Adventurous Consumers Seek More Sustainable Options in 2023 – Including Travel and All of the Gear to Go With the Journey
January 20, 2023
The 2023 travel trend reports are rolling in, and it’s clear that personal environmental impact will be a major focus for consumers this year. From rail travel to adaptogenic cuisine to indigenous-led exploration and beyond, maintaining the wellbeing of our planet and its communities remains a top priority for travelers.
FINN’s NY Consumer Lifestyle and Sports team knows this is especially true from decades of living at the intersection of the travel and outdoor markets.
“The typical adventure traveler is constantly searching for the most durable, reusable, ‘leave no trace’ gear for the next excursion,” said NY CLS Managing Partner Missy Farren. “So, it’s only natural for this consumer group to look for a more sustainable option when considering the next destination as well.”
Here are a few of the recent sustainability trends our clients in the travel and outdoor industries are championing.
The Booking.com 2022 Sustainable Travel Report found that 78 percent of global travelers intend to look for accommodations with a lower environmental impact within the next year. The St. Kitts Sunset Reef waterfront boutique hotel features cutting edge technologies that prioritize clean energy and minimizing environmental impact. As the island houses protected biodiversity and ecosystems, including the Central Reserve Rainforest and Mount Liamuiga, the destination has made sustainability a major pillar of its tourism strategy and communications, and is “committed to making the destination the most sustainable in the region,” according to the St. Kitts Minister of Tourism, Marsha Henderson.
Manufacturing Improvements Without Sacrificing Performance
Legendary outdoor brand Marmot is continually evaluating materials and manufacturing improvements as part of its company-wide initiative to reduce its environmental impact without requiring outdoor enthusiasts to settle for a lower-performance product.
Most recently, Marmot sought out to make its industry-standard Hydrogen, Helium and Lithium 0 bags more sustainable. Focusing on the shell fabrics, Marmot partnered with Pertex to replace a virgin nylon with 100% recycled fabric. The brand also wanted to address any unnecessary chemicals used in production, so it worked with suppliers to develop the ExpeDRY down treatment, which is an alternative to chemical durable water repellent treatments. This chemical-free ExpeDRY treatment provides the same level of insulation moisture management and quick-dry performance without a toxic chemical footprint.
Made in the USA
“Nobody ever outsources anything for quality,” says Ric Cabot, Darn Tough Vermont President & CEO. Every step of the Darn Tough knitting process takes place in Northfield, Vermont, allowing the company a level of quality and control that produces a sock that is unparalleled in comfort, durability and fit. Darn Tough even offers an unconditional lifetime guarantee – if a consumer can wear out their socks, they will replace them for free.
With environmental impact concerns at an all-time-high, these outdoor and travel brands are getting it right with authentic strategies, initiatives and storytelling that reduce the impact on our environment without reducing the quality or experience for consumers.
POSTED BY: Laura Anderson Sanchez