How Flex Spaces Can Attract More Members By Focusing On Sustainability

In an increasingly eco-conscious world, flex space operators are at the frontlines of a paradigm shift: transforming workspaces into green havens that foster community, growth, and sustainability.

A recent survey reveals that sustainability plays a very important role in the decision-making process of potential members.

Recently, a panel of experts gathered to explore how sustainability could be leveraged to attract more members and drive success in flex spaces.

Our webinar “Attract More Members by Focusing on Workplace Sustainability”, provided actionable insights you can employ to meet evolving corporate and societal demands for environmentally friendly workspaces.

And, of course, boost your membership rate.

Let’s dive into the key takeaways from this engaging discussion, led by prominent voices in sustainability, PropTech, and workspace design: Hubert Abt, Antony Slumbers, James Dearsley, Miro Miroslavov, and Monika Pawelczak.

ESG Compliance: Not Just a Trend, But a Necessity

The conversation kicked off with a presentation by the unofficial Mr. ESG of the real estate world and CEO of workcloud24, Hubert Abt who demystified Environmental, Social, and Governance (ESG) compliance in the real estate industry.

ESG is often seen as a complicated, bureaucratic term, but Hubert broke it down to its essentials: transparency and intentionality.

To achieve ESG compliance, flex spaces need to focus on disclosing environmental impact data, improving operational efficiency, and shifting mindsets around sustainability.

The challenge is clear: we’re already exceeding planetary limits, with carbon emissions surpassing healthy thresholds. This means the goal isn’t just about compliance but about positioning your flex space as part of the solution.

Coworking operators who understand how to communicate their sustainability efforts effectively are far better positioned to meet corporate expectations, fulfill environmental requirements, and ultimately attract more members.

Why ESG Storytelling Matters

Antony Slumbers, a well-known advisor in the PropTech space, emphasized that ESG isn’t just about compliance—it’s about storytelling.

Customers, whether freelancers or corporate tenants, increasingly seek meaning behind the services they purchase. They want to support businesses that align with their values.

This desire to support sustainable initiatives creates an opportunity for coworking operators to tell an impactful story. Antony noted that coworking spaces need to “go all-in” on sustainability, not just implementing it in part.

Making your building more energy-efficient is just one piece of the puzzle; the real differentiator is in communicating why you care, how your actions contribute to a greener world, and how members can be a part of this journey.

Hubert backed this up with an example from the flex office industry: tracking and reducing energy consumption is key, but making tenants feel good about these efforts is equally important.

From visible dashboards that show carbon savings to educational materials on how individuals contribute to reduced emissions, coworking spaces need to leverage every opportunity to engage their community in sustainability.

Engaging Tenants for a Sustainable Future

Hubert, Antony, and the rest of the panel emphasized that the tenants’ engagement is central to successful sustainability initiatives.

The panelists discussed various methods that flex space operators can use to actively involve their members, from workshops on green behavior to transparency about energy consumption.

James Dearsley, CEO of Verv, pointed out that a combination of behavioral change and technology is what will ultimately drive results.

Flex operators should make it easy for tenants to engage in sustainability, whether by providing recycling solutions, sharing insights on energy consumption, or creating programs that reward sustainable behavior.

This sentiment was echoed by our own Miro Miroslavov, CEO of OfficeRnD, who added that the future of work is hybrid.

The more people opt for flexible and hybrid work solutions, the more we reduce commuting emissions. Facilitating hybrid work not only makes offices more sustainable but also caters to tenants’ needs for flexibility, further enhancing customer loyalty and satisfaction.

Certifications Bring Credibility, But Storytelling Differentiates

During the discussion, Hubert addressed the role of sustainability certifications. While certifications like LEED and WELL add credibility, especially for corporate clients, they shouldn’t be the only focus.

Certifications provide a benchmark, but what resonates with customers is how sustainability is woven into their experience.

This is where storytelling becomes crucial. According to Antony, flex space operators need to craft a narrative that showcases their vision of a greener workspace.

He stressed that, ultimately, human-centric and sustainable design wins. It’s about creating spaces that cater to people’s needs while also caring for the environment. As he pointed out:

It’s not enough to be sustainable on paper; spaces must inspire occupants to be part of the solution.

The ROI of Sustainability: More Than Financial

One significant challenge in the flex space industry is the cost and return on investment of sustainability efforts.

James highlighted that sustainability is not always viewed favorably when it comes to direct ROI. Many landlords remain wary of capital expenditure for sustainability upgrades without clear, immediate returns.

However, the panel agreed that sustainability’s ROI extends beyond financial metrics. A sustainable workspace boosts customer loyalty, improves retention rates, and attracts environmentally conscious tenants.

Hubert brought up a critical point:

Today’s customers, especially large corporations, are prioritizing sustainability in decision-making.

If coworking operators want to attract corporate clients and future-proof their business, they must be seen as ESG-compliant, transparent, and environmentally responsible.

Technology’s Role in Driving Sustainability

Technology was another key area of discussion. From IoT sensors that track energy consumption to smart waste management systems, technology provides powerful tools for understanding and minimizing environmental impact.

Hubert described how implementing sensors across a workspace can help create data-driven dashboards that allow members to track carbon footprints in real-time.

This kind of transparency not only meets compliance needs but also inspires a change in behavior among occupants.

Artificial intelligence (AI), as Antony mentioned, is also critical in guiding users toward better sustainability practices. AI can act as an educator, providing useful insights into efficient energy use, responsible material sourcing, and behavior change opportunities. This creates a strong foundation for sustainability in every aspect of workspace management.

Shifting Mindsets to Enable Transformation

The overarching message from the webinar was clear: true sustainability requires a shift in mindset.

While it’s crucial to follow best practices and implement sustainable technologies, the heart of sustainability lies in creating a shared mission that both operators and tenants can rally behind. Antony argued that flex operators who embrace a proactive ESG mindset can truly transform not only their spaces but also the industry at large.

Key Takeaway: Make ESG Easy and Engaging

The insights from the panel paint a vivid picture of how sustainability can be effectively integrated into coworking and flex office operations.

ESG compliance is becoming a necessity rather than an option, but it should not be viewed as a burden. Instead, flex operators must view sustainability as an opportunity to differentiate themselves, build stronger relationships with members, and create better work environments.

The simplest way to achieve this is to make sustainability compliance easy and engaging for your tenants. Create a narrative, engage your community, use technology to measure impact, and be transparent.

By doing so, you not only align with global sustainability goals but also meet the evolving expectations of your customers—and that’s a win-win for everyone involved.

Ready to Take Your Flex Space to the Next Level?

Whether you’re already implementing sustainability initiatives or just beginning your journey, there’s always room for growth. Start by assessing your sustainability status today and craft your story that will resonate with tenants tomorrow. Sustainability isn’t just the future of coworking—it’s what makes your space the place people want to work in right now.