New research by Oscar Acoustics has found that two-thirds (66%) of UK adults would use an acoustic comfort rating when deciding where to eat and drink, suggesting that noise levels could become a key decision factor in venue choice alongside food hygiene, service quality and reviews.
The “Gen Z are drinking less” narrative has become a fixture of hospitality and wider consumer coverage. The survey of 2,000 UK adults suggests noise may be part of the reason. Among 18-24-year-olds, more than half (54%) say venue noise regularly prevents them from having conversations or enjoying their visit. That figure rises to 56% among 25-34-year-olds, creating a 17-point gap when compared with over-55s (39%).
The ratings signal
When asked whether an acoustic comfort rating, similar to a food hygiene score, would influence their choice of venue, two-thirds (66%) said yes. Support is highest among younger age groups, reaching three in four (76%) of 25-34-year-olds and nearly three in four (71%) of 18-24-year-olds, compared with just under three in five (59%) of over-55s.
When food hygiene ratings were first introduced, there was scepticism over whether consumers would use them. Today they’re an established part of choosing where to eat. Oscar Acoustics’ research suggests acoustic comfort could be on a similar trajectory.
Ben Hancock, Managing Director of Oscar Acoustics, said: “Consumers are already making acoustic judgements. They just haven’t had a formal framework to express them before. When they do, venues that have invested in acoustic quality will have a clear advantage.
He added: “Noise is a business problem, not just a comfort issue. It affects dwell time, spend, repeat visits and whether a table of under-35s comes back at all. Operators who treat acoustics as a finishing touch rather than a design fundamental are leaving money on the table, and in some cases handing it to a quieter competitor down the road.”
Hackney: what improvement looks like
The commercial case for better acoustics is not theoretical. Three grassroots music venues in Hackney, Paper Dress Vintage, SJQ and Vortex Jazz Club, underwent acoustic treatment as part of a partnership between Oscar Acoustics and Sownd Affects, supported by Arts Council England. The results were immediate. Bar staff reported improved focus and reduced fatigue after busy shifts. Guests stayed longer.
Alice Passey, Owner of SJQ, commented: “The transformation is amazing. My staff previously experienced difficulty in focusing and mental fatigue after a busy, noisy shift. They can now easily hear and communicate with customers. As a noise-sensitive person myself (I have ADHD), I am so proud to help deliver these audio-inclusive experiences for our community to enjoy.”
The wider picture
Poor acoustic environments are estimated to cost UK businesses over £40 billion a year* through lost productivity, staff turnover and customer dissatisfaction. In hospitality, there are more direct consequences. If a venue is too loud to hold a conversation in, people leave early or do not return.
Oscar Acoustics has partnered with Sownd Affects to develop Sownd Certification, the world’s first independent framework for spaces with proven acoustic performance. The certification evaluates real-world acoustic conditions and end-user comfort, giving operators an evidence-based way to demonstrate that their venue has been designed with everyone in mind.
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