A new study shows that 77% of audience members think cultural organisations have a responsibility to influence society to make radical change in tacking the climate emergency.
In May, Act Green - a research project run jointly by Indigo and pointOne - polled 11,682 audience members via 58 cultural organisations.
Their survey found that 80% of cultural audiences are worried about the impact of the climate crisis, 10% higher than a recent ONS survey of the overall population.
It also found that 94% of respondents have made lifestyle changes, compared to 79% of the general public.
While more than three-quarters of respondents said cultural organisations have a responsibility to exert influence, only 17% think that organisations currently place “great importance” on playing an active role in tackling climate change. Fifty-seven percent said they place “some importance” on it.
More than 90% of audiences expect organisations to prioritise energy efficiency in their buildings, avoid single use plastics and source recycled material for building sets. Nearly two thirds said they would be open to suggestions of more sustainable food choices at venues.
More than half said they would be “quite likely” to support fundraising to improve ongoing biodiversity of the venue and 65% would consider using public transport instead of driving to the venue in exchange for a reduced ticket price.
“It is really encouraging to see the level of importance that cultural audiences are placing on the climate emergency,” said Katy Raines, CEO of Indigo.
“The responses from younger audiences in particular offer a real opportunity for cultural organisations to build relationships with a new generation of theatre goers who are passionate about climate activism.
“I hope this signals the beginning of a new wave of supporters, advocates and volunteers to support organisations to meet sustainability goals.”