---
title: "On Sustainability: Be a Pioneer, not a Parrot"
description: Hospitality leaders must be pioneers – not parrots – to make the future of their brand as bright as the planet they promise to preserve.
---

[MODIV Blog ](https://www.themodivgroup.com/blog)

# [On Sustainability: Be a Pioneer, not a Parrot](https://www.themodivgroup.com/blog/sustainability-pioneer)

 Written by [MODIV](https://www.themodivgroup.com/blog/author/modiv) | 2/20/23 9:56 PM

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](https://globalnews.booking.com/bookingcoms-2021-sustainable-travel-report-affirms-potential-watershed-moment-for-industry-and-consumers/) 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,](https://www.sixsenses.com/en/sustainability/stories/deep-dive-into-sustainability) 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](https://sustainablehospitalityalliance.org/our-work/climate-action/#:~:text=The%20hotel%20sector%20accounts%20for%20around%201%25%20of%20global%20carbon%20emissions4%20and%20this%20is%20set%20to%20increase.%20Hospitality%2C%20like%20other%20industries%2C%20has%20a%20responsibility%20to%20manage%20its%20impact%20on%20our%20planet.) 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

|   - Six Senses is leading the hospitality industry in sustainability, having implemented an expansive sustainability program that focuses on green design, waste reduction, and community engagement.  - Kimpton Hotels & Restaurants: Kimpton Hotels & Restaurants has committed to reducing their environmental impact through their “Planet 21” program. They focus on energy efficiency, water conservation and waste management, as well as offering eco-friendly amenities.  - The Marriott International Hotel Group has committed to reduce their carbon footprint by 30% by 2025    |
| --- |

 

| ### Table Stakes for Tax Breaks |
| --- |
| **They’re Cracking the Whip**  1. In 2021, the United States Environmental Protection Agency (EPA) demanded companies report all greenhouse gas emissions 2. European Union’s Green Deal requires all member countries to reduce their emissions by *at least 55% by 2030*  |
| Of course, there’s some sweet perks for playing along.  1. In 2020, the EPA awarded over $2 million in grants to incentivize businesses to implement energy efficiency, water conservation, and renewable energy projects. 2. Did you know the US Government provides tax credits for energy efficient upgrades, grants for renewable energy projects and subsidies for green energy technologies?  |

 

[View full post](https://www.themodivgroup.com/blog/sustainability-pioneer)

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