THE RESPONSIBLE TRAVELER:
SEGMENTATION OF THE AMERICAN (U.S.A.) MARKET
SUMMARY ....................................................................................................................................... 2
METHODOLOGY & ASSUMPTIONS .............................................................................................. 3
ETHICAL CONSUMERISM IN AMERICA ....................................................................................... 4
I.
Statistics Show Ethical Consumerism is on the Rise ...................................................... 4
II.
Research Also Reveals Ethical Reporting Gap & Discontent .................................. 6
III.
Social Media Provides Insight for Consumers’ Ethical Priorities ............................... 9
THE SEGMENTATION FRAMEWORK......................................................................................... 11
RESPONSIBLE TRAVEL IN AMERICA ......................................................................................... 18
RELEVANT SEGMENTATION FOR MARKETING SOUTH AFRICA ........................................... 23
BEHAVIOR CHANGE TACTICS ................................................................................................... 29
BEHAVIOR CHANGE PROCESS MODEL..................................................................................... 32
SECONDARY DATA ANALYSIS ................................................................................................... 33
I.
Demand for South Africa as a Destination .................................................................. 33
II.
Additional Marketing Recommendation for the Conscious Consumer .............. 35
III.
Real Life Examples of Successful Marketing Tactics for the Ethical Consumer ... 36
BIBLIOGRAPHY............................................................................................................................ 41
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SUMMARY
Within the United States of America (herein referred to as “America”), the
market for ethical, responsible and fair trade products is growing. For example,
in 2006, the Lifestyles of Health and Sustainability (LOHAS) consumer comprised
16 percent of all American adults (nearly 35 million people) whereas in 2014,
LOHAS consumers grew to 21 percent of all American adults.
The typical LOHAS consumer is a female with high disposable income and who
resides in a metropolitan area of the United States. This group continues to show
tremendous leadership in their attitudes toward the environment, society and
socially responsible businesses. Their usage of ethical, responsible or fair trade
products exceeds most other segments and they are continually demanding
greater sensitivity to these issues across numerous corporate activities.
In addition, when product transparency (i.e. Fair Trade Certified) is clearly
delineated within the product offering, the LOHAS consumer is willing to pay a
slight premium (anywhere from 4% to 15% more) assuming that the product is
the same or higher quality as the next best offering.
Specific to South Africa, this report defines the Mature Responsible and Trendy
Family segments as ones with high potential for marketing South African fair
travel packages keeping in mind that the most successful ethical or fair trade
products are those marketed in ways that personalize the benefits to the
consumer. Unless benefits are tangible to these consumers, the ethical or fair
trade product’s claims are met with skepticism and borderline ennui.
In addition, these consumers will not buy an ethical or fair trade product that
does not offer the highest functionality available. Hence, a product with better
features will trump the more ethical product.
One of the most successful ways to communicate transparency, quality and
ethics to this market segment is by uniting style, social status, influence, and
sustainable values that, in effect, redefines consumption.
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METHODOLOGY & ASSUMPTIONS
The aim of this study is to establish clear target segments and behavior change
techniques that can assist tour operators and travel agents (as well as Fair Trade
Tourism clients in South Africa) to sell Fair Trade Tourism in the American market.
Combining secondary data on ethical and fair trade consumerism with
consumer segmentation research from the Natural Marketing Institute and
recent responsible tourism studies, the study analyzed resources and identified
target segments for Fair Trade Tourism in America. The Lifestyles of Health and
Sustainability (LOHAS) model was used as a framework to segment American
consumers.
A number of assumptions were made for this study:
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segmentation is based on attitudinal differentiation and not
demographics;
key attitudinal differentiation is the degree of social consciousness that
the person possesses and how it converts to buying behavior;
education is seen as a determinant for social consciousness; and
segments that have no history whatsoever of ethical consumption were
excluded.
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ETHICAL CONSUMERISM IN AMERICA
I.
Statistics Show Ethical Consumerism is on the Rise
According to a 2011 GlobeScan Ethical Consumerism report, American,
Canadian and Australian consumers are among the most active and
empowered ethical consumers in the world. (GlobeScan Foundation, 2011)
This has been partly driven by a wave of concern about the conduct and
governance of business in the wake of scandals such as Enron, Global Crossing
and Parmalat. It also partly reflects a growing interest amongst consumers,
policy makers and businesses themselves, to understand which specific
production and consumption techniques define businesses that are more
sustainable and ethically oriented. (Johannes Brinkmann, 2008)
"You see this rapidly growing desire for people to know where their stuff came
from," says CEO of Fair Trade USA Paul Rice. "I think this rising consciousness is
leading to a phenomenon that we call the Conscious Consumer. Depending
on whose data you read, that consumer segment is anywhere from 15% to 40%
of American adult shoppers." This is a group that is looking for socially and
environmentally responsible products on a daily basis - and they’re willing to pay
a little bit more (a five to 10 cent premium) for a product that makes them feel
good. (Schwartz, 2011)
According to a 2013 survey conducted by Ohio State University, respondents
generally purchase fair trade products in order to make a difference in the
world and to ensure that workers are paid a fair wage for their work. The majority
of the respondents either “strongly agreed” or “agreed” that they encountered
knowledgeable sales associates (62%), information about the fair trade products
(79%), and found fair trade stores to be fun places to shop (68%). (Kelley, 2013)
However, while there is a mainstreaming of the fair trade concept in the United
States, the focus of consumer attention has been the commodity product, such
as coffee, cocoa and produce, as depicted in the graphic on the next page.
