The way you communicate your green initiatives to your customers and stakeholders plays a huge part on spreading sustainability, and more importantly, in creating real impact and change of mindsets.

Take, for instance, my recent stay at a 4-star hotel. In the bathroom they had a little card telling me to “Help them save the planet by reusing my towel” – yet right beside it, there were six plastic mini toiletries and two individually wrapped plastic shower caps.

I felt cheated. The scenario smelled entirely like greenwashing.

And if there is anything more annoying to a green traveller than mini toiletries, it is greenwashing. Please don’t tell me reusing my towel will help you save the planet, when on the other hand you are polluting the environment with unnecessary single use plastics.

Greenwashing can alienate eco-conscious travellers more than any other faux pas in the hospitality industry. So, it’s critical not to undermine genuine green efforts with mixed messages.

3 Green Mar...

The other day, I encountered an advertisement for Mout Cider on television. The add simply highlighted three compelling aspects: a fully recyclable glass bottle, the cider’s vegan status, and the company’s partnership with World Wildlife Fund that protects endangered species. While lounging at home, this ad struck a chord and I thought to myself ‘ well that sounds like a nice cider’—not for its taste or the fruits used, but for its commitment to sustainability. These highlighted features instantly aligned with my values.

Aligning your business values with customer expectations

In today’s rapidly evolving society, consumers demand that companies adopt new mindsets towards environmental sustainability. This shift presents a significant opportunity for businesses willing to embrace change and actively promote their efforts towards climate change mitigation and planetary protection.

The impact of Mout Cider's ad was so profound that it compelled me to visit their website the next mornin...

The Irish times has published an article entitled “Five trends in Green Finance”. It states that:

“The European Commission published a statement this year estimating that 42 per cent of corporate websites contain “exaggerated, false or deceptive and could potentially qualify as unfair commercial practices under EU rules”.

I have often asked myself “Why do we not have clear guidelines and benchmarks established by our leaders to avoid Green Washing?”

One would think that after the Paris agreement becoming such a landmark treaty that laws and systems would have been put in place by now to ensure its validity. 

Evidently, we are not there yet.

The term Greenwashing was first coined in the 1980's to describe behaviour or activities that make people believe that a company is doing more to protect the environment than it actually is.

So what can you do to avoid green washing?

In your organisation:

1. Never ever claim you do more than what you actually do. Be honest and transparent in ...

What statement is more impactful to you?

1. If you turn off your tap while brushing your teeth you will save water.

1. By turning off the tap while brushing your teeth, you and your family could save 14,600 litres of water every year! Imagine if every other home did the same?

Behavioural change is one of the most difficult things to achieve, particularly when we are trying to change a lifetime habit. More often than not, the mistake that most of us are making - is to expect a change in behaviour just because we know it is the right thing to do, without explaining it to others.

When we teach young people about water conservation or energy management, we don’t just tell them what they should do, we demonstrate to them the environmental impact of this change in behaviour.

If I was a teenager, I know without a doubt, that the second statement would make me think twice the next time I am brushing my teeth.

Time and time again I see businesses or communities relay...

If your business is running a Green programme to reduce it’s carbon footprint it seems logical to use your green journey as a marketing tool.

The travel agent central statistics released a report in 2019 were it stated that:

87% of global travellers want to travel more sustainably

78% of traveller would pay more to stay in Green certified accommodation

So a green programme is not only good for the planet, it is also what society and your customers are seeking more and more in recent years.

Running a Green Hotel can increase your customer footfall and rates, but there are a few top tips to follow, in order to market your green journey in the right way.

1. NEVER EVER say you do more than what you do. This is my number one rule, always be honest and never over exaggerate your achievement, there is nothing worse than green washing.
2. Document your team’s journey through videos, photos and social media posts. Are you having a Green Team meeting? Take a photo, disclose what you discuss a
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