Travel has a responsibility to be courageous in creating greener brands

21 July 2022
Peter Matthews, founder and chief executive of branding agency Nucleus, says travel brands must be authentic and convincing or else an increasingly savvy and demanding customer will see through the 'greenwashing'. A 2022 sustainability report by found 71% of 30,314 travellers surveyed plan to make a concerted effort to put sustainability at the forefront of their future holiday choices.

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