(Fair Trade USA, 2011)
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(Fair Trade USA, 2011)
The United States is a major importer and exporter of organic foods, and started
organic certification in the 1980s as a result of questionable agricultural
practices, including genetic modification, pesticide use and unequal terms of
trade. America has the world’s largest organic food and beverage market, with
retail sales valued at $19 billion in 2007 and a market growth rate of 25 percent
per year. (Long, 2010)
Recent studies report that 88% of Americans identify themselves as “conscious
consumers” and “socially responsible”. Ethical consumption is prevalent in
America where consumers engage in ethical consumption for personal, political
and collective reasons. Additionally, given that America is the world’s largest
producer of organic foods (with land devoted to organic agriculture increasing
approximately 30 percent per year), consumption of organics is widespread as
69 percent of American consumers buy organic products, with approximately 25
percent purchasing these items weekly. (Long, 2010)
Three—quarters of Americans say sustainability is a priority when making food
purchasing decisions. More than 8 out of 10 Americans (83%) consider
sustainability when buying food and would like to see more options that protect
the environment (81%). Their motivations for doing so span from altruism to self-
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serving, including preserving the environment, believing that the quality is better,
supporting companies that are doing the right thing is better and believing the
products are healthier. (Cone Communications, 2014)
A 2011 MIT, Harvard and London School of Economics study found that the Fair
Trade Certified label alone has a large positive impact on sales. By adding the
Fair Trade Certified label to a product, the result was a sales increase of about
10 percent. (Jens Hainmueller, 2011)
Other studies by both Cone and Globescan revealed that a majority of
consumers agree that the best way to verify a product’s social or environmental
claims is through independent third party certification. A substantial segment of
consumers were found to be willing to pay five to ten percent more for a
product bearing the Fair Trade Certified label.
Additionally, Cone
Communications showed that an overwhelming 94 percent of consumers are
likely to switch brands, assuming price and quality are similar, to one that is
associated with a good cause. (Fair Trade USA, 2012)
In research spanning the past decade, GlobeScan has also found that the
proportion of American consumers saying that they have rewarded a company
for being socially responsible has increased by 13 percent (from 46% in 1999 to
59% in 2009), a trend mirrored in other developed countries. Further, the 2008
economic crisis did not halt this trend as there was a significant increase in the
proportion of American consumers rewarding fair trade companies (up 11 points
in 2008 from 2007). (Fair Trade USA, 2009)
II.
Research Also Reveals Ethical Reporting Gap & Discontent
While there is a body of research that affirms the rise in ethical consumption,
there is still other research pointing to a gap between what people say and their
actual ethical purchasing behavior. In general, research has shown that green
consumers:
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are sincere in their intentions, with a growing commitment to greener
lifestyles;
almost always judge their environmental practices as inadequate;
do not expect companies to be perfect in order to be considered 'green';
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look for companies that are taking substantive steps and have made a
commitment to improve their sustainable operations. (International
Institute for Sustainable Development, 2013)
However, green consumers also:
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tend to overstate their green behavior, including the number of green
products they actually use;
want environmental protection to be easy, and not to entail major
sacrifices;
tend to distrust companies' environmental claims, unless they have been
independently verified;
lack knowledge about environmental issues, and tend not to trust
themselves to evaluate scientific information about environmental
impacts. However, at the same time they are eager to learn, and this
means that consumer education is one of the most effective strategies
that businesses (and entrepreneurs) can use.
The best green customers are people with more money to spend. As a
result, the most promising products for 'greening' tend to be at the higher
end of the market. The most promising outlets for green products are retail
stores frequented by better-off shoppers.
In the US, children and teens are generally more concerned than adults
about the environment, and are more knowledgeable about green
alternatives. Increasingly, they influence their parents' purchasing
decisions. Equally importantly, millions of them will reach adulthood in the
next decade, and gain purchasing power of their own. (International
Institute for Sustainable Development, 2013)
Some reports indicate that 20-50% of consumers give priority to the
environmentally-related issues of the products they purchase. However,
consumers are often found to overestimate their use of product-related
environmental information, citing the difficulties in being ethical consumers.
“Because the environmental issue is such a big political issue in the United States,
I always suspect that there is business and politics behind it to make money and
I don’t know exactly the truth and don’t trust it.” (Başgöze, 2012)
There is also a segment of the American population who feels that fair trade is
not my concern and the cited barriers were lack of knowledge, availability, and
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accessibility as well as unclear labeling and high prices. (Keene State College,
2012)
Survey participants know a great deal about the issues, and agree that good
practices involving labor, the environment, and intellectual property are
important to society. But, most did not consider such issues to be relevant to
them personally given that there are foundations and multinational
organizations that are devoted to issues such as climate change and poverty.
Indeed, they often stated that someone other than the individual consumer
should be responsible including:
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the law (“the government should protect the environment”),
the competitive market (“it’s too bad, but all sneaker companies do
this”),
the companies themselves (“advertising should let us know about this”),
or
the overall system (“I cannot do anything, so why bother thinking about
it?”).
