attraction is saving waste.

Affluent Hedonists – 27 per cent: The closest fit to a segment of ‘virtue signallers’ this audience will say they are concerned about sustainable issues, but their behaviour suggests otherwise. Nevertheless, being sustainable is good for their image, so they will make sustainable choices if it makes them look good, and will pay more for the pleasure.

How to attract to attractions: This segment will light up when being sustainable makes them look good. Attractions can achieve this in many ways, but examples include using influencers to communicate messages, utilising new/clever technology, selling fashionable/designer sustainable goods or serving locally sourced good quality vegan food in the café. The wealthiest segment, this is a good one to get.

Climate sceptics – 11 per cent: A segment opposed to the sustainability movement and not sustainable in their behaviours. How to attract: There’s very little that can be done to attract this segment, but attractions may simply want to listen to their views so they are not alienated.

Visitor attractions index especially highly in attracting the ‘eco evangelists’ and ‘good intentions’ segments, indicating the importance of them being outwardly sustainable. Our Mystery Visitor programme – which assesses attractions on a range of sustainability measures – suggests this is often not the case. The latest quarter of our Mystery Visitor research indicated that 47 per cent of visitor attractions don’t have recycling bins on site and only a third have some sort of ‘sustainability accreditation’ on view. While the accreditation can be seen as an example of greenwashing, and recycling bins won’t solve the climate crisis, the lack of both will be a source of frustration for environmentally-minded visitors.

More positively, 72 per cent of attractions sold sustainable items in their shop, and 55 per cent served vegan food in their café. But broadly speaking, the evidence suggests attractions still have some way to go.

Attitudinal segmentation based on attitudes and sustainable behaviour
Credit: Photo: ©National Trust Images/David Levenson
Polar bears made from plastic waste at the National Trust’s Sheffield Park Garden Credit: Photo: ©National Trust Images/Laurence Perry
The National Trust’s Living Green Visitor Centre educates visitors Credit: Photo: ©National Trust Images/John Millar
Attractions need to make sustainable options easy and visible for visitors Credit: Photo: ©National Trust Images/John Millar
LATEST NEWS
Queen Elizabeth II to be commemorated by Thames' Illuminated River
Illuminated River, described as the world’s longest public artwork, will be lit in commemoration of the passing of Her Majesty The Queen, Elizabeth II.
Brad Pitt makes debut as sculptor at Finnish art museum
Hollywood superstar, Brad Pitt, has made his debut as a sculptor as part of British artist Thomas Houseago’s first ever exhibition in the Nordic countries.
World's longest and 'technologically advanced' zipline planned for Iceland
A 1km-long zipline offering riders speeds of 120km/h is set to open in Iceland later this year.
Triotech secures deal to supply rides for Puy Du Fou Asia's first Chinese attraction
Triotech has secured a deal to supply its interactive ride technology for the SAGA Experience, an immersive attraction being developed in the heart of Shanghai, China, by Puy du Fou Asia.
Tangled attraction among new additions revealed for Disneyland Paris Resort
A Tangled-themed family ride is among a range of new attractions revealed for the Walt Disney Studios Park at Disneyland Paris Resort, France.
Merlin takes over operations at UK's largest indoor waterpark
Merlin Entertainments has secured a contract to operate Blackpool Sandcastle, the UK's largest indoor waterpark.
HBG Design behind Michigan’s six-storey Aquadome inspired by the sun’s path across the sky
Hospitality and entertainment design firm HBG Design is helming the design of Michigan's new Gun Lake Casino Resort Aquadome – a glass-roofed, climate-controlled, indoor landscaped pool and event centre atrium environment.
IAAPA recognition for Blackpool Pleasure Beach to mark century-old relationship
Blackpool Pleasure Beach will be honoured at the IAAPA Expo Europe, being held in London later this month.
Preparations for construction of £250m Therme Manchester project get underway
Plans to start work on the UK’s first city-based wellbeing resort, Therme Manchester, at TraffordCity have progressed this week with preparations to clear the current site.
Merlin to open Legoland Resort in Belgium by 2027
Merlin Entertainments Group has revealed plans for a new Legoland theme park near Charleroi Airport in Belgium.
First images released for Merlin's Jumanji land at Chessington
Visuals have been released for the new Jumanji-themed land at Chessington World of Adventures in London, UK, which is set to open to the public in 2023.
Universal's Epic Universe set to open in 2025
Building work on Universal's Epic Universe – a new theme park at the Universal Orlando Resort in Florida, US – is advancing and the park is set to open to visitors in 2025.
+ More news   
 
COMPANY PROFILES
IAAPA EMEA

IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Antonio Zamperla Spa

Founded in 1966, the Antonio Zamperla SPA is privately owned by Mr Alberto Zamperla. Located in Vi [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
+ More profiles  
FEATURED SUPPLIER

Attractions industry to reunite this September at IAAPA Expo Europe in London
For the first time in more than a decade, industry leaders from across the global attractions industry will once again gather in London as part of the annual IAAPA Expo Europe, the sector’s premier international event. [more...]
VIDEO GALLERY

Proslide Tech Inc - ProSlide's all-in-one waterplay entertainment center
RideHOUSE is an iconic waterplay complex purposefully designed for young kids and families to enjoy. Find out more...
More videos:
IAAPA Expo Europe Promo – International Association of Amusement Parks and Attractions (IAAPA)
Red Raion Showreel 2021 – Red Raion
Keynote | Moby Dick - Friends to the rescue! – Red Raion
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

27-29 Sep 2022

International Congress on Thermal Tourism

Ourense, Ourense, Spain
13 Oct 2022

VAC 2022

The ICC Birmingham, Birmingham, United Kingdom
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2022

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS