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Global Consumer Trends and Sustainability

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Sustainable Travel International's (STI) recent webinar on how global consumer trends are impacting sustainability offers an inside looks at what it means for organizations and businesses committed to sustainable travel. The 30-minute webinar was presented by Maclaren Latta, VP of Consumer Insights at MercuryCSC, and attended by members of STI’s Sustainable Destination Leadership Network and its Sustainable Travel Leadership Network.

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Global Consumer Trends and Sustainability

  1. 1. Sustainable Travel International April 2, 2015 Global Trends and Sustainability
  2. 2. Global Consumer Trends
  3. 3. 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
  4. 4. Consumers are craving a new kind of consumption: 
 one that allows indulgence without guilt.“ — Trendwatching.com
 Brand Sacrifice, Global Trend Briefing
 October 2014
  5. 5. 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 “
  6. 6. 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 “
  7. 7. Creating A New Eco-Resort — Los Angeles Times 
 Marlon Brando's island paradise in Tetiaroa, French Polynesia 
 February 2015
  8. 8. 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
  9. 9. 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 “
  10. 10. Adding Sustainability as a Rating Choice — Skift.com 
 An Argument for Adding Sustainability to TripAdvisor Ratings 
 November 28, 2014
  11. 11. 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 “
  12. 12. 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
  13. 13. 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
  14. 14. Experiential travelers have a love-hate relationship between connectivity and immersive experiences. — MercuryCSC
 Think T+O—The Pulse 
 March 2015 “
  15. 15. Your Observations
  16. 16. • 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
  17. 17. 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 “
  18. 18. Key Takeaways
  19. 19. Make Meaningful Sacrifices
 to Allay Consumer Guilt
  20. 20. Facilitate 
 Uninhibited Influencers
  21. 21. Enable the pursuit of
 Projected Perfectness
  22. 22. Go-To-Resources
  23. 23. • 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
  24. 24. • Trendwatching.com • PSFK.com • Skift.com • Euromonitor International • Google Alerts • JWT Intelligence • The Economist My Favorites
  25. 25. Q+A
  26. 26. Thank you. CONTACT Maclaren Latta Vice President, Consumer Insights maclaren.latta@mercurycsc.com 406.922.2308 406.600.4459

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