Valuing Our Natural Capital
Reimagine. Recreate. Restore.
NOW supports both travellers and the travel industry to commit to a more sustainable and regenerative future.
Travellers use NOW to travel better, decarbonize and directly book the world’s most sustainable stays.
Hotels that join NOW are accountable, inspiring and do more than just sustain, they advance the
wellbeing of communities and the environment.
Find them in NOW Sustainability Tool.
Sustainable, transformative, purposeful … and delightfully regenerative.
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Accountable, ambitious and sets the bar higher on low carbon travel and support of Global Goals.
We have gone over the dreaded tipping points. It is no longer just about saving the planet ... it is about saving ourselves.
It is still possible to avoid total systems collapse and catastrophe IF WE ACT NOW.
Our Opportunity - Governments across the globe announced their recovery stimulus plans amounting to over $10 trillion.
Build personal resilience NOW
Radically advance to a low carbon and sustainable lifestyle. Waste less.
Know you have power NOW
Only support accountable and transparent companies that aim to be carbon zero before 2030 and support the Global Goals.
1.5°C (34.7°F) above pre-industrial level is the absolute ‘red line in the sand’ when a series of one-way doors start to close. Carbon Brief’s analysis for the IPCC’s 2021-2022 Assessment Report revealed that our world will likely exceed 1.5°C (34.7°F) between 2026 and 2042 (central estimate 2030 and 2032). Today, it is 1.2°C (34.16°F). Events are occurring to amplify warming. 2026 is in less than 5 years.
Track Climate Action By Country NOW https://climateactiontracker.org/
Embrace the world, support communities and regenerate our planet in the process.
Mixing urgency with hope.
It must be NOW that aviation becomes carbon positive – nobody should fly without planting trees or investing in other projects that have a positive impact on earth and help repair some of the damage we have done.
At a time when we have enormous pressures on planetary boundaries and where too many people are left behind, there is huge opportunity for business leaders to step up and address some of the most urgent challenges we face. It must be NOW that business adopt a model not just based on CSR and being “less bad”, but one that truly puts itself to the service of society and takes responsibility for its value chain.
It must be NOW that the hotel industry must stop talking about growth and seeking more profit. They need to commit to investing in energy efficiencies, reduce emissions and give back to the community.
It must be NOW that consumers must drive the narrative. Everyday people like us can change the world by refusing to do business with or buy products from anyone who’s values aren’t aligned with our own.
It must be NOW that we all take the time to witness firsthand the devastation that has already and is currently taking place in destinations and communities that don’t affect us personally. While that is often a difficult, sad experience, we learn the most from personal interactions and need to be storytellers on these communities’ behalf to ensure they cannot be ignored or forgotten.
Passionate hosts with purpose at The Torridon, United Kingdom
share their unique knowledge of local culture and experiences.
"Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has." Margaret Mead
As we have said on so many different occasions, sustainability and wellbeing are completely intertwined, but who will lead the charge in the travel & tourism industry that seems to be lagging behind compared to some of its industry peers? Organisations like It Must Be NOW are clearly ahead of the game, setting best practices, offering certification tools and creating signalling effects. We posit that as the climate emergency intensifies, such organisations will put into motion a snowball / cascading effect. Expansion will therefore be exponential, not linear. Latecomers and doubters beware!
Managing Partner, Monthly Barometer
Top 10 Countries
Note: The above information is updated quarterly. Last updated on 11 May 2021.