It also revealed 41% of consumers were very or quite likely to choose a venue based on the sustainability commitments and performance while 37% were willing to pay more for brands with strong sustainability credentials.
According to Sustainability Matters: What consumers want and how brands can respond, the 41% figure increased among 18 to 34-year olds to 64%.
Great opportunities
Nutritics CEO Stephen Nolan said: “Our research shows there are some great opportunities for the hospitality industry to capitalise on this demand – especially through transparent communication.
“Clear messaging and implementing simple eco-friendly initiatives that resonate with consumers will not only help drive eco-conscious guests to visit but will help retain them.
“Brands that look to invest in understanding what sustainability practices are a priority to their customers will drive loyalty and spend over their competitors, which is key in an ever-competitive market.”
However, for pubs specifically, fewer than four in 10 (39%) of consumers wanted more information about carbon footprint on menus.
Furthermore, around a quarter (26%) of consumers agreed pubs and restaurants communicate carbon footprint information well.
Eco-conscious consumers
Nutritics sustainability lead Dr Laura Kirwan added: “The message from our report is clear – consumers still care about sustainability and this is only set to continue as younger, eco-conscious consumers start to come through the customer base.
“We know operators are under pressure to improve their bottom line. Pubs, bars and restaurants that show good sustainability practice will ultimately improve brand trust and increase guest spend.
“Good sustainability practice is not only the ethical thing to do, it is commercially valuable as well.”
Just last month (November), Hamish Stoddart emphasised Nutritics research, which revealed sustainability was critical for teams, with 91% of staff having said an environmentally friendly and sustainable lifestyle was important to them.