Another key finding that refutes conventional wisdom on this topic is that most
people will not sacrifice product function for ethics. When faced with a choice
of good ethical positioning and bad product functionality or good product
functionality and bad ethical positioning, individuals overwhelmingly chose the
latter. They revealed a reluctance to consider ethical product features as
anything but secondary to their primary reasons for purchasing the products in
question. “It would take some kind of catastrophe to make me care,” said one
respondent. For ethical consumption to take hold, consumers need to be
offered more tangible, reliable information about the health, social, and
environmental benefits of their products and services in the context of the many
choices they have to make on a daily basis. (Timothy Devinney, 2011)
In addition, GlobeScan studies indicate that while a sense of global citizenship
on the rise in many emerging economies across Asia, Africa, and Latin America,
the ongoing economic downturn affecting the G7, the lack of progress on a
new global free trade agreement, and the rekindling of doubts about the future
viability of the global free market system may be among the factors that are
depressing citizens' sense of belonging to the global community. (GlobeScan,
2011)
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III.
Social Media Provides Insight for Consumers’ Ethical Priorities
Effectively two-thirds (66%) of consumers around the world say they prefer to buy
products and services from companies that have implemented programs to
give back to society. That preference extends to preferring to work for these
companies (62%) and investing in these companies (59%). A smaller share, but
still nearly half (46%) say they are willing to pay extra for products and services
from these companies. (Nielsen, 2012)
Other surveys have revealed that consumers not only want transparency
through clear product labels (i.e. explaining a certain company’s production
footprint, packaging techniques, or ingredients) – verified by independent
sources, they want information that is easily accessibility through websites or
social media, conceivably through a shopper’s smartphone. (Timothy Devinney,
2011)
While the research may indicate a disparity of purchasing motivations,
conscious consumers do consult social media when making purchase decisions
and appear to be most concerned about environmental, educational and
hunger causes, as depicted in the graphic on the next page. (Nielsen, 2012)
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(Nielsen, 2012)
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THE SEGMENTATION FRAMEWORK
As a result of conducting a survey of American adults in 2013, the Natural
Marketing Institute (NMI) developed a proprietary sustainability segmentation
model that quantified what attracts people to sustainable products. (Natural
Marketing Institute, 2013)
Sustainability Segmentation Model (Natural Marketing Institute, 2013)
The segmentation model indicates that not only does the LOHAS consumer
remain the primary target for environmentally conscious, socially responsible,
and healthy products, but the NATURALITES are also considered a top tier
segment. Driven by the mainstreaming of the marketplace across various
products and services, the two “middle” segments (DRIFTERS and
CONVENTIONALS) are each drawn to different elements of the broader LOHAS
marketplace. (Rogers, 2010)
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Based on this segmentation, the LOHAS consumer comprises 21% of the
American population translating to 50 million adult consumers (also representing
an increase of 5% from 2006). (Natural Marketing Institute, 2013)
This group continues to show tremendous leadership in their attitudes toward the
environment, society and socially responsible business; their usage of LOHAS
products exceeds most other segments; and they are continually demanding
greater sensitivity to these issues across numerous corporate activities. (Rogers,
2010)
NMI further outlined their demographic, psychographic, and purchasing
characteristics as well as marketing preferences of the LOHAS segment, as
depicted below. (Natural Marketing Institute, 2013)
LOHAS Segment (Natural Marketing Institute, 2013)
Consumers within the passionate, vigorous LOHAS segment continue to be early
adopters, influential over friends and family, less price sensitive, and more brand
loyal. In essence, their social structure and internalized values form the basis for
making them an attractive consumer target across a host of strategic marketing
activities, including marketing fair trade travel options. (Rogers, 2010)
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(Natural Marketing Institute, 2013)
The NATURALITES segment (depicted on page 14) constitutes approximately 20%
of U.S. adults. They are zealous about their own personal health, and use many
healthy and natural consumer packaged goods. In other words, their belief
systems are manifested in the ethical consumption of consumables, but they are
not highly driven to durables. Therefore, while they are less committed to the
notions of “holistic sustainability,” they are also a primary target for many
companies, or for companies with a more mainstream proposition that have a
strategic desire to appeal to a larger segment of the American population.
(Rogers, 2010)
NATURALITES are also highly attracted to mind / body / spirit philosophies. They
are the most likely segment to pray (three-quarters do regularly), and the
second most likely segment to meditate (27 percent). It is clearly evident that
their view of health includes not just their physical health, but their mental and
spiritual dimensionalities, as well. (Rogers, 2010)
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Naturalites Segment (Natural Marketing Institute, 2013)
While an interesting segment, there are two detractors that do not make
NATURALITES a viable one for marketing travel to South Africa. First, this segment
is focused on purchasing household products that fit their lifestyles and second,
this segment has lower levels of education and income as compared to others.
Therefore, the potential for being able to afford long-haul travel packages
remains low.
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Drifters Segment (Natural Marketing Institute, 2013)
While DRIFTERS (depicted above), at 24% percent of American adults, are
attitudinally aligned with some dimensions of the LOHAS market, their behavior
lags behind that of the “average” American adult. They are a younger
segment, have more financial barriers, and have not yet fully formed their
optimal values structure and ethical consumption standards. (Rogers, 2010)
While nearly half wish they did more for the environment, they are more likely to:
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want to choose environmentally-friendly products, but often choose
ones that aren’t;
want to do more to protect the environment, but don’t know how;
believe that considering the environmental impact of their purchase
decisions is too difficult; and
think they personally cannot make a difference.
