Trends Affecting the Awakening ConsumerHank StewartGreen TeamESTC October 28, 2008
Agenda
Green TeamThe Awakening ConsumerAwakening Traveler Trends
Global Warming ConcernsOpportourismVoluntourismWaiting For Green
The Rise of Social MarketingThe MeltdownWeathering The Storm
Founded in 1993, Green Team is a New York-based, integratedadvertising and communications agency that specializes in marketing to the Awakening Consumer.
Green Team MissionUse communications to harness the power of business to bring about social and environmental change.
More Female55/45
Median age42.6
College grad plus:133Post Grad degree: 150
Urban/Suburban45% A County (109)25% B County (98)
Coastal marketsMiddle classHHI 61K
Source: MRI 2006
49MM23% of US
Demographics
Source: The CRO
Corporate Social Responsibility: $37 billionSocially Responsible Investing: 11% of all US investmentsOrganics: +20% per yearFair Trade: +41% per yearGreen Building: 14,000 LEED buildings
Source: MRI Fall 2006
Spend more: $6,000+ (132)Own a passport (137)Travel abroad (172)Combine foreign business and personal travel (168)Plan travel online (140)
Awakening Traveler TrendsGlobal Warming ConcernsOpportourismVoluntourismWaiting For Green
62% of Awakening Consumers believe global warming is a problem we can solve
54% say offsetting carbon from travel is “extremely” or “somewhat” important
Source: g-Think
Global Warming Concerns
Offset Projects2000: 132007: 211
Volume (metric tons)2000: 1 million2007: 10.2 million
600+ organizations develop, market or sell offsets in US
Source: Government Accounting Office
Global Warming Concerns
Regulation would help, but not recommended.
Source: g-Think
Global Warming Concerns
Opportourism
11 places to see before they disappear
World’s more endangered travel places
Places to see before they disappear
Lonely Planet Bluelist: Unmissable places to visit before they disappear
Opportourism
Voluntourism
Voluntourism 3.7 million Americans did long-distance volunteering14% have taken at least one volunteer vacation38% plan to voluntour in 200855% willing to in the future39% of Awakening Consumers say opportunities to volunteer are important when making a travel decision
Waiting for Green
Awakening Consumers
“Extremely” or “somewhat” important when traveling76% environmental impact of accommodations63% environmental impact of transportation65% bettering communities visited38% opportunities to volunteer
Source: g-Think
Source: TripAdvisor 2008 Annual Travel Trends Survey; Prospectiv; JD Powers
Responsible Travelers
32% of US travelers say they will be more environmentally conscious in their travel decisions this year
23% US consumers say clearly stated green policies are very important when making travel plans
79% willing to spend more on an eco-friendly destination or business.
75% of hotel guests are willing to participate in environmental programs
Going Green, But Still Along Way to Go
25 Big Companies That Are Going Green; Business Pundit, July 2008
The Rise of Social Media
The Rise of Social Media
Facebook100,000,000 users
MySpace100,000,000 users, 230,000 new users every day
LinkedIn20,000,000 users150 industries
Barack Obama – Marketer of the Year
Hired Chris Hughes (co-founder of Facebook)10 million+ YouTube views of “Yes We Can” by wil.i.am6 million+ YouTube views of Obama’s “race” speech
Barack Obama – Marketer of the Year
Friends on Facebook:Obama: 2,144,798 McCain: 576,475
www.my.barackobama.comraised $51 million 65,000 new donors
www.factcheck.orgwww.washingtonpost.com/Fact_checkerwww.politifact.comand…www.factcheck.barackobama.com
Social Media and the Green Movement
Facebook“over 500” green groups 301 ecotourism groups
MySpace1,460 search results for “ecotourism”
Social Media and the Green Movement
Care2: almost 10 million members
Make Me Sustainable: carbon management and social networking
Celsias: blog turned social network, community site
Hugg: user generated news (a green Digg)
GenGreenLife: green social network with local focus
The Rise of Social Media
Sources: iht.com, hotelmarketing.com, newsguide.us
Social Media and Travel
83% of travelers are online41% of US travelers use some social media for travel research20 million unique visitors to TripAdvisor in one month (July 2008)30% of US travelers would change hotel choice based on an onlinereview
Social Marketing and Travel – sharing sites
Lonely Planet ThornTreeTripAdvisorhereorthere.comseebeforeyoudie.comigougo.comShareTrip.comTripSay.com
Social Marketing and Travel – sharing sites
Social Marketing and Travel – commercial sites
Social Marketing and Travel – commercial sites
Social Marketing and Travel – niche sites
AirlineMeals.netGroople, TripHub, TriporamaFlightClub, Tripmates, AirTroductions
The Meltdown
Sources: International Council of Shopping Centers, New York Times/CBS poll
-10% -12% -3%
September 2008
Major hotel chain and a high-end cruise line report decreases89% of Americans think the country is headed in the wrong direction“This downturn could last 8 years.” – Warren Buffet
Source: International Council of Shopping Centers
September 2008
+2% +6%
The Good News
Awakening Consumers: (October)44% buying organics as always50% buying environmentally friendly/natural products as always
new 11-acre developmentsecond largest LEED certified resort (after CityCenter in Vegas)
190-300 condoshotel
150,000 square feet restaurant/commercial space
EverVail
Sandals Foundation
educationenvironmentcommunity
Tauck
R. Tauck & Partners, LLC”cross-section of profit and non-profit”
Sources: g-Think
The Meltdown: Staycation?
9-24% to have a staycation this year ‘101 Days of Summer Staycations’ widget from Walmart.
Sources: g-Think October Survey
The Meltdown: Still Travelling
BUT
83% of Awakening Consumers are still planning to travel (October)30% traveling more affordably26% are using rewards points/miles to offset costs.25% are traveling closer to home20% are traveling fewer days
Sources: Conde Nast Traveler, AMEX Travel Trends Survey
The Meltdown: Material to Experiential
T&L readers 60% say travel is too important to their mental health to quit
CNT readers spending money on in 2008:21% Car32% jewelry/fashion97% travel
Sources: Conde Nast Traveler, AMEX Travel Trends Survey
The Meltdown: A Shift In Values
Greed vs. Green
Short term gain vs. Long term sustainability
Me vs. We
Be opportunistic
Add value
Stick together
Stick to your guns