One of the key consequences of the global pandemic is that sustainability as well as wellbeing related issues have become more part of reality than probably every before. What appeared to be a distant goal now became an everyday issue. Young generations especially consider sustainability as a major concern. HTWWLife Team strongly believe that the objectives, targets and goals of sustainability and wellbeing are similar but still different interpretations of the same very concept. So far probably one of the main barriers of implementing sustainability was its abstract nature. Both industry and consumers tended to look at it as a concept that brings limitations and constraints. Along with sustainability wellbeing has also been considered as an academic subject. Although wellness, as a commercial adaptation of wellbeing, has already become a popular concept that has been looked at as a new and lucrative business opportunity. The next step is to move away from the sales-focused ‘wellness’ label and look into the very core of what wellbeing actually is (see recent study by HTWWLife & Wellness Tourism Association).
Sustainability may be easier to be understood if we called it ‘responsibility’. Responsible business practices and consumption patterns could very well be the easiest ways to implement the noble concept of sustainability. Responsibility as a term suggests that ‘We do have a role in all this‘. Such reference can become a rather effective trigger point both for businesses and for consumers.
HTWWLife recommends the concept of Responsible Wellbeing, i.e., infusing wellbeing-improving solutions in any stage of the guest journey and practicing responsible business approaches. This initiative fits very well with the projects’ ESG compliance targets!