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?

Christopher Warren
Christopher Warren
Founder of My Green Butler

How can sustainability be communicated? If you are communicating sustainability from a CSR point of view, focus on what exactly you are doing, how it will make a difference, how long you have been doing this action and the results so far. Avoid generalized statements. For staff to explain how their actions can make a tangible difference, introduce a 'social contract' beyond the standard terms of employment. For guests to go beyond the CSR story, directly involve them in actions, persuade them by explaining the wellbeing benefits they gain.

 

How to avoid greenwashing and clichés? Be honest and clear. You must demonstrate commitments to sustainability by applying these yourself as a manager. You can implement change through leadership by sharing your passion with staff as enthusiasm is infectious; your staff will feel you have integrity and be more likely to adjust their behaviors once they see your passion and the changes you have personally made.

Many clients are nervous to talk about sustainability efforts, feeling they are not good enough and could be challenged by guests. My recommendation, always explains that you are starting on the path to sustainable hospitality, not at the end of it. Be honest and say what you have accomplished and provide updates on a timeline that demonstrate progress. While it may not be the most outstanding example of sustainability, it will be an honest representation of where you are. This is more likely to win the confidence of others because you are honest. Further, enhance your message by asking for guest and staff recommendations. Review these regularly and acknowledge where the ideas came from when implementing. As you are being honest and clear you are more likely to win approval than receive negative feedback. 

View all 31 views in this viewpoint