Do we have a responsibility for anyone other than ourselves?

Can the green transition succeed if we only think about ourselves? We do not believe that. But it is a dilemma, because every time we make a choice, we also make a choice. 

Perhaps one of the biggest and most overlooked dilemmas in the green transition is the global distortion that we are experiencing. Because clean air in Denmark does not save the rest of the world and does not ensure a better climate and social justice globally. Therefore, we feel that we have to talk about the fact that we also have a global responsibility. We have a responsibility not to leave anyone on the platform when the green train rolls – so to speak. 

Specifically, we experience that in our company, with our choices and opt-outs, we involuntarily forget to take into account. For example, there are many things that we have stopped serving in our hotels. Among other things, oranges and bananas come from far away. We have chosen not to do so because we want to take the environment into account and save CO2 on shipping. We thought it was a good idea – but now we are no longer so sure. It affects us who make the choice positively, but it may affect other people elsewhere in the world negatively. 

Let's take the example of the orange and banana, which we don't serve to our guests. It is positive for the climate that we save on transport, but bad for the people who make a living from growing oranges and bananas, and for those who make a living from picking them. Don't we also have a responsibility to them if we really want to be responsible and drive the world in a more sustainable and just direction? Yes. Even if it is difficult to think that far. 

Therefore, we also ask ourselves the question whether it is actually a good idea to opt out of the orange and banana? We do not have the final answer, but we have decided to learn more about how we can best reduce the climate impact and contribute positively to biodiversity – but in a way that fewer people in the world are left behind by those of us who can easily do without an orange or a banana.

Specifically, we have decided that in 2024 we will do something about it. Therefore, it is part of our strategy to launch a project where we explore what we can do. Because what is the right solution so that we can become greener here at home, but without leaving anyone out in the world on the platform? We are not the smartest in the field, so we have decided to establish collaboration with actors who are even wiser about this than we are. And in this way, ensure that it does not just stay with the talk, but that we can formulate concrete action. Our goal is that we all become winners in relation to this issue.