A Different View‘s Rosalind Johnson (co-founder) and Geoffrey Dixon (head of research) presented the initial findings of the Sustainability Tracker at greenloop 2023 last week. First launched in 2021, this report looks at visitor sentiment towards sustainability, and how this influences their domestic and attraction purchasing decisions.
The full report has now been released.
Highlights of the Sustainability Tracker
A Different View (ADV) is a strategic planning and strategy consultancy with fullservice research and insight. Primarily a visitor experience agency, ADV note that increasingly the delivery and perceptions of sustainability are key components of new product development and performance evaluation research projects.
The aim of the study, carried out in cooperation with Panelbase.net, is to help understand visitor sentiment around sustainability and the environment, to understand what is important to visitors and to monitor how this influences purchasing behavior.
“In 2023 the A Different View and Greenloop Sustainability Tracker highlights again that attractions visitors are taking ‘actions on sustainability’ in their home lives and place significant importance on ‘actions on sustainability’ that attractions can take,” says Dixon.
“Recycling of waste, waste food recycling and no single use plastics are the stand out ‘actions on sustainability’ that visitors rate important for attractions to undertake.
“Net Zero is rated lower though still nearly 6 out of 10.
“This not saying that Net Zero is not important for visitors but that it is an expectation for all significant attractions. In other recent attractions development research, we found that the ‘ingredients of sustainability’ like recycling, were always rated of higher importance than the end Net Zero targets, and may indicate how attractions need to communicate sustainability achievements.
“42% of attractions visitors sometimes to always look to find out how sustainable / environmentally friendly an attraction is before visiting and for 10% that is regularly or always.
“A small majority of visitors say that they are prepared to pay more for the kinds of environmentally friendly things they say are important, peaking at 5% to 10% more.”
The full report is available below:
