Sustainability is a growing demand amongst sports fans, according to a recent survey conducted by Stora Enso. More than half of Finns, Swedes and Germans say they would be willing to pay more for events that are fully sustainable.
Stora Enso asked Finns, Swedes and Germans about how responsibility and the use of renewable materials would affect their experience at sporting events. Only 21% of Finns, 16% of Swedes, and 10% of Germans currently think that spectator events successfully address the environmental impact. Over half of all respondents said they would be willing to pay more for a ticket to an event if they knew the event was going to be 100% sustainable. In Germany, two thirds of the respondents said they would be willing to pay extra.
The online survey was conducted with over one thousand 18—80-year-old respondents in each country. The samples were nationally representative by age, gender and regions. The survey was conducted in November and December 2016.
Approximately 66% of Finns say that responsibility and the use of renewable materials would enhance their event experience in positive or very positive terms – among Swedes and Germans, over 70% of the respondents agreed. 71% of Finns, 68% of Swedes and 58% of Germans say that spectator events should strive for 100% sustainability.
Stora Enso is the presenting sponsor of the FIS Nordic World Ski Championships in Lahti in 2017. Together with Lahti2017, the aim is to lead the way in promoting and supporting sustainable events.