How can sustainability be communicated beyond clichés and greenwashing?
— 31 experts shared their view
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. Green certification and lengthy, detailed corporate sustainability reports may (potentially) be of interest to a small niche group of highly activist consumers, who may not buy into that type of corporate hospitality in any case. However, there is a growing number of informed travelers: Those in search of genuine wellbeing and meaningful experiences at no (or as little as possible) cost to the planet. What works and what doesn't work in communicating sustainability? Any recommendations in regard to communication entering this critical decade?
Head Of Consultancy at Farnek Services LLC
Greenwashing mainly involves claiming to be sustainable or being an eco-hotel which usually does not make any impact on the guests. The best & most effective to way communicate sustainability is by providing it is as a part of service quality. Customers should be made to feel the experience of sustainability rather than being presented as facts and figures. Experience should be in the form of sustainable building design which incorporates local natural materials & use of natural lighting, eco-friendly amenities, visible waste segregation practices, the menu having locally sourced sustainable, fair trade & organic food, integrating local community in guest services, providing sustainable transportation modes, etc.