estc 2011 presentation by hugh hough, green team, consumer trends
DESCRIPTION
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.TRANSCRIPT
Understanding Key Consumer TrendsDriving Sustainable Business Practices
Hugh Hough - Green Team
ESTC 2011 - Hilton Head, SC September 20, 2011
Green
Sustainability
Authenticity
We
Founded in 1993, Green Team is a
brand strategy firm specializing in
sustainability-related issues,
products and programs.
Green
Sustainability
Authenticity
We
Our mission is to inform, inspire and
awaken brands so that people, planet
and business can all thrive.
Green
Sustainability
Authenticity
We
We develop sustainability strategies
and campaigns that create value in a
changing world.
Our Clients
Our Non Profit Clients & Partners
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Some of the partnerships we have created or marketed
Understanding Key Consumer TrendsDriving Sustainable Business Practices
Understanding Key Consumer TrendsDriving Sustainable Business Practices
Awakening ConsumerThe Rise of the
Different brands, different values
Source: MRI 2010 Doublebase
Source: MRI 2010 Doublebase
• Written or called an elected official: 171• Engage in fundraising: 153
Source: MRI 2010 Doublebase
• Written a blog: 153
• Been published: 172
Source: MRI 2009 Doublebase
• Travel abroad: 172
• Plan travel online: 161
1. Transparency is King
2. They’re Deconstructing Your Secret Sauce
3. The Bedfellows Are Getting Stranger
4. The Inmates are Taking Over the Asylum
5. We’re All in This Together
1. Transparency is King
2. They’re Deconstructing Your Secret Sauce
3. The Bedfellows Are Getting Stranger
4. The Inmates are Taking Over the Asylum
5. We’re All in This Together
Tell the Truth
Transparency is King
1. Transparency is King
2. They’re Deconstructing Your Secret Sauce
3. The Bedfellows Are Getting Stranger
4. The Inmates are Taking Over the Asylum
5. We’re All in This Together
• Purified water• Organic wines • Fair Trade coffee• Sustainable seafood• Non-toxic cleaners• Recycling program
Know Your Supply Chain
They’re Deconstructing Your Secret Sauce
1. Transparency is King
2. They’re Deconstructing Your Secret Sauce
3. The Bedfellows Are Getting Stranger
4. The Inmates are Taking Over the Asylum
5. We’re All in This Together
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Remember Partnerships
The Bedfellows Are Getting Stranger
1. Transparency is King
2. They’re Deconstructing Your Secret Sauce
3. The Bedfellows Are Getting Stranger
4. The Inmates are Taking Over the Asylum
5. We’re All in This Together
“With an estimated 70 million bloggers, China’s leaders are under constant pressure now to be more assertive by a populist-and nationalist-leaning blogosphere, which, in the absence of democratic elections, is becoming the de facto voice of the people.”
“With an estimated 70 million bloggers, China’s leaders are under constant pressure now to be more assertive by a populist-and nationalist-leaning blogosphere, which, in the absence of democratic elections, is becoming the de facto voice of the people.”
Riding it
Fighting itRiding it
4.5 million
5,000
Keep Your Mind Open
The Inmates Are Taking Over the Asylum
1. Transparency is King
2. They’re Deconstructing Your Secret Sauce
3. The Bedfellows Are Getting Stranger
4. The Inmates are Taking Over the Asylum
5. We’re All in This Together
“This isn’t BP’s or Transocean’s fault. It’s not the government’s fault. It’s my fault. I am the one to blame and I am sorry. It’s my fault because I haven’t digested the world’s in-your-face hints that maybe I ought to think about the future and change the unsustainable way I live my life.”
Awakening Consumer Advocates
Ocean-Dependant Industry
Fishing Industry Other Industry
Organizations Thought Leaders
Press/MediaOcean Enthusiasts/Small Business
Decision Makers
Never Rest
We’re in This Together
