Governance, society, and the ESG in Travel and Tourism Theme and altered their operating models in response to the popularity of these three words. For some businesses, it's just a gesture to check a box. For some, it means labeling something they've been doing for a long time. Last but not least, a group is organizing and defining the company's ESG objectives.

With good reason, the environmental aspect of ESG has received a lot of attention. People's minds and executive offices are filled with thoughts of the climate change crisis. However, a portion of the social component is the component that requires additional focus and more concrete ethical behavior. It matters with whom a company does business as customers, suppliers, or partners.

A new and clear illustration of this would be the struggles of Twitter and its publicists. To put it mildly, Elon Musk's acquisition of the microblogging platform has sparked controversy. The negative press has prompted advertisers to suspend advertising on the platform. It was prudent for businesses to suspend advertising in order to protect their brand and demonstrate to customers their own commitment to ESG.
The mere suspension of activities is not sufficient to demonstrate a company's commitment to ESG.

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Likewise, the mere suspension of activities is not sufficient to demonstrate a company's commitment to ESG. This kind of suspension needs to be longer-term and tied to specific objectives that a supplier needs to reach. It is not sufficient for the story to disappear from the media. There should be a shown change that sticks after some time for an organization to continue carrying on with work. Twitter is not the only subject of this philosophy. The most recent public example is Twitter. Any activity that is morally, ethically, or legally questionable should result in suspension that can only be reversed by the company in question making measurable corrections. This applies to both suppliers and customers alike.

To be clear, such actions will undoubtedly be painful and, yes, costly. However, a company's commitment to ESG must be so strong that, even if it hurts the bottom line, it is willing to pay the price for doing the right thing and holding their suppliers and customers to a standard of behavior that is at least roughly compatible with their own. Anything less amounts to ESG-washing for the sake of marketing.