Home Founder’s Message

#itmustbeNOW is our call-to-urgent-action, our trumpet call, our rallying cry!

We are at an urgent and defining moment for our planet – our ecosystem is in decline, our population is rapidly multiplying, more than a billion people lack access to safe drinking water, our air and ocean is polluted, and the gaps between rich and poor are widening. Humanity has become a force of nature and we cannot escape our negative impacts affecting all countries, our oceans and the wildest corners of our planet. We have caused our climate to change and it is the biggest threat of our time. And the worst part is that we have brought this on ourselves!

At the Paris Climate Conference (COP21) in December 2015, 195 countries adopted the first-ever universal, legally binding global climate deal. The agreement signed on Earth Day 2016 sets out a global action plan to put the world on track to avoid dangerous climate change by limiting global warming to well below the dangerous 2C (35.6F), and to aim to limit the increase to 1.5C (34.7F) by 2050.

Launched on Earth Day 2017, itmustbeNOW.com is our urgent response. Our mission is to build a global community and empower them to use their vote and spending power to change the world as they travel. We are raising the bar on accountability and transparency around sustainability with no greenwash allowed in the travel industry.

Many people thought of climate change as a distant problem – distant in time and that the problem is for future generations; and distant in space and that the problem is far away in the arctic or South Pole. Two years later in September 2018, the Intergovernmental Panel on Climate Change (IPCC) warned the world that we have little more than a decade to bring emissions under control and halve them to limit climate change catastrophe, and that allowing warming to reach 1.5C (34.7F) above pre-industrial levels by 2030 would have grave consequences for people and nature, including the die-off of coral reefs and devastation of many species.

The threat of climate change moved slowly and then accelerated with horrifying speed. 2018 was a tipping point for the global environment and it was a pivotal year for climate action. The global effects of the climate we are changing is a terrifying wake up call for us who are prepared to listen. The rapid rate of change and the amount of the greenhouse gas carbon dioxide filling up the atmosphere have scientists alarmed and very concerned. Global warming doesn’t just increase temperatures, it also threatens food, water, shelter, energy grids, the health of humans and all living creatures. Rising sea levels threaten low-lying destinations and make groundwater undrinkable, inundate coastal ecosystems, decimate local plant and wildlife populations, and increase migration.

We are the problem and we are the solution, yet people everywhere are still distracted with other issues, and climate change and sustainability are still too far down the political agendas. As a mother of two children, I am deeply concerned. We are entrusted to protect our natural heritage and safeguard the future of our children, and so far, we are failing at it. This must shake our collective consciousness to be a force for good, for people and for plane; ignite bolder actions to decarbonize our lifestyles, and demand our governments and the companies we reward with our business to do the same.

In 2019, itmustbeNOW.com bring you inspiring conscious travel articles, climate action campaigns, and digital traveller tools NOW Offset Carbon powered by SouthPole to calculate and offset air travel, and the NOW Sustainability tool to find, track and directly book hotels committed to sustainability.

We have only one planet and it is our home. How we treat our world and each other reflect our values and humanity, our consciousness and intelligence, and ultimately it will determine our very survival. It’s time to urgently accelerate the momentum to build resilience to our planet, to improve our lives, and to build a desirable world for future generations.

Radical change starts with us. it must be NOW!