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The NOW Force for Good Alliance is a consortium of ‘good businesses’ in hospitality, tourism and education that takes responsibility for their total impacts on communities and the environment, support SDGs and aim to be Climate Positive (better than Net Zero).
Sustainability is development and actions that take responsibility for its total impacts, and build economies and communities that thrive, so that the planet can too. To meet the needs of the present without compromising the ability of future generations to meet their own needs, SUSTAINABILITY MUST BE REGENERATIVE and travel must result in greater benefits than damage in the destination.
Three important goals:
NOW Sustainability is a ’tool to trust’ for all stakeholders.
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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 long-term thinking over short-term gain. At the forefront of our attention must be the critical time available to reach zero emissions (our “Deadline”), do better by aiming to be Climate Positive, and ensure a rapid and just transition to a safe climate and regenerative future.
Hospitality brands that move beyond greenwashing to demonstrate how they are minimizing their social and environmental footprint are reaping the rewards in customer loyalty. Fueled by a passionate team of travel industry experts, the NOW Force for Good Alliance is a valuable resource for hotels seeking guidance on how to reduce their carbon footprint and communicate those efforts to travelers who place sustainability at the top of their checklist. Preferred Hotels & Resorts cares about our earth and is committed to fueling a resounding belief in travel, and we are proud to partner with NOW as part of our continuous drive to educate our independent member hotels on how they can enhance their environmental and social contributions and inspire others to take action. Lindsey Ueberroth, CEO, Preferred Hotels and Resorts