Svart, Energy-Positive Concept Hotel
I am fortunate to have met many intelligent, creative marketing professionals during the five years I worked in Tokyo for Ogilvy Japan.
One of the savviest consumer researchers I collaborated with there, recently forwarded a new global study about changing attitudes and lifestyles related to sustainability.
The report is called "The New Sustainability: Regeneration” and was assembled by JWT Intelligence, the consumer research department at our sister WPP agency.
It’s not new news that sustainability drives choice among consumer segments that can afford it, but what is new is that the reduce/reuse/recycle formulation is no longer enough.
With record heatwaves, wildfires and water shortages being experienced so often in so many places, it has become clear that people are over-consuming in a way that is threatening the quality of life on earth in the future.
So mindful consumers, designers, producers have added a new “re” to the model ... regeneration.
Numerous examples of regenerative products and services and marketing are mentioned, but my favorite is an energy-positive hotel concept in Norway designed by architecture firm Snohetta. (Pictured.)
It is an expression of a trend toward “restorative experiences” that bring together (0) having a good experience, and (1) making a positive impact.
The hotel project called Svart, which means “black” in Norwegian, is located in a remote part of Norway above the arctic circle.
When it opens, Svart will provide an immersive experience in arctic nature, northern lights, and hiking on the nearby Svartisen glacier.
Svart is designed to capture all of the running energy it needs to function (and even for its own construction) from renewable sources.
I know it is impracticable for every consumer choice to be regenerative, but my hope is that the impact of this concept and others in the report will re-set consumer expectations and create positive momentum.
More here:
