Stonegate and Heineken join forces to promote inclusivity

04-Jul-2023 - Last updated on 04-Jul-2023 at 10:15 GMT

New research: consumers 60% more likely to visit pubs that demonstrate inclusivity

Related tags Stonegate Heineken Social responsibility

Consumers are 60% more likely to visit pubs that demonstrate inclusivity and a zero-tolerance attitude towards discrimination, new research has revealed.

The research, commissioned by Stonegate Group and Heineken UK, also showed those who identify as LGBTQIA+ were 76% more likely to visit an inclusive venue, rising to 82% for people who have accessibility needs and 73% for people from ethnic minorities.

Heineken UK on-trade sales director Will Rice said: “Pubs and bars are so important to the fabric of UK society, and it’s so important that people feel comfortable and welcomed in their surroundings.

“Across the country, fantastic work is being done in the UK on-trade, and it’s important we, as an industry, build on this momentum, to continue to make pubs and bars a safe destination.”

Welcoming environment

The research also sadly demonstrated that discrimination still takes place with 45% of LGBTQIA+ people having experienced some kind of discrimination, and 34% not feeling able to be their true selves in a pub or bar for fear of discrimination.

However, across the board, the survey showed the most common reason people visit a pub or bar is to relax and meet with friends, which highlights the need for hospitality venues to provide a welcoming environment.

Communication was identified as key for the 1,500 people surveyed, with pubs urged to demonstrate inclusivity through a variety of “simple measures”, from window stickers to social media.

This comes as operator and brewer Greene King last week launched a new Gender Identity Policy, offering support for LGBTQIA+ team members who are transitioning at work, or who identify as a different identity to that which they were born.

Bring people together

Following the collaborative new research and the end of Pride month, Stonegate Group and Heineken are also holding an event for the UK hospitality industry to “facilitate discussions and share best practice on how pubs and bars can continue to be more inclusive”.

Stonegate Group business unit director Sarah Miller said: “We’re hosting this event to bring people together, learn and share ideas – so that the on-trade can continue to be inclusive all year round, not just during Pride month.

“We also recognise people working in LGBTQIA+ bars are usually busy working during Pride, and we wanted to put on an event to both thank and celebrate with them.”