弥合言行差距：通过了解客户制定有效的可持续发展战略

How to create an effective sustainability strategyby understanding your customers In partnership with: WORLD TR AVEL & TOURISM COUNCIL Executive Summary If you open a newspaper today, there’s a good chance you’llread about somebody taking climate action. Governmentsare pledging to decarbonise. Energy providers are buildingwind farms and solar panels. Activists are marching inthe streets. But how do environmental concerns affect The answer, in brief, is no. Or rather, not exactly –purchasingdecisions are complicated,and everyoneprioritises different things. Often shoppers will expresssupport for environmental causes yet still rank priceand quality as their top concerns when it comes tospending money. This tendency to say one thing butdo another has come to be known as the “say-do”gap – the disparity between people’s words and theiractions. For travel providers, this creates a conundrum. A big part of the solution is to avoid ‘one-size-fits-all’ offers.Although the preference for price over sustainability is The report identifies six types of consumers: near universal, thereasonspeople spend the way they dovary significantly. Some people value cost over everything.Others weigh up convenience, online reviews and lifestylefactors. Understanding the driving forces behind thesehabits can help tourism providers and their marketing 1. The Hopeful Worrier:believes the climatecrisis is urgent and that individuals can make a 2. The Outward-pointing Worrier:cares aboutthe environment and believes individual action As a starting point, WTTC has partnered with YouGov,the international research data and analytics group. Aspart of this research, a survey was conducted amongover 10,000 adults in Britain to understand their views onsustainability, and how environmental concerns factor 3.The Disempowered Environmentalist:iscynical about the possibility of progress andfinds it hard to take action when the chance of 4. The Accountable Optimist:strongly believesthat personal action matters, irrespective of whatothers are doing. Likes to recycle and donate 5. The Action Avoider:has little interest in climatechange. Detached from social action and unlikely 6. The Climate Change Agnostic:is most likely toclaim that climate change is “not real”. Believes a Althoughthese are UK results,the segments canbeconsidered a reasonable proxy for consumers inother markets too – or at least a starting point to be This report makes seven recommendations, explainingwhich tactics cater to each segment (together appealing 1.Highlight economic and personal benefits:irrespectiveof their segment, consumers prioritise cost and qualityover sustainability. Businesses should emphasise wheresustainable travel options are affordable, while also But with these segments in mind, how should companiesrespond? The good news is that most people can beencouraged to make more sustainable choices – it’s just aquestion of knowing how people think. Customers in thefirst two segments above (those who rank sustainabilitymorehighly as an issue)are likely to believe smallindividual contributions are important and will have a 2.Make sustainability hassle-free:consumers are morelikely to gravitate towards sustainable travel optionsthat do not involve added time-consuming complexity. 3.Offer tiered reward schemes:address varying levelsof consumer engagement and willingness to pay forsustainability by developing a tiered reward scheme. This 4.Highlight corporate sustainability initiatives andpartnerships:show customers that you are takingleadership and working with others. Tell them aboutany large-scale sustainability projects and joint ventures 5.Show that environmental action supports widerbenefits:in educational messaging,frame sustainabilitybeyondan ecological perspective to highlight itsinfluence on daily societal activities. Demonstrate how 6.Tailor your marketing:adapt and personalise yourcommunicationfor different segments to help 7.Seek feedback:listen to your customers to continuouslyimprove and overcome barriers to sustainable behaviour. Overall, companies should recognise that travellers areincreasingly price sensitive, particularly when the economyis weak. To encourage the uptake of sustainable travelpractices, products and services must either becomemore cost-effective or offer undeniably superior quality.And while many customers are willing to play a part inclimate action, there is an overwhelming desire to see Contents 2. General Findings2.1 Financial Priorities Outweigh Sustainability Considerations–Propensity to Spend2.2 Who’s Responsible for Sustainable Action?2.3 Sources of Sustainability Information 3. Recommendations3.1 Highlight Economic and Personal Benefits3.2 Make Sustainability Hassle-Free3.3 Tiered Reward Schemes 3.4 Highlight Corporate Sustainability Initiativesand Partnerships3.5 Educate and Raise Awareness3.6 Tailor Your Marketing MethodologyAcknowledgements 1. Introduction Around the world, people are worried ab