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

Our Work:greenteamusa.comg-Think.com

Contact Info:Hank Stewart(212) 966-6365hank@greenteamusa.com

Thanks