Florian Kaefer

PhD, Founder & Editor, Sustainability Leaders Project

Florian KaeferFlorian is the Founder and Editor of the Sustainability Leaders Project (, dedicated to sharing the insights and stories of sustainable tourism change-makers around the world: inspiring professionals, pioneering businesses and leading destinations. Florian is also the Founder and Editor of The Place Brand Observer (, an online magazine, think-blog, research hub and knowledge platform at the service of those in charge of the development, management and promotion of places, including neighborhoods, cities, regions, destinations and countries.
Insights by Florian Kaefer (3)

How can sustainability be communicated beyond clichés and greenwashing?

Both clichés and greenwashing are amongst the biggest traps to fall into when communicating sustainability. A "let's save the world" claim and tacky towel policy stickers are superficial and unappealing and could be a turn-off to the small group of environmentally and socially-conscious consumers.