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Show Not Tell: Sustainability Storytelling Beyond the Numbers

By Maliha Aqeel Founder & CEO, The Ideas Collective Inc. | November 2024

Sustainability is a necessary part of doing business, especially in the hospitality industry, where guests are increasingly mindful of the environmental and social impact of their stays.

There is also increasing scrutiny from regulators and impact investors about the validity of sustainability claims and the negative consequences of getting it wrong.

For instance, fashion brand H&M is facing a new class action lawsuit arising from environmental claims associated with its Conscious Clothing collection. Climate activist group Stand.earth has filed a complaint against Lululemon, stating it misleads customers about its environmental impact. For many brands, communicating sustainability efforts can feel like a balancing act. Too often, messages about eco-friendly initiatives come across as a mere compliance exercise or, worse, greenwashing.

Greenwashing occurs when brands exaggerate or falsely claim environmental responsibility, presenting a misleading image of their sustainability efforts. This practice can severely damage a brand’s reputation as consumers today know more about ecological issues and can quickly detect inauthentic claims. When a brand is caught greenwashing, it risks losing customer trust and loyalty, and the narrative that was meant to enhance its reputation instead backfires. This can lead to long-term damage to brand credibility.

Despite the risks, a recent survey of executives worldwide found that almost 60% believe their own company overstates its efforts on sustainability. In addition, 75% cautioned that most brands within their sector would likely be found guilty of greenwash should they be investigated. Greenwashing isn’t always intentional. Often, it results from setting sustainability goals without a concrete plan to reach them or metrics to track progress.

The key to avoiding this pitfall lies in compelling storytelling that is accurate and shows vulnerability when sustainability efforts aren’t having the desired effect or are taking longer than anticipated to deliver results. At the same time, while measurable results are an essential ingredient of impact stories, they should not be the primary message. Rather than listing initiatives or broadcasting the number of trees planted, weave sustainability into your brand’s story, put a human face to the statistics and make the message relatable, authentic and meaningful to your audience. Show—not tell—how your sustainability strategy is aligned to addressing complex societal issues, such as biodiversity loss, income inequality, climate change and more.

Why Authenticity in Sustainability Storytelling Matters

Sustainability storytelling allows brands to connect with guests on a deeper level. When done authentically, it shows that the brand is committed to more than just profits—it’s also invested in creating a positive societal impact. Social impact stories are especially crucial for hospitality brands, given the industry’s direct link to nature, local communities and culture. It allows hotel and tourism brands to connect with their audience by anchoring numbers and statistics in human-centered narratives. While data provides credibility and transparency, the human story behind those numbers creates emotional resonance and builds trust.

Stories that integrate meaningful data into the narrative can avoid the challenges of appearing disingenuous or solely compliance-driven, building trust across all touchpoints. For example, showcasing the amount of water saved through conservation efforts is important, but pairing that data with a story about how those savings contribute to preserving a local ecosystem or supporting a community initiative makes the impact tangible and relatable. This balance of hard facts and personal narratives is what’s required to show how the brand is genuine in its commitment to sustainability.

Sustainability storytelling can also directly influence a brand’s relationship with key stakeholder groups. Each group has unique expectations around sustainability, and effectively communicating your brand’s environmental and social initiatives can drive trust, loyalty and long-term value. From investors evaluating financial viability to customers prioritizing ethical consumption and employees wanting to work for purpose-driven companies, your narrative around sustainability can strengthen these bonds. Moreover, understanding why sustainability storytelling matters to these audience groups will help you craft messages that leave a lasting impact.

How to Communicate Sustainability to Stakeholders

So, what matters to each stakeholder, and how do you prioritize what to include in your messages? The best way to answer that question is to ask them or rely on publicly available information to guide your initial efforts. For example, investors view sustainability as a risk management tool and a marker of long-term viability. They increasingly view companies with strong sustainability commitments as less risky and better positioned for future growth. However, according to a McKinsey survey of chief investment officers, current ESG communications fall short of expectations. They want companies to contextualize sustainability metrics, link initiatives to cash flow, and tell a value-focused story. In the case of travel and tourism, they want to see the social impact narrative.

