Musicians are emerging as significant influencers in encouraging sustainable behaviour, according to new research conducted by energy supplier OVO. The study, which surveyed 2,000 UK adults, revealed that more than half (53%) of respondents feel inspired by artists such as Billie Eilish, The 1975, and Massive Attack to adopt greener habits in their daily lives.
The poll highlights the powerful role of music in raising environmental awareness. Over half of the participants (52%) stated that hearing about initiatives like Coldplay’s efforts to make touring more sustainable has increased their consciousness of environmental issues. Music’s impact goes beyond awareness, with two-thirds (67%) of respondents already making eco-friendly choices at live music events, including using public transport, properly disposing of waste, and bringing reusable water bottles.
The unifying power of music is widely acknowledged, with four in five people (83%) agreeing that music has the potential to unite individuals and drive societal change. Nearly 70% appreciate that musicians are taking steps to educate their fans on climate change, further enhancing their influence as role models for sustainability.
However, despite this inspiration, the research also uncovered barriers to adopting more sustainable practices. The most significant obstacles include perceived high costs (62%), a lack of incentives (21%), and confusion about where to start (18%).
OVO’s findings suggest that music-based incentives could be a key motivator for change. One in five respondents (19%) indicated that they would be encouraged to adopt greener habits if rewarded with music-related perks. Of these, 77% favoured discounted concert tickets, while 50% were enticed by the prospect of exclusive VIP access.
To tap into this motivation, OVO has launched OVO Beyond, a new customer rewards programme designed to help users save money today while earning rewards for a greener future. The programme offers enhanced energy insights, personalised tips for reducing bills, and the chance to accumulate rewards such as free electric vehicle (EV) miles and solar panels.
In a bid to promote OVO Beyond, music industry icons Jessie Ware and Clara Amfo have teamed up with OVO to create a short film. The film showcases an exclusive performance by Jessie Ware at the OVO Arena Wembley, available only to OVO Beyond customers. In the film, Ware and Amfo are seen driving to the arena in an EV, discussing their shared commitment to sustainability and the role music plays in inspiring positive change.
Jessie Ware expressed her enthusiasm for the collaboration: “Music brings people together, and as artists, we have a platform to inspire positive change. Even small changes can add up to make a big difference.”
Clara Amfo, a long-time OVO customer, echoed Ware’s sentiments, highlighting the value of rewards for those making greener choices: “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 at OVO, reinforced the company’s commitment to sustainability: “OVO Beyond lets customers unlock a host of rewards, from exclusive VIP music experiences to bankable EV miles and solar panels. It’s our way of saying thank you for making more sustainable choices.”
OVO Beyond offers a range of additional benefits, including discounts on smart technology, a free boiler service, and access to energy-saving initiatives. For more information about OVO Beyond, visit OVO Energy Beyond.