Music fans are most likely to care about climate change and place a higher priority on tackling the crisis than non-music fans, according to a University of Glasgow-led study.
The Turn Up The Volume report, commissioned by music industry organisations including environmental campaign group Music Declares Emergency, found that 82% of music fans were concerned about climate change compared to 72% of non-music fans.
The report, which draws on YouGov UK polling of 2184 adults from across the UK, also shows that music fans expect the music industry to do more around the climate emergency and sustainability.
The survey asked a range of questions related to music, listening/purchasing habits, and attitudes towards environmental issues such as climate change. Among the findings were that while both music fans and non-fans tend to see climate change as an important issue which should be addressed, music fans are significantly more likely to view it as a top priority with 54% of music fans agreeing that “tackling climate change should be a top priority now, above other issues” as compared to 47% of non-fans.
The University of Glasgow research was backed by Music Declares Emergency, recorded music industry trade body The BPI, Secretly Group, Beggars Group, Involved Group, and Key. It was funded in part by the Natural Environment Research Council, and led by the University of Glasgow’s Dr Matt Brennan, and social data science expert Dr Mark Wong, alongside Music Declares Emergency’s Lewis Jamieson and Beggars Group’s Will Hutton.
Dr Matt Brennan, who was also the lead investigator of 2018’s UK Live Music Census, 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.”
To read the full paper, click here.