Use Words That Consumers Understand, Or Educate Them

For those of us who delve into green lodging frequently, words such as "sustainability" or phrases such as "fair trade" or "carbon footprint" are easily understood. If you use "green" words or phrases such as these on your website or in your hotel however, you should not assume that your guests or employees understand what they all mean. You may even want to post definitions--a glossary. According to an online survey of 2,000 adults conducted by Mintel, 34 percent of respondents had never heard of the phrase "carbon footprint/emissions." Thirty-four percent did not know what "fair trade" means. (If you offer fair trade coffee or tea in your guestroom, do you leave anything nearby to explain why fair trade is a good thing?)

Forty percent of the study's respondents did not understand why supporting solar/wind energy usage is important. Eighty-four percent of respondents said they buy green or sustainable food and drink but many of those respondents were unaware what makes those items sustainable.

Whether or not someone appreciates or understands your green efforts and language will depend on many factors: level of education, age, and perhaps even country of origin. My advice is to educate simply, make reminders visible but not preachy, and be creative. For employees, certainly explain your green initiatives shortly after they are hired. For your guests and potential guests, do more than just explain what you are doing; explain why and make it easy to understand.

Your thoughts? What do you do for your guests and employees to help them understand your sustainability initiatives?