Events

Travel Daze’s B Corp panel: What can travel teach us about green washing?

Amy Shapiro

Amy Shapiro

Last Thursday Australia’s most influential forum for the travel industry, Travel DAZE, took place and sustainability was the hot topic of the day.

How can businesses and brands have a sustainable purpose and learn to thrive again after a global pandemic?

Natalie Kidd, chief of people and purpose at Intrepid, and Mindi Leow, head of impact and growth at B LAB, graced the stage for their panel Purpose & Value: A B Corp Discussion moderated by Travel Weekly’s editor, Ali Coulton.

As companies continue to be held to increasing demands for sustainability from the general public, one of the greatest offences modern-day advertisers can commit is the sin of “green-washing”. 

Green-washing blurs the lines of which companies are actually doing good, and which companies are simply cashing-in. And the travel industry is no exception. 

One standout asset the travel industry has access to is B Corp Certification which aims to reward “sustainable, inclusive and regenerative” systems, said Leow.

The B Corp certification measures the impact companies have on their stakeholders. It’s a rigorous process to become certified, and companies must commit to a process of continuous improvement as B Corp standards are escalated every three years.

Kidd said Intrepid was inspired to pursue the certification in support of their belief that travel is “not just for visitors, but for the people and places we go to.”

To people at Intrepid, the B Corp certification represented an “external, formally verified mechanism” to validate that their operations were objectively for better. No “green-washing” here, folks!

So how does this relate to our industry at large?

Well, Leow, who worked in marketing and advertising for a decade, can appreciate that very few of us are in actual fact movie villains who wake up to develop a grade-A, “green-washing” scam to mislead consumers. 

The reality is, as Leow explains, modern companies are “grappling with massive issues like climate change, biodiversity issues, and supply chain issues, let alone transparency issues with the supply chain.”

That’s why it’s important for those in the travel industry to understand the reality of the brands they work with.

As companies struggle to meet the complex demands of sustainability “green-washing could happen because we don’t know what we don’t know,” says Leow.

Kidd agrees that companies are “not overtly trying to mislead people,” but maintains it is “our responsibility to really help consumers cut through all the BS.”

Can businesses talk about not just what they’re doing or want to do, but how they’re doing it? Can you own and be transparent about the things you haven’t yet achieved, just as Intrepid does?

The answer is to equip ourselves with knowledge and look to our leaders to promote good practices. 

If you want to get started today, check out B Corp’s free impact assessment tool!

Plus at the end of the day, being purposeful is an important part of risk management and a solid way to future-proof your business.

As Leow said; “doing good is good for business”.



SEE WHAT PEOPLE ARE SAYING

Leave a Reply

Destinations

Skip the rebound surge with South America

For clients eager to travel overseas again but wanting to avoid the summer disruptions, leave Greece or California for another time and head to South America.

Share

CommentComments

Destinations

Events

Top 12 unmissable events for Italian summer trips

Summer in Italy means sunshine, gelato, promenading after dinner, Aperols overlooking the ocean, hiking, cycling…and a jam-packed events calendar.

Share

CommentComments

Aviation

Airport queues return in anticipation of the school holidays

If you were looking for a good chance to relisten to Led Zeppelin’s entire discography but can’t find the time, we recommend booking a flight to literally anywhere from Sydney or Melbourne airport this month.

Share

CommentComments

Destinations

Queensland government mulls tourism tax

In response to this, the NSW government will be introducing an ice-cream tax, which has infuriated primary school kids across the state.

Share

CommentComments

Destinations

South Africa drops all remaining COVID restrictions

Meanwhile, we’ve decided to keep mask-wearing optional in Travel Weekly’s office, mainly to protect us against the office dogs’ various… smells.

Share

CommentComments

Travel Agents

AFTA and CLIA bring back NTIA and the port & destination showcase

Polish your dancing shoes because it’s industry events galore as the two peak bodies reveal the return of two much sought-after happenings.

Share

CommentComments

Aviation

Breaking News

Jetstar CEO to step down as Qantas promises $5,000 boost to employees and more domestic capacity cuts

It’s a day of mixed emotions for Qantas and Jetstar staff today, with bouts of cheering and sobbing breaking out at an alarming rate.

Share

CommentComments

Events

Save the date! Hawai‘i Tourism Oceania announces dates for ‘Aloha Down Under’ roadshow 2022   

by sponsored by Hawai‘i Tourism Oceania

Get your diaries out because Australia and New Zealand’s biggest annual Hawai‘i Roadshow, Aloha Down Under, is on from the 22nd to 29th August 2022. 

Share

CommentComments

Hotels

Marriott launch home rental collection for ANZ

Marriott has launched its new home-rental collection while the Travel Weekly staff have decided to launch a Pokémon cards collection. It’s not quite as significant but at least it’s something.

Share

CommentComments

Road & Rail

Avis launches high-end car rental brand for luxe travellers

Got any clients looking to indulge in their midlife crisis without going the whole hog? We’ve got good news.

Share

CommentComments

Travel Agents

TravelManagers announce speakers for national conference

We heard that the muppets will be there, but we have been watching a lot of Sesame Street lately so we could be getting confused.

Share

CommentComments

Aviation

“I thought I was going to die”: Passenger plane catches fire on runway

Don’t worry, the photo shows a white chemical foam used to put out the fire, not a random snowfall confined to a 30-metre area in Miami as you may assume from a first glance.

Share

CommentComments