In recent years, sustainability has been a touchstone of the American consciousness. More and more clubs have adopted sustainable practices and renovated their facilities to make better use of sustainable technologies. Likewise, many affluent consumers have resolutely hopped on the green bandwagon in terms of selecting those products and service providers who are not only conscious of their own ecological footprint, but who also strive to support larger-scale sustainable initiatives.
That being said, there are also many who are beginning to grow weary (and wary) of the sustainability double standard–they’re tired of paying a premium for sustainable products, services and technologies that may not perform as well as their standard counterparts. Unfortunately, this consumer fatigue associated with sustainability may be due to a lack of consumer understanding and a failure to relate to sustainability messaging.
Recent studies show that while most adults believe sustainable, organic food and products are preferable, many would not be willing to pay more to purchase sustainable products than they would pay for standard, non-sustainable brands.
According to a joint study by NPR and Thomson Reuters, 58 percent of adults surveyed reported that they prefer to eat organic foods, but 54 percent said that doing so was too expensive. Along those same lines, a report from RetailMeNot and Ipsos found that, though 46 percent of those who responded to their survey prefer products with an environmental claim, 60 percent would not pay more for them. Similarly, a recent study by The Integer Group reported that 75 percent of responding adults would not pay more for eco-friendly products. Thus, though consumers considered sustainability to be important, they consider cost to be even more so.
The issue then becomes one of value: how can sustainability be seen as more valuable to the consumer than the savings from purchasing non-sustainable options? Changing the way that sustainability is branded and marketed to consumers–especially within the hospitality industry–can greatly impact the success and popularity of sustainability products and initiatives.
Many hotel and hospitality groups have either launched or expanded their sustainability initiatives and developed or updated their branding, as well. Best Western International recently launched its “I Care Clean” initiative, which centers around conservation and sustainable activities related to guestroom cleaning and upkeep. Hyatt Hotels and Resorts expanded on their previous sustainable activities and rebranded them as part of the sustainable “Hyatt Thrive” program, while Las Vegas Sands Corporation expanded and rebranded their sustainability efforts as the new “Sans Eco 360° Global Sustainability” strategy. All three environmentally friendly programs have been met with success among customers and within the hospitality industry. Part of the reason that these initiatives have been so successful is likely due to the ways in which they are branded. The messaging surrounding these programs focuses on more than simply the fact that they promote sustainability; each initiative concretely explains the ways in which the programs not only contribute to the environment, but also how they directly benefit the global and local communities, as well as the guests themselves.
Clubs can use the same kind of techniques these successful hotel programs have used to impart the value of the club’s sustainability efforts to club members. FastCasual.com recommends several ways to help improve the perceived value associated with sustainability and overcome sustainability fatigue through improved messaging. When promoting sustainability efforts to your members, be sure to consider:
- Explaining what makes a practice sustainable and providing educational materials that justify the importance of sustainability in that particular area.
- Focusing on the direct impacts and benefits of the sustainable practice for club members, the surrounding community and the environment.
- Encouraging members to take ownership of the club’s efforts by showing them how their support directly improves the club, the community and the environment.
Helping club members to understand what makes practices sustainable, how those sustainable practices impact their club experience, and how their involvement can help support the club’s efforts can help members assign greater value to the club’s sustainable initiatives and overcome sustainability fatigue.
Jackie Abrams is NCA’s communications manager.