ESTC 2011 Presentation by Hugh Hough, Green Team, Consumer Trends

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Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org/) presentation by Hugh Hough, President, Green Team - "The Growth of Shared Responsibility and How it's Driving Sustainable Business" - presented in September 2011. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique annual conference providing practical solutions to advance sustainability goals for the tourism industry.

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ESTC 2011 Presentation by Hugh Hough, Green Team, Consumer Trends

  1. 1. Understanding Key Consumer TrendsDriving Sustainable Business PracticesHugh Hough - Green TeamESTC 2011 - Hilton Head, SCSeptember 20, 2011
  2. 2. Founded in 1993, Green Team is a Green brand strategy firm specializing in sustainability-related issues, products and programs. SustainabilityAuthenticity We
  3. 3. Green Our mission is to inform, inspire and awaken brands so that people, planet and business can all thrive. SustainabilityAuthenticity We
  4. 4. Green We develop sustainability strategies and campaigns that create value in a changing world. SustainabilityAuthenticity We
  5. 5. Our Clients
  6. 6. Our Non Profit Clients & Partners
  7. 7. Some of the partnerships we have created or marketed + + + + + + + + + + + +
  8. 8. Understanding Key Consumer TrendsDriving Sustainable Business Practices
  9. 9. Understanding Key Consumer TrendsDriving Sustainable Business Practices The Rise of theAwakening Consumer
  10. 10. Different brands, different values
  11. 11. Source: MRI 2010 Doublebase
  12. 12. • Written or called an elected official: 171• Engage in fundraising: 153Source: MRI 2010 Doublebase
  13. 13. • Written a blog: 153• Been published: 172Source: MRI 2010 Doublebase
  14. 14. • Travel abroad: 172• Plan travel online: 161Source: MRI 2009 Doublebase
  15. 15. 1. Transparency is King2. They’re Deconstructing Your Secret Sauce3. The Bedfellows Are Getting Stranger4. The Inmates are Taking Over the Asylum5. We’re All in This Together
  16. 16. 1. Transparency is King2. They’re Deconstructing Your Secret Sauce3. The Bedfellows Are Getting Stranger4. The Inmates are Taking Over the Asylum5. We’re All in This Together
  17. 17. Transparency is KingTell the Truth
  18. 18. 1. Transparency is King2. They’re Deconstructing Your Secret Sauce3. The Bedfellows Are Getting Stranger4. The Inmates are Taking Over the Asylum5. We’re All in This Together
  19. 19. • Purified water• Organic wines• Fair Trade coffee• Sustainable seafood• Non-toxic cleaners• Recycling program
  20. 20. They’re Deconstructing YourSecret SauceKnow Your Supply Chain
  21. 21. 1. Transparency is King2. They’re Deconstructing Your Secret Sauce3. The Bedfellows Are Getting Stranger4. The Inmates are Taking Over the Asylum5. We’re All in This Together
  22. 22. +
  23. 23. +
  24. 24. +
  25. 25. The Bedfellows Are GettingStrangerRemember Partnerships
  26. 26. 1. Transparency is King2. They’re Deconstructing Your Secret Sauce3. The Bedfellows Are Getting Stranger4. The Inmates are Taking Over the Asylum5. We’re All in This Together
  27. 27. “With an estimated 70 million bloggers,China’s leaders are under constant pressurenow to be more assertive by a populist-andnationalist-leaning blogosphere, which, in theabsence of democratic elections, is becomingthe de facto voice of the people.”
  28. 28. “With an estimated 70 million bloggers,China’s leaders are under constant pressurenow to be more assertive by a populist-andnationalist-leaning blogosphere, which, in theabsence of democratic elections, is becomingthe de facto voice of the people.”
  29. 29. Riding it
  30. 30. Riding itFighting it
  31. 31. 4.5 million
  32. 32. 5,000
  33. 33. The Inmates Are Taking Overthe AsylumKeep Your Mind Open
  34. 34. 1. Transparency is King2. They’re Deconstructing Your Secret Sauce3. The Bedfellows Are Getting Stranger4. The Inmates are Taking Over the Asylum5. We’re All in This Together
  35. 35. “This isn’t BP’s or Transocean’sfault. It’s not the government’s fault.It’s my fault. I am the one to blameand I am sorry. It’s my fault becauseI haven’t digested the world’s in-your-face hints that maybe I oughtto think about the future and changethe unsustainable way I live my life.”
  36. 36. Awakening Consumer Ocean-Dependant Fishing Industry Other IndustryAdvocates IndustryOcean Enthusiasts/ Organizations Press/Media Decision MakersSmall Business Thought Leaders
  37. 37. We’re in This TogetherNever Rest

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