At IMEX Frankfurt 2025, we had the privilege of discussing sustainability on the People and Planet Stage, with Tommie Eaton, our Ambassador for Clean the World in Europe, sharing his thoughts on how we communicate sustainability in the hospitality industry.
The Challenge of Sustainability Fatigue
One of the main issues Tommie addressed was sustainability fatigue, which has become particularly prominent in Europe and the UK. The constant pressure to adopt more sustainable practices has led to information overload—too many reports, too much jargon, and not enough genuine connection. Sustainability isn’t broken, but the way we talk about it often is.
The real solution to tackling sustainability fatigue isn’t more reports or technical jargon. It’s about telling better stories. Tommie emphasized how stories have the power to inspire people and drive action, far more effectively than data alone. When sustainability efforts are framed in a way that connects with people emotionally, that’s when true change and impact can happen.
A Powerful Reflection from an Attendee
One attendee of Tommie’s session, Tammy Putzer, Associate Marketing Manager at a global brand, shared her own thoughts on the importance of stories in tackling sustainability fatigue:
“Your session at IMEX was great Tommie! Working for a global brand, I can only agree with what you said about the Sustainability Fatigue, and especially within Europe and the UK. Each region is on a different Sustainability path right now. I loved your insight on how stories will be the key to the right connection to our audiences, and I think the stories will be what gets us to the next level. Often people are overwhelmed and rather don’t do anything than taking a first small step. With the right stories and backup of data and metrics, we’ll be able to make sustainable actions approachable for everyone. Thanks again for the valuable insight and sharing of thoughts!”
This insightful comment reinforces the message that stories, when backed with data, can bridge the gap between the overwhelming complexities of sustainability and actionable steps for real change.
Circular Economy in Hospitality: Closing the Loop
As part of our mission, Clean the World continues to work alongside over 8000 hospitality partners globally to integrate circular economy practices into their operations. Our hospitality recycling has achieved an enormous amount, yet, there is still so much more that can be done to reduce waste and promote sustainability in the industry.
Tommie’s talk reinforced how vital it is for hotels to not only implement sustainable practices but also communicate them effectively to their guests and staff. Sustainability doesn’t need to be complex, what’s important is how it’s presented and how it can be tied back to real-world impact.
The Power of Sustainability Stories
When sustainability efforts are communicated through compelling stories, it allows for deeper engagement, turning abstract goals into concrete actions. Through our hotel recycling program, for 16 years now Clean the World has been helping the hospitality sector reduce waste and make a difference both locally and globally.
It’s time to rebrand sustainability and make it truly meaningful.
