What can Travel teach us about Green Washing

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.