Initiative: Climate Change and Youth Travel

A Receptive Audience, with a Demand for Solutions

Young travellers are receptive to information about the effect of their travel on global climate change and they will be early adopters of solutions to mitigate their impact. They are socially and environmentally passionate, and are looking for ways to balance those passions against their desire for their next “once-in-a-lifetime trip”.

In addition to staying longer at destinations, many young travellers are finding a potential solution in carbon offsetting—the practice of mitigating greenhouse gas emissions by measuring one’s carbon footprint, and investing in offset projects that help compensate for one’s CO2 emissions.

In the 2007 Lonely Planet “Travellers’ Pulse” survey, 84 percent of survey respondents replied that they would consider offsetting their emissions in the future. These statistics show a dramatically increased interest from previous years: only 31 percent had participated in carbon offsetting in the past.

Maintaining the upward trend, 90 percent responded that they would or might purposely travel in a low-impact way in the future, and 93 percent replied they would or might purposefully partake in environmentally friendly travel in the future, compared with much lower percentages in the past—70 percent, and 36 percent respectively.

The Business Case for Corporate Social Responsibility

Proactive companies willing to help provide environmental solutions to youth travellers do not go without reward. Youth travel organisations that adopt responsible practices empower their brands and increase their reputation with their target demographic.

In a 2005 study by the Natural Marketing Institute, just over 70 percent of American consumers indicated that knowing a company is environmentally mindful in their business practices increased the likelihood that they will purchase their products. Individuals were less likely to purchase from organisations identified as “socially irresponsible”.

Another 2005 consumer survey by Global Market Insite   showed a growth trend toward responsible products in the youth market. 50 percent of participants in the 18 to 29-year old demographic reported that they would spend more on organic, environmentally friendly, or fair trade products.

These statistics demonstrate the demand for and potential benefits of responsible travel solutions.