Oriele Frank, co-founder and chief product and sustainability officer at B Corp-certified beauty brand Elemis, said travel companies should begin their sustainability journeys by identifying which of the UN’s 17 Sustainable Development Goals (SDGs) apply to them.
"Engage your people, bring them along with you on the journey to support you," Frank told delegates at TTG’s Fairer Travel Sustainability Forum on Tuesday (4 July). "Start with the UN’s SDGs and choose the ones applicable to your brand – use your company’s younger staff for a different perspective.
"Simply having that alignment throughout the business gave us something to focus on. Have a look at those goals and focus on the ones you can utilise in your businesses."
Frank also advised attendees to tell their sustainability stories through their products. "By telling a story, you’re enhancing what a consumer thinks about your business," she said.
"You might not get a purchase from that, but it’s a good balance. You have to be careful what you say when it comes to sustainability – especially around greenwashing."
