Sustainability: What Is It and Why Should I Care?

The Triple Bottom Line: People, Planet & Profit

by Alex Brylske, Ph.D., President, Ocean Education International, LLC

Sustainability is a popular buzzword today. However, given that the concept of sustainable development was born in 1987 with the publication of a report called Our Common Future, it’s curious that it took so long to become a significant topic of discussion in the diving community. The report defines sustainable development simply as “development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”

While the dive industry has largely ignored the idea until recently, the broader business world has embraced sustainability through what has been termed the “triple bottom line,” sometimes called the people, planet, and profit model. The gist of the model is that, for businesses to survive into the future, they must be concerned with more than whether they are profitable. Equal attention must be given to the operation’s environmental impact and social responsibility. What a business should thrive for is exemplified by the outdoor equipment and clothing companies Patagonia and Osprey.

The question for today’s small business owners—particularly nature-based businesses such as dive operators—is whether the drive towards sustainability is a passing fad or is truly how businesses must operate to survive into the future. Furthermore, one must ask, if the concept of sustainability has been around for nearly four decades, why has it taken so long for it to gain traction in the diving industry?

It would be wonderful if the reason for this newfound concern for sustainability were the initiative of the scuba industry, but sadly, this is not the case. We have not led the way but have been dragged into the 21st century by consumer demand. Some within our industry have adopted sustainability as the core of their business ethos. A shining example is Boulder, Colorado-based dive operator Ocean First, which became the first in the diving industry to earn the prestigious B Corp designation. Others have embraced the idea to varying degrees of commitment, while many dive operators have ignored the importance of sustainability almost entirely.

This post is part of our Blueprints 4.0 for a Healthier Dive Industry Business Model series by the Business of Diving Institute and Darcy Kieran, author of:

The Importance of Sustainability to Today’s Consumer

Sustainability is not just a concern of many of today’s consumers; it is now a significant social movement. Yet, the dive industry still largely underappreciates its significance.

Evidence that we are missing the boat can be seen in a 2022 survey by IBM’s Institute for Business Value, Meet the 2020 Consumers Driving Change. It shows unequivocally that consumers increasingly embrace social causes and seek products and brands that align with “green” values. According to the report, nearly eight in 10 respondents indicated that sustainability is essential in consumer decisions. In fact, nearly six in 10 consumers reported being willing to change their shopping habits to reduce environmental impact. And for those who said it is “very or extremely important,” over 70 percent would pay, on average, a premium of 35% more for sustainable and environmentally responsible brands.

Given the importance of travel to the diving industry, there’s probably no more significant concern about how the sustainability juggernaut is affecting tourism. For evidence, let’s turn to the 2023 Booking.com Sustainable Travel Report, which surveyed over 30,000 respondents across 32 countries. Here are some highlights:

71% plan to make more effort next year to travel more sustainably (up 10% from 2021).
59% want to leave the places they visit better than when they arrive.
50% of global travelers say climate change has influenced them to make more sustainable travel choices.
41% want to help reduce their environmental impact.
33% want to have a more locally relevant experience.
32% would like travel companies to suggest things to do and places to visit while on vacation, expecting operators to give back to the local community.
27% actively familiarize themselves with local cultural values and traditions for their destination before their trip.
25% would be willing to pay more for travel activities to ensure they are giving back to local communities.

Not to be outdone, Booking.com’s competitor, Expedia, conducts its own annual survey called the Sustainable Travel Landscape. Last year, it found that 90 percent of consumers looked for sustainable options when traveling, with three in five opting for more environmentally friendly transportation and lodging. Additionally, when asked what respondents wanted to see as part of sustainable travel, they found that nearly 70 percent wanted to lessen environmental impact and support local economies.

The key takeaway from the Expedia survey was that today’s travelers seek clarity, authenticity, and value in their travel choices. Sustainable travel can be overwhelming and confusing, so operators must make their message clear through a well-designed website and show clear evidence of their contribution to improving the environment and local community. Regarding authenticity, respondents wanted to know and see how travel brands are committed to sustainability, not just checking a box. The importance of backing up messaging and proving claims with data cannot be overemphasized. Regarding value, respondents were willing to pay more for sustainable travel options. However, operators must illustrate how these more conscientious choices provide value and have a positive impact.

Looking at the attitudes of consumers who align more closely with scuba divers, the Adventure Travel and Trade Association (ATTA) found that 60 percent of US travelers believe they are responsible for not damaging their destination’s environment, people, or economy. These attitudes were even more pronounced among UK travelers. Furthermore, 73% of global travelers plan to book eco-friendly accommodations next year.

What About Scuba Divers?

Not long ago, data on the attitudes of divers toward sustainability was virtually nonexistent, but fortunately, that has changed. In 2022, the Reef-World Foundation published Sustainability in a Recovering Travel World, while the Business of Diving Institute published Survey Results: Sustainability in The Scuba Diving Industry. These were the first opportunities to see if the attitudes of consumers at large align or differ from those of divers.

Here are some highlights from the questions asked in the survey Reef-World Foundation:

“Do you specifically look for sustainable alternatives? (64% yes).
“Is sustainability a main consideration in your travel booking process? (60% yes)
“Do you think dive operators should be doing more to conserve the reef?” (96% yes)
“Are you willing to pay more for a sustainable option? (70% yes)
“Do you find it hard to see whether a dive center or resort is truly sustainable?” (85% yes)
“What is most important to you when booking a trip?” (while 47% responded price, 19% responded sustainability).
“Are you looking for further education on protecting marine life while you were on vacation?” (83% yes)
“Have you ever had any bad or poor experiences (touching animals, waste management, etc.) due to an unsustainable operator?” (42% yes)

Results were very similar in the Business of Diving Institute survey on sustainability in the scuba diving industry.

Jamie Sweeting, a long-time sustainable tourism guru and President of a global network of experts called Planeterra provides a final word on the actual value of operating a sustainable business. “Being green doesn’t work because it attracts a ‘green’ market, but because it will make for a better-managed business.”

So, take heed and do well by doing good! Let’s leave a habitable planet to our kids…

Continue reading about Blueprints 4.0 for a Healthier Dive Industry Business Model.