In 2021, search engine queries for 'corporate sustainability' increased by more than 130% year-on-year, according to Google Trends data. In 2023, this shows no signs of slowing down.
For an increasing percentage of the populous, this is a value-based issue. The big box brand rhetoric that coasted corporates through the mid-2010s is transparent at best – and the stakes have never been higher.
Why is it important for my brand?
Checked boxes and lip service costs revenue, talent, and partnerships. Far from a punishment, savvy leaders will recognize the opportunity for meaningful and profitable impact.
With Booking.com suggesting that 80% of global travelers would be willing to “pay more for sustainable travel experiences”, corporations are feeling the heat to adapt and evolve.
Hotel and resort maverick, Six Senses, is a pioneer of sustainable hospitality, having created and implemented their own 'Earth Lab' initiative to ensure their resorts are carbon neutral and actively promote sustainability through their operations.
With decisive action and a bit of ingenuity, hospitality leaders can be pioneers – not parrots – to make the future of their brand as bright as the planet they promise to preserve.
The hospitality industry must reduce more than 90% of its carbon emissions per room by 2050. (Source: Sustainable Hospitality Alliance) With the countdown to net-zero ticking away – and your profits on the line – a failure to plan is a plan to fail.
Forward-Thinking Brands: Sustainability
Table Stakes for Tax Breaks
They’re Cracking the Whip
Of course, there’s some sweet perks for playing along.