What Can Travel Teach Us About Green Washing?

What Can Travel Teach Us About Green Washing?
SHARE
THIS



Today is Travel DAZE and the hot topic of Australia’s most influential forum for the travel industry is: sustainability. 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 today’s stage for their panel Purpose & Value: A B Corp Discussion moderated by Travel Weekly’s editor and good friend of B&T, 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 thing the travel industry has which Adland can leverage is the B Corp Certification which aims to reward “sustainable, inclusive and regenerative” systems, says Leow.

The B Corp certification measures the impact company’s 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.

Natalie Kidd of B Corp certified travel and adventure company, Intrepid, explains they were inspired to pursue the certification in support of their believe 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?

Well, Leow actually worked in marketing and advertising for a decade, and can appreciate that very few Adlanders 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 advertisers 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 business talk to 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 tells B&T “doing good is good for business”.

Please login with linkedin to comment

B Corp green washing Intrepid Travel travel daze

Latest News

Study: 37% Of Aussies Admit To Reading Gossip Mags; With Adelaide Women Their Biggest Fans
  • Media

Study: 37% Of Aussies Admit To Reading Gossip Mags; With Adelaide Women Their Biggest Fans

A new survey conducted by magazine and newspaper subscription service Readly found that celebrity gossip mags are a popular guilty pleasure with more than a third of Australians (37 per cent) indulging in the habit. Perhaps unsurprisingly the biggest cohort of gossip and entertainment magazine readers were women (41 per cent) aged 30-39 followed by […]

Fabulate Names Marie Galinsky As National Sales Director
  • Marketing

Fabulate Names Marie Galinsky As National Sales Director

Market leading Australian content marketing platform Fabulate has named Marie Galinsky (pictured) to oversee its rapidly expanding national sales operation in the role of national sales director. Galinsky’s promotion will see her lead Fabulate’s growing sales team and comes just six months after she joined the content marketing startup to lead its Melbourne sales operation. […]

adidas And Indigenous Football Australia Team Up To Give Opportunities To Indigenous Children
  • Campaigns

adidas And Indigenous Football Australia Team Up To Give Opportunities To Indigenous Children

A new partnership between adidas and Indigenous Football Australia, which oversees the strategy and expansion of Australia’s most successful and longest-running Indigenous football initiative, John Moriarty Football, will ensure more Indigenous children in remote and regional communities benefit from the power of football. The partnership will see adidas and Indigenous Football Australia (IFA) work together […]

Australian Studio Start Beyond Appoints Angus Stevens As Chief Executive Officer
  • Technology

Australian Studio Start Beyond Appoints Angus Stevens As Chief Executive Officer

Start Beyond, Australia’s leading producer and distributor of VR and AR immersive learning solutions, today announces the internal promotion of Angus Stevens (pictured) to CEO. Stevens, who joined the business in 2016 as one of the founding members, is moving on from his current position of managing director effective immediately. In his new role, Stevens […]

Triple M Comes Out On Top Amongst Footy Shows In Survey 4 Results
  • Media

Triple M Comes Out On Top Amongst Footy Shows In Survey 4 Results

Triple M has recorded the largest commercial AFL and NRL metro footy audience, delivering almost double the listeners of any other commercial competitor, according to today’s Survey 4 radio ratings results. Triple M’s AFL coverage across Melbourne, Adelaide and Perth reported a cumulative audience of 679,000, while Triple M’s NRL coverage has an audience of […]

VMG Appoints Brendan Harper As Frontier Media Queensland GM
  • Media

VMG Appoints Brendan Harper As Frontier Media Queensland GM

Independent Australian-owned media company VMG has announced the appointment of Brendan Harper (pictured) as general manager and group business director to lead media planning & buying agency, Frontier Media in Queensland. His appointment follows the departure of Queensland director Alexandra Paton, who has been with Frontier Media for more than 15 years. Harper holds extensive […]

Havas Australia Appoints OIS As Third-Party Verification Partner
  • Advertising

Havas Australia Appoints OIS As Third-Party Verification Partner

Havas Australia has appointed OIS, leaders in out-of-home (OOH) verification, as its independent, third-party verification partner across digital, programmatic, and classic out-of-home client campaigns following a competitive review. Australia is among the top 10 global out-of-home markets by size and one of the most advanced, highlighted by leading adoption rates of digital and more recently, […]

BetterBriefs Unveils New Best Practice Guide Addressing Industry Shortcomings
  • Media

BetterBriefs Unveils New Best Practice Guide Addressing Industry Shortcomings

BetterBriefs will today unveil a new best practice guide, The best way for a client to brief an agency, co-authored by Mark Ritson and in partnership with the IPA, at the IPA Business Growth Conference. After shocking the world of advertising last October with the painful and alarming truths about the enormous misalignment between marketers […]

OLYMPUS DIGITAL CAMERA
  • Advertising
  • Opinion

Why Trust, Not Crypto, Is Today’s Most Valuable Online Currency

In uncertain times, trusted sources become even more significant in the world of media. Elise Bennett (pictured), head of account management (APAC) at Outbrain, reveals what advertisers need to know about the new trust exchange. Instability breeds uncertainty. From bushfires to the pandemic and war, there’s been plenty of both to go around in recent […]

Nine’s Radio Stations Bag Best Ever Survey 4 Results
  • Media

Nine’s Radio Stations Bag Best Ever Survey 4 Results

GfK Survey 4 of 2022 reveals that Nine’s talk stations achieved a cumulative audience of 1.873 million – up 9.1 per cent on Survey 4 of 2021. It’s the highest ever Survey 4 audience for the network, and comes off the back of record audiences in Surveys 1, 2 and 3. Sydney’s 2GB is a […]