Can corporate sustainability be the key to commercial success?

Increasingly, the question is being asked: as a company, can you make money with sustainability? Especially as consumers are becoming increasingly critical of sustainability claims. The Sustainable Brand Index shows that consumer confidence in companies' sustainability is at an all-time low. Consumers demand transparency and proof from companies and no longer accept vague promises.

At The Usual, a new hotel brand combining sustainability and design, we see sustainability as an opportunity, not a hindrance. Sustainability and commerce can go hand in hand. This strengthens our brand identity and makes us more attractive to guests who increasingly value concrete sustainable actions.

We believe in the power of authenticity. Tony's Chocolonely, year after year the leader of the Sustainable Brand index, is a good example. Their success comes from using sustainability not as a marketing tool, but as a fundamental business strategy. They take responsibility for both the environmental and social impact of their business, which earns them the trust of consumers.

At The Usual, we take the same approach: sustainability is not an afterthought, but the core of our business model. By investing in energy efficiency, collaborations with local suppliers and circular products, we cut costs and improve our guests' experience. For us, sustainable business is not a choice between profit and ethics. It is the path to future-proof success. At a time when guests are becoming increasingly discerning, it is our responsibility to be transparent and authentic in everything we do.

We understand that many hoteliers want to become more sustainable, but sometimes find it difficult to take the first step. Companies often think of radical change, but we believe evolution is more important than revolution. There are three key insights that are at the root of it for us and that can also be valuable for other entrepreneurs. Start with a clear vision: make sustainability a central part of your strategy and work with suppliers who share these values. Also involve your investors early on. They want to see that you have a long-term vision that will future-proof your business. And finally, work with your teams, local suppliers and guests to make an impact. Sustainability is always a joint effort.

Sustainable business is the path to future-proof success. Take that first step, start locally, be transparent and proudly show that sustainability is good for both your business and the planet.

Joachim de Looij
CEO The Usual