DRIFTERS are in need of some guidance, inspiration and education—an inherent
opportunity to capitalize on for fair trade travel. They represent nearly 57 million
consumers, and transferring their attitudes into purchase behavior could
translate into even more momentum in the LOHAS market. (Rogers, 2010)
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Conventionals Segment (Natural Marketing Institute, 2013)
CONVENTIONALS, 18 percent of the U.S. population, seem to also represent an
attractive target for some companies, particularly those with a fiscallyresponsible product like energy-efficient electronics and appliances or green
building products. This segment shows predisposition to various “practical”
LOHAS products and activities. In some cases, they are more behaviorally
engaged than NATURALITES (though not as much as LOHAS consumers). For
example, CONVENTIONALS are significantly more likely than NATURALITES to:
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donate money to an environmental group;
encourage elected officials to pass laws to protect the environment;
recycle; and
for marketers with a product/service that has a health-related and
financial benefit (even over the long term), CONVENTIONALS may be
part of a successful marketing strategy. (Rogers, 2010)
With respect to South Africa, CONVENTIONALS may represent an interesting
long-term marketing prospect. However, given that marketing strategies will
have to focus on fair trade education and heartland values-driven
consumption, the tie back to long-haul travel may be too cumbersome.
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Unconcerned Segment (Natural Marketing Institute, 2013)
Finally, NMI delineated the characteristics of the UNCONCERNED segment
(depicted above), representing 18% of Americans. However, they do not
represent a viable market for fair trade products. (Natural Marketing Institute,
2013)
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RESPONSIBLE TRAVEL IN AMERICA
A variety of market studies in recent years have documented sustained interest
among consumers in tourism products and services that protect the
environment and respect local cultures:
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more than 90% of U.S. travelers surveyed by the online travel publisher
TravelZoo in 2010 said that they would choose a green,
environmentally conscious hotel if the price and amenities were
comparable to those at a non-sustainable, non-green hotel;
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American consumers who are focused on health and fitness, the
environment, personal development, sustainable living and social
justice (known as conscientious consumers and potentially
conscientious travelers) number 41 million people;
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about half the U.S. states have voluntary ‘green’ lodging certification
programs, most focused on environmental efficiencies. In several
states, including Florida and California, state employers are
encouraged to use certified hotels when on state business; ( (Center
for Responsible Travel, 2014)
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more than half (53%) of the American tourists surveyed agree that they
have a better travel experience when they learn as much as possible
about their destination’s “customs, geography, and culture.” Over half
(62%) of American tourists surveyed in 2003 say that it is important that
they learn about other cultures when they travel; (Chafe, 2004)
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more than three-quarters of American travelers “feel it is important their
visits not damage the environment,” according to a 2003 study. This
study estimates that 17 million American travelers consider
environmental factors first when deciding which travel companies to
patronize; (Chafe, 2004)
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eighty percent of American travelers believe it is important that hotels
take steps to preserve and protect the environment, but only 14%
asked the hotels they use if they have an environmental policy; and
(Chafe, 2004)
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
sixty-one percent of American tourists surveyed felt that travel
experiences are better when the destination is a well-preserved
natural, historical, or cultural site. One in three American travelers is
influenced by a travel company’s efforts to preserve the environment,
history, or culture of the destinations it visits. Nearly 91 million US
travelers (59%) support controlling access to, and / or more careful
regulation of, national parks and public lands in order to preserve and
protect the environment. (Chafe, 2004)
In addition, some noteworthy research for South Africa revealed the
demographics of those American tourists who choose to add national park visits
to their vacation itinerary. National park travelers are male (56%), white (82%),
baby boomers born between 1946 and 1964 (46%), and have at least a college
degree (64%). (YPartnership / Harrison Group LLC, 2010)
National Park travelers with a household income of $125,000 or more take an
average of 4.6 leisure trips a year and spend more than $3,600 on leisure travel
services. However, National Park travelers are concerned about the effects of
the recession (cutting back on discretionary spending) and feel as though they
don’t have enough time (41%) to do everything they want to do. So, they plan
vacations around a “life event” (81%) and travel with more people in their party.
(YPartnership / Harrison Group LLC, 2010)
This has resulted in a new purchasing behavior where they wait for sales,
compare prices online (i.e. Expedia, Orbitz), take speed vacations (“hurry up
and relax”) that are shorter (long weekend trips, convenient travel times) and
fulfill specific niches, as depicted in the graphic on the next page. (YPartnership
/ Harrison Group LLC, 2010)
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(YPartnership / Harrison Group LLC, 2010)
According to TripAdvisor, 57 percent of travelers said they "often" make ecofriendly travel decisions, such as their choice of hotel, transportation, or food
source. In addition, twenty percent of respondents said they would consider an
ecotourism trip but 17 percent said they are unfamiliar with such trips.
(TripAdvisor, 2012)
Sustainability is ranked as 8th among the most important factors that influence
the typical American’s decision to book a vacation. The more important factors
were 1) price, 2) weather / climate, 3) accessibility to and from the destination,
4) local culture, 5) landscape, 6) food, and 7) local activities (sports, excursions).
