Recently, I began noticing through my social and professional connections that the term “sustainability” often triggers unexpected resistance. I observed that when conversations touch on environmental issues, even simple everyday topics like avoiding food waste or using public transportation, some people react unfavorably. What struck me was that the pushback was not necessarily about the actions themselves, which are often practical and beneficial, but rather about the language and framing around sustainability.
This realization opened my eyes and motivated me to search for writings on this specific issue. I was not looking for general discussions about the challenges of sustainable practices but rather insights into how the term “sustainability” itself is perceived and promoted. To my surprise, I found very little written directly addressing this point. There is plenty of discourse on the difficulties of implementing sustainable practices, but far less on how the packaging and communication of the word “sustainability” can unintentionally alienate or divide audiences.
Through conversations with colleagues, friends, and even individuals actively involved in sustainability initiatives, I began to draw an important conclusion. The term “sustainability,” while well-intentioned, often evokes mixed reactions. It can unintentionally carry political or ideological associations, making people resistant or defensive, even when the initiatives being promoted are common-sense practices that improve well-being.
In the context of the hospitality industry, this presents a real challenge. If guests perceive sustainability as something imposed on them, as a command or obligation rather than an invitation to improve their own experience, they may resist or disengage. This insight led me to explore alternative solutions. How can hospitality businesses promote sustainable behaviors without provoking mixed reactions or associating sustainability with specific political stances?
The Challenge with “Sustainability”
Think about a small hotel that proudly promotes its green efforts, like saving energy, cutting back on linen changes, reducing food waste, and offering eco-friendly products. You might expect guests to appreciate these efforts, but surprisingly, some saw them as nothing more than cost-cutting moves, empty gestures, or even as pushing a political message. Instead of feeling impressed, guests ended up frustrated and dismissive of the hotel’s green claims.
This points to something important. Even though sustainability is clearly a valuable goal, how you talk about it really matters. When the message comes across as too pushy or heavy-handed, guests may feel pressured or judged, which makes them tune out or even push back. A smarter approach is to weave sustainability naturally into the guest experience, using gentle, relatable communication that makes guests feel involved and positive rather than resistant.
Embracing Mindfulness as an Inclusive Approach
There are many ways to promote sustainability without explicitly using the word “sustainability.” One of the most promising alternatives is introducing the idea of mindfulness. Mindfulness is rooted in awareness, intentionality, and presence. Unlike sustainability, mindfulness carries no political baggage or ideological overtones. Personally, I like to call it “the neutral term” because it simply invites people to pay closer attention to what they do and how they interact with their surroundings, without making them feel they are being lectured or guilt-tripped.
Research strongly supports this approach. For example, a study published in Tourism Management found that both trait mindfulness (a person’s natural tendency to be mindful) and temporary, situational mindfulness significantly increase tourists’ preference for eco-friendly accommodations. When people are gently reminded to be present and thoughtful, they naturally make choices that align with sustainable goals, and they feel good about doing so.
Using mindfulness as a communication approach softens the sensitivity that some people have around the term sustainability. It bypasses defensive reactions and resistance that arise when people feel they are being told what they “should” do to save the planet. Instead, mindfulness taps into intrinsic motivations, helping people feel personally engaged and empowered. In the hospitality context, this means hotels can achieve better outcomes for their sustainability initiatives without needing to plaster banners shouting “We Are Sustainable.”
The beauty of this approach is its subtle power. Guests do not feel they are carrying the weight of the world every time they choose to reuse a towel or take a shorter shower. Instead, they are being invited to tune in to their own experience, to enjoy the moment, and to act with a little more care and thoughtfulness. And who knows, maybe they will even leave the hotel feeling a little calmer, more centered, and more inspired to carry that mindfulness into their everyday life.
Practical Applications in Hospitality Settings
From a practical perspective, focusing on guest mindfulness can encourage positive and sustainable behaviors without triggering resistance. For communication strategies, it is important to move away from traditional messages that focus only on environmental impact or cost savings.
