Who is Responsible for the Sustainable Golf Movement?
In what has been a good reminder to me on why I began pursuing a career in sports and sustainability, I have spent some time trying to answer the more appropriate question, Who is most responsible for the sustainable golf movement?
In an effort to better understand why each stakeholder does or does not push for sustainability and how they may better position themselves, I am making the case for why they should take more responsibility for their actions and environmental externalities as well as why they should consider business as usual. The four stakeholders below are the keystone species to the game and continue to have leverage for a more responsible world of business.
PGA TOUR
The foremost representation of golf is through TV and media played on the PGA TOUR. As described in my previous article, many TOUR stops have made sustainable practices part of their operations and do so very well, especially two to kick off the calendar year - AT&T Pebble Beach Pro-Am and Waste Management Phoenix Open. However, the TOUR itself has not made any formal designation to sustainability or environmental advancement. The macro hurdle for all stakeholders mentioned is the vulnerability of presenting and broadly displaying environmental awareness even if it is being employed. On a broader scale, the PGA TOUR has a weekly platform for sponsors and partners to showcase their sustainability and environmental responsibility efforts to a global audience.
Golf Courses
The very ground the game is played on. Golf courses are a unique balance between escape/relaxation and frustration for golfers. The same can be said for the upkeep and maintenance required to withhold natural beauty. Courses and superintendents feel inherent pressure to maintain environmental preservation and ecological integrity. In their roots, golf courses and superintendents are often minimalists allowing for an understanding of environmental awareness and advancement. Many courses have gone so far as to become certified by GEO (Golf Environment Organization) or Audubon International. You may not see anything more than a sign at the course or a tab on their website mentioning the certification. So why don’t courses take a stand for environmental awareness? There is more to lose than gain when discussing environmental practices, especially in the drought-concerned Western US where much of the golf is played domestically. Golf is also seen as a leisure exercise and sport. Many golfers are not playing a round to learn about pesticide abatement or water conservation but those who are concerned can let their clubs know by asking simple questions like: do you use recycled water or how does course maintenance ensure they do not disturb natural habitats?
Pebble Golf Links is Audubon International certified as well as annually hosts the GEO Certified AT&T Pebble Beach Pro-Am
Manufacturers
Golf manufacturers are equipment providers for the purpose of this article. Balls, clubs, apparel, even bags too often come purchased with plastic wrapping or some sort of unnecessary packaging. Manufacturers are the most hands-on connection for golfers to the game. The apparent reason for churning out new models of products and promoting a wasteful cycle is the financial support behind products. Professional golfers are paid by manufacturers to promote new equipment. New equipment is undeniably necessary as technology is brought to market. The largest opportunity a manufacturer has is to allocate funds behind professional golfers promoting recycled equipment or donated equipment. Pushing used or recycled equipment is not nearly as sexy; however, it does allow for increased demand by lower cost of entry for young and less affluent golfers or those just itching to try the sport without dropping hundreds of dollars before ever playing around. Recycle and reuse programs do exist through the First Tee or manufacturer buyback programs in addition to reselling or handing down to family members or a friend.
Consumers
Golfers (consumers) are the reason that the TOUR, courses, and equipment manufacturers exist. Buying power is beholden by the golfer themselves. I do genuinely hope that the current pandemic has made all of us more conscious consumers. After all, take a look at commercials and advertising messaging since March. There has never been a more thoughtful marketing period that I can remember. Responsible purchasing is incumbent upon us (golfers and consumers) to demand a product that can answer, what is it made of, what can I do with it when I am done using it, and did the producer consider those two questions as well? According to an early 2020 article from Barron’s, nearly 70% of consumers think it is important for a brand to be sustainable. Admittedly, sustainable is a very broad definition and one that requires more time to break down. The important takeaway from that figure is more consumers are aware and asking about what is in their products and services. All golfers have the opportunity to seek alternatives and I look forward to all of you reading to consider how you can use your dollar to influence more sustainable and responsible purchasing.
For those interested in making their next round more responsible -
