The hospitality industry may face setbacks in sustainability efforts in the long run, according to Stephen Nolan, CEO of food service technology company Nutritics. Recent discussions at a roundtable event organized by Nutritics raised concerns about the challenges associated with sustainability communications in the industry.
The roundtable featured leaders from various sectors, including pubs, bars, restaurants, and contract catering, and showcased research conducted by market research company CGA by NIQ on behalf of Nutritics’ Foodprint, which measures carbon footprints. The research examined the attitudes of both consumers and hospitality staff towards sustainability.
Nolan remarked, “Even when consumers express their desire for more information, operators understandably fear greenwashing. Some believe that sustainability initiatives should be fully implemented before being openly discussed, even if it means sacrificing potential consumer support by sharing news about their progress.”
He added, “One of the strengths of the hospitality sector is its willingness to share challenges and pain points; however, the concept of greenhushing presents a new risk. Transparency is crucial for progress, so we hope that hospitality leaders will resist the temptation of remaining silent and instead continue sharing their commitments and achievements with their peers, teams, and consumers for the betterment of the sector.”
The roundtable, chaired by industry insider Peter Martin, included influential companies such as Leon, PizzaExpress, and Greene King. The discussions resulted in a whitepaper that delved into sustainability and its messaging within the bar, pub, restaurant, and catering industry. This whitepaper was informed by the research conducted by CGA by NIQ.
Although many industry leaders admitted that their progress on sustainability was still far from perfect, they recognized the importance of clear messaging. Jon Knight, MD of TRG Leisure & Concessions, stressed the need for well-informed guest-facing teams who can effectively communicate the positive aspects of sustainability in their business.
Consumer ignorance, specifically regarding certification initiatives like B Corp, was highlighted as an issue. Nutritics and CGA by NIQ’s research revealed that consumers lacked knowledge about these initiatives. One sustainability leader commented, “They’re good to have… but they’re not resonating because people don’t really know what they mean.”
CEOs expressed strong concerns about greenwashing, emphasizing the importance of being cautious not to overstate their positions. Instead, they aimed to convey that they are continuously striving to improve. Consumer trust in sustainability communication was found to be low. The whitepaper indicated that only 23% of consumers believed that venues and brands effectively communicate sustainability.
In conclusion, the challenges of sustainability communication in the hospitality industry are evident. The industry must address these challenges by ensuring transparency, providing clear messaging, educating consumers about certification initiatives, and building trust through reliable communication practices.