How much do we know about the businesses we patronize or the products and services we use? The following experience has motivated me to shift my focus in a new direction.
On a typical, sunny, clear, blue-sky morning, my drive through the stretch of Sunset Boulevard in Beverly Hills was particularly relaxing. Contrary to what is often considered the worst aspect of living in Los Angeles, it is possible to enjoy driving in this city sometimes.
The neighborhood, surrounded by lush green trees, plants, and lawns, brought with it a refreshing and calming effect. Curious tourists taking pictures of the magnificent villas from the open roofs of Hollywood tour buses added to the charm. The iconic Beverly Hills Hotel, surrounded by lush green gardens and palm trees, proudly represented the opulence and orderliness of this world-renowned city.
Suddenly, a cloud of black smoke emerged above the cars—a toxic inconvenience that forced drivers to close their windows.
I quickly located the source of pollution. Having recently completed a smog check on my car, I wondered whether some vehicle owners had not been as responsible in scheduling their inspections. I was even more disappointed when I realized that the vehicle contaminating the air on that crystal clear day was a school bus; a symbol of education.
As the bus disappeared, I could breathe again and quickly shifted my reaction from one of upset to inspiration. “Maybe I can’t stop this particular bus,” I thought, “but I can make a difference elsewhere.” My blog in the making appeared to be an ideal forum; so I decided to educate others by focusing on sustainable, green, and responsible organizations.
Whether they are totally dedicated to a good cause or just contributing in a marginal way, these companies are worth exploring. They influence consumers to make the right choices, improve the quality of their lives, and make the world a better place. They pave a greener road for the future.
Having just passed The Beverly Hills Hotel, I remembered its recent 100th anniversary and wanted to know its plans for the next century. In terms of sustainability, the hotel has already embarked on a green journey. Although, it has not yet completed a comprehensive green certification, the hotel has embraced several sustainable initiatives.
Some of these green programs include the hotel’s corporate responsibility and ongoing collaboration with sustainable developers on various indoor and outdoor projects. The hotel’s living wall project is one of the examples.
I believe that the most effective way to make a difference in the world is to support sustainable organizations or to create ones.
Most businesses today have enormous potential to drive change and we consumers have unlimited power to support them. In today’s information era, more then ever before, we can help them to grow and succeed simply by joining the online conversation or selecting their products and services. Our opinions and choices have a huge impact, thus, we should be well-informed. But, how much do we really know about the companies we patronize? Which ones are sustainable, green, or socially responsible? What are their objectives? How are they accomplishing their goals?
I will try to answer these and many other questions, as I explore sustainable organizations in the travel and hospitality industries. I will examine their business strategies and analyze them from a marketing perspective.
I look forward to sharing my experiences and helping my readers make well-informed choices.