The simple answer : no , you ’ re not . Being perceived and understood as a sustainable company is more important to consumers than ever before . According to a report by Nielsen in 2015 , 66 percent of global consumers are willing to pay more for sustainable brands — up from 55 percent the year before . Among Millennials , that same report found that 73 percent would pay more for sustainable products . And “ Brand Trust ,” the belief that your brand ’ s sustainability efforts are authentic , influences nearly two-thirds of all consumers .
Sustainability is a surefire hit . People support companies who place a priority on protecting the environment ; in today ’ s increasingly fractious culture , doing things to help take care of the planet is one of relatively few areas of common ground left . Everyone will support it . And ultimately , sustainability marketing is just one more tool to help promote your business . And yet , only 33 percent of respondents in the most recent ISPA Snapshot Survey on Environmental Sustainability publicize their sustainability practices as part of a marketing strategy .
I ’ ve heard from many spas who want to promote their ongoing green initiatives , but feel that they can ’ t do so unless they are totally green . Because they are only partially green , they say , they ’ re afraid as coming off as inauthentic . What I ’ ve experienced in more than 20 years in the industry could not be more different . You don ’ t need to have a greywater system , solar panels , or a facility that uses high-Rvalue insulation . Any step made towards going green or being more sustainable is perceived by consumers as extremely positive and should be noted .
Authenticity is built from the groundup . I recommend making sustainability a part of your business ’ core values . Include it in your mission or vision statement , then make that sustainability promise prominent on your website . This is something that essentially markets itself : every person who visits your website will see and understand the importance of sustainability to your spa , even if you only have a few green initiatives .
Don ’ t discount the power of your employees , either . Including a sustainability pledge in your mission statement will demonstrate to your employees that going green is important . Once they know the “ what ” and “ why ” of going green , they will be better able to promote your efforts to each and every customer . This grassroots form of green marketing will take hold among your customers and spread through word-of-mouth .
Get your employees further involved by creating a “ Green Team ” or “ Sustainability Committee ,” and make sure that a marketing plan is a core part of any
planned green initiative from the get-go . When I was Vice President of Marketing at Miraval Resort & Spa , there was a Green Committee that included employees from departments across the resort . They developed a plan that included a variety of ways to go green , incorporating ideas from every committee member . Once an initiative was complete , we marketed our efforts by : l Ensuring that each employee knew what we had done . l Telling our guests about our green efforts and teaching them how to go green at home . l Used social media and blog posts to highlight our efforts .
Regardless of what your greening practices are , social media is a great platform to show that you ’ re practicing what you preach . If your greening efforts include volunteer work by your employees — at
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