Home Co-Founder, Chairman & CEO’s Message

Climate change is a human-induced threat, and it is increasingly personal and local in its disastrous impact on our health, our economies and our common future.

There are many distractions and uncertainty remain our present and future reality. Our world economy has yet to fully recover from the pandemic shock in its 3rd year. Most economists predict the fallout from the Russian invasion of Ukraine will noticeably reduce global growth and raise inflation over the next year. Economists have also said that society’s blinkered approach to the future risk of disease provides a lesson for our failure to address the bigger catastrophic effects of climate change.

Whatever new order will emerge; it is the responsibility of leaders to prepare for it. It is not smart or responsible for businesses to delay action on climate emergencies and we must increase our ambitions to urgently move towards a 2030 pathway to Climate Positive (also known as Carbon Negative).

Global warming of 1.5°C (34.7°F) in the next two decades will bring multiple climate hazards and this is now unavoidable according to the Feb. 28th UN Intergovernmental Panel on Climate Change (IPCC) 6th Assessment Report. This is when destruction in nature becomes harder to reverse.

The Travel and Tourism Industry is highly dependent on nature, yet it has been the slowest to manage the risks of accelerating climate change and be true leaders with purpose that address the pressing challenges with urgency. It is also dependent on the support of consumers and over 85% are now demanding change and want to travel sustainably according to 2021 global surveys.

Consumers expect societal leadership from the companies they support, a commitment to sustainability that take responsibility for their total impacts on communities and the environment with accountability and transparency. The common goal must be to support the UN Sustainable Development Goals and be Climate Positive (also known as Carbon Negative) this decade.

Those that delay action will soon find out that stakeholder forces (conscious consumers and employees, corporate clients, search engines, OTAs, media, travel operators, banks, and investors, etc) are against them. These forces will differentiate ‘the good and responsible’ from ‘the irresponsible companies and services’ that makes little to no effort to be Climate Positive (also known as Carbon Negative) this decade and take more from our world than they give.

Businesses need to boost their ambition towards a 2030 pathway to Climate Positive (also known as Carbon Negative). Active project cooperation with transforming companies that ‘walk-the-talk’ on the three pillars of sustainability (profit, people and planet), invest in solutions and philanthropy, plus provide advanced funding support is one way forward.

Starting Earth Day 2022, NOW will extend bolder support with funding relief for Hospitality Companies, Tourism Facilities and Education Institutions with ambition to act NOW and be Climate Positive (also known as Carbon Negative) this decade.

itmustbeNOW.com is a legacy project by hoteliers to help hoteliers thrive.

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 UN Sustainable Development Goals and be Climate Positive (also known as Carbon Negative) this decade.

WHAT WE AIM TO ACHIEVE?

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 rigorous sustainability with accountability and transparency, Clean Growth solutions and the need to support SDGs and be Climate Positive (also known as Carbon Negative) this decade.

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