What’s clear is that millennials and Gen Z are particularly open to spending more to support sustainability initiatives. Two-thirds of under 24s and three-fifths of 25-34s were happy to see their bills rise by 10%, while a third of 25-34s were happy to pay significantly more, and almost half of under 24s said this. Almost four-fifths of millennials wanted to be incentivised to be more sustainable by businesses, suggesting a key market for an ‘eco-conscious customer’.
The last year has been hugely challenging for hospitality venues – but as they reopen and welcome people back, there is a pool of potential customers who want to see businesses take steps to go green – and who want to be given the opportunity to make sustainable choices.
Key findings:
- 50% are willing to pay a small amount more on top of their bill (e.g. up to 10% more) for sustainable services and products
- This rises to 64% for under 24s and 61% for 25-34s
- 27% are willing to pay significantly more on top of their bill for sustainable services and products
- This rises to 45% for under 24s and 34% for 25-34s
- 67% would like restaurants to incentivise customers to be more sustainable (e.g. applying discounts for drinking tap or filtered water or bringing their own reusable coffee cups and bottles)
- This rises to 73% for under 24s and 83% for 25-34s
