Rainforest

• It’s now more of a marketing term, used to give mass adventure-tourism packages a more “responsible” sheen.
• A recent case on the eviction of 16 villages on Rempang Island, Indonesia to build a solar panel factory and “eco-city” illustrates this.
• Our motivation was to explore the relationship between business schools and the behaviour of multinational corporations toward indigenous peoples and their land rights.

Maraey: a “sustainable” hotel complex in a biological reserve

• The project is being led by the Spanish firm Cetya, commercialised locally as IDB do Brasil.
• While billed as “development with an environmental conscience”, the project would include three luxury hotels with a total of 1,100 rooms.
• The site being targeted is a narrow strip of coastal wetlands in a biological reserve, established in 1984, 41 kilometres south of Rio de Janeiro.

Divide and conquer?

• Corruption is a frequent problem and legal battles pit municipalities, state governments against national courts, and even divide indigenous families.
• Izquierdo claimed that as part of the agreement, the municipality agreed that it would “look for a public area that would guarantee the permanent establishment of the village”.
• Members discovered the extent of the local government’s involvement and the advanced state of the project only when the bulldozers arrived to clear the land.

Virtue signalling through collective messaging

• However, there will also be mall and an 18-hole golf course, and 150,000 to 300,000 tourists are projected to visit annually.
• Bolstered by the work of a sophisticated PR and marketing firm, Maraey has mobilised a rallying message and woven its story to garner collective support – or at least create the illusion of it.
• Using the hashtags such as #JuntosPorMaraey, #VivaMaraey and #TogetherForMaraey, the project has promoted, with increasing intensity, its supposed local support and commitment to sustainability.
• Maraey’s promoters even proclaim that the project, despite its size and density, will help preserve fauna and flora.
• Coverage in Spain’s El País, on France 24 and other international sources has laid bare the tensions behind the Maraey project.

Native lands are not just a habitat

• The significance of the Amazon rainforest and Atlantic coastal forest for indigenous peoples such as the Guarani Mbyá goes far beyond a simple habitat.
• The International Financial Reporting Standards Foundation has recently called for greater scrutiny on non-climate-related reporting, in particular societal and social issues.
• For multinationals, however, the temptation will always be there to find ways to minimise risks and continue business as usual.

Michelle Mielly est membre de Grenoble Ecole de Management.

• "At 1 Hotel Mayfair, we have meticulously curated a sustainable destination, drawing inspiration from the innate beauty of the natural world that surrounds us.
• Our brand's purpose-driven ethos seamlessly harmonizes with the vibrant tapestry of London and the illustrious Mayfair district," says SH Hotels & Resorts Chief Executive Officer Raul Leal.
• "We are delighted to bring 1 Hotels' industry-leading sustainability focus to London as an alternative vision of modern luxury compared to the traditional hotels that dominate Mayfair.
• With 1 Hotels' signature biophilic design combined with its deep-rooted passion and authenticity around environmental responsibility, 1 Hotel Mayfair is a fresh addition to London's hotel scene," said Sean Arnold & Nick Lyle, Founders, Crosstree Real Estate Partners.

• CLEVELAND, Oct. 31, 2023 /PRNewswire/ -- Rainforest Car Wash is excited to announce its fourth annual charity food drive, scheduled to run from November 1st to December 23rd.
• As part of its ongoing commitment to giving back to the community, Rainforest Car Wash encourages patrons to contribute four non-perishable food items; donors will receive a complimentary Rain Wash with their donation.
• At Rainforest Car Wash, their commitment extends beyond exceptional service and experience; it encompasses the well-being of the communities it calls home.
• Rainforest Car Wash is locally owned and operated out of several locations in NE Ohio, including Brunswick, Medina, Cleveland Heights, Avon, Mentor, and Old Brooklyn.

• BREA, Calif., Oct. 25, 2023 (GLOBE NEWSWIRE) -- Reborn Coffee, Inc. (NASDAQ: REBN) (“Reborn”, or the “Company”), a California-based retailer of specialty coffee, and Hour Loop, Inc. (NASDAQ: HOUR), a leading online retailer engaged in e-commerce, today announced an expanded partnership to offer new Reborn branded Organic Volcanic Tea through the Amazon Marketplace program.
• Reborn’s new Organic Volcanic Tea is sourced from the Big Island of Hawaii where tea plants are grown on volcanic slopes within a rainforest 3,500 feet above sea level.
• The premium tea is low in caffeine, rich in antioxidants and other beneficial compounds, along with a strong pure flavor.
• Sam Lai, CEO of Hour Loop, added, “Our partnership with Reborn will leverage its unique coffee and tea products with our sales experience to ensure its Amazon debut is a seamless experience for customers.