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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.

"There is no doubt that hospitality companies are facing pressure from new players and tech companies from a distribution perspective. Furthermore, social media and online reviews ushered in a level of transparency that levels the playing field and holds brands accountable to their mission."

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