Home Founder’s Message

At times of great urgency and crisis, new ways of thinking are shifting attitudes and behaviours. We are seeing this shift in 2022, as more stakeholders expect companies to show leadership, increased ambition and act to help preserve our most important assets – people and nature. We are also seeing massive distractions and more excuses to delay action.

On April 2022, UN scientists with the Intergovernmental Panel of Climate Change (IPCC) released the 6th Assessment Report – Impacts, Adaptation and Vulnerabilities. This dire report warned that there must be ’rapid, deep and immediate’ cuts in CO2 emissions and the world must hold the rise in temperature at or under 1.5C this century, otherwise the climate might warm to 3C. This means that carbon emissions from everything that we do must peak by 2025 and decrease rapidly after that.

The IPCC has made clear that solutions are available or foreseeable in virtually every sector and unveiled a plan to limit the root causes of dangerous climate change. We only have this decade before our planet will reach 1.5°C (34.7°F), given the current trend of global CO2 emissions and the level of human-induced warming. Going beyond this means we will enter a one-way road to destruction that will be difficult to reverse.

Stakeholder forces will differentiate the ‘good companies that are transforming to take responsibility for their total impacts’ from the ‘irresponsible companies and services that makes little effort and/or greenwashing’. There will soon be nowhere to hide as conscious consumers and employees, corporate clients, search engines, OTAs, media, travel operators, banks, and investors, etc) call them out and demand better.

Brands looking for purpose should be aware that consumers are looking for trust and brands that reflect their values. Many consumers believe that brands bear as much responsibility for positive change as governments, and businesses should commit to protecting nature and natural systems. Even if consumers struggle to make it a lifestyle, more already have a sustainability mindset and increasing the pressure on brands to make it easier for them to do so.

With such limited time left before 2025, we need bolder and smarter solutions. We need advanced funding relief and project co-operation with transforming companies focused on the three pillars of sustainability (profit, people and planet) and certified carbon projects with capped pricing that support multiple the UN Sustainable Development Goals.

In 2022, we will offer the NOW Climate Positive (also known as Carbon Negative) Program with funding relief for an integrated sustainability certification with extensive training, independent audit and NOW Tools to build trust and engagement. Tourism and Hospitality Companies and Education Institutions committed to sustainability with ambition towards a 2030 pathway to Climate Positive (also known as Carbon Negative) will receive our priority support.

It must be NOW!

NOW defines sustainability as wellbeing of people and our planet. It’s development and action that takes responsibility for our total impact on the community and the environment, to meet the needs of the present without compromising the ability of future generations to meet their own needs. The goal is to support the 17 Global Goals and be Climate Positive (also known as Carbon Negative) this decade.


Businesses that tackle the climate crisis as a ‘crisis’.

Sustainable business practices that drive transformative system change so greenwash and the acceptance of poor environmental and social performance are no longer acceptable.

Raise the bar on reporting standards and make sustainability a SOP and core to all strategies.

Help prepare future leaders in hospitality and tourism to be knowledgeable about sustainability solutions with accountability and transparency, Clean Growth and the need to support SDGs and be Climate Positive (also known as Carbon Negative) this decade.