New research finds music lovers care about the climate than general public

Virgin Radio

9 May 2022, 13:21

It seems that music fans love the planet as well as their tunes.

A new study has found that people who love music also care more about climate than the general public.

That's according to the new study from the University of Glasgow published today (May 9) called 'Turn Up The Volume'.

The research was carried out in association with UK-based organisation Music Declares Emergency, and in association with the British Phonographic Industry (BPI), Secretly Group and Beggars Group.

More than 2,000 adults were polled and 82 per cent of music fans said they were concerned about climate change.

In comparison only 72 per cent of the general public were concerned.

Of the music fans, 42 per cent were “very concerned” while 40 per cent were “fairly concerned”.

For the general public, 31 per cent were “very concerned” with 41 per cent “fairly”.

Elsewhere, 54 per cent of music fans said that “tackling climate change should be a top priority now, above other issues."

In comparison, 47 per cent the public said the same.

However, despite their concern a whopping 64 per cent of music fans said they were unaware of any green initiatives in the music industry.

Just three per cent said knew lots of programmes.

Want to know more? You can read 'Turn Up The Volume' here.

The study was led by the University of Glasgow’s Dr Matt Brennan.

He said: “The project findings are exciting because they demonstrate a clear relation between engaged music fandom, increased concern about climate change, and desire for action.

"Music culture has a long history of playing a key role in social movements, and the evidence shows this link is still strong in the present day when it comes to the climate emergency.

“This should send a strong message across the music industries – to record labels, concert promoters, streaming platforms, artists, and other sectors – that there is an appetite for industry initiatives to tackle climate change, and that fans support, and indeed demand, bolder action. It represents an opportunity for the music sector to play a more prominent role in accelerating a just and green transition.”

BPI Chief Operating Officer MJ Olaore added: “Addressing climate change is the critical issue facing all of us, and, as this timely survey shows, it’s something that music fans really care about and are particularly determined to do something about.

"As an industry we need to harness this passion and commitment and drive lasting and meaningful long-term change as we look to decarbonise in a sustainable way.”