So you want to add a carbon offset program to your company? Maybe you’re thinking it’s time to go green and become carbon neutral? Great idea. Whether you’re an airline, hotel chain, car rental, or ski area, (there are dozens of brands doing it see the list here) adding a carbon offset program to your company’s offerings is a great way to quickly and inexpensively build a green halo around your brand. You can create your own carbon offset program or partner with a carbon offset retailer and be up and running in no time.
But how can you do it so when you launch the public respects you and the press doesn’t eat you alive? Here are the 4 most dangerous ways your carbon offset program will be judged and how what you can do to protect your brand.