Pay it forward and shout out great companies. When a restaurant, hotel or tour organization is doing good things (paying staff fairly, protecting the environment, giving back to their community), tell the world!
Write them a glowing review on TripAdvisor, and if you're active on social media share your experience there too. If something just doesn't feel right about a company, share that as well. The only way we as travelers can make informed decisions is by hearing from others' experience.
Help others choose good companies. With our support, those companies doing the right thing will grow while those following unsavory practices will realize they need to change.