The document discusses global consumer trends related to sustainability. It notes that consumers want brands to make the world a better place for them through their purchases. Consumers are also seeking indulgence without guilt in their consumption. Motivation is shifting from material possessions to personal values and identity. The document outlines trends like the sharing economy, demand for authentic local experiences, and travelers wanting to experience a local way of life. It provides statistics on tourism visits to protected areas and notes experiential travelers have a love-hate relationship with technology and immersion. Key resources for sustainability topics are also listed.

1. Sustainable Travel International
April 2, 2015
Global Trends and Sustainability

3. Global Consumer Trends

4. Consumers don’t want to make the world a better place.
They want brands to do that for them.“
— Trendwatching.com
Brand Sacrifice, Global Trend Briefing
October 2014

5. Consumers are craving a new kind of consumption:
one that allows indulgence without guilt.“
— Trendwatching.com
Brand Sacrifice, Global Trend Briefing
October 2014

6. Consumption is increasingly being driven by the heart:
consumers are making choices defined by their
positive impact on the world and community through
cause-linked buying, the thriving ‘sharing economy’ or
the ‘can-do’ attitude that Millennials have in common.
— Daphne Kasriel-Alexander, Consumer Trends Consultant, U.K.
Euromonitor International
Top 10 Global Consumer Trends for 2015
“

7. Human motivation quickly shifts away from
‘what I have’ to ‘who I am.’
Yet the tension between 'who I am' and
'who I would like to be' remains.
— Trendwatching.com
Currencies for Change, Global Trend Briefing
March 2015
“

8. Creating A New Eco-Resort
— Los Angeles Times
Marlon Brando's island paradise in Tetiaroa, French Polynesia
February 2015

9. The ubiquity of the web has accelerated
the pace of trends, the spread of information
and the sophistication of consumers.
“
— Lucie Greene, Worldwide Director
JWT Intelligence
The Future 100: Trends and Change to Watch in 2015

10. As a given, not a bonus, brands are expected to
deliver experiences, be hyper-transparent and
achieve sustainability.
— Lucie Greene, Worldwide Director
JWT Intelligence
The Future 100: Trends and Change to Watch in 2015
“

11. Adding Sustainability as a Rating Choice
— Skift.com
An Argument for Adding Sustainability to TripAdvisor Ratings
November 28, 2014

12. Globalization and technology have led to the
homogenization of cities, which has resulted in travelers
craving locally made and authentic experiences.
— Jamie Wong, Founder/CEO, Vayable
The Rise of Experiential Travel, Skift.com
June 2014
“

13. Top Trends Impacting DMOs
#3 Customers increasingly seeking a personalized travel experience.
#4 Smart technology creating new opportunities for innovative services.
#5 Travelers demanding more information, control, interaction and personalization.
#8 Customers increasingly looking for a travel experience that allows them to
experience a local’s way of life.
— Destination Marketing Association International
Destination Next: A Strategic Road Map for the Next Generation of Global Destination Marketing
July 2014

14. Protected Areas are Big Business
Protected areas receive 8 billion visits per year.
These visits generate approx. U.S. $600 billion in direct in-country expenditures.
— PLOS Biology
Walk on the Wild Side: Estimating the Global Magnitude of Visits to Protected Areas
February 2015

15. Experiential travelers have a love-hate relationship
between connectivity and immersive experiences.
— MercuryCSC
Think T+O—The Pulse
March 2015
“

16. Your Observations

17. • Sharing economy
• De-investment in the energy sector
• Alternative power sources, electric vehicles
• Fast food sustainability
• Local sourced foods, sometimes organic, seasonal
• Culinary travel, local brew pubs, whiskey
• Green travel
• Recycled contents
• Sustainable apparel
• Supply chain
• How products are made
• Detailed labeling, free + clear labeling
• Recycling, biodegradable packaging
• Full scale integrations
• Back to nature, pure (Scandinavian design)
• Transformation of perspectives
• Focus on community, local impacts
• Willingness to change
• Product ties to charitable causes
• Volunteer engagement
• Impact measurement
• Diversity and equality (LGBT)
• Social enterprises
• Eradicating modern day slavery
• Consumer engagement in social space
• Marketing of sustainability
Your Observations

18. Consumption is increasingly being driven by the heart:
consumers are making choices defined by their
positive impact on the world and community through
cause-linked buying, the thriving ‘sharing economy’ or
the ‘can-do’ attitude that Millennials have in common.
— Daphne Kasriel-Alexander, Consumer Trends Consultant, U.K.
Euromonitor International
Top 10 Global Consumer Trends for 2015
“

19. Key Takeaways

20. Make Meaningful Sacrifices
to Allay Consumer Guilt

22. Facilitate
Uninhibited Influencers

24. Enable the pursuit of
Projected Perfectness

26. Go-To-Resources

27. • Anything from Australia
• Center for Sustainable Travel (CREST)
• CSR Wire
• Die Reiseanalyse
• Environmental Leader
• Ethical Corporation
• G&A Institute
• Global Ecotourism Network
• Global Sustainable Tourism Council
• Green Lodging News
• GreenBiz.com
• Guardian Sustainable Business
• Mintel
• National Tourism Satellite Study
• Skift.com
• Sustainable Travel International
• SustainableBrands.com
• SustainableTravel.net
• Travel Foundation
• Traveler Perspectives on Destinations and
Sustainability (from STI/MercuryCSC)
• TravelHorizons
• TravelMole
• Vision on Sustainable Tourism
• World Bank
• WTTC Annual Research
Your Favorites

28. • Trendwatching.com
• PSFK.com
• Skift.com
• Euromonitor International
• Google Alerts
• JWT Intelligence
• The Economist
My Favorites

29. Q+A

30. Thank you.
CONTACT
Maclaren Latta
Vice President, Consumer Insights
maclaren.latta@mercurycsc.com
406.922.2308
406.600.4459