When targeting customers, brands need to be transparent about their efforts. This means sustainability storytelling needs to go beyond surface-level claims and focus on long-term, actionable commitments. Engage customers in your brand’s sustainability journey and make them part of the solution. This fosters loyalty and trust and creates lifelong advocates for your brands. Likewise, your employees are another type of customer group. A growing number of employees, especially millennials and Gen Z professionals, seek to work for companies that align with their personal values, including a commitment to environmental and social responsibility.

Employees who feel connected to their company’s purpose and believe their job contributes to achieving the organization’s sustainability goals will be more productive, innovative and motivated. When guests see that the brand’s employees are genuinely passionate about sustainability, it reinforces the story’s authenticity.

Local communities are often the most immediate and visible stakeholder group for hospitality brands. A brand’s sustainability efforts—whether through local sourcing, environmental conservation, or community engagement—can significantly impact its relationship with the surrounding area. By sharing stories about how your brand is helping to preserve local culture, support local economies, or reduce environmental harm, you demonstrate a commitment to the community’s well-being. Identify local advocates who can speak from the heart about their experience in the sustainability journey and show how their community has changed and what this means for future generations – the good and the bad.

Publicly available studies, white papers and industry trend reports are a good starting point for this type of storytelling. But, as your sustainability efforts mature, consider investing in your own research, surveys, focus groups and benchmarking studies to inform strategic decision-making. These data points will guide your sustainability communication strategies so that you’re relying on relevant data and insights to build out your brand story.

Storytelling Beyond the Numbers

What does this mean for me? In brand storytelling parlance, we call this the “so what?” factor. It’s a question your marketing team should ask the sustainability team whenever they collaborate on campaigns or reporting. A story that’s only about statistics lacks soul. Brands should want to tell sustainability stories that are the equivalent of a moving tear-jerker scene at the end of an epic movie. That moment when all the trials and tribulations of the past two hours don’t seem as insurmountable. You should want your brand to be the hero of its sustainability story.

Here are a few strategies hospitality brands can deploy for sustainability storytelling that will resonate with guests and stakeholders alike.

1) Focus on Purpose, Not Compliance

One of the biggest mistakes brands make is positioning their sustainability efforts as a box to check for regulatory purposes. This can make the initiatives feel shallow and disconnected from the brand’s identity. Instead, hospitality brands should communicate sustainability as an integral part of their mission and values. For example, frame using renewable energy as part of a broader commitment to preserving the destination’s natural beauty. Alternatively, share how your waste reduction programs are driven by a desire to protect the local community’s well-being and improve the lives of specific people. The focus should be on why the brand is committed to sustainability, not just what it’s doing to comply with standards.

At the same time, no brand is perfect, and sustainability is a journey. Being open and transparent about the progress (and challenges) of sustainability initiatives creates a narrative that is realistic and trustworthy. When guests see that a brand is willing to acknowledge its shortcomings, they’re more likely to believe that the sustainability efforts are sincere. For example, a hotel might admit that it’s still working on reducing its plastic use but highlight the steps it’s already taken, like eliminating single-use toiletries and replacing them with refillable dispensers.

2) Tell Human Stories

Behind every sustainability initiative are people—employees, local communities, and guests—who are impacted. Telling their stories brings a human element to sustainability that numbers and statistics simply can’t convey. As humans, we seek to be inspired by other humans. For example, a hotel that sources ingredients from local farms could share the story of one of the farmers, highlighting how the partnership has benefited their livelihood. Or, a brand could feature an employee who leads a recycling initiative, showcasing their passion for environmental stewardship.

