http://www.box.net/shared/static/nuj9m4tc8n

Page 1

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


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.