About: Sustainable Communication
Sustainable communication is how you communicate: specific, respectful, and mindful of impact. Sustainability communication is what you communicate: your goals, actions, and progress. Hotels need both. This guide explains the difference, the core principles, and the wording that helps you avoid greenwashing.
Facts: Did you know
Greenwashing continues to stain the hospitality industry, with hotels making claims that are bigger than reality, and consumers are understandably distrusting as a result. Let’s look at these findings by The Sustainable Agency (2023) that show the perils of greenwashing and the risks of getting your sustainability communication wrong:
- 42% of online sustainability claims were found to be “exaggerated, false or deceptive” in a high-profile study by the European Union.
- 88% of consumers don’t immediately trust a brand that claims to be sustainable, showing the importance of walking and talking sustainability.
- 30% of millennials will unfollow accounts that believe to be posting inauthentic content.
- 90% of millennials – one of the demographics most invested in sustainable living – say authenticity is a top influence when deciding to buy.
- 40% of people wouldn’t recommend a product to their friends and family if they felt a brand was falling short on its environmental claims.
- 17% of people would actively discourage their friends and family from buying a product if they felt environmental claims were overstated.
- 55% of people are looking for companies to explain the sustainability credentials of their product compared to alternatives – simply labelling your product ‘sustainable’ is no longer enough.
- Companies who mislead online (including greenwashing) could face a fine equal to 10% of annual turnover under proposed legislation in the UK. More laws are likely to follow on questionable environmental claims made online.
Action: Our MAdvice on Sustainable Communication
To practice Sustainable Communication, it’s important to ensure your communication reflect the following:
1. TRANSPARENCY:
Promoting honesty, openness, and trust in your sustainability initiatives.
2. INCLUSIVENESS:
Promoting equality by supporting People of all backgrounds and avoiding discriminatory practices.
3. CULTURAL SENSITIVITY:
Prioritising understanding and respect of local cultures and traditions.
4. CLARITY:
Fostering engagement and building understanding among audience members.
5. RESPONSIBILITY:
Taking responsibility for your actions and avoiding harmful communication practices.
6. AUTHENTICITY:
Making your sustainability journey heartfelt and personal.
7. PROGRESS:
Continually improving your communication practices.
8. RELEVANCE:
Explaining how new sustainable products and services impact your stakeholders.
9. INSPIRATIONAL:
Keeping communications positive and inspiring.
10. ETHICAL:
Ensuring that you never Profit from difficult situations People might be in.
Write your hotel sustainability story in three simple steps
A guided three-step template for clear, specific wording with space to add your evidence. Includes the Ten Principles of Sustainable Communication.
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