(Roger Wehrli, 2011)
In addition, 18.2% of American respondents were aware of sustainable tourism
products in 2011, which was below the average over all countries at the time.
Therefore, since most are not aware of a sustainable product, America is below
average for the share of travelers who have already booked a sustainable
tourism product, with only 9.4% already having booked such a product.
Americans assess ecological attributes more critically with “preservation of
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biodiversity” and “CO2 compensation” having lower rates of agreement, as
depicted below. (Roger Wehrli, 2011)
(Roger Wehrli, 2011)
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Outbound international travelers tend to be from urban areas of America. The
2002 UNWTO report on ecotourism found that the average age of 84 ecotourists
was between 35-54 years old. Because American international travelers tend to
be better educated than the general population, their average annual
household income in 2003, was higher as well: $62,720 for international travelers
vs. $57,047 for the general population. (SNV Netherlands Development
Organisation, 2009)
American tourists, being time-starved, tend to prefer the convenience in travel
arrangements offered by pre-packaged tours. However, a considerable
proportion of responsible tourists prefer making independent travel
arrangements. In fact, the popularity of customized trips is increasing while prepackaged trips have declined since 2004. (SNV Netherlands Development
Organisation, 2009)
American consumers tend to plan their long-haul leisure trips about six to nine
months prior to departure. Long-haul ecotourism trips tend to be longer (12
nights) compared to the average international air traveler (9 nights). American
ecotourists prefer to stay in good quality accommodations and relatively few
book with budget accommodations. (SNV Netherlands Development
Organisation, 2009)
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RELEVANT SEGMENTATION FOR MARKETING SOUTH AFRICA
A 2010 analysis by the South African Tourism Board identified two pertinent
marketing segments, namely Next Stop South Africa and Family Explorers, of
American consumers that based on their attitudes and behavioral traits would
be productive for targeted promotion of South Africa as a destination.
As depicted in the portrait below, the Next Stop South Africa segment represents
the post-World War II baby boomer demographic. They are well educated, very
worldly, and more than half have entered retirement (indicating plenty of
vacation time). This segment is not only interested in traveling, but their primary
motivation is to travel for educational and cultural experiences. Also, cost is not
a factor in their destination choice.
(South Africa Tourism Board, 2010)
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Upon closer study, the Next Stop South Africa segment was found to share some
common characteristics with the aforementioned LOHAS segment. The resulting
overlay, as graphed below, allowed for the defining of a new marketing
segment, Mature Responsible.
The Mature Responsible (MR) segment size is estimated to be in the range of
600,000 to 1,500,000 Americans. They are well educated inferring that this
segment is at least minimally aware of the challenges and potential for ethical
or fair trade travel.
The Mature Responsible segment is retiring with enough disposable income for
long-haul travel. More importantly for the South African Tourism Board, this
segment is open to experiences that educate, entertain, and inspire, and they
want to “give back” and “pay it forward” with their lifestyle choices.
Given that Mature Responsibles are not cost sensitive, we can infer that they are
willing to pay a slight premium for the unique and ethical product assuming
transparency about the product’s fair trade status and the product’s superior
features. In addition, while the Mature Responsible segment is committed to
worthwhile causes, they do gather information from many credible resources
before making decisions.
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Some recommendations for marketing to the Mature Responsible segment are:
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Appealing to their altruistic traits by emphasizing the personal importance
of visiting the “Cradle of Humankind” during this time of global social,
economic and environmental change,
Providing, through travel experiences, examples and exposure to South
Africans who are living the equivalent LOHAS lifestyle,
Including stylish, boutique, socially and environmentally conscious
accommodations as part of a travel package,
Incorporating culturally conscious activities such as bicycle township tours
and musical performances that are not only unique but allow for
spontaneous interaction with local people,
Developing social media platforms that allow this segment to share their
authentic South Africa with their peers
The second segment (depicted on the next page), Family Explorers, represent
the older Generation X demographic (born from the early 1960s to the early
1980s). Like the Next Stop South Africa segment, Family Explorers are highly
educated, holding at least a college degree with many earning post-graduate
degrees.
While the adults in the Family Explorers group are well-traveled, having children
has slowed down overseas travel experiences. In addition, Family Explorers are
disposable income-rich, but time-poor given hectic family schedules with work,
school, and sports commitments.
At any point, they have less than 14 days of time available for a vacation.
Hence, their vacation destination choices, while planned by “Mom”, are
decided by family members based on ease of travel to the destination, hasslefree and activity-rich travel package options, and safety (including food allergy
awareness).
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(South Africa Tourism Board, 2010)
Upon closer study, the Family Explorers segment was found to share some
common characteristics with the aforementioned DRIFTERS segment. The
resulting overlay, as graphed on the next page, allowed for the defining of a
new marketing segment, Trendy Families.
The Trendy Families segment is estimated to be a minimum of 925,000
Americans. They are families with young children and like the Mature
Responsible segment, they are highly educated. However, because of the time
commitment associated with raising children, they may not be immediately
aware of the choices for ethical or fair trade travel.
The Trendy Families segment is generally disposable income rich, but quite time
poor necessitating the desire for vacation destinations that are easy to reach,
hassle free, and offer a variety of activities that would please each member of
the family.
