Why It Must Be NOW

At this most urgent of times, there is greater expectation for business to lead and do good, address societal problems and demonstrate commitment to sustainability with ambitious long-term thinking over short-term gain.

At the forefront of our attention must be the critical time available to achieve carbon neutrality or better - Climate Positive - to help stabilize global temperatures and to be an innovative Net Positive organization to ensure a rapid and just transition to a safe climate and regenerative future.

It Must Be NOW is a leadership platform and facilitator that exists to help hospitality companies, tourism facilities and educational establishments to advance sustainability, deliver benefits by restoring natural capital, building social capital, and achieve Climate Positive with accountability and transparency.

What We Do

What We Do

We make it easier to be sustainable, accountable and transparent, gain knowledge and build capacity, meet reporting obligations and achieve ambitions to be Climate Positive.

How We Do it

What We Offer

The NOW Climate Positive Program & Award is a project cooperation with EarthCheck & Carbon Offset Project owner. We arrange to fully fund an Integrated Sustainability Program & provide access to high integrity & high-quality carbon credits with pricing capped for up to 10 year.

Discover HERE

What We Aim To Achieve

What We Aim To Achieve

Businesses that treat the climate crisis as a crisis and accelerate to Climate Positive, and a Net Positive approach in businesses which puts back more into society, the environment and the global economy than it takes out.

Transform for Good

We believe that ‘Doing Good’ is good for business, your competitive advantage, and your profit.
But most important, it benefits communities and our environment.

NOW Force for Good Alliance

Accountable and transparent businesses that take an active role in championing a Climate Positive future.

Top-end hospitality can only be considered sustainable if it takes responsibility for its total impacts on the community and the environment. The Aplina Gstaad is in the NOW Climate Positive Program and strive to practice a mindful luxury that nurtures positive impact for people and planet.

Tim Weiland, General Manager

Member of the NOW Force for Good Alliance since 2018

The Alpina Gstaad

Hotel of the Week

Soneva Kiri


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NOW Curious Traveller Diary

My Visit to The Alpina


Projects with Positive Impacts

High integrity and high-quality Carbon Offset Projects that support the UN SDGs.

Note: Images are representative of SDGs. Images from Carbon Offset Project to follow.