Paying it Forward

INTA’s 2022-2025 Strategic Plan includes undertakings to Build a Better Society Through Brands. This commitment will encompass highlighting strategies for brands to elevate, advance, and share their CSR and environmental, social and governance (ESG) initiatives that nurture consumer trust and brand value. The 2022 Annual Meeting Live+ is built around these principles as well.

Starting off, the venue for the in-person event, the Walter E. Washington Convention Center, highlights on its website its leadership in “environmental stewardship and sustainability initiatives.” They include the building’s energy-reducing features, green product purchasing, a color-coded recycling and waste minimization program, and all paper products, such as hand towels and cups, made from 100 percent recycled fiber.

As the world begins to open up, and as INTA itself goes back to in-person gatherings, many of us are returning to international travel. While people are looking forward to getting away once again—for business or pleasure—this is also likely to bring with it an increase in our carbon footprint.

Specifically, carbon footprint is the total greenhouse gas emissions caused directly and indirectly by an individual, business, event, or product. According to the Intergovernmental Panel on Climate Change, increased levels of greenhouse gases in the atmosphere are warming the planet. To combat this problem, countries across the globe have united to address this crisis under the Paris Agreement, declaring that urgent action must be taken to lower emissions. However, the current pledges and actions are falling short, and time is running out if we are to keep climate change in check.

Individuals and organizations around the world are already leading by example in taking action to make sure that we leave the planet in a healthy condition for generations to come, and INTA is no exception.

In conjunction with the Annual Meeting Live+, INTA is collaborating with the world's leading carbon offset organization, South Pole, whose core mission is to “accelerate the transition to a climate-smart society.” The organization believes that a vital role in reaching global climate goals revolves around investing in carbon credits, which support internationally recognized climate action projects that allow organizations to manage carbon emissions. South Pole connects certified projects that are run by local partners with organizations that are looking to reduce their carbon footprint. Partners include non-governmental organizations (NGOs), Indigenous community groups, landowners, and private organizations in need of carbon finance to fund their planet-saving activities.

Fabiana Pettersen, legal assistant at Ojam Bullrich Flanzbaum (Argentina) and member of the Brands for a Better Society Committee, which is leading this initiative, said that people have started to worry about the environmental impact of flying as they take to the air once again.

“Now that people are traveling again, we at the Brands for a Better Society Committee wondered if there is anything we can do to reduce the impact that our travel has on the environment,” Ms. Pettersen said.

“Carbon offsetting is a partial solution to the problem. It doesn’t get rid of the carbon dioxide which is produced when we fly. It still goes into the atmosphere. But what it does do is compensate for every ton of carbon dioxide our travel emits, ensuring there is one less ton in the atmosphere,” she explained.

Ms. Pettersen added that carbon-offsetting projects help to combat global climate change as well as care for local communities, providing much-needed employment, health improvements, biodiversity, reforestation, and social benefits to impoverished communities.

“We are passionate individuals who share INTA’s commitment to build a better society through brands and who truly believe we can do our part to create positive environmental change. This prompted our Committee to highlight INTA’s Carbon Offset CSR initiative this year,” she said.

“We can all make a difference and do our part to create positive environmental change. Through INTA, we have the advantage of joining together and offsetting our combined carbon footprint.”

Rudy Gaines, owner, Creative Business Growth (US), and member of the Brands for a Better Society Committee, added: “As an international organization, we are a family of travelers and that’s given us the opportunity to establish friends, colleagues and clients all over the world. These relationships provide tremendous value to us, both professionally and personally, and what better way to pay back that value than to offset the negative effects that our travel has on the planet.

“By encouraging and providing an easy way for its members to offset their carbon footprint, INTA is helping us to pay it forward as well, for the generations of travelers our children will become.”

The monies raised to support South Pole will help counter the output of carbon produced by registrants’ travel by helping to protect and restore Northern Redwoods in California (US).

Iris Gunther, INTA’s director, Brand Enforcement & Sustainability, said: “INTA has indeed always been supportive of different CSR initiatives, but since creating the Brands for a Better Society Committee and auditing INTA’s performance in this regard, we found that our projects need more visibility to be most effective."

Toward that goal, INTA will be handing out its inaugural “Green Swag Awards” to exhibitors in the Brand Marketplace that keep in mind carbon offset, sustainability, and other green-friendly initiatives when handing out giveaways at their booths.

Ms. Gunther explained that, in line with the Brands for a Better Society Committee’s support for INTA’s CSR initiatives, the Association decided to pilot the Green Swag Awards, creating a fun and engaging way of encouraging exhibitors to avoid plastic and single-use items, as well as offering a sustainable “green swag” alternative.

“There are only winners in this game, as the contest will naturally raise the profile for all exhibitors and draw attention and traffic to the Brand Marketplace. We are all aware of the need to reduce waste, especially the single-use kind, and we believe that offering our partners a fun way to contribute will draw more participants each time and create a positive trend,” she said.

As part of the Association’s green efforts, recycled paper will be used for the print editions of the INTA Daily News and the Annual Meeting badges. Plastic holders for the badges have also disappeared.

Other CSR efforts tied to the Annual Meeting will support several worthy causes. INTA is asking in-person and virtual registrants, as well as others, for their support.

The Wider World

On a wider scale, INTA has asked the IP community to join together to support the humanitarian needs of Ukrainian refugees. It has set up the Ukrainian Refugee Relief fund.

INTA will distribute your voluntary contribution, along with a donation from INTA and the donations of your colleagues, to two nonprofit organizations directly helping those in dire need: UNICEF-Ukraine, providing Ukraine’s children with access to safe water, nutrition, health care, education, and protection; and World Central Kitchen, serving fresh meals to Ukrainian families fleeing home as well as those remaining in the country.

To support the above initiatives, go to your online INTA profile.

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