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More importantly for the South African Tourism Board, this segment is desperate
for travel experiences that are fun and unique with the added bonus of being
educational and meaningful. It can be inferred that whether they are bragging
to their neighbors and friends, or preparing their children’s college resumes, this
segment enjoys being on the “right side” of a trend.
Like the Mature Responsibles, we can infer that Trendy Families are willing to pay
a premium for the green product and will gather information from “friends and
family” before making travel destination decisions.
Some recommendations for marketing to the Trendy Family segment are:
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Appealing to their hedonistic traits by emphasizing the educational
importance of visiting the “Cradle of Humankind” during this time of
global social, economic and environmental change,
Emphasizing the lack of a language barrier, safety and variety of family
activities (safari, beach, history, etc.) available in South Africa,
Providing wildlife conservation experiences that allow families to “adopt”
an endangered species and keep up with its care via social media,
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

Including stylish, boutique, socially and environmentally conscious
accommodations as part of a travel package,
Developing social media platforms that allow this segment to easily share
their awesome vacation in South Africa with their peers.
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BEHAVIOR CHANGE TACTICS
For both the Mature Responsible and the Trendy Families segments, some
specific marketing efforts will need to be developed to increase awareness for
responsible, ethical, fair trade travel in South Africa.
With that, the South African Tourism Board may be able to leverage some
lifestyle trends that are favoring responsible travel. These trends include
generational shifts (multigenerational travel), urbanization, the need to connect
with nature, experiential tourism, demand for authenticity, going green, and
search for fulfillment. In addition, the South African Tourism Board could
leverage some trends that are countering responsible tourism including
escapism / fantasy, time constraints / traveler frustrations and the “don’t fly”
movement. (SNV Netherlands Development Organisation, 2009)
Over the years, motivational theories have been used to interpret tourist
behaviors. In 1987, Krippendorf placed Maslow's 'hierarchy of needs' in the
context of responsible tourism, arguing that there are a growing number of
tourists seeking emotional recreation, satisfaction of social needs, and selfrealization and fulfillment through travel. (SNV Netherlands Development
Organisation, 2009)
The figure on the next page outlines travel motivations based on Maslow's
pyramid and offers a schematic of where certain tourism product segments
might fit. Conscientious holidaymakers, such as Mature Responsibles and Trendy
Families, who are trying to satisfy a combination of emotional, recreational, and
social needs, may be inclined to choose a vacation that offers opportunities to
learn and explore such as nature-based, adventure, or cultural holidays. (SNV
Netherlands Development Organisation, 2009)
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(SNV Netherlands Development Organisation, 2009)
Also, ethical travelers, such as Mature Responsibles, indeed are looking for
experiences that allow them to give back to the destination through cultural
exchange, service, stewardship or philanthropy. According to a study on
traveling with a purpose, consumers of responsible tourism products want a
vacation that provides an opportunity to re-evaluate and discover more about
themselves and to act in ways that modify or improve their behaviors. (SNV
Netherlands Development Organisation, 2009)
The South African Tourism Board would do well to incorporate the key elements
of the responsible traveler including some of the interactive, socialenvironmental consciousness and experiential elements, described in the
graphic on the next page, into a travel package.
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Lastly, both the Mature Responsible and Trendy Families segments have
expressed a willingness to pay a premium to companies involved in protecting
environmentally sensitive areas.
Moreover, that market would only expand given the results of a 2003 TIA survey
that found that some 58.5 million U.S. travelers would “pay more” to use travel
companies that strive to protect and preserve the environment. Of these, 61%
say they would pay 5% - 10% more to use such companies. (SNV Netherlands
Development Organisation, 2009)
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BEHAVIOR CHANGE PROCESS MODEL
The model in Exhibit 1 (below) suggests that for the consumer marketer seeking
to promote responsible forms of consumer behavior (such as encouraging fair
trade purchases), there are several potential alternatives to explore beyond
simply making relatively ethical products, or at least ethical product attributes,
available. (Johannes Brinkmann, 2008)
Electronic Journal of Business Ethics and Organization Studies (Johannes Brinkmann, 2008)
It is suggested that consumers can be encouraged to adopt more ethically
orientated lifestyles, to recognize the moral intensity of particular types of
purchase (particularly agricultural commodities) or to consider the moral
dimensions of a particular purchases within their decision making process.
Marketers can also work to develop a purchase context within which ethical
products are easily available to provide purchase opportunities and in which
social pressures encourage consumers to consider and purchase ethical
products. (Johannes Brinkmann, 2008)
In other words, rather than emphasizing the identification, segmentation and
understanding of “the ethical consumer” or “the Fair Trade consumer”,
marketers might better try to understand the variations in strength, motivation
and focus of the ethical concerns of consumers. (Johannes Brinkmann, 2008)
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SECONDARY DATA ANALYSIS
I.
