5 min readWake The Tiger is a trailblazing attraction in Bristol, the UK's first Amazement Park, and has always put sustainability front and centre of its business. We asked the team to tell us more about their ethos and the steps they've taken to become a more sustainable organisation.
Do you hold any sustainable certifications?
Wake The Tiger is proud to be the UK's first and only B Corp-certified immersive art experience, demonstrating our commitment to balancing purpose with profit. We are also a Disability Confident Committed employer and an accredited Living Wage Employer, reflecting our commitment to accessibility, inclusion and fair employment practices. These certifications provide independent verification of our environmental, social and governance standards and help guide continuous improvement across the organisation.
How important is sustainability to your business operation?
Sustainability is fundamental to Wake The Tiger's purpose, culture and long-term strategy. From the outset, we set out to create a visitor attraction that demonstrates how creativity, community and environmental responsibility can work together.
Our approach goes beyond reducing environmental impact. We embed regenerative design principles throughout the business, from using reclaimed and repurposed materials in our immersive environments to supporting local supply chains, promoting low-carbon travel and creating inclusive opportunities for staff and visitors.
We also view sustainability through a social lens. Community ticket programmes, SEND-friendly sessions, charitable partnerships and accessible facilities help ensure that the benefits of tourism and cultural participation are shared more widely.
By placing sustainability at the heart of both our operations and storytelling, we aim to inspire visitors to imagine positive futures while demonstrating that commercial success and positive impact can go hand in hand.
How do you communicate your sustainability work internally?
Sustainability is embedded within our culture and day-to-day decision-making rather than being treated as a standalone initiative.
Our teams regularly discuss sustainability through operational planning, project development and business reviews, ensuring environmental and social impact considerations are included across the organisation. We work with partners including Hope Solutions and The Carbon Stamp to measure our environmental footprint and identify opportunities for improvement.
Staff are encouraged to contribute ideas and participate in sustainability initiatives, while benefits such as Climate Perks journey days, a Cycle to Work scheme and comprehensive health and wellness support - including YuLife wellbeing and medical cover - help encourage sustainable lifestyles and employee wellbeing.
By making sustainability everyone's responsibility, we create greater engagement, accountability and innovation across the business.
How important are local supply chains?
Supporting local supply chains is a key part of our sustainability strategy and one of the ways we maximise the positive impact of our business within the region.
Wake The Tiger works with more than 100 local artists, makers, suppliers and creative professionals, helping to strengthen Bristol's creative economy while reducing transport emissions associated with longer supply chains.
Our café prioritises locally sourced, meat-free food options and recently partnered with Bristol-based B Corp catering company Double Puc. Our Curiosity Gift Shop also champions locally made, recycled and ethically sourced products wherever possible.
By investing in local talent and businesses, we create economic value that stays within the region while delivering a more authentic and distinctive visitor experience.
How do you communicate this sustainability work with visitors?
Sustainability is woven into both the physical experience and the stories we tell.
Visitors explore immersive environments that encourage curiosity, creativity and reflection on themes including environmental responsibility, community and positive change. Rather than presenting sustainability as a set of facts, we use storytelling and interactive experiences to help visitors engage with these ideas in a memorable and accessible way.
We also encourage sustainable visitor behaviour through practical measures, including promoting public transport, cycling and other low-carbon travel options. Facilities such as bike parking, EV charging points and e-scooter parking make sustainable choices easier for guests.
Alongside the visitor experience, we share our wider sustainability initiatives through our website, social media channels and visitor communications, helping guests understand the positive impact taking place behind the scenes.
What are the benefits of striving to be a sustainable business?
Our sustainability approach has delivered benefits across every aspect of the organisation.
It has helped us attract and retain passionate employees, strengthen relationships with local suppliers and partners, and create a visitor experience that resonates with increasingly conscious consumers. Sustainability initiatives have also improved operational efficiency, informed decision-making through carbon reporting and strengthened our reputation as a purpose-led attraction.
Perhaps most importantly, sustainability has become a key differentiator for Wake The Tiger. It has enabled us to build deeper connections with our audiences while proving that environmental and social responsibility can support long-term business growth.
What are you most proud of in terms of your sustainability journey?
We are most proud of demonstrating that sustainability, creativity and commercial success can genuinely coexist at scale.
Becoming the UK's first B Corp-certified immersive art experience was a significant milestone, but we are equally proud of the practical impact we've created through initiatives such as providing more than 4,000 free community tickets, developing accessible Calm Sessions for neurodivergent visitors and embedding regenerative design principles throughout our attraction.
We're particularly proud that sustainability is not something visitors see as an add-on. It is embedded within our experience, our operations and our future growth plans, helping to create positive impact for people, place and planet.
Any words of wisdom to motivate others on their own sustainability journey?
Don't wait for perfection before taking action.
Some of the most meaningful changes start with small, practical decisions that become embedded within an organisation's culture over time. Sustainability is a journey of continuous improvement rather than a fixed destination.
Focus on what matters most to your business, involve your team, collaborate with local partners and celebrate progress along the way. Businesses don't have to choose between purpose and commercial success. In our experience, the two are often strongest when they work together.
