Sustainability is a hot topic these days, and for good reason.
It works better for you, your business, your clients, and the world
Is the spa and wellness industry doing its part? Yes and no. Of course there are many amazing businesses out there working hard to limit their impact on the planet, but we could all do better.
Green is good for business
It isn’t just about our shared responsibility, however. Going green can also be great for business and have long-term cost benefits. It’s a common perception that sustainable practices are expensive or will bring less to bottom line income, but the reality is that unsustainable practices can cost you more in the long run and actively live up to their name by being just that: unsustainable.
Younger consumers have big buying power and high expectations now, in China and all around the world. And consumers in general are more aware of the impact of their purchasing decisions now than we have been in the past.
Consumers are showing increased interest in not only product features, but in business operations and company values as well. More and more, people want to buy from businesses they trust. Most prominently, millennials have the highest expectations for environmental and social responsibility in businesses, and they are also reported to be becoming the biggest buyers in the beauty and skincare industries.
What it all means is that going green is about staying competitive and not adopting green practices means missing out on a key strategy for growth, just as renewable energy and resources become the norm.
Investors also want sustainable businesses
Investors, not just consumers, are targeting green-minded, socially responsible companies and shying away from companies with bad practices.
In the United States, sustainable businesses can also benefit by taking advantage of State and Federal tax programs for companies that invest in renewable energy and green technology. These tax-related benefits are in the form of credits or deductions.
Reusing and recycling also save money, as does cutting energy costs.
What are the barriers?
The connection between spa and wellness with sustainability seems like a natural one to make, but that doesn’t mean everyone is immediately on board.
Not nearly enough spas and companies have decided to make a deep commitment to sustainable practices and conservation efforts. Many recognize it is a worthwhile message that can have a positive impact, but so far only a select few are willing to make sustainability a core value or practice upon which their lifestyle or business is based.
Start with the basics
When asked where businesses can begin, in fact there are many starting points. But a good place to focus is on reducing waste and opting for renewable materials and energies.
Reduce harmful ingredients along the whole chain of interactions, including nutrition, beauty, and cleaning products. Also of great importance is spending time with nature. This is one of the most fundamental ways to promote personal health and, as a byproduct, begin to understand how important the natural environment is for all wellbeing.
Single-use plastics are one of the biggest issues. Each year, more than eight million tons of plastic is dumped into our oceans and approximately 500 billion plastic bags are used worldwide. Spas contribute to the problem with product packaging, water bottles, plastic cups and more.
Moving towards recycled paper and plastic, and reusable containers, is going to become not just good practice, but a necessity, as more places move towards implementing bans on single-use plastics.
It’s just better for everyone
In the end, going sustainable is going to become a necessity to stay competitive. Consumers are starting to consider sustainable practices a basic cost of entry, rather than a market differentiator.
Wellness businesses must take a long-term approach to heralding the environment as a source for health, and to protecting communities and ecosystems as part of their stakeholders.
The industry will benefit by beginning to invest in the future as part of the present.
In its early days, sustainability was adopted by the industry in response to increased pressure by stakeholders such as consumers, employees, governments and communities. Now, the spa sector is strategic in approaching this issue, and sustainability is often embedded in the corporate goals of 21st century businesses. A simple online search reveals detailed sustainability policies of major players such as The Peninsula, Jiva by Taj and Canyon Ranch.
Interestingly, independently operated properties such as Rancho Le Puerta (Mexico), Gayana Eco Resort (Malaysia) and The Scarlet (Cornwall, UK) are equally enthusiastic about sustainability. In China, The Temple House Chengdu has always shown concern for sustainability as a key part of their purpose. And many other spa businesses have gone a step further and branded themselves as ‘eco-spa’, or ‘eco-spa product’, as a business concept is built on the principles of sustainability.
