Benchmark Report: Act Green 2024

Benchmark Report: Act Green 2024

SUMMARY

A benchmark report by Indigo following their national sector survey, Act Green. This sector wide research took place throughout May 2024, with 112 organisations gathering 17,450 responses. Now in its third year, it explores an understanding of audience attitudes towards the role of cultural organisations in tackling the climate crisis. Sponsored by Supercool.

Act Green 2024: Understanding Cultural Organisations' Role in Tackling Climate Change

The Act Green 2024 report, published by Indigo in September 2024, provides comprehensive insights into audience attitudes towards cultural organisations' role in addressing the climate emergency. The research, conducted with 112 cultural organisations across the UK, gathered responses from 17,450 participants.


Key Findings

Audience Concerns and Actions

  • 86% of cultural audiences are worried about climate change impacts (compared to 76% of the general population)
  • 93% have made lifestyle changes to tackle climate change
  • Younger audiences (under 35) show the highest levels of concern at 91%
  • Cultural audiences are less concerned about affordability when making environmental choices compared to the general population

Expectations for Cultural Organisations

  • 72% believe cultural organisations have a responsibility to influence society regarding climate change
  • Only 16% think cultural organisations currently place great importance on tackling the climate emergency
  • 89% expect organisations to reduce and recycle waste
  • 68% expect organisations to provide information helping audiences act more sustainably
  • 64% expect organisations to work with environmentally conscious suppliers
  • 49% expect organisations to join together for campaigning and lobbying

Audience Response and Support

  • 74% would view organisations more positively if they had sustainability accreditation
  • 28% have reduced attendance at organisations showing lack of environmental commitment
  • 50% would support fundraising for biodiversity projects
  • 49% would donate towards improving venue energy efficiency
  • 70% would act more sustainably if organisations made it easy or to support their efforts

Communication Preferences

Audiences expect to see sustainability information:

  • 69% while booking tickets on website
  • 63% in dedicated sustainability sections on website
  • 48% on social media
  • 46% in emails

Notable Trends

  • Increasing Polarisation: While most audiences support environmental action, there's growing division between those who want organisations to take strong action and those who believe it's not their role.
  • Communication Balance: Audiences want organisations to lead and educate but without preaching or virtue signalling.
  • Economic Considerations: Both audiences and organisations face financial constraints in implementing environmental initiatives.
  • Access and Inclusion: Organisations need to balance sustainability initiatives with maintaining accessibility for all audiences.

Recommendations for Cultural Organisations

  • Develop clear communication strategies about sustainability initiatives
  • Focus on making sustainable choices easy for audiences
  • Collaborate with other organisations and sectors
  • Consider sustainability accreditation
  • Balance environmental initiatives with accessibility and affordability

Download the Act Green 2024 Report (PDF) 


This report has been prepared by:
Katy Raines, CEO, Indigo-Ltd
Flo Carr, Associate Director, Indigo-Ltd
Ellie Oates, Audience Insight Executive, Indigo-Ltd
Catrin John, Arts Consultant

Act Green 2024 Benchmark report © Indigo-Ltd 2024

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Resource type: Research | Published: 2024
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