Global spending on protected areas (national parks, etc.) is the same as the amount spent on the global beard-grooming industry (estimated to be $24 billion a year). People say they care about nature, but the amount of money we are prepared to part with to protect it says something else.
“Most spas in our area are reducing their share in pollution by refusing to use plastic - we can too.”
“The upfront capital expense will save x% of energy costs in the next 10 years."
“Composting feeds the soil which feeds the plant - fertilizer only feeds the plant.”
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Global spending on protected areas (national parks, etc.) is the same as the amount spent on the global beard-grooming industry (estimated to be $24 billion a year). People say they care about nature, but the amount of money we are prepared to part with to protect it says something else.
Talking is Easier Than Doing!
Unfortunately, this reluctance to act that, as humans, we so often exhibit, has spilled over into the sustainable choices we exercise. Most of us prefer green products, but not enough of our intention translates to action yet. Harvard Business Review published an analysis of this dilemma a few years ago and proposed ways to bridge the gap. These solutions can easily be adapted for the spa and wellness industry. There are also innovative plans made by governments and the private sector alike, and they seem to cause a swell on the side of the doers.
Make Sustainable Behavior the Default Option
Guests should ask for extra towels, straws, paper copies and disposable wear. This will break the habits created by the familiar spa environment, where green is often seen as the opposite of luxury and pampering, and an abundance of linen, single use containers and disposables are present. Breaking a bad habit first, and then replacing it with a greener alternative, will generate sustainable behavior in the long term. Consider using lights that activate on a need-to basis only, and station printers and photocopiers in separate areas (to avoid the VOC gases they emit) so that they don’t serve as gathering points during coffee breaks.
The Power of Social Influencing is Well Known
What others do and own have always been important decision drivers. None of us want to stand out, especially in a socially unacceptable way. We want to fit in, and so will often conform to the behavior of people around us and those that we admire.
Harness this knowledge to persuade staff and guests to switch to action. Messages like:
“Most spas in our area are reducing their share in pollution by refusing to use plastic - we can too.”
“Our guests buy eco-friendly products."
“Our manager cycles to work/drive an electric car/composts her waste”
When We Do One Good Deed, More Will Follow
Often, domestic action like reducing household waste, composting or meat-free days spills over to corporate decisions to adopt more sustainable business practices. Encourage and acknowledge these first actions by your employees, and use them to build commitment.
Related: 5 Tips to Incorporate Sustainability Initiatives Into Your Business
Engage Staff and Guests Rationally and Emotionally, But Do Not Overdo the Guilt Trip
Driving messages around pride, by offering praise, for example, has far more effect than criticism. The rational message must also carry real and concrete meaning for the person who receives it. Consider an analysis around savings and gains, for example:
“The upfront capital expense will save x% of energy costs in the next 10 years."
“Switching to cold water for one year can save enough energy to charge your phone for a lifetime."
Other examples of contextual messages are:
“Composting feeds the soil which feeds the plant - fertilizer only feeds the plant.”
“The weekly waste generated by our spa at the moment can fill a pool."
“A Vichy shower uses about 800-1100 L of water; that is 10 bathtubs filled."
The Perception of Distant Benefits vs. Instant Reward
Market surveys show that where consumers are not well informed of a sustainable product or action, for example, why the purchase of a durable instead of a short lived item, or repairing goods instead of replacing them, are better decisions, or even if the process requires too much thought, no positive action will be taken. Why should I pay more for an item that offers vague or distant benefits for the planet, if my regular brand is good for me right now?
Last year, more than two dozen organizations and local businesses participated in an incentive-based drive to reduce the environmental burden of tourism in the Danish capital of Copenhagen. The drive was sparked by a report that identified a lack of clear information as the main cause for the significant gap between thinking green and doing green.
Examples of Copenhagen incentives include that tourists could turn the plastic trash they collect into jellyfish art at a workshop run by the National Gallery of Denmark, or get an extra 20 minutes of ski time on an artificial ski slope if they ride a bike or take public transport. By volunteering at an urban garden, they could enjoy a complimentary meal. Apart from the immediate benefits, both to the planet and for the tourists themselves, the drive encouraged tourists to enjoy Copenhagen like locals, which translated into a positive, inclusive vibe.
Have Fun with Sustainability!
Tap into epicureanism over altruism, and project an experience and image that a sustainable world is exciting and playful, rather than projecting green actions as acts of "charitable" contribution. Many spas, including the sustainable wellness group Six Senses, understand this concept well. One of their programs includes an Alchemy Bar, where guests can make their own natural cosmetics with aromatic herbs, salt, fruits and spices. Many of these fresh, seasonal, and 100% organic ingredients come from Six Senses’ organic gardens.
Another playful example of contributing to sustainability is to make and distribute seed bombs. Encourage guests to drop these seed bombs in a green area. After only a short time, flowers and plants will sprout up that attract butterflies, bees and birds, all in aid of biodiversity. Forest Bathing, using locally grown herbs for steam room infusions and sourcing clay from nearby areas for a unique facial treatment, are also engaging ways to create a closer connection between guests and nature, which will instill a sense of stewardship.
Finally, we can also watch our language. Words such as “sustainability” and “eco-friendly” are often seen as confusing, irrelevant and meaningless, especially in a market where greenwashing is rife. If you ask a person if she supports sustainable agriculture or a circular economy, you are likely to get a blank stare. On the other hand, a question whether she thinks it important to buy food from local farmers or products that can be repurposed when they reach the end of their life cycle is far more likely to get a positive response. Provide a simple message that breaks down the concept of “sustainability” into meaningful elements, such as saving energy and water, helping a community and reducing waste. Tell a story that connects to people’s daily lives and makes it easier to take action.
Charné le Roux, sustainability expert and GSN Planet Board Member, combines her knowledge as a commercial lawyer and green building specialist to develop tools such as the Sustainable Spa Practitioner Course and the GSN Greenspa Calculator. Also the founder and CEO of Greenspa Africa, she currently serves on the Global Wellness Institute’s SDG Initiative.
