Green Scene: Greenwashing

By: Talia Salem
Issue: Smart Meetings February 2009

Green Scene

Go past the green sheen and see through greenwashing

With 42 percent of association meeting planners now planning green meetings, according to a 2008 Meetings Market Trends Survey, the marketplace has responded with an influx of venues, destinations and services that have become green overnight. What does this mean for you as a meeting planner? Could you be persuaded to select a venue, a destination or a product based on environmental claims? How do you know which claims hold water and which ones are washed out? We asked Jen Harpaz, an environmental sustainability officer at meeting and destination specialists VenueQuest to help us see through the greenwash when it comes to environmentally conscious meeting planning.

Q: What is greenwashing?
A: Greenwashing is any practice by a company that misleads customers into thinking or feeling that the business is environmentally responsible, when they really are not. The company uses misinformation in order to obtain a competitive advantage. An important aspect of greenwashing is that the company is not truly dealing with their environmental impact.

Q: What are common examples you have seen of greenwashing?
A: I stayed at one hotel that claimed to be green. It did have a linen reuse program—in the guest room there was a card stating that if I leave my towels hanging up in the bathroom they would not wash them, and the sheets would not have been washed everyday unless it requested. Nevertheless, when I entered the room upon check-in, the air conditioning, lights and television were on. There were no options for recycling anywhere in the hotel that I could see or use, and as far as I could tell, there were no other “green” efforts being made.

Q: How would you advise environmentally conscious meeting planners to detect greenwashing?
A: I recommend that any meeting planner interested or vested in planning a green meeting to clarify what the hotel or vendor is doing that supposedly makes them green. Don’t be shy about asking for a detailed list of the actions and efforts the vendor has made in reducing their ecological footprint. Once you have a list, be sure to validate any claims by researching the subject matter. For instance, if a vendor claims to have a certain type of certification find the certification company and verify that this company is on their list of clientele.

The best way to validate the venue’s claims is to conduct a site inspection to witness exactly what is being done. You must be prepared for the site inspection with questions. Do your research before-hand so you know what to look for. For example, keep an eye out for digital-control thermostats in each room or recycling bins in public spaces. If green practices are truly in place, staff members will be able to easily answer your questions and proudly tell you about the company’s sustainability plan. If you are researching a vendor, be sure to get a sample of the product and probe for information about the origin of the materials or equipment that is used.

Q: Which venues do you consider to be model examples of true eco friendly efforts?
A: The most eco-friendly venues stem from an organizational commitment to sustainable programs and policies. This top level commitment plays an important role in the environmental integrity of a property.

Terra Resort Group is a management company based in Jackson Hole, Wyo. The company is dedicated to sustainability. Hotel Terra is one of their properties that is in the process of obtaining its LEED certification. In addition to the multitude of building criteria the hotel will meet, they have a long list of efforts that they are managing from the top down. Their efforts include offsetting 100 percent of their electric power via the purchase of wind, solar and hydro sources, and a food-waste composting and management program. They also maintain natural and organic products throughout the hotel, including nontoxic mattresses made from recycled and natural material.

Starwood’s new line of extended stay hotels, Elements, is focused on reducing, reusing and recycling, from pre-construction through operation and management. Each new Elements building will seek LEED certification. Inside each hotel, there are Energy Star-rated kitchen appliances, flooring made of recycled content, low VOC paint and the availability of silverware rather than plastic utensils.

Kimpton Hotels EarthCare program has roots that date back to 1985. Once again, with serious collaboration and support from the top level of the company, energy and water conservation and social responsibility are a priority for all Kimpton Hotels.

Q: What steps have destinations made to be more eco-friendly?
A: Many cities in the U.S. making are great strides in becoming environmentally responsible, particularly in the West.

In 2000, Denver created a program called the Greenprint Denver initiative that serves to weave environmental sustainability into the city’s policies and programs. Today, with the goal of reducing its carbon footprint, the city is managing a comprehensive bicycle program complete with a master plan, an advisory committee and tools for visitors. A Hike and Bike Map is available that shows walking and biking routes around town. Denver’s Colorado Convention Center operates according to a comprehensive sustainability program, which entails all levels of environmental responsibility including, but not limited to, energy efficiency, air quality, water conservation, waste reduction and catering. The Center also contributes 100 trees per client to the Mile High Million tree campaign (www.greenprintdenver.org/trees/index.php).

Also SustainLane recently named Portland, Ore. the most sustainable city of 2008. The San Francisco-based sustainability guide credits the city with having its eye on the green picture since the 70s. To name of a few of its award-worthy efforts, Portland supports local agriculture, has had a recent growth in green buildings and has emphasized mass transportation.

Q: How have vendors evolved changed to become more green?
A: Vendors are taking heed of the demand in the travel and meetings industry to become eco-friendly. Transportation companies, for instance, are establishing fleets of vehicles that use alternative sources of energy and are increasingly fuel efficient. Some are seeking assistance from third-party entities, such as Green Ride Global’s program, to help companies reduce their emissions.

Green trade-show-product companies are utilizing recycled and recyclable materials. In addition, genuinely green product companies work with manufacturers that operate clean, low-emission facilities.

Q: What are examples of vendors that are really green?
A: Eco•Systems Sustainable Exhibits is an award winning company that manufactures top-of-the-line portable modular exhibit systems. Their commitment to sustainability is noticeable in every feature of their product. They use renewable bamboo, the part of the sorghum plant that would have been thrown away, low VOC stains and paint, recycled material for graphics, biodegradable carpet, velcro made of recycled soda bottles and LED lighting. The company is also dedicated to social responsibility and contributes to local charities.

Colorado’s Green Limousine maintains a fleet of luxury vehicles powered by biodiesel, ethanol and hybrid gasoline-electric engines. They also serve organic beer, wine and snacks to guests in their limos. In addition, the company works consistently to be green internally. They utilize recycled and bleach-free office paper and non-toxic dry cleaning. The signs they hold up at the airport for clients are made from old wine lists from restaurants in the Vail Valley.
 

Ed. Note: Travelocity recently launched a new Green Directory. Click here to see who made the list.