Framework Developed to Enhance Sustainable Marketing in Lapland Tourism

In master’s thesis “Don’t Use the S-word – creating a green marketing service framework for leveraging sustainability certifications into communications and branding”, Lapland University of Applied Sciences student Henri Anundi addresses the identified gap between the adoption of sustainable practices and their active communication to consumers in Lapland tourism businesses. In his thesis research, Anundi introduces an innovative service framework to help Lapland tourism businesses steer away from “greenhushing”, the phenomenon of businesses staying silent about their sustainability efforts due to fear of being accused of greenwashing.

– Many businesses are so afraid of getting called out for greenwashing, they resort to not saying anything about sustainability issues, despite having certifications to prove their legitimate sustainable efforts, says Anundi, who developed the service for his employer and thesis commissioner, advertising agency Mainostoimisto Puisto in Rovaniemi.

A challenge and an opportunity for Lapland tourism businesses

The research reveals that the discrepancy presents both a challenge and an opportunity for Lapland tourism businesses. Effective communication holds the potential to unlock growth through successful green marketing, enhancing brand image and attracting environmentally conscious customers. Conversely, inadequate or misleading communication can expose businesses to accusations of greenwashing, resulting in damage to their reputation and a loss of consumer trust. The developed framework offers a solution to the challenge with a green marketing service that combines sustainability communications and branding expertise, specifically tailored for Lapland tourism.

Developing the service framework involved two well-known Lapland tourism operators as case companies, Apukka Resort and Arktikum. The methodology employed qualitative research methods such as semi-structured and theme interviews, benchmarking 21 global sustainability communications guidelines, as well as collaborative ideation and prototyping workshops using design thinking methods.

Transparency and consumer awareness are key factors

Key research findings emphasize the critical importance of transparency, raising consumer awareness of sustainability initiatives, and seamlessly integrating sustainability messaging into overall brand communications. The framework is designed to guide businesses in effectively showcasing their commitment to environmental sustainability, a factor that is increasingly important in consumer decision-making.

The developed green marketing service is structured into three distinct stages to ensure a comprehensive and effective approach: an initial sustainability communications presentation, the creation of a tailored sustainability communications plan, and an interactive sustainability branding workshop. The structured approach provides businesses with a practical toolkit and the knowledge necessary to communicate their sustainability efforts authentically, enhance their brand image, build trust with stakeholders, and capitalize on the growing demand for sustainable tourism experiences.

The content in short

• Henri Anundi’s master’s thesis addresses the issue of “greenhushing” and the under-communication of sustainability efforts in Lapland tourism.
• The thesis research presents a three-stage framework for a green marketing service focused on sustainability communications and branding.
• The research emphasizes the significance of transparency, consumer education, and the strategic integration of sustainability into brand messaging.
• The research highlights the increasing consumer demand for sustainable practices and the potential for businesses to gain a competitive advantage through effective communication.
• The research draws insights from the two case companies, interviews, benchmarking, and collaborative workshops.

More information

Henri Anundi
henri.anundi@gmail.com