- 20% reduction in carbon intensity (CO2 per employee) emissions compared to the last baseline year, despite significant company growth
- £5,000 donated to 29 charities
- 40% of press trips in 2024 were organised sustainably
- Green travel policy launched, employee carbon budgets introduced and tangible carbon reductions logged
- 4 day week at full 5 day pay
- Inclusive bonuses awarded to the wider team
- 170+ hours volunteered to community projects and 120+ hours of pro bono work completed with The Conscious Travel Foundation
Rooted in transparency, accountability and action, Lemongrass’s impact report details the company’s sustainability trajectory as it has worked to integrate its values across all business areas and outlines future goals in its mission to drive responsible tourism across the sector.
Mirjam Peternek McCartney, founder and CEO at Lemongrass said: “Responsible travel has the power to bridge cultures, build understanding, and contribute to the social, environmental, and economic well-being of communities worldwide. The future is one where businesses unite to make a real difference. We hope that sharing our journey to becoming a responsible and ethical business will inspire more travel companies to join the movement and lead with purpose.”
The Lemongrass Impact Report centres around three core pillars:
- Nature: A 20% reduction in carbon intensity (CO2 per employee) highlights Lemongrass’s commitment to sustainability. The company has implemented carbon budgets and a Green Travel Policy that prioritises rail and ferry travel over flights while cutting unnecessary business trips, and declines to work with private jet companies and large-scale cruise operators. In 2024, Lemongrass’s Travel with Purpose Media Roadshow showcased eco-conscious destinations across 13 locations in the UK and Ireland. Travelling exclusively by train and ferry, the Lemongrass team saved 1,229.8kg of carbon while engaging with over 140 media. Together with journalists and clients, Lemongrass raised £4,000 for Pinwheel initiatives, supporting projects including seagrass restoration, wolf protection, and Andes reforestation.
- People and Culture: Lemongrass prioritises employee well-being and community engagement. In 2024, the company donated £5,000 to 29 charities that are close to the team’s hearts and volunteered over 170 hours to community projects. The team are also working with a local school to provide work mentorship. The company introduced private healthcare with mental health support and access to alternative therapies and continued to champion a four-day workweek with full pay. Additionally, all of the team have achieved Silver Accreditation in Carbon Literacy.
- Community and Commitments: Lemongrass provided 120 hours of pro bono work for The Conscious Travel Foundation, joined Travel by B Corp, a growing collective of B Corp travel businesses and aligned its team bonus structure with goals that go beyond finance and look at sustainability measures. Advocacy for sustainable practices remains a key focus, with education and collaboration driving positive change across the industry.
The report also celebrates Lemongrass’s achievement of becoming a Certified B Corp with a score of 96.2, demonstrating its dedication to rigorous social and environmental standards.
Abi Best, Managing Director said: “ The road to B Corp Certification required a Herculean effort from every Lemongrass team member. From revisiting our processes to ensuring alignment with B Corp’s exacting standards, the experience encouraged us to think deeply about why we do what we do – and how we do it.
“The journey demanded a steadfast dedication to meaningful, long-term change, and it’s a journey we’ve embarked upon with curiosity and humility, engaging our clients, the media and the wider travel community to make responsible choices for a better planet.”
Looking Ahead for 2025
Lemongrass’s ambitious plans for 2025 include aligning emissions targets with client revenue growth, increasing sustainability-focused clients, and launching Carbon Literacy training for clients with new sustainability trackers. On team, the company will appoint a Director of Nature and a Director of People and Culture and increase team volunteering hours by 15%.
The agency is also planning to partner with Clean Creatives to further drive industry awareness, and amplify advocacy through a new podcast series and industry speaking engagements and webinars on topics including climate change, island tourism, and the challenges faced by island nations.
Abi Best concludes: “We’ve come a long way in a short time, and we have more to achieve in the year ahead. This Impact Report is a true testament to our team’s ambition and dedication to responsible tourism and ethical business practice and we are super proud of our results.”
