A Case for Certification

As consumers’ demand for green and sustainable products and services grow, so do the incidents of greenwashing. These are environmental claims by businesses about their products or services that are misleading, confusing or simply irrelevant. Members of the public simply no longer trust sustainability related marketing claims. Many also view promotions which purport to support the environment as a one time opportunity to win publicity for the business concerned. The spa and wellness industry is no exception to this heightened level of sceptism and increasingly relies on third party certification of their products. Such certification set clear standards and provide complete transparency, allowing consumers to search for products with confidence that the products are what they say they are.

A number of organic and natural certification agencies already operate worldwide and many of them have become well-known as associated with local and imported spa brands in South Africa. The best known certification programs include:

the Soil Association (United Kingdom)

BDIH (Germany)

USDA (United States of America)

and

Ecocert (France)

Until recently, the certification agencies have only certified spa products and not spa services or even the spa business as a whole.

There are sustainable certification programs available to businesses in the hospitality trade, but these have not been developed exclusively for spas and probably do not take account of the unique spa business model and spa processes. These programs include Green Globe and Fair Trade Tourism (FTT).

FTT endorses fair and responsible tourism practices in Southern Africa and certification is based on compliance with specific criteria centred on fair wages, fair working conditions, fair distribution of benefits, ethical business practices and respect for human rights, culture and the environment. An example of what FTT will look for in order to certify a spa, would be whether it approaches procurement in a way that supports the local community and small business suppliers of goods and services. Does the spa invest in the upliftment of its community by offering education on health and wellness? This could be in the form of workshops or teaching local residents about the possible commercial application of organically grown or locally manufactured cosmetic ingredients. Compliance with national labour standards is, of course, compulsory and appropriate human resources policies should be in place, particularly those on recruitment and selection, discipline and grievance, performance management, incentives and the like.

Green Globe audits and certifies the sustainability practices of travel and tourism establishments and also their supplier businesses. It has a global network of independent auditors and, in sub-Saharan Africa, partners with Heritage Environmental Management Company. Green Globe’s certification program was developed in line with the guidelines set by the Mohonk Agreement for international sustainable tourism certification programs. Some of the larger Green Globe certified properties in South Africa include Riverside Sun Resort, Sandton Sun Hotel, the Inter-Continental Sandton Towers, Cape Grace Hotel and Beacon Island Resort. Most of these properties received top awards for their excellence in responsible tourism, in the categories ranging from energy conservation, water and waste management and social involvement. These awards to local businesses demonstrate not only that the requirement for certification extends to South Africa as much as elsewhere, but also that we have the expertise and environment to bring the best in wellness to the international tourism market.

Consumers are expecting spas and their wellness partners to raise the bar and so they should commit, in a transparent way, to sustainable business practices through third party certification. It is through this commitment that the spa will make a real and lasting investment in its business.

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