CEO and founder of Lemongrass, Mirjam Peternek McCartney, has been appointed to the board of directors at Travel by B Corp. Founded in 2021,Travel by B Corp is a membership collective of 40+ travel-related B Corp companies that share a belief that travel is a force for good. It was created with the simple aim of helping UK consumers to travel better by choosing B Corp-certified travel businesses.

Travel by B Corp speaks regularly at travel industry and B Corp business events and hosts member working groups, meetings and seminars to educate its members and the travel industry on better working practices and how to provide responsible travel choices for consumers.

As a leading industry authority and passionate advocate for making a positive change in travel communications and across the wider industry, Mirjam’s innovative leadership has driven Lemongrass, a PR and Content Agency for travel brands to win multiple awards for the agency’s new approach to travel communications. She regularly speaks at global travel events and on industry podcasts and is a judge on the EMEA Purpose Awards.

Mirjam Peternek McCartney said of the board appointment: “I look forward to working alongside other seasoned travel professionals to drive positive change in our industry. We all believe passionately that there is a better way to travel and to do business. By working collaboratively, pooling our knowledge, shared thinking, sector expertise and bold ideas we can collectively make this change happen, at pace.”

The Travel by B Corp board is made up of senior leaders running travel B Corps and is elected every two years by its members. Led by Co-Chairs Thomas Power, founder of Pura Aventura and Rochelle Turner, Global B Corp Impact Manager at Intrepid Travel, fellow board members comprise Hazel McGuire, General Manager for the UK & Europe for Intrepid Travel, Nick Pulley, founder of Selective Asia and Will Bicknell, founder of Felloh.

Mirjam Peternek McCartney added: “We urgently need to transform industries if we are to deal with the climate crisis and want to build a wellbeing economy. This means marketing needs to move from driving consumption towards becoming a creative agent of change. I will be firmly driving this agenda within my role on the Travel by B Corp board, working with members to spread the message far and wide, and providing strategies on how travel brands can affect this, and with impact.”

Thomas Power, Co-Chair at Travel by B Corp and founder of Pura Aventura said: “As a founder of Travel by B Corp it is really exciting for me to watch the group grow and the depth and breadth of our leadership team expand. Mirjam brings a wealth of communication and marketing experience with her alongside brilliant energy, ideas, passion and commitment. We are all excited to have her join us for Travel by B Corp’s next phase of growth.”