For example, many hotels urge guests to reduce food waste by emphasizing environmental responsibility or operational costs. However, reframing the message to highlight mindful consumption, with simple prompts like “take only what you will truly enjoy,” has been shown to be much more effective. A study published in the International Journal of Hospitality Management showed that communication strategies centered on mindfulness significantly influence guests’ intentions to reduce food waste.
Another clear example is water usage, a major concern in the hospitality industry since guests often consume more water than local residents. The Made Blue Foundation reported that hotels participating in their program, which encourages guests to be mindful of water use, achieved a 7.5 percent reduction in water consumption per guest per night.
Mindfulness also plays a meaningful role in energy conservation. Instead of posting signs that simply instruct guests to turn off lights, hotels can invite guests to “choose your perfect room ambiance,” which subtly promotes thoughtful and energy-saving behavior. Research has shown that mindfulness practices can lead to more sustainable consumption patterns overall.
Enhancing Guest Experience Through Mindfulness
Beyond environmental benefits, mindfulness enhances the overall guest experience. Encouraging guests to be present and intentional can lead to increased satisfaction and well-being. A study published in Ecological Economics found that mindfulness is positively linked to sustainable consumer behaviors, including green purchase intentions, socially conscious purchasing, and frugal consumption. It is also negatively related to materialism. This suggests that mindfulness fosters a sense of care not only for nature and society but also for the self, reducing unsustainable consumption patterns.
In short, mindfulness not only explains sustainable behavior but also enhances overall consumer well-being during a hotel stay. Mindful guests are generally more satisfied, happier, and more relaxed, which positively reflects on their satisfaction with hospitality services and their behavioral intentions toward the hospitality brand.
Conclusion
While sustainability remains a crucial goal, the hospitality industry might achieve better results by promoting mindfulness. This approach fosters guest engagement, reduces resistance, and naturally aligns with sustainable objectives. By integrating mindfulness into the guest experience, hotels can create meaningful, lasting impacts without the potential pitfalls of overt sustainability messaging.
References:
Barber, N., & Deale, C. (2014). Tapping mindfulness to shape hotel guests’ sustainable behavior. Cornell Hospitality Quarterly, 55(1), 100–114. https://doi.org/10.1177/1938965513496315
Daniel, C., Chowdhury, R. M., & Gentina, E. (2024). Mindfulness, spiritual well-being, and sustainable consumer behavior. Journal of Cleaner Production, 455, 142293. https://doi.org/10.1016/j.jclepro.2024.142293Get rights and content
Han, H., & Hyun, S. S. (2021). Mindfulness and pro-environmental hotel preference. Tourism Management, 67, 1–10. https://doi.org/10.1016/j.annals.2021.103263
Hanna, P., Font, X., Scarles, C., Weeden, C., & Harrison, C. (2018). Tourist destination marketing: From sustainability myopia to memorable experiences. Journal of Destination Marketing & Management, 9, 36–43. https://doi.org/10.1016/j.jdmm.2017.10.002
Li, G., & Wang, S. (2019). Achieving triple dividend through mindfulness: More sustainable consumption, less unsustainable consumption, and better well-being. Ecological Economics, 161, 83–93. https://doi.org/10.1016/j.ecolecon.2019.03.021
Made Blue Foundation. (2024). How much water do guests use in hotels? https://madeblue.org/en/hotel-water-use-data-2024/
Olavarria-Key, N., Ding, A., Legendre, T. S., & Min, J. (2021). Communication of food waste messages: The effects of communication modality, presentation order, and mindfulness on food waste reduction intention. International Journal of Hospitality Management, 96, 102962. https://doi.org/10.1016/j.ijhm.2021.102962
Dr. Yaser Al Dhabyani
Senior Lecturer in Hospitality Research and Marketing Innovation, Hotelschool The Hague; Vrije Universiteit Amsterdam
Hotelschool The Hague
