Earth Day. For so long this was a concept dedicated to the tree huggers. Not anymore. This is a day about recognizing that the way we live our lives matter, bigtime. Our choices matter. Our decisions have power—as individuals, as communities, as companies—and they will make or break us. This mindset is now a part of our DNA, everyday—but it wasn’t always.
Absolute Travel began in 1989 in Ken Fish’s Upper West Side studio selling cultural trips to Asia. We are 26-years-old now. We’ve grown up and have watched the world around us grow older, too. We’ve watched some of the world’s iconic rivers damned and dried up, their wild choruses drying up with it. We’ve witnessed coral reefs transform from a psychedelic kaleidoscope of colors to bleached white. We’ve watched and photographed creatures prance and play that no longer exist. We’ve watched World Heritage Sites crumble from neglect.
We have also watched the world wise up—Absolute included.
And we’ve made changes to who we are to inspire other businesses to wise up, too. The foundation of our approach is called Absolute Awareness, and its mission is three-fold: to inspire people to care about protecting our planet and its creatures through powerful personal experiences; to prove to the local people that their natural resources are invaluable, vital to their livelihoods, and worth protecting; and to demonstrate that aside from altruistic emotive reasons, there are hard economic reasons to keep wildlife alive, wild lands wild, and historic treasures intact.
Words like “conservation,” “sustainability,” and “social responsibility” did not mean much back in 1989. Now they mean the world to us. We are not only dedicated to connecting travelers to faraway places, we are dedicated to protecting the world’s wild places and the creatures and places that fascinate us.
We recognize that the choices we make set a model for the travel industry, and we’re compelled to do our part and join the global conversation on sustainability. It’s become part of who we are, and seeps into everything we do. We are in a business that is contingent on there being a world worth exploring. We all want that. It’s our responsibility to do our part to ensure that we leave behind a planet that is so astonishing that those who come after us want to be ambassadors for our planet, too.
The message is complicated, but in a way is crystal clear. The fate of our planet, and protecting ourselves, rests on all of our shoulders. We just need to do something before there is nothing left to protect.
Learn more about Absolute Awareness initiatives here.