Turn sustainability into good business — without wasting time or money.

We help you do it right from the start — turning complex sustainability into clear action for your team, your customers, and your business.

Let's make it practical together and discover how for your business.

Why our customers reach out to us.

Our customers are ambitious, forward-thinking — but they’re also busy, under pressure, and tired of vague talk. They reach out because they’ve hit a point where good intentions aren’t enough. These are the kinds of challenges they’re facing:

“We want to work more sustainably — but we’re unsure where to start, what matters most, and what to do when.”

“We need to link our sustainability efforts to actual business goals, not just compliance or nice-to-haves.”

“We’re struggling to engage our organization — everyone supports the idea, but nothing moves.”

“Our customers want to make better choices, but we don’t know how to guide them without overwhelming them.”

“We’ve taken real steps — but no one sees or values them.”

“We’re afraid of greenwashing if we say too much. But silence isn’t helping either.”

Act by Choice is a sustainability consultancy that empowers travel, tourism and hospitality organizations to integrate sustainability at their core and transforming their efforts into a strategic competitive advantage.

We help you move from stuck to structured — by getting the priorities, timing, and messaging right from the start.

Sustainability strategy

A strong sustainability journey starts with a clear strategy.

We guide you from materiality assessments to ESG reporting, ensuring compliance while making sustainability an opportunity rather than a burden.

Leadership & Culture

Sustainability succeeds only when it’s embedded in company culture.

We help leaders foster internal alignment, provide training, and build engagement at all levels to create lasting change.

Implementation

A strategy is only valuable when put into action.

We help you build a robust due diligence, set measurable goals, and track progress to ensure your sustainability ambitions turn into real, impactful results.

Behavior design & Nudging

Sustainability thrives when customers and employees make better choices effortlessly.

Using behavior design and nudging techniques, we create experiences that naturally lead to more sustainable decisions.

Green Communication

Be transparent and avoid greenwashing.

We help you communicate your efforts authentically, navigate regulations, and ensure your message is both credible and compelling.

How we work.

Our approach is built on experience, innovation, and engagement. Whether through strategic consulting, interactive training, or our accelerator programs, we help businesses take sustainability from idea to action—ensuring real impact and long-term success.

We help you structure a clear sustainability roadmap — grounded in your business goals.

We activate your organization with practical steps that build ownership and momentum.

We apply behavior design to make the better choice the easy one.

We map and frame your efforts to make them visible and valuable.

We help you tell your story with transparency and trust.

We join as interim sustainability leads to turn goals into action — fast and credibly.

We tailor our work to your needs, your team, and your timeline...

Our customers says...

Through collaborating with Josephine, we get first hand insights into how visitors in Copenhagen perceive sustainability at the places they visit and learn how to enable our tourism establishments on their sustainability journey.

At Destination Fyn, we have collaborated with Josephine to map sustainability initiatives at dining and accommodation establishments in Odense. We will use the insights from the report to increase the visibility of existing sustainability initiatives and inspire further sustainable actions among tourism operators.”

Our collaboration with Josephine has provided us with great value in understanding how we can enhance our communication through engaging our guest in our sustainability journey.

In our journey towards more sustainable tourism, the collaboration with innovative platforms like TripDoodler is pivotal. It's about making sustainability visible and engaging. By integrating real-time feedback on sustainability efforts, we’re not just highlighting our commitment but actively involving our conference delegates in the process. Green Destinations 2023 Conference, Estonia, is a fine testament to that.

Share your sustainability story and grow your business.

Increase customer demand

50% of consumers rank sustainability as a top 5 purchase criteria (Global Sustainability Study).
Communicating your sustainability actions makes it easier for more consumers to choose your business.

Reduce operational cost

Many sustainability initiatives focus on enhancing efficiency and minimizing resource use, which often results in substantial cost reductions.

By effectively sharing details about your initiatives, you can encourage your customers to adopt more sustainable behaviors.

Attract & retain employees

Your employees care.
According to Deloitte Insights, one in four job seekers looks into a potential employer’s environmental initiatives and often bases their employment decision on this information.

How we work.

Our approach is built on experience, innovation, and engagement.

Whether through strategic consulting, interactive training, or our accelerator programs, we help businesses take sustainability from idea to action—ensuring real impact and long-term success.

Why choose us?

Empower Your Business

Together with a team of passionate professionals who love to dive into how you can communicate trustworthy sustainability initiatives, engage your customers and unfold your ESG strategies and certifications. We bring innovative tech solutions and more than 25 years of combined expertise to the table.

Build Trust

Our partnerships reflect our commitment to making a genuine difference.
From increasing the visibility of sustainability initiatives to enhancing communication without greenwashing, our projects demonstrate real, measurable impact.

Join the Community
At Act by Choice, we’re not just about offering sustainability as a competitive advantage; we’re about building a community committed to the planet.
Our work with destinations, businesses, and events showcases our ability to turn sustainability into engaging, collective action.

From personal passion to company vision.

We believe in people. Our DNA is all about empowering others to make more informed choices.

Our founder, Josephine, has spent over 25 years in the travel industry, witnessing first-hand a rising desire among travelers to minimize their footprint and leave places better than they found them.

She’s also seen the industry’s commitment to sustainable solutions grow – but there’s a catch.

There’s a big gap between wanting to act and acting, and too many say it’s because consumers aren’t interested in being more sustainable.

We beg to differ!

The real issue? Making sustainable choices has to become easier. It’s not about motivation; it’s about simplicity.

That’s what we are all about.

We aim to demystify sustainability, translating it into clear, actionable terms everyone can understand and put into action. We’re committed to making sustainable choices easy for everyone.

Turn sustainability into good business — without wasting time or money.

Why our customers reach out to us.

We help you move from stuck to structured — by getting the priorities, timing, and messaging right from the start.

Sustainability strategy

Leadership & Culture

Implementation

Behavior design & Nudging

Green Communication

How we work.

Our customers says...

Share your sustainability story and grow your business.

How we work.

Why choose us?

From personal passion to company vision.

Let's talk...