The campaign comes as people question the crowd-sourced and crowded form of travel that top 10 lists and travel influencers have created—and the carbon emissions associated with it. According to a recent poll from Intrepid Travel and Harris Interactive, half of travelers said they’d be willing to change their travel plans to reduce their carbon footprint, even if it’s more costly or inconvenient.

Beware the greenwash

This all happens as some of Climate Week’s corporate sponsors come under fire from environmental watchdog groups.

The lead sponsor of the event is Saint-Gobain, a plastics manufacturer behind a disastrous leak of “forever chemicals” into the water supply of several communities in New York, Vermont and New Hampshire, according to a report by the Center for Climate Integrity.

“Saint-Gobain sponsoring New York City’s Climate Week is a bit like a rat sponsoring city sanitation,” David Bond, a professor and associate director of the Center for the Advancement of Public Action at Bennington College in Vermont, told Emily Sanders, author of the Center for Climate Integrity’s ExxonKnews newsletter. Saint-Gobain had not responded to comment by press time.

While there’s lots of greenwashing at Climate Week, that’s not surprising, said Solitaire Townsend, co-founder of climate-focused agency Futerra.

“Every single platform around climate is always in danger of attracting major greenwashers, because, of course, they deliberately try to get in,” Townsend said.

Still, the value of Climate Week is in what happens behind the scenes, she explained, in closed-door meetings. “The real work of Climate Week is not the grandstand moment.”