The Official Magazine of IAAPA
ACCORDING TO IAAPA’S 2024 MEMBER-Non- Member Survey, 66% of member respondents indicated sustainability is important to their organization. This is one of the reasons why IAAPA has added a global sustainability director to the team, and I’m eager to make an impact in this new role.
Sustainability is no longer a choice—it’s a necessity for business success and resilience, encompassing environmental, social, and economic dimensions. Mitigating risks related to these areas, and contributing for the sake of future generations, is crucial. However, beyond framing sustainability as a moral obligation, embracing sustainability also displays responsible leadership, attracts employees, sparks innovation, builds trust, and meets the rising expectations of investors, regulators, communities, and guests. It is important to me that I convey this message in my role, and I aim to support members in seeing sustainability as an opportunity rather than as a response to a threat.
Sustainability challenges differ, but three key factors provide valuable solutions for all companies. I’ve demonstrated the importance of these focus areas by carrying out practical initiatives throughout my career—most recently, as head of sustainability at Swedish amusement park Liseberg.
No. 1: Structure
Integrate sustainability into existing management systems, processes, and daily operations. It’s also crucial to adapt it to an attraction and supplier type, size, and level of understanding. Combined with dedicated roles, clear working methods, and defined responsibilities, this structure will help ensure compliance and efficiency. Certification under either a global or local sustainability standard also strengthens internal focus and identifies opportunities for improvement while reducing risks.
No. 2: Culture
Engage employees at all levels and ensure leaders talk and act with a focus on sustainability. Offer training and programs to build commitment and align actions with goals. Sustainability requires teamwork to be effective. A sustainability ambassador program—like the one implemented at Liseberg—allows employees to advance sustainable practices through training, workshops, and idea-sharing. Similarly, accessibility training increases awareness and shows that inclusion can be supported with simple tools like respect and consideration, even without major structural changes.
No. 3: Creativity
Use sustainability as a catalyst for innovation and growth. Rethink products, services, and operations through a sustainability lens to find solutions that address challenges while creating business value. Nudging techniques, like simply renaming dishes and adjusting their placement on a menu—as demonstrated in one of Liseberg’s park restaurants—boosted sales of low-carbon vegetarian options by more than 75%. This highlights how small changes can drive sustainable behavior and business growth.
IAAPA continues its journey to operate more sustainably, as the association aims to inspire change by working together with members and exchanging best practices. As IAAPA’s global sustainability director, I welcome discussions on challenges and opportunities with members. Please do not hesitate to reach out with ideas and questions. I look forward to connecting!
