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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

Sustainability nomenclature

Many agritourism farms engage in sustainable farm practices, adding solar or wind electric generation or other sustainable practices into their businesses. Letting the public know about their sustainability efforts can add to their brand value and give them a competitive edge.

Awareness of the term "sustainability" has become nearly universal. But as awareness grows, the term gets broader and can mean different things to different people. For example, The Hartman Group found that consumers familiar with sustainability include "reducing carbon footprint" in their definition of sustainability.

The Hartman Group's latest findings found that "climate positive" resonates most with core sustainability consumers. Using this term in descriptions of carbon reduction efforts provides the best opportunity for agritourism farms and ranches to attract those consumers who care about sustainability and value those businesses practicing it.

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