- More than half (53%) feel motivated by musicians such as Billie Eilish, The 1975, and Massive Attack to make more sustainable choices in their daily lives.
- However, nine in ten admit there are still barriers to adopting greener behaviours—including uncertainty about where to start.
- One in five say music-based incentives would encourage them to adopt more sustainable habits, as four in five (83%) believe music has the power to unite people and drive change.
- Music industry icons Jessie Ware and Clara Amfo have teamed up with OVO to showcase the benefits of OVO Beyond, a new rewards programme that helps customers save today and bank rewards for a greener tomorrow.
London, Friday 16th August: Research conducted by OVO has found that musicians are among the most influential figures when it comes to encouraging consumers to adopt greener habits at home.
A poll of 2,000 adults across the UK revealed that more than half (53%) say hearing musicians such as Billie Eilish, The 1975, and Massive Attack speak out about climate change inspires them to make more sustainable choices in their everyday lives.
Additionally, more than half (52%) agree that learning about musicians like Coldplay’s efforts towards more sustainable touring has increased their awareness of environmental issues.
Two-thirds (67%) of respondents said they were already making greener choices at live music events—such as taking public transport (41%), properly disposing of rubbish and waste (35%), and bringing a reusable water bottle (26%).
Almost seven in ten (68%) appreciate that musicians are making efforts to educate their fans on climate change, and four in five (83%) believe that music has the power to unite people and drive change.
In addition to being influenced by their favourite bands or artists to adopt greener habits, the public cited the behaviour of their family (50%) and friends (15%) as their biggest inspirations, above eco-activists (5%), politicians (2%), and influencers (2%).
Top greener changes people want to adopt in their homes are:
- Install solar panels (37%)
- Reduce plastic use in the home (32%)
- Switch to an electric vehicle (21%)
- Use eco-friendly cleaning products (19%)
- Install a smart meter (17%)
However, the research also uncovered several common barriers to adopting more sustainable habits, including perceived high costs (62%), lack of incentives or rewards (21%), and confusion about where to start (18%).
It seems that music incentives could be a game-changer when it comes to motivating more sustainable actions, according to one in five (19%). Among these, respondents said that receiving discounted tickets (77%) and exclusive VIP access (50%) would encourage them to make greener choices.
When asked about which additional incentives would be most influential, food and drink-based rewards topped the list (48%), closely followed by energy-based incentives such as savings on smart tech and bills (43%).
To help people save today and bank rewards such as free EV miles, solar panels, and more for a greener tomorrow, OVO has launched OVO Beyond, a new type of customer rewards programme available for free via the OVO app.
Through Beyond, customers will receive enhanced energy insights and personalised tips to help them save money on their bills and reduce their carbon footprint.
Customers with Beyond can also enjoy greater access to music events and competitions through OVO Live, from intimate gigs to pre-sale and exclusive premium ticket access, as well as VIP lounges and experiences at OVO Arena Wembley, OVO Hydro Glasgow, and The O2 arena.
To support the nation’s transition to EVs, which over seven in ten (75%) are now in favour of owning, Beyond customers driving petrol or diesel cars can bank up to 2,400 free EV miles until they are ready to make the switch to an electric vehicle.
To encourage more customers to reap the benefits of OVO Beyond and unlock access to incredible music experiences, OVO has released a short film featuring music icons Jessie Ware and Clara Amfo as they travel to OVO Arena Wembley to perform an exclusive gig for Beyond customers.
In the film, the two friends are seen cruising in an EV as excitement builds ahead of the performance, chatting about life, music, and sustainable lifestyle changes. After the stars arrive at the world-famous arena, fans are treated to an unforgettable acoustic set from Jessie, introduced by Clara.
Singer-songwriter Jessie Ware said: “It’s been great working with my gorgeous friend Clara Amfo to show how OVO rewards their OVO Beyond customers when they make greener choices. I got to drive an EV for an intimate show just for OVO Beyond customers. Music brings people together and, as artists, we have a platform to inspire positive change. We see more and more artists trying their best to make sustainable changes in the way they tour and I think this inspires other artists and fans to try and do more. Even small changes can add up to make a big difference.”
Broadcaster Clara Amfo said: “Jessie is a dear and legit pal and I have been a dear and legit OVO customer for over a decade so it was a delightful no-brainer to ride along to her special gig and introduce her to the OVO Beyond customers. Greener steps for the win and it’s a sweeter win if you can get rewards for it like gorgeous free gigs and more!”
Mat Moakes, Chief Commercial Officer, OVO said: “As our research has shown, music-based incentives are a massive motivator for encouraging more sustainable behaviour. OVO Beyond lets customers unlock a whole host of rewards, from exclusive VIP music experiences and events, like Jessie’s intimate gig, to bankable EV miles and solar panels for the future and more. It’s our way of saying thank you to our customers for making more sustainable choices.”
Alongside energy-based and music-based rewards, wider OVO Beyond customer benefits include:
- Access to exclusive benefits, including a free boiler service and discounts on energy
- Expert visits and energy-saving smart tech
- A range of discounts with brands including smol, Oddbox, and Uber Green
- Additional money off bills (on top of existing savings) if they participate in OVO’s Power Move
To watch the film with Jessie Ware and Clara Amfo, click here: https://youtu.be/7wltLb4U0lU.
For more information about OVO Beyond, visit: https://www.ovoenergy.com/beyond.