Unraveling Sustainability

In an age of environmental activism as a response to growing climate change concerns, everyone is looking for ways to make their life a little more sustainable. We have been told that recycling, composting, turning the lights off, carpooling, and taking shorter showers are ways we can live more sustainably. But are these small actions what define sustainability for all user groups? What is the big business equivalent of taking a shorter shower?

The word 'sustainable' has skyrocketed in popularity and use, both in terms of frequency and the variety of contexts it can be applied in. As consumers, it can be difficult to understand what companies and corporations actually mean when they use the word to describe their products or businesses. But before we criticize how businesses have used greenwashing to mislead consumers into purchasing their products, we should take a look back at the beginning of the sustainability movement and understand its original purpose.

The Origins of Environmental Activism

Environmental activism and mainstream movements in the United States have their roots in the 1960s and 70s. Concerns related to chemical use, pollution, and environmental degradation were brought to public attention when Rachel Carson published Silent Spring in 1962, detailing the alarming effects that pesticides had on nesting bird populations. In 1969, the massive Santa Barbara oil spill sparked citizens and politicians into action, creating the first Earth Day, forming the Environmental Protection Agency, and sending the powerful message that pollution from intensive industrialization and economic development would not be tolerated.

Defining Sustainability

The United Nations World Commission on Environment and Development offers a widely accepted definition: "sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs." More generally, the United States Environmental Protection Agency explains that, "To pursue sustainability is to create and maintain the conditions under which humans and nature can exist in productive harmony to support present and future generations."

The Challenge of Greenwashing

With sustainability having been popularized for decades, companies have become interested in pursuing these long-term goals by reducing their planetary impact, while others have taken advantage of the movement to use the innovative language as a marketing tactic. Greenwashing occurs when corporations mislead the public by advertising that they are doing more for the planet than they actually are. It's taken away the credibility of sustainability, preventing progress from being made.

Tourism and Sustainability

Tourism was one of the first sectors to define and set principles for sustainability, creating action plans for reducing the negative effects that travel can have. Greenwashing, in the form of unbacked claims or uncredible plans, threatens the goals that have been laid out by causing consumers to feel skeptical or suspicious about 'sustainable' practices. When buying products from companies or choosing hotels claiming these practices, it's important that concrete action is distinguished from marketing labels.

Hope for the Future

The travel companies that are working hard on cutting emissions, reducing waste, and helping local communities represent hope for a future where people can travel with peace of mind, knowing that they're not harming the people or places they love and admire. These leaders show us how sustainable practices can be successfully implemented to mutually benefit business and the environment. Returning sustainability to its core is possible, and credible businesses provide examples of much needed integrity and inspiration.