The book, The Power of Unreasonable People - How Social Entrepreneurs Create Markets that Change the World, describes the uncompromising characteristics needed for social and environmental entrepreneurs: ● Shrug off the constraints of ideology or discipline ● Identify and apply practical solutions to social problems, combining innovation, resourcefulness and opportunity ● Innovate by finding a new product, service or approach to a social problem ● Focus on social value creation and, in that spirit are willing to share their innovations and insights for others to replicate ● Jump in before ensuring they are fully resourced ● Have an unwavering belief in everyone's innate capacity, often regardless of education, to contribute meaningfully to economic and social development ● Show a dogged determination that pushes them to take risks that other wouldn't dare ● Balance their passion for change with a zeal to measure and monitor their impact ● Have a great deal to teach change makers in other sectors ● Display a healthy impatience So, what are some of driving forces behind this emerging market and why is it not phased by economic downturn? With the advent of economic uncertainty, the vacant values of consumerism are giving way to a participatory era of meaning. This industry is, I believe, in the unmatched position to provide its customers with value-rich, sustainable and meaningful experiences, products and services. It is in the perfect position to inspire via image and story, to educate, and to inform. Travel provides people with the opportunity to explore and find both personal and collective meaning, and it is also an immediate vehicle for action. As this "era of meaning " gives way to an "experience economy" the desire for consumption-driven wealth and status morphs into the strong desire to contribute and participate in something meaningful. Consumers are becoming socially responsible contributors (and investors) working with brands, non profits, and with one another. As President of ATTA, Shannon Stowell aptly put it, "We are one of the few industries that intrinsically can achieve the triple bottom line goal of people, planet and profit. While many businesses struggle to figure out how to either add environmental and social issues to their image or portfolio to become or appear more responsible, we can make them an integral part of our business." He adds, "Because we are one of the few industries that deals in transformation - we create advocates not just repeat customers." Thus, travel becomes not about a onetime destination but about the ongoing and interconnected journey. As we say at Compathos - "the journey is the story". And as, Jorge Perez, one of my South American pre-summit companions observed, "If a picture is worth a thousand words than an experience is worth a thousand pictures." Hmm. I think he may be on to something. Check out one of many corresponding stories coming from the ATTA Summit. Adventure Travel: An Agent of Change, by Kate Rice |
