Professor Xavier Font (University of Surrey) examines the complexities of sustainable practices in the hospitality industry, highlighting the discrepancies between consumer surveys on sustainability and actual behaviors. It reveals the prevalence of 'greenhushing,' where companies undercommunicate their sustainability actions due to fear of criticism from both environmentally conscious and anti-green consumers. This contrasts with 'greenwashing,' the overstatement of sustainability practices, often superficial or misleading.
The article also discusses how forthcoming EU legislation, such as the Green Claims Directive and the Corporate Sustainability Reporting Directive, will compel businesses to substantiate their environmental claims with scientific evidence and independent verification. These new regulations will impact how hospitality firms worldwide advertise and report their sustainability efforts, potentially leading to more stringent environmental claims management and operational changes. The author emphasizes the need for the hospitality industry to collectively set standards and monitor compliance to prepare for these upcoming legislative changes effectively.