Consumer thirst for sustainability

Venues should shout about their eco-credentials, report says

Dehydrated garnish
A venue’s approach to sustainability is a key consideration for consumers, the survey said.

SUSTAINABILITY credentials of venues and drinks brands are an increasingly important consideration for consumers when deciding where to go and what to order, a new report has claimed.

According to the 2022 Drinks Industry ESG Trends Report, produced by Footprint Intelligence and sponsored by Pernod Ricard UK, 56% of consumers consider a drinks brand’s green credentials when deciding what to buy, and 40% prefer drinks with eco-credentials.

The study, which polled 1000 consumers, claimed over half of people (53%) seek out information on their favourite drinks brands and venues regarding environmental and social responsibility, and that almost half (49%) consider green credentials when choosing a drinks venue, with two thirds of those surveyed saying they “use their consumer influence to support venues and drinks brands that are committed to climate action”.

A venue’s approach to tackling waste is among the key considerations for consumers.
The report said 40% of consumers would choose a venue because it is tackling food waste, and that the majority of consumers (84%) want to be given the choice of whether or not to have garnishes with food and drinks.

Communicating a venue’s sustainability credentials is, of course, key.

Almost three quarters (72%) of consumers said they would like to hear from pubs about the work they’re doing to tackle green issues such as plastics and food waste, with the report claiming two thirds (67%) of consumers use social media to find out more about their favourite pub, bar or venue’s eco-credentials.

Charles Miers, Footprint co-chief executive and founder, said: “The world has shifted on its axis since the last drinks report and, amid the pandemic, the industry was a hive of sustainability action.

“Areas such as general waste, water and modern slavery are busily progressing in the background, but getting very little airtime, and so this report dives deep into the issues that have been real challenges to industry leaders.

“The standout in this year’s report are the voices of consumers, who we surveyed extensively to tease out what they care about and it’s clear that they care about sustainability in all its forms.

“The climate crisis is urgent, but taking action leads to opportunity, as this report demonstrates.

“We urge everyone operating in the drinks industry to read it, share it as widely as possible and most importantly act on it.”