global consumer trends and sustainability
TRANSCRIPT
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Sustainable Travel International April 2, 2015
Global Trends and Sustainability
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Global Consumer Trends
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Consumers don’t want to make the world a better place. They want brands to do that for them.“
— Trendwatching.comBrand Sacrifice, Global Trend Briefing
October 2014
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Consumers are craving a new kind of consumption: one that allows indulgence without guilt.“
— Trendwatching.comBrand Sacrifice, Global Trend Briefing
October 2014
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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
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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
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Creating A New Eco-Resort
— Los Angeles Times Marlon Brando's island paradise in Tetiaroa, French Polynesia
February 2015
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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 IntelligenceThe Future 100: Trends and Change to Watch in 2015
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As a given, not a bonus, brands are expected to deliver experiences, be hyper-transparent and achieve sustainability.
— Lucie Greene, Worldwide DirectorJWT Intelligence
The Future 100: Trends and Change to Watch in 2015
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Adding Sustainability as a Rating Choice
— Skift.com An Argument for Adding Sustainability to TripAdvisor Ratings
November 28, 2014
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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, VayableThe Rise of Experiential Travel, Skift.com
June 2014
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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
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Protected Areas are Big BusinessProtected 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
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Experiential travelers have a love-hate relationship between connectivity and immersive experiences.
— MercuryCSC Think T+O—The Pulse
March 2015
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Your Observations
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• 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
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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
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Key Takeaways
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Make Meaningful Sacrifices to Allay Consumer Guilt
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Facilitate Uninhibited Influencers
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Enable the pursuit of Projected Perfectness
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Go-To-Resources
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• 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
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• Trendwatching.com • PSFK.com • Skift.com • Euromonitor International • Google Alerts • JWT Intelligence • The Economist
My Favorites
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Q+A
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Thank you.
CONTACTMaclaren Latta Vice President, Consumer Insights [email protected] 406.922.2308 406.600.4459