Another way to make sustainability storytelling engaging is to involve guests in sustainability initiatives. For example, hotels often offer guests the option to participate in water-saving programs by reusing towels or offering rewards for choosing eco-friendly activities. But what if you went beyond that to create educational experiences, such as guided tours highlighting local conservation efforts or workshops on sustainable practices like composting or gardening? These personal stories make the sustainability efforts relatable, create a sense of ownership and participation and demonstrate that the brand’s initiatives have a real, tangible impact.

3) Help Stakeholders Visualize Local Impact

Sustainability in hospitality isn’t just about reducing carbon footprints; it’s also about preserving and celebrating the local environment and culture. A compelling sustainability story should highlight how the brand protects and enhances the destination’s unique aspects. For example, a resort in a coastal town could share how it’s working to protect the local marine ecosystem through coral reef restoration projects. A mountain lodge could highlight its efforts to preserve indigenous wildlife and collaborate with local communities to support cultural heritage programs. By focusing on the local context, the brand can create a sustainability story that feels authentic and connected to the place rather than a generic corporate message.

Visual storytelling can bring sustainability efforts to life in a way that words alone cannot. This includes using photos, videos and interactive content, such as virtual or augmented reality, to immerse your audience in the brand’s sustainability journey. For example, a short video featuring the brand’s solar energy system in action or a time-lapse of a beach clean-up event can be more powerful than a written report. The key is to use authentic visuals that are not overly polished or staged. Visuals that showcase the natural beauty that the brand is working to protect remind guests of the impact of their choices. The goal is to show real, behind-the-scenes glimpses of the brand’s sustainability efforts in action.

4) Align with Broader Sustainability Trends

Sustainability is about long-term change, not short-term results. Hospitality brands should emphasize the lasting impact of their initiatives, not just the immediate benefits. For example, instead of mentioning that the hotel reduced its energy consumption last year, share how that reduction contributes to long-term environmental goals. Or, a resort could explain how its partnership with local conservation groups will help protect the area’s wildlife for future generations. Another way is to capture efforts for a particular initiative over multiple years through videos, interviews and other visual forms of communication. This allows your stakeholders to participate in the sustainability story for an extended period and see the changes take place in real-time.

Strengthen your sustainability storytelling by aligning with broader trends and movements. This could include supporting global sustainability initiatives like the United Nations Sustainable Development Goals (SDGs) or collaborating with well-known environmental or social organizations. Focusing on the long-term vision makes the sustainability story feel more substantial and less like a marketing ploy. It shows that the brand is committed to making a lasting difference, not just achieving quick wins. Furthermore, the sustainability story gains additional credibility and context by connecting your brand’s efforts to larger global goals. It shows that the brand is part of a bigger picture, working alongside others to achieve shared environmental and social goals.

In the hospitality industry, effective storytelling should be intimate, transparent and purposeful, connecting the audience to the brand on an emotional level. By prioritizing human-centric narratives, engaging guests, showcasing local culture, and leveraging visual storytelling, brands can communicate their sustainability initiatives authentically and compellingly. Ultimately, sustainability storytelling is not about attaining perfection. It’s about demonstrating progress, sharing the journey, and making guests understand that their choices hold significance for the environment, communities, and individuals, all of which contribute to each distinctive travel experience.

Ms. Aqeel

Maliha Aqeel, PMP, SCMP, MC, is Founder & CEO of The Ideas Collective Inc., an independent strategy consulting firm in Toronto, Canada. She has worked in corporate and agency roles for 20+ years, connecting the dots between brand, marketing and communications to drive business objectives for global brands, such as Dubai Group, EY and Fix Network World. Ms. Aqeel has won several industry awards, including two Gold Quill "Best of the Best" for employee engagement and COVID-19 response management and communications. In 2021, she was recognized as IABC Canada's 61st Master Communicator, a lifetime achievement award for contributions to organizational communication in Canada. A well-connected global professional and thought leader, Ms. Aqeel is a regular speaker at industry conferences and serves as Chair of IABC's international board of directors. She is currently pursuing a Doctorate in Business Administration at Royal Roads University. Her research focuses on the link between social purpose and customer engagement strategies in the hotel industry. Extended Biography & Contact Information

