Hello, everyone!

Recent backpedaling on climate commitments by several Western economies has been disheartening. But where others pull back, Asia has the opportunity to step up and lead.

At the same time, we face another challenge: we live in an information ecosystem in which sensationalism often overshadows facts. Climate disinformation spreads rapidly, drowning out credible solutions and making it harder for impactful actions to gain tractions.

In this week’s Feature Story, we’re spotlighting 5 actions businesses can take to not only push back against climate disinformation but also take the lead in shaping a fact-based, action-driven future.

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5 Strategic Steps for Sustainable Travel Businesses Can Lead the Fight Against Climate Disinformation

The Growing Threat of Climate Disinformation, Misinformation, and Greenwashing

Greenwashing has become pervasive in many industries with direct environmental impacts, such as energy, construction, travel, and hospitality. 

The United Nations Environment Programme (UNEP) warns that greenwashing undermines the credibility of legitimate sustainability efforts, erodes public trust, and slows down meaningful progress. 

There are two kinds of greenwashing: deliberate and unintentional.

Research indicates that approximately 25% of tweets refuting the science behind climate change are generated by automated accounts (bots). 

This act of disinformation, which means deliberately disseminating false or misleading information to manipulate, mislead, or create confusion, presents a pressing challenge for sustainability professionals: how can their team communicate genuine sustainability efforts without getting drowned out by this PR spin? 

At the same time, many brands contribute to misinformation because of misunderstandings, lack of research, or reliance on inaccurate sources. 

This unintentional act stems from the pressure to appear sustainable in a competitive market, leading companies to overstate their environmental commitments, rely on ambiguous language like “carbon-neutral stays” without a robust verification, use flawed carbon offset programs, or misinterpret complex sustainability metrics. While well-intended, the misleading claims erode consumer trust and obstruct genuine progress.

This article explores five strategies to counter climate disinformation while ensuring that sustainability messages are credible, engaging, and impactful.

1. Set the narrative: Lead, don’t just react

2. Avoid greenwashing: transparency builds trust

3. Build alliances with impartial and independent media and voices

4. Amplify messages with social media and deepen with private networks

5. Strengthen internal sustainability governance

1. Set the Narrative: Lead, Don’t Just React

Reactive sustainability communications struggle to counter climate disinformation effectively. 

The spread of climate disinformation thrives in a vacuum - the absence of proactive, evidence-backed storytelling. 

Businesses that lead by setting the agenda with transparent reporting and verifiable impact ensure that real progress stands out against broad or unsubstantiated claims.

Instead of making vague “carbon-neutral hotel” claims, The Long Run, a global community of nature-based tourism businesses, provides comprehensive reports detailing their members' sustainability practices. 

Their members’ proven track record of conservation, zero-waste initiatives, and local community impact is documented with measurable data, making their sustainability efforts credible and verifiable.

Individual members of The Long Run also publish their own reports. Examples include the Sumba Hospitality Foundation Impact Report and The Island Foundation Annual Report, owned by Islands Pte Ltd, the parent company of Nikoi Island and Cempedak Island. 

Actionable steps:

• Publish annual sustainability reports, when applicable, include third-party audits to demonstrate credibility. 

• Use concrete, measurable goals instead of ambiguous terms like “eco-friendly” or “carbon-neutral.”

• Highlight real-life impact stories featuring local communities and measurable progress.

Still in doubt? Be sure to check out AST’s guide on how to write a compelling report in 5 steps.

2. Avoid Greenwashing: Transparency Builds Trust

While consumers want businesses to provide sustainable purchase options, they also are more skeptical about unsubstantiated sustainability claims. If companies cannot prove their sustainability claims, they should not make them. 

Greenwashing, whether exaggerating or fabricating sustainability efforts, can result in reputational damage, legal consequences, and consumer distrust.

For example,Vietnam’s budget airline Vietjet’s “Green Friday” campaign faced backlash and was banned when Singapore’s advertising watchdog ruled the campaign made unsubstantiated environmental claims. This case highlights how false sustainability claims can backfire, leading to lost consumer trust and regulatory scrutiny.

Actionable steps:

• Ensure all sustainability claims are backed by data and third-party verification.

• Clearly communicate what sustainability efforts do NOT cover to avoid misleading implications.

• Encourage independent reviews and certifications (e.g., GSTC certification for hotels and EarthCheck).

• Explore AST’s report on sustainability certifications to gain insights into how APAC’s travel leaders perceive and evaluate sustainability certifications, and which certification programs are deemed most credible.  

Also, take a look at an AST article on Avoiding Greenwashing and Turning Sustainable Travel Intentions into Action.

3. Build Alliances with Impartial and Independent Voices

A single company’s voice can be dismissed, but a coalition of credible voices is harder to ignore. 

Building alliances with independent media, journalists, NGOs, and scientists ensures that accurate sustainability narratives are widely disseminated.

Platforms like Earth Journalism Network, Eco-Business, Mongabay, The Guardian, and this platform Asia Sustainable Travel have consistently flagged unsustainable tourism projects that falsely claim to be “eco-friendly.” By partnering with reputable media outlets and sustainability watchdogs, businesses can build credibility and contribute to a more informed industry discussion.

Actionable steps:

• Collaborate with independent sustainability organizations to verify claims.

• Engage with journalists and industry experts to share data-driven insights.

• Support media platforms that prioritize solution-oriented journalism over sensationalism and click-baits.

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