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.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 2
Editor's letter: Open for all
We must listen to the communities we’re trying to serve if we’re going to make attractions inclusive for everyone, says Magali Robathan
Interview: Chris Mather
As the Gretna Green Experience opens in Scotland, Mather & Co’s CEO shares the highs and lows of almost three decades in exhibition design
Waterparks: Down to earth
The world’s first ‘living waterslides’, a hydroponic farm, rooftop beehives and more than 1,500 trees – all part of the Therme Manchester next generation waterpark’s aims to be as green as possible
Museums: Gardens of the future
Dubai’s new Museum of the Future has opened with a bang. We look at how the innovative landscaping aims to support the museum’s message
Technology: A whole new world
The metaverse is coming, and the attractions industry needs to pay attention. Lesley Morisetti explores the challenges and opportunities
Immersive art: In the picture
Van Gogh: The Immersive Experience is part of a massive trend promising to offer new perspectives on art and artists
Awards: Museums & Heritage Awards
As the Oscars of the museum world celebrate the best, brightest and most creative, we take a look at this year’s winners
Tourism: The winds of change
Attractions providers not willing to take risks and get truly creative will get left behind, says Dr Terry Stevens. Here’s how to stay ahead of the curve
Research: A sustainable future
Research shows that consumers want attractions to get greener, faster, and they’re actively pushing for change. BVA BDRC’s Jon Young talks us through the numbers
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.
Read more from this issue of Attractions Management magazine
View contents of Attractions Management 2022 issue 2
Editor's letter: Open for all
We must listen to the communities we’re trying to serve if we’re going to make attractions inclusive for everyone, says Magali Robathan
Interview: Chris Mather
As the Gretna Green Experience opens in Scotland, Mather & Co’s CEO shares the highs and lows of almost three decades in exhibition design
Waterparks: Down to earth
The world’s first ‘living waterslides’, a hydroponic farm, rooftop beehives and more than 1,500 trees – all part of the Therme Manchester next generation waterpark’s aims to be as green as possible
Museums: Gardens of the future
Dubai’s new Museum of the Future has opened with a bang. We look at how the innovative landscaping aims to support the museum’s message
Technology: A whole new world
The metaverse is coming, and the attractions industry needs to pay attention. Lesley Morisetti explores the challenges and opportunities
Immersive art: In the picture
Van Gogh: The Immersive Experience is part of a massive trend promising to offer new perspectives on art and artists
Awards: Museums & Heritage Awards
As the Oscars of the museum world celebrate the best, brightest and most creative, we take a look at this year’s winners
Tourism: The winds of change
Attractions providers not willing to take risks and get truly creative will get left behind, says Dr Terry Stevens. Here’s how to stay ahead of the curve
Research: A sustainable future
Research shows that consumers want attractions to get greener, faster, and they’re actively pushing for change. BVA BDRC’s Jon Young talks us through the numbers
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
+ More news
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