On the road to NetZero
On the journey towards NetZero, leadership matters. However, as they say, the 👿 is in the details!
ABOVE: Peter Durand of Alphachimp, LLC, posing with panelists Jeff Poullath, Marriott Director of Facilities, Americas; Rob Bahl, Marriott Global Vice President, Engineering and Facilities; Erika Alexander, Marriott Chief Global Officer; (Not pictured) Robert Guidice, Marriott Senior Vice President, Global Operations.
When companies proclaim their climate commitments, we may feel a mix of skepticism and curiosity. We are eager to understand their concrete steps to back up these bold claims.
This is especially true when a company commits to being NetZero by 2050 and has 9000 hotels, properties, and resorts worldwide.
Each property depends upon hundreds (or thousands) of staff members and vendors to make hyper-local decisions that impact water consumption, heating, power, mobility, accessibility, training, measurements, reporting, and actual impact.
This week has been eye-opening (and quite impressive!) to witness Marriott International, Inc. engage, educate, and motivate its directors of facilities and engineering on internal and external processes, tools, measurements, and behavior change models to transform each of their properties.
The Marriott company as a whole has committed to reducing absolute scope 1 and 2 GHG emissions by 46.2% by 2030 from a 2019 base year. This commitment directly affects the work of these directors of large facilities, such as hotels, resorts, and corporate campuses.
They received practical information on leveraging 3D printing, data analytics, and the tactical implementation of the company's Climate Action Program (CAP).
These engineers learned about:
Practical application of Gen AI from Shelly Palmer
The power of an individual to influence systems change from sociologist Jeni Cross
Courage and commitment to an ecological mission from Arctic and Antarctic explorer Robert Swan
Implementation of the CAP from Shannon Rinella
Design thinking and engineering experiences from Jeff Voris
How everyday heroes show up and do essential from Kevin Brown
What was emphasized repeatedly was the importance of (and love for) all of the Marriott associates, the people who are on call 24/7, wake up early in the morning, and arrive home late at night to make hotels clean, safe, and hospitable.
For me, it was a living example of the practicalities required to implement climate commitments: on the grounds, on the roof, in the kitchens, and the rooms of hotels worldwide.
Behavior Change for NetZero
ABOVE: Sociology Professor Jeni Cross on stage at the 2024 Marriott Engineering conference.
Jeni Cross is a Sociologist and Director at the Institute for Research in the Social Sciences at Colorado State University.
As a self-described “community sociologist,” she collaborates with schools and community agencies on various community-based participatory research projects centered on sustainability and community development.
Prof. Cross's research interests, which are of significant importance in the context of sustainability and behavior change, include energy conservation, community attachment/sense of place, land use and conservation, sustainability, inter-agency collaboration, social networks, and social norms. Her current projects involve research on land conservation decision-making, energy conservation, and sustainability in public schools, and behavior change campaigns among college students.
ABOVE: Graphic recording by Heather Willems of Prof. Jeni Cross’ keynote
Cross provided the audience with an insightful and practical set of actionable points, offering tangible steps for physical institutions and facilities to implement policies and practices that align with sustainability goals.
Myths About Behavior Change
First, she shared three myths that we tend to have about behavior change.
Education alone will change behavior. While knowledge is crucial, it’s insufficient; people often know what they should do but fail to act on it.
Changing attitudes will lead to behavior change. Shifting attitudes is challenging and often unnecessary. Focus directly on changing behaviors.
People understand what motivates them. Individuals often need to be more accurate in their true motives. Leaders need to recognize and tap into the actual drivers of behavior.
So, what takeaways from Prof. Cross can we implement in our climate journeys?
Social norms play a powerful role in influencing behavior.
Descriptive norms highlight what others are doing, harnessing peer pressure. When people see their peers engaging in sustainable practices, they are more likely to follow suit.
Injunctive norms, which underscore the approval and value of these behaviors within the community, reinforce this effect.
Effective communication is essential for fostering a culture of sustainability.
Tailoring messages to different audience segments ensures that communication resonates & prompts action.
Positive framing, emphasizing the benefits of sustainable behaviors, is often more motivating than focusing on negative consequences.
Creating opportunities for social interaction can significantly boost sustainability efforts.
Organizing collaborative activities, such as workshops and events, brings people together and fosters a sense of community.
Encouraging peer-to-peer influence through sharing success stories and practical tips can amplify these efforts.
Integrating behavior change principles into the design of processes & technologies is crucial.
Setting sustainable options as the default choice simplifies decision-making & encourages compliance.
Providing regular feedback on energy consumption & other sustainability metrics keeps individuals informed and motivated.
Offering incentives can reward and reinforce sustainable actions.
A supportive organizational environment is fundamental to sustaining behavior change.
Visible commitment from leadership is crucial; leaders should model sustainable behaviors and actively support sustainability goals.
Tracking progress and celebrating achievements are vital components of a successful sustainability strategy.
Establishing clear metrics allows organizations to measure the impact of their initiatives.
Recognize and celebrate both individual and collective successes!