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Any and all disputes or controversies of any kind, including but not limited to any performance, duty, obligation or liability arising under or related to this Agreement which are not first resolved informally, shall be determined by binding arbitration in San Francisco, California, in accordance with the rules of the American Arbitration Association. The final award in any such arbitration proceeding shall be subject to entry as a judgment by any court or competent jurisdiction, provided that such judgment does not conflict with the terms and provisions hereof. The jurisdiction of the arbiter (or arbiters) with respect to legal matters shall be limited only by the statutory and common law of the State of California and the United States.

Notwithstanding the foregoing, any and all disputes, which the parties cannot informally resolve, regarding the scope of issues or matter with the jurisdiction of the arbitrator, shall be resolved by a separate dispute resolution process whereby HotelExecutive, in its sole discretion shall elect the dispute to be resolved by either (1) a court of competent jurisdiction in the State of California or (2) a panel of three new arbitrators.

This Agreement shall be governed by and construed in accordance with the laws of the State of California notwithstanding any conflict of laws provisions. You and HotelExecutive agree that the venue for all legal disputes, controversies, actions of any kind arising under or related to this Agreement shall be San Francisco, California. You and HotelExecutive further agree that in case of any litigation regarding this Agreement, you irrevocably and unconditionally (i) consent to submit to the exclusive jurisdiction of the state and federal courts in the County of San Francisco, California for any litigation or dispute arising out of or relating to this Agreement, (ii) agree not to commence any litigation arising out of or relating to this Agreement except in the California Courts, (iii) agree not to plead or claim that such litigation brought therein has been brought in an inconvenient forum, and (iv) agree the California Courts represent the exclusive jurisdiction for all litigation relating to this Agreement.

11. MEMBERSHIP FEES

Hotel Business Review Subscriptions

If you choose to purchase a subscription, member subscription payments can be made in U.S. Dollars, as well as a variety of international currencies. Membership terms are Annual Recurring, and Monthly Recurring. The Annual Recurring subscription is an annual commitment and subscribers will be charged each consecutive billing cycle. Annual Recurring subscriptions can be cancelled after the first billing cycle and within 30-days of the billing date for a full refund. Monthly Recurring subscriptions are ongoing and subscribers will be charged each consecutive monthly billing cycle. Monthly Recurring subscriptions can be cancelled after the first month and within 7 days of the monthly billing cycle for a full refund.

12. PAYMENT AUTHORIZATION

Payment for the services provided to you in, at, through or in association with HotelExecutive may be made by automatic credit card, debit card, direct debit, bankwire or Paypal and other approved payment means offered in, at, through or in association with HotelExecutive, and you hereby authorize HotelExecutive and its agents to transact such payments on your behalf.

You hereby authorize HotelExecutive's Internet Payment Service Provider to charge your credit card to pay for your membership to HotelExecutive. You further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card for any and all purchases of products, services in association with HotelExecutive. You agree to be personally liable for all charges incurred by you in association with your access or other use of any content provided by HotelExecutive or any third party in association with HotelExecutive. You acknowledge and agree that your liability for all such charges shall continue after termination of your access or any type of membership arrangement with HotelExecutive.

In the event that you have chosen to have your membership automatically rebilled, unless and until you notify HotelExecutive that you wish to cancel or terminate your membership to HotelExecutive, you hereby agree and authorize HotelExecutive's Internet Payment Service Provider to automatically renew your membership to HotelExecutive on a continuing basis and to charge your credit card (or other payment means you have selected) to pay for the ongoing cost of your membership. You hereby further authorize HotelExecutive's Internet Payment Service Provider to charge your credit card (or other approved payment means you have selected) for any and all purchases of products, services and entertainment provided to in, at, through or in association with HotelExecutive.

13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.