The knowledge spectre of sustainability
I see everything as existing on a spectrum, or a spectre, because every decision is rooted in knowledge. The amount of knowledge someone has directly influences the decisions they make.
The first time I encountered this idea was during a startup project with Y Combinator's startup school. They introduced the "knowledge spectrum" as a way to increase website conversion rates. It was a clear, actionable model that resonated deeply with me. Since then, I’ve adapted and refined it to guide nearly everything I do.
Take changing traveler behavior as an example. To inspire change, travelers need a certain amount of knowledge. Imagine a line.
On one end: zero knowledge, no understanding, no action.
On the other: complete knowledge, full understanding, informed, impactful choices.
The current starting point is where travelers are today, and the goal is to move them closer to the point where they know enough to make better decisions. Between these points is the knowledge gap. Our job is to bridge that gap.
Tourism operates along this spectrum, too. Travelers often begin with limited awareness, perhaps they don’t understand the environmental cost of their flight or how their spending can support local communities. The goal is to move them further along, toward a place where they understand their impact and make thoughtful choices.
Here’s how:
Increase their knowledge: Share why their choices matter and what they can do.
Reduce the need for knowledge: Simplify the decision-making process so they can make better choices without needing to understand everything. For instance, limit the number of options or design systems where the sustainable choice is the default.
The beauty of this model is its simplicity. You can apply it to your website, your destination, or even a theme park.
Tourism isn’t sustainable, and it never will be, but every action can move us closer along the spectrum, toward a world where travel gives more than it takes. That’s how change happens: one traveler, one choice, one step closer to the right side of the spectrum.
We need to stop talking about being sustainable or not. Nothing is. It is a spectre. It is more or less sustainable. Our job is to bridge the gap.
