Green Team Mission: Use communications to harness the power of business to bring about social and environmental change.
Travel Environment
Environment
Environment
Travel
Awakening Consumers
More Female 55/45
Median age 42.6
Middle class HHI 61K
Very well educated
Awakening Consumers 49MM 23% of US
High density Urban/Suburban
Coastal markets
Iowa Farmer Baltimore School teacher
Chicago Lawyer
Wallstreet broker
Awakening Consumers Transcends demographics
New England Housewife
Silicon Valley Programmer
Santa Fe Artist Colorado Policeman
Awakening Consumers Rife with paradox
Spend more: $6,000+ (132) Own a passport (137) Travel more abroad (172) Combine foreign business
and personal travel (168) Plan travel online (140)
Awakening Awakening Consumers Consumers
e Travel is their their Travel is core indulgence
core indulgence
Source: MRI Fall 2006
Awakening Consumers Pack their values along with their sunscreen
Curiosity
Active
Wellness
Giving Back
Three Trends to Watch Global Warming Carbon Consumer Empowerment
1. Global Warming
1. Global Warming
77%
of Americans believe there is solid evidence that it is occurring today
52%
of Americans believe it should be a high priority for governments
72%
of Americans believe action is needed RIGHT NOW
Source: CBS News / New York Times Poll, April 26, 2007 Pew research Report 2007
See it before it melts‌
D'Agositini Fjord, Tierra del Fuego, Chile
Mom, what’s a coral reef?
A reef off of Simeuleu Island, Indonesia
2. Carbon
2. Carbon
“Forgive us our carbon…”
The Vatican
2. Carbon Offsetting a scam? Little or no regulation Airline Industry Feeling the Heat
3. Consumer Empowerment
75%
of US households have broadband Internet access (up 21%)
50M
blogs
Source: Pew Internet & American Life Project, 2006
3. Consumer Empowerment
HomeDepotSucks.org
3. Consumer Empowerment | Travel
mass confusion
Green Confusion
Green Confusion
“At Home Depot, How Green is that Chainsaw?” The New York Times, June 25, 2007
Green Confusion | Travel Adventure Tourism? Eco-tourism? Sustainable tourism? Responsible tourism? Nature-based tourism Green tourism?
Show “green” travel pubs
Green Confusion | Travel
Awakening Consumers Value based Diverse Paradoxical Love to travel Concerned about global warming Counting carbon Empowered by the Internet Confused
How do you talk to the Awakening Consumer?
How do you talk to the Awakening Consumer?
Clarity | Candor | Hope
Clarity Ecuador
Candor Dominica
Hope Lindblad Expeditions
Thanks Our Work: greenteamusa.com g-Think.com Contact Info: Hugh Hough (212) 966-6365 hugh@greenteamusa.com