Young fans are willing to pay more for sustainable concerts.
Discover how sustainability is reshaping live music and why the next generation of concertgoers is demanding more from the industry.
A new report reveals that younger gig goers aren’t just hungry for live music, they’re also deeply invested in how sustainable those experiences are. According to fresh data from a YouGov survey commissioned by EY’s Future Consumer Index, a growing number of Gen Z and Millennial fans are willing to spend more money on concerts that align with their environmental values.
In a market where ticket prices are already rising, this shift presents both a challenge and an opportunity for the live music industry. The message is clear: fans want their concerts greener, and many are happy to pay extra if it means a smaller carbon footprint.
Key takeaways from the survey
- Environmental concerns drive purchasing behavior:
60% of UK music fans aged 18–24 said that sustainability is an important factor when deciding which concerts or festivals to attend. The figure is almost as high among 25–34-year-olds (59%), but drops significantly with older age groups, landing at 37% for 45–54s. - Support for eco-conscious artists is strong:
A significant 60% of fans overall reported they would be more likely to attend shows featuring artists who make tangible efforts to reduce their environmental impact. Among younger age groups, this number is even higher, signaling a powerful correlation between artist values and fan loyalty. - Sustainability isn’t a niche concern—it’s a generational priority:
According to EY’s broader research, 81% of Gen Z believe climate change is one of the most pressing issues of our time. Meanwhile, 57% say they actively avoid brands and experiences that don’t align with their environmental and ethical beliefs.
While headlines about ticket price inflation dominate music news, the EY data suggests that many fans are willing to dig deeper into their pockets for the right reasons. In an era where experiences are seen as personal extensions of identity, purpose-driven events offer more than just entertainment: they offer fans a chance to live out their values.
This willingness to spend more isn’t blind. Fans expect:
- Transparency on how an event reduces waste or emissions
- Tangible actions like recycling, low-carbon energy usage, and green transportation options
- Engagement through visible partnerships, messaging, and interactive eco-friendly elements at the venue
Eco-conscious touring isn’t just good for the planet, it builds deeper fan loyalty. Artists like Billie Eilish, Coldplay, and The 1975 have already taken steps by eliminating plastic, using biofuels, or donating a portion of ticket sales to climate initiatives. Fans have responded not just with applause, but with ticket sales.
For venues, offering sustainable features, such as reusable cup programs, bicycle parking, plant-based food vendors, or solar-powered staging, can justify premium ticket tiers. More importantly, it distinguishes events in an increasingly crowded market.
According to EY’s report, 83% of Gen Z consumers trust brands more when they’re seen actively contributing to social and environmental causes. Sponsorship that integrates with a concert’s green efforts (like funding a stage’s renewable power supply) offers both visibility and relevance.