Always On Shift: Introduction
Hospitality runs on people, which is why we are backing Always On Shift, the new campaign from our charity partner, the Licensed Trade Charity.
Every busy service, every full bar, every smooth check-in and every great customer experience depends on people giving a lot of themselves. At Play It Green, we work with hospitality businesses that care about creating positive impact, and we have always believed that doing business better has to include the people who make that business possible.
The idea behind it is simple and very human: A shift can finish before the pressure of it does.
For someone working in hospitality, a difficult service, an unhappy customer, a mistake, a conversation with a manager or simply the intensity of a busy day can still be going round their head long after they have left work.
Always On Shift brings that experience into the open and, importantly, makes sure people know there is somewhere they can turn.
A pressure the industry knows well
The centrepiece of the Always On Shift campaign is a short film showing a hospitality worker during a shift and later at home.
You can see the film below.
The numbers behind the campaign are difficult to ignore. LTC’s 2026 Wellbeing at Work research found that two in three hospitality employees feel stressed or overwhelmed at work regularly or occasionally. It also found that 92% believe the wellbeing of their team directly affects productivity and service quality.
For us, that second figure says a lot.
Looking after people is not separate from running a successful hospitality business, but rather, the two are connected. Great service relies on engaged people, and businesses are stronger when those people know support is available when things become difficult.
Why we are sharing Always On Shift
The Licensed Trade Charity is one of Play It Green’s charity partners, so our relationship goes much further than sharing one campaign. We created Play It Green so businesses could build positive impact into what they already do rather than treating sustainability or social impact as something sitting on the side. That approach also gives hospitality businesses a direct way to support the people within their own industry.
When a hospitality brand works with Play It Green and chooses the Licensed Trade Charity as its charity partner, 10% of every £1 it uses to fund nature repair goes to LTC. So every £1 creating nature-based impact can also generate 10p for a charity supporting people across the licensed trade, and we really like that connection.
A pub, restaurant, hotel, venue or hospitality group can take meaningful environmental action and, at the same time, create funding for an organisation that may one day support somebody working behind its own bar, in its kitchen, on its floor or elsewhere in the industry.
That is what positive impact built into business should look like.
Contact UsPartnership should be about more than funding
The financial contribution is important, although we also believe a genuine charity partnership means helping when we have something else useful to offer. Sometimes that is funding, sometimes it is introductions, awareness or using our own platform to help a message reach further.
See the LTC Always On Shift PDFLTC wants the Always On Shift campaign to reach beyond the people already familiar with the charity. It wants hospitality workers, managers and employers to see the film, recognise the issue and know where support is available. Partners have therefore been asked to share the film and campaign across their own networks and we are very happy to help with that.
The timing is particularly relevant as the industry moves towards the festive period. For many hospitality teams, the coming weeks will mean more customers, busier services, later finishes and additional pressure. LTC deliberately launched Always On Shift ahead of that period because it wants people to know where they can get help before problems escalate.
What hospitality businesses can do?
The first step is simple: watch the film and share it, send it to your team, add it to internal channels, make the helpline easy to find and use the campaign as a reason to check in with people properly.
LTC provides free and confidential support, with its helpline available 24 hours a day on 0808 801 0550.
And if you are a hospitality business working with Play It Green, you can also choose the Licensed Trade Charity as the charity supported through the impact you create with us, helping turn environmental action into ongoing support for people across the industry.
Our message to hospitality
We spend a lot of time talking about how sustainability can help make businesses stronger, but strong businesses also depend on people who feel supported.
Always On Shift is a reminder that hospitality cannot keep asking people to give their best without making sure they know where to turn when things get difficult. We are proud to partner with the Licensed Trade Charity and proud to help this campaign reach more people across the sector.
Watch the film, share it with your team, and make sure the people around you know support is there.
If you or somebody you know needs help, the Licensed Trade Charity’s free and confidential 24/7 helpline is 0808 801 0550.
Create Commercial Value and Positive Impact with Play It Green
Play It Green helps businesses make sustainability and positive impact practical, measurable and commercially sensible.
Our members learn through simple weekly education like this article on Always On Shift, reduce the business footprint with support and expert signposting, repair nature across land, coast and sea, and create social impact through our 10% revenue giveback to good causes.
That gives your business credible action you can share with employees, customers and other stakeholders, backed by transparent reporting and measurable impact.
If you want to cut costs, reduce risk, attract great people and build stronger customer loyalty through sustainability, including measurement and reduction, nature repair and social impact, speak to Play It Green.