Demand for South Africa as a Destination
South Africa’s second-largest tourism source market, the American market grew
by 16.3% for the first six months of 2012 with 155,522 arrivals recorded. (South
Africa Tourism, 2012). More so, the American market is considered to be still in
the growth phase for South African tourism. (South Africa Tourism Board, 2010)
(South Africa Tourism Board, 2010)
However, while Americans have the highest per capita disposable income in
the world and 85% of the population goes on vacations, less than 5% of
Americans travel internationally. (South Africa Tourism Board, 2010)
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Euromonitor International (South Africa Tourism Board, 2010)
In addition, approximately 63% of Americans prefer to go on short trips (0-3
days). For those who travel over 7 days (estimated to be 12% of American
vacation goers), the top 5 outbound destinations in 2007 (comprising 39% of
travelers) were the United Kingdom, France, Italy, Germany and China. Among
long-haul destinations, South Africa attracted 1% of American travelers. (South
Africa Tourism Board, 2010).
The average length of stay of American travelers to South Africa is from 14 to 18
days with the average pre-paid spend of 29,000 South African Rand and an
average in country spend per trip of 16,000 South African Rand. For those
American travelers who have taken more than one trip to South Africa, those
who visit 2-3 times spend the most per trip and per day among all other visitors
and the average number of provinces visited are the highest among all repeat
visitor categories. Prior to the economic downturn, American arrivals to South
Africa increased at a rate of approximately 7% per year during 2005-2008.
(South Africa Tourism Board, 2010)
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II.
Additional Marketing Recommendation for the Conscious Consumer
In a world of green clutter, conscious consumers expect companies to do more
than make eco-friendly claims. They demand transparency and accountability
across every level of business practice. (Bemporad, 2007)
The five core values driving Americans more socially minded consumers are
Health and Safety, Honesty, Convenience, Relationships and Doing Good:

Health and Safety. Conscious consumers seek natural, organic and
unmodified products that meet their essential health and nutrition needs.
They avoid chemicals or pesticides that can harm their health or the
planet. They are looking for standards and safeguards to ensure the
quality of the products they consume.

Honesty. Conscious consumers insist that companies reliably and
accurately detail product features and benefits. They will reward
companies that are honest about processes and practices, authentic
about products and accountable for their impact on the environment
and larger society. Making unsubstantiated green claims or over
promising benefits risks breeding cynicism and distrust.

Convenience. Faced with increasing constraints on their time and
household budgets, conscious consumers are practical about purchasing
decisions, balancing price with needs and desires and demanding
quality. These consumers want to do what’s easy, what’s essential for
getting by and make decisions that fit their lifestyles and budget.

Relationships. Who made it? Where does it come from? Am I getting back
what I put into it? These consumers want more meaningful relationships
with the brands in their lives. They seek out opportunities to support the
local economy when given the chance, want to know the source of the
products they buy and desire more personal interactions when doing
business.

Doing Good. Finally, conscious consumers are concerned about the world
and want to do their part to make it a better place. From seeking out
environmentally-friendly products to rewarding companies’ fair trade and
labor practices, they are making purchasing choices that can help others.
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These consumers want to make a difference, and they want brands to do
the same. (Bemporad, 2007)
There is also a trend toward ‘self-centered consciousness,’ whereby
consumers want companies to meet their personal needs and positively
impact society. The most important issues are the most personal – water,
clean air, cures for diseases whereas global warming was lower on the list.
(Bemporad, 2007)
III.
Real Life Examples of Successful Marketing Tactics for the Ethical
Consumer
To close the green gap, Ogilvy & Mather proposed to stop trying to get the
masses to see things “our way” and instead get better at seeing things “their
way”. They suggested making green normal, personal, tangible, easy to
navigate and eliminating the sustainability tax. Further, companies should focus
on making better products, losing the “crunch”, and turning eco-friendly into
male ego-friendly by tapping into hedonism over altruism. (Bennett, 2011)

Be Honest & Transparent. As mentioned, for ethical consumption to take
hold, consumers need to be offered more tangible, reliable information
about the health, social, and environmental benefits of their products and
services in the context of the many choices consumers have to make.
