“We are at that point of time when afour-hundred-year-old age israttling in its deathbed andanother is struggling to be born– with a shifting of culture, science,society and institutions enormouslygreater and swifter than the worldhas ever experienced….Dee Hock, Founder of VISA and author The Birth of aChaordic Organization
We are living through one of the mostfundamental shifts in history – achange in the actual belief structureof western society.No economic, political, or militarypower can compare with the power of achange of mind. By deliberatelychanging their images of reality,people are changing their world.Willis Harman, Founder World Business Academy
Accelerated ConsumptionTHE PERFECT STORM Climate Change Energy & Fuel Material Resource Scarcity Food scarcity Water Scarcity
Accelerated ConsumptionTHE PERFECT STORM Climate Change Energy & Fuel Material Resource Scarcity Food scarcity Water Scarcity Ecosystem Decline Disparate Prosperity Government Debt Lack of Global Governance Political Instability Pandemics
BIG QUESTIONS How do you de-couple human progress from resource use and environmental decline? Is economic growth essential, desirable, unavoidable? What’s the relationship between wealth and well-being? Are we measuring the right things? GDP or GNH? How do you solve global problems when national mindsets prevail? What’s the role of business? How do we tweak /modify capitalism to make it benefit more than the 1%?
The Conscious •Youthful, wired, highly educated, majority femaleConsumer •Three times more likely to try new things •Three times more likely to reward or punish a brand based on corporate practice •Dedicated “box turner” but doesn’t trust corporate declaration •One in four says they have no way of knowing if the product is green or does what it claims •Even in the recession, the majority believe it important to make choices based on environmental and social benefits •More than half are willing to pay more for sustainable brandsThe Conscious Consumer Report, 2009, BBMG
Search for Meaning & PurposeA transition from material want to meaning want is in progress on an historically unprecedented scale and may be the principal cultural development of our age Gregg Easterbrook: The Progress Paradox
Conscious Consumers Wired to CARE “Purpose is the new passionParticipation in the new consumption” BBMG
Search for Meaning & Purpose Differentiate by Making a Difference Strive to be the best for the world not in the world!Source: Edelman Good Purpose Study
Conscious Travellers... the essentials• Wired to Share• Wired to Care• Seek purpose and meaning• Want to engage & give back• Seek authenticity, local, homegrown, one-off, artisan• Want immersive, transformative experiences,
Conscious Capitalists •Whole Foods •Southwest Airlines •Zappos •The Container Store •Google •Amazon •Joie de Vivre
Two roads diverged in a wood, and I, I took the one less traveled by,And that has made all the difference. Robert Frost
THE REALLY BIG QUESTIONSWhat Kind of Destination do you want to be?Which guest is right for you?How are you going to measure success?Quality or quantity? Short term wins or long term gains?Growth + volatility OR sustainability + resilience?Who do you care about – developers or operators?
Two Roads: Two Kinds of TravelMass Industrialised Tourism Micro Conscious TravelImpulse, Frequent, “a right” Considered, cautiousComfort & Convenience Seeking VALUE & meaningThe Packaged Product Travellers want to engage, participatePRICE a key decision factor TransformingVOLUME VALUE & YIELDAbundance of Choice Uniqueness= scarcityAdvertising as Spin Advertising as SupportCommoditization High ValueStandardization Experiences Not ProductsHomogenization Local sourcing, hand madeAutomation DiversitySameness PersonalCustomers as Targets Customers are Co-creative PartnersNo Frills or No Surprises Promise of an Experience that PULLSSUCCESS = VOLUME OF SUCCESS = NET BENEFIT TO HOSTVISITORS COMMUNITY
THREE KEY CONCEPTS1. Mindset2. Place3. Transformation
Why Mindset?“The significant problems we face cannot be solved with the samelevel of thinking or consciousness we used to create them.”
Mainstream tourism borrowed its operating model from manufacturing Product Centric. Packaged Standardization, Homogenization, Economies of Scale Consumers segmented & targeted Transactional & Adversarial 37
Assumptions Underpinning An Industrial Worldview It’s a material world – we’re physical beings & value lies in things The universe is like a machine with separate parts that can be disassembled & measured We’re separate objects Only the fittest, strongest survive – It’s compete or die The earth is a lumberyard with resources to be used to make and sell things The sole purpose of business is to make a profit Success is about having & doing more and status is related to what you have or have achieved (money, power) Technology will solve all our our problems
An Alternative Worldview We’re not matter but energy (waves and particles) The universe is alive, not dead Everything is connected The earth is a living organism – natural law supersedes human laws All beings are kin and we take only what we need and do so with respect We prosper through cooperation and collaboration – a process of give and take Wealth is not about stuff but well-being or “wellth” Status does not come from what you have but from what you give away.
The Power of PLACE Each place is unique 13.5 billion years of evolution – cannot be re-created or replicated A blend of past, present, future Culture = relationships between people and earth Personality not brand Antidote to sameness and commoditization Stimulates all senses Satisfies needs of the whole person: body, mind, spirit and soul Each place is Sacred – subject of wonder & awe
From PRODUCT to PLACEINDIGENOUS PEOPLE ARE THE CUSTODIANS
HOSTS as AGENTS OF TRANSFORMATION TRANSFORM GUESTS Help guests to switch lenses Engender reciprocity, respect Ignite a sense of wonder & awe TRANSFORM COMMUNITIES Hosts as agents of change Create Places that CARE ROLE OF INDIGENOUS PEOPLES Midwives Guides, Custodians