Leadership / 06.27.19
Ticketmaster Survey Reveals Green Issues, Gender Diversity Top of List for U.K. Festival Goers
Billboard (06/24/19) Smirke, Richard
Ticketmaster's annual State of Play report cited sustainability and gender parity as leading priorities for U.K. festival-goers. The survey found 62% of 4,000 respondents named environmental impact of festivals their top issue for the summer, and 63% of over 55-year-olds want to see less waste, versus 40% of 16- to 19-year-olds. The most imperative sustainability initiatives respondents listed are better recycling facilities, zero single-use plastics, tent recycling, and digital ticketing. "Millennials, in particular, want to be associated with brands that reflect their world view and sustainability is definitely one of the things that crops up time and time again," said Ticketmaster's Andrew Parsons. "Festivals and live events are driven by what fans want, so [whilst sustainability] is something that the industry is already aware of, hopefully this report puts it front and center once again and supports that work." Respondents also deemed security and inclusivity of festival line-ups a high priority, with 61% prioritizing better security, 41% desiring more diverse line-ups, and 29% emphasizing gender equality.
Read the full story on Billboard.
Tags: Ticketmaster , News