(Timothy Devinney, 2011)
A Globescan study conducted in 2010 revealed that 75 percent of
consumers said fair trade certification makes them feel “very positive” or
“positive” about products; 30 percent said fair trade is “likely to increase
their purchase interest;” and over half said “independent third-party
certification is the best way to verify” a product’s social and
environmental claims. (Fair Trade USA, 2011)
Research has shown that when informed about the environmental impact
of different types of food, consumers tend to shift their intentions toward
more sustainable food choices. Businesses need to inform, engage and
empower consumers to help them translate their values into more
sustainable consumer habits. (Malmqvist, 2014)
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When the outdoor clothier, Patagonia, unveiled Footprint Chronicles,
which was an online portal where consumers could trace the impact of
some of their Patagonia gear, a “ripple of admiring shock” went through
the retail industry. With source material hailing from all over the world,
Patagonia knew that not every product it profiled would have a sterling
supply chain—though some would. But, it trusted its consumers would
value the no-holds-barred information. So, Patagonia divulged “the bad”
along with “the good” and asked consumers to weigh in. This fulldisclosure dialogue about where products come from, how they are
made and why they will get better has propelled Patagonia from
backcountry gear specialist to an industry leader. (Ogilvy Earth, 2011)

Link Sustainability with Personal Health. Eating ethically produced food
translates to being an ethical consumer and an ethical person. For the
beef industry, that has translated to personalizing the industry by
engaging experienced ranchers and livestock veterinarians to “tell the
beef story” thereby putting a credible face on the industry. (McCarty,
2012)
Research suggests that consumers are more receptive to information
about making more sustainable food choices when this information is
linked to their own health and provided by sources with medical or
scientific credibility. However, other GlobeScan research also indicates
that scientists are far more trusted by the public than other institutional
authorities, including government or business. (Malmqvist, 2014)

Provide Value for Money. In a recent study by Brandweek, it was found
that despite the current recession, consumers are still seeking value over
price in their purchasing decisions, which includes products perceived as
having superior value. While this may not necessarily indicate loyal sales of
green products during the recession, this importance of value with
consumers may be a key factor in retaining sales of green products
throughout the weakened economy. (Wallace, 2013)
While 16% of travelers interested in visiting National Parks are willing to pay
higher rates or fares to patronize tourism businesses that demonstrate
environmental responsibility, 37% of those travelers would pay a 10-14%
premium while 35% would pay a 5-9% premium and 13% would pay less
than a 5% premium. (YPartnership / Harrison Group LLC, 2010)
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
Convey People, Purpose & Philanthropy. Hotels with strong sustainability
commitments should employ both functional and emotional green
images to attract green guests. In terms of functional images, green
consumers will look for tangible demonstrations of the hotel’s commitment
toward green operational practices, such as a recycling program or those
with LEED certification. On the emotional side, they will look for actions
that are evidence of a hotel’s commitment to the environment and
sustainability, such as providing hotel guests with the opportunity to dine
on food supplied by local farmers. (King, 2012)
By using resources thoughtfully and conveying environmental
sustainability, Hyatt’s global corporate philanthropy program, Ready to
Thrive, has focused on literacy and career readiness, including:
o investing $750,000 in career readiness programs in Brazil;
o building 11 libraries and supporting reading and writing programs in
30 schools (and impacting 30,000 students) in India;
o donating 35,000 books to kids in need across the globe through We
Give Books and Room to Read;
o donating more than 100,000 volunteer hours in 2013 — a 69 percent
increase from 2012;
o recycling at least one or more waste streams in more than 80
percent of Hyatt hotels;
o reducing 20 percent of its greenhouse gas emissions including 13
percent of its energy use and 15 percent of its water use in each of
Hyatt’s three regions compared to 2006; and
o requiring more than 40,000 of its global associates to complete
Human Trafficking Prevention Training. (Sustainable Brands, 2014)

Reward Loyalty & Peer-to-Peer Engagement. Analysis indicates that the
strongest driver of change for most consumer segments is encouragement
by friends to consume more sustainably, and also the act of encouraging
others to do the same. Results suggest that peer-to-peer encouragement
is statistically the most effective motivator for consumers to change their
habits. (Malmqvist, 2014)
In 2014, Cone Communications found that half of American adults (52%)
use social media to discuss issues they care about – and they believe their
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online voice makes a meaningful difference. Fifty-eight percent of
Americans believe “tweeting” or posting information about social or
environmental initiatives is an effective form of advocacy. Such actions
shouldn’t be overlooked because once Americans use online channels to
become educated about issues they are even more likely to take action.
Nearly two-thirds (63%) say after learning of an issue online, they are more
inclined to donate or support that issue in other ways. (Cone
Communications, 2014)
For example, "Share My Namibia" uses innovative Facebook applications
and the National Geographic Geostories platform to highlight Namibia's
iconic destinations through the eyes of local Namibians. At the core of
the campaign are 11 storytellers, artists, adventurers, and community
leaders that provide in-depth discovery of their home and why it is a mustsee attraction. These rich narratives are complemented by great images
from photographer Paul Van Schalkwyk that are intended to inspire
travelers about Namibia's cultural diversity and its breathtaking natural
assets. (Namibia Tourism Board, 2013)
Creating and distributing the right content is critical for awareness.
Between 140-character tweets or six-second videos, many organizations
don’t know where to start or how to prioritize. Unfortunately, there is not
one type of content that really stands apart. Americans want to be both
educated and entertained. Nearly half (48%) prefer written articles or
stories when seeking out social or environmental content, and more than
two-in-five look for videos (44%) and pictures (42%) from organizations.
Preferred content also varies significantly by age. Millennials seek out
more diverse content, with a particular desire to have fun, while learning
about issues. This demographic is more likely to be drawn to games or
quizzes than older generations (29% vs. 7% ages 55+). (Cone
Communications, 2014)

Unite Substance & Style. Consumers who define themselves in part
through brands and yet they believe they have a responsibility to
purchase products that are good for the environment and society,
represent more than one-third of consumers globally (38 percent) and are
defined by their love of shopping (93 percent), desire for responsible
consumption (95 percent) and their trust in brands to act in the best
interest of society (50 percent). (Whan, 2014)
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They unite style, social status and influence, and sustainability values to
redefine consumption. They are also more likely than any other segment
to "share" information and "upcycle" products as alternatives to buying
something new. (BBMG, GlobeScan and SustainAbility, 2012)
Successful, fashion-forward clothing brands like ZADY, Warby Parker,
Master&Muse and Helpsy are at the forefront of a growing movement in
retail that involves baking corporate social responsibility into the company
mission from day one. For these brands, CSR is not some outside,
peripheral department—it is at the very core of what they do.
(McPherson, 2014)
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