Attractions Management Vol 27 / Issue 2

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RES E ARC H

A SUSTAINABLE

FUTURE Decades have passed since sustainability was first raised as an issue, but progress is slow. Research by BVA BDRC shows consumers are forcing change and attractions can become greener while attracting more visitors, says Jon Young

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ustainability is very much on the public’s agenda, with 95 per cent of the UK public very or fairly concerned with at least one sustainability issue, with deforestation ranking

most highly, after decades of publicity around the Amazon rainforest. The extinction of species follows, then climate change. The issues are clear, but action has not been. The problem is that climate change has been too slow for most of us to notice – today’s grandparents probably won’t live to see the damage, though their grandchildren certainly will. Investments conventionally need to pay back in a couple of decades at most. Shareholders have no interest in watching their investments tank so as to benefit future generations. We need different models of motivation and governance for real change to happen

PHOTO: ©NATIONAL TRUST IMAGES/DAVID LEVENSON

and the momentum is most likely to come from the consumer, who can learn to change their habits and start to impose real and lasting change on the market. At consumer and business insight consultancy BVA BDRC we use research to make sense of consumer attitudes. Unlike many other issues – and contrary to the media narrative – environmentalism is not limited to the young, with over 55s typically more concerned

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