Focus on Diner Motivations

Diners support sustainable action because it positively impacts their lives and the world.
Learn what motivates their choices.

The Health Connection:
How Diners Link Sustainability to Wellness

Some diners may associate some sustainable practices with personal health benefits, creating an opportunity for operators to align messaging about their sustainability initiatives with wellness priorities, where applicable.

Environmental consciousness is driving dining decisions, particularly among younger generations and families. The connection between personal values and more sustainable practices reveals a shift in consumer attitudes toward responsible eating.

When exploring motivations behind sustainable dining choices, the data reveals compelling insights: 65% of Supporters are intrinsically motivated. They selected “It helps the planet” and/or “It’s the right thing to do.”
Younger generations are at the forefront of this movement.

54%

OF SUSTAINABILITY SUPPORTERS ARE INTERESTED IN EATING AT RESTAURANTS THAT OFFER SUSTAINABLE INGREDIENTS AND PRACTICES BECAUSE THEY BELIEVE IT’S BETTER FOR THEIR HEALTH.

COMMUNICATION OPPORTUNITY:
While health and sustainability initiatives may not always overlap, consider spotlighting where they do in a big way.

Environmental Impact:
The Personal Good & Greater Good

70%

OF GEN Z AND 72% OF MILLENNIALS ARE SUSTAINABILITY SUPPORTERS. THIS DEMONSTRATES A STRONG COMMITMENT TO ENVIRONMENTAL PRESERVATION.

COMMUNICATION OPPORTUNITY:
The connection between family, environmental concern, and sustainable practices indicates a long-term commitment. Restaurants can strengthen their appeal by transparently sharing their sustainability journey, demonstrating ongoing dedication to environmental stewardship.

Supporting Responsible Business:
The Community Connection

The data reveals significant support for environmentally conscious businesses. 70% of Sustainability Supporters actively seek to support businesses that care about the environment and/or believe it’s better for the local economy.

When asked to write in ways in which they’ve seen restaurants practice sustainability,
respondent answers aligned with these themes:

WASTE REDUCTION AND RECYCLING PROGRAMS

“Recycle grease to make biofuel, recycle cardboard”

ENERGY AND WATER CONSERVATION

“They turn off the faucet and the light when not in use”

REDUCTION OF SINGLE-USE PLASTICS

“Fast food restaurants not giving plastic straws and wrapping food in paper products”

USE OF RECYCLABLE AND COMPOSTABLE MATERIALS

“Provide recyclable food containers for carry-out or to-go orders”

LOCAL SOURCING OF INGREDIENTS

"Order locally from farmers and meat producers”

COMMUNICATION OPPORTUNITY:
Build brand loyalty by promoting environmental stewardship actions of any size or scope.