Consumer Insights: How important is sustainability?

Greene King Insights Manager Caroline Morley shares how sustainability in hospitality is evolving – and what it means for your pub, venue or bar.

Sustainability and carbon footprint are no longer just a buzzword or a box-ticking exercise. In today’s hospitality industry, it’s a real commercial lever – and increasingly a guest expectation. Whether you’re running a busy city bar or a countryside pub with rooms, your choices around energy, waste and sourcing are being noticed by customers, suppliers and regulators alike.

Greene King research shows 68% of customers say sustainability influences their choice of where to eat or drink, with that number rising to 80% among under-35s. These guests are actively choosing sustainable venues that show their values – not just talk about them.

“Sustainability is moving from a value-add to a dealbreaker,” says Caroline Morley, Insights Manager at Greene King. “Operators that act now will win over the next generation of loyal, high-value guests.”

Why Sustainability Matters in Hospitality

Sustainability in hospitality means managing your venue’s environmental impact – how you use energy, source products, reduce waste, and engage with your local community. It touches everything from how you light your beer garden to how you handle leftovers after a Sunday roast.

What’s changing is how visible these efforts and your commitment to sustainability have become to customers. People want to know what your venue stands for. They’re checking your website before booking and noticing if your operations feel aligned with their values. It’s no longer about just offering a vegetarian burger. Guests want to see meaningful, consistent steps toward a more sustainable operation.

Greene King’s consumer insights show that customers are more likely to return to – and recommend – venues that actively reduce waste, source responsibly, and communicate transparently.

What Customers Expect Today

Guests, particularly younger audiences and families, are actively seeking out sustainable pubs and bars. They’re not just impressed by eco-friendly efforts – they’re demanding them. Booking platforms now highlight “eco badges” or “green choice” filters, and online reviews increasingly mention environmental touches.

If you want to win over eco-conscious customers, your sustainability efforts need to be visible and verifiable. Refillable water stations, paperless menus, biodegradable packaging, and energy-efficient kitchens are now expected in many parts of the UK.

It’s also about convenience and communication. Can guests refill a reusable bottle? Is your waste policy on display? Have you swapped out high-emission ingredients for locally sourced alternatives?

Support tools like Value Hub’s C2 Renewables make it easier to explore low-carbon upgrades with less risk and more clarity. Small steps add up – and they’re being noticed.

Practical Sustainability Wins for Pubs and Venues

You don’t need a full refurb to become a more sustainable pub. Many of the best improvements are low-cost, high-impact, and easy to implement across day-to-day operations.

Here’s where to focus:

• Cut food waste: Use portion tracking tools and daily prep sheets. Share surplus via Too Good To Go or donate locally.
  
  
• Source locally and seasonally: Shorten delivery miles, support British producers and make your menu more sustainable overnight.
  
  
• Switch to refillables: Refillable containers for syrups, cleaning products and condiments reduce packaging waste and save money.
  
  
• Upgrade to LEDs: Energy-efficient lighting uses less power and lasts longer – no-brainer stuff that saves cash over time.
  
  
• Use smart controls: Automate heating, cooling and lighting with sensors or smart thermostats.
  
  
• Reduce water use: Install low-flow taps, urinals and dishwashers. Regularly check for leaks.
  
  
• Work with sustainable suppliers: Ask about packaging, sourcing and logistics. Greene King Orders offers product lines built for sustainability-focused venues.
  
  

Looking to rethink your operation? Value for Venues offers support, tools and supplier access to make it easier to build a more sustainable business.

The Business Case for Going Greener

Let’s be clear: sustainability is not just about brand image. It’s a commercial strategy with proven financial benefits.

• Lower bills: LED lighting, smart thermostats and low-flow taps can significantly cut utility costs.
  
  
• Reduced waste: Smarter portioning, prep routines and stock management lead to fewer bin collections.
  
  
• Better stock control: Longer shelf life and smarter ordering reduce spoilage.
  
  
• Customer loyalty: Guests are more likely to return to sustainable pubs and leave positive reviews.
  
  

Certifications like Green Key and EarthCheck are worth exploring too. They act as trust signals for guests, corporate bookers and third-party platforms. Some local councils also offer grants for energy upgrades or waste initiatives – check what’s available in your area.

How to Start Your Venue’s Sustainability Strategy

You don’t need to solve everything at once. Start with an honest look at your current setup, then set a few small, environmentally friendly, achievable goals. Here’s a simple checklist:

1. Audit your utilities: Measure your energy, gas and water use. Look for any obvious spikes.
   
   
2. Track your waste: Keep a log of food thrown out, bins filled and packaging used.
   
   
3. Review suppliers: Ask if your current partners offer greener alternatives or consolidated deliveries.
   
   
4. Involve your team: Run a monthly sustainability challenge or incentive.
   
   
5. Make it visible: Share what you’re doing with your guests – on menus, in-venue, and online.
   
   
6. Build momentum: Tackle one area per quarter. Small wins lead to bigger shifts.
   
   

Success Stories: Hospitality Venues Doing It Right

Here are two real examples of how sustainability in hospitality can drive both commercial and customer value:

• The Green Vic, London: Dubbed the world’s most ethical pub, it uses local suppliers, renewable energy, and gives back to social causes. The story draws people in, but the quality keeps them coming back.
  
  
• The Swan Inn, Suffolk: A Greene King venue that introduced water-saving features, LED lighting, and food waste audits. In six months, they cut utility bills by 19% – with guests actively commenting on the “eco-friendly feel” in reviews.
  
  

These aren’t isolated cases. More venues across the UK are proving that greener can also mean better for business.

Speak to Value for Venues About Building a More Sustainable Bar Operation

Whether you’re looking to refresh your energy setup, switch suppliers or rethink your stock choices, Value for Venues can help.

We connect operators with products, partners and solutions built around cost control, guest satisfaction and sustainable bar practices.

FAQs

What is sustainability in hospitality?

It’s the practice of running a venue in a way that reduces environmental impact. That includes how you manage energy, water, waste, and your supply chain.

Why is sustainability important in the hospitality industry?

It matters because customers care. Sustainable venues attract more guests, reduce costs and meet increasing regulations without losing profit.

What are the benefits of running a sustainable hospitality business?

Lower costs, improved guest satisfaction, better reviews, and stronger team engagement. Sustainability is a win-win when done well.

How to make a pub or bar more sustainable?

Start with small, achievable sustainability initiatives. Audit energy and waste, review suppliers, involve staff, and communicate what you’re doing clearly.