World Panel
Viewpoint24 January 2020

How can sustainability be communicated beyond clichés and greenwashing?

Sustainability in Hospitality

— 31 experts shared their view

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This viewpoint was created by
Franziska Altenrath, Co-Founder at TUTAKA
Peter Varga
Assistant Professor at Ecole Hôtelière de Lausanne (EHL)

In my view, communication of sustainability should focus on two areas that would make significant impacts in the society: gratifying sustainability-driven companies, and second, inspiring sustainable customer behaviours. Concerning the former, if companies are rewarded and financially backed by the economic and political spheres (e.x. tax reduction), sustainable products and services will not only be more available for the larger public, but also positively perceived in the society. This could be further supported by sustainable customer behaviours, activated by messages based on social norms that stimulate people to choose better products and services.

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