What Audiences Expect of Theatre

The results of the 2024 Act Green survey show that 72% of audiences think cultural organisations have a responsibility to influence society to make radical change in response to the climate emergency. 

This research, run by Indigo Ltd for a third year, reveals that cultural audiences and visitors are concerned about the climate emergency, and want to see the organisations they visit playing more of a role in tackling it as well as communicating their efforts to their audiences. Indigo Ltd gained 17,450 responses from 112 cultural organisations, the largest number of participating organisations to date.  

Key findings

86% of cultural audiences are worried about the climate crisis and 93% have made changes to their lifestyle to help tackle it. 

74% said a sustainability accreditation would make them view an organisation more positively. 

Only 16% of respondents think cultural organisations currently place great importance on tackling the climate emergency. 

Younger respondents are more likely to think organisations have a responsibility to influence society to address the climate emergency. 

89% expect organisations to be reducing and recycling waste, and 64% expect organisations to work with suppliers who share their values on environmental issues. 

68% of audiences want information from organisations about how they can act more sustainably. 62% said availability of public transport is the key consideration when thinking about how to travel to an organisation 

About the research

Act Green is an Indigo Share Hot Topic, designed to explore the role of cultural organisations and their audiences in tackling the climate crisis. This is the third year the research has taken place. The research was free for organisations to take part in, thanks to sponsorship from Supercool.  

Throughout May 2024, 17,450  cultural audience members responded to a survey sent out by 112 cultural organisations across the UK. The survey was sent out via link to previous attenders by each venue.