PURPOSE + PASSION = PROSPERITY Anna Pollock Founder, Conscious.Travel
PURPOSE + PASSION = PROSPERITY
Anna Pollock Founder, Conscious.Travel
•The really big context
•What generates Prosperity?
•Why is “Purpose” such a hot topic?
•Benefits to companies and destinations
Scope TodayScope Today
Conscious.Travelnot more but better & better for more
The world we have created is a product of our thinking; it cannot be changed without changing our thinking.
No problem can be solved with the same consciousness that created it.
We must learn to see the world anew.
Philip Kotler’s five Ps
The Kotler model was based on this notion of purpose
… by 2017, a very different context
“If you want to be a successful company in the future, you have to go beyond CSR and make a contribution” Polman
PURPOSE: “making sustainable living commonplace”
Paul Polman, CEO of Unilever.To reach the Sustainable Development goals, we cannot rely on economic growth. Business as usual will not work. Sectors need to understand the role they can play in removing obstacles to social progress and work together to create healthier societies.
Decaying Old System
Emerging New System
This is where we are as a species
How do we make the transition?
Where do we start?
Behaving
Being
Seeing & thinking
Action
Values
Perspective
Apply Five meta changes in thinking occurring now1. Perspective (Paradigm shift) from industrial machine
to dynamic living system2. Purpose of Business and Economy 3. People performance – psychology, neuroscience,
complexity, potential 4. Place – local expression of global issues and laws5. Power – democratization vs. centralization; collective
intelligence; community determined tourism (CDT)
Purpose is a “hot” topic in business
Purpose Driven Companies
Purpose applied to three Levels of Inquiry
OLD NEW
ECONOMY
GDP, jobs, tax income
Life destroying
Mix of measures trackingEcological and social healthFlourishing Communities
Life affirming
COMPANYProfits & returns to shareholders
Extraction
Contribution to social and ecological health and well-being
Regeneration
INDIVIDUAL A job, income, wealth, stuff The Good Life (see later)Making a contributionHealthy CommunitiesAutonomy, mastery, purpose
Why Broaden “Purpose” Now?
External Global Issues & Changes1
Human, Social,Internal Issues
2It ‘works” for
companies3
External Global Issues
Impact of Exponential Growth
Business as Usual IS unsustainable
10 mega forces
All connected
“Population growth,
exploitation of natural
resources, climate change
and other factors are
putting the world on a
development trajectory
that is not sustainable…if
we fail to alter our
patterns of production
and consumption, things
will begin to go badly
• Systemic breakdowns are breakdowns that occur in an entire system, as opposed to breakdowns in individual parts and components.
EMERGING: Everything and everyone is connected
How do we Manage The Tourism Tsunami?
We are NOT suffering from a shortage of demand!
We have become dependent on growth
Assessing tourism’s global impact 1990-2010Stefan Gossling and Paul PetersJournal of Sustainable Tourism, 2015Vol23, No 5, 639-659
Success is Starting to Hurt
The Opportunity within the crisis
Source: Raj Sisodia
Source: Raj Sisodia
We humans ARE growing up – Maslow is still useful!
We’re growing up
Source: BBMG
From Experiential to Transformational Travel
Emergence of Transformational Travel
Source: ATTA, 2017
Unleash the PASSION of your PEOPLE
While Re-defining Prosperity
While CSR has been largely driven by fear
Source: Globescan
Change is occurring thanks to a widening of perspective
Source: Richard Barrett
A widening of perspective
Shared Value - stakeholders Higher Purpose
From doing less harm to being a vital force for good
17 Big areas of opportunity for everyone
7 big benefits enjoyed by the purposeful company 1. Employee engagement = Passion = higher productivity
2. Talent attraction and retention
3. Reputation – strong brand identity
4. Customer attraction, retention and referral
5. Investment attraction
6. Community Support
7. Profit & growth
Co-creating a better tourism requires
a complete re-design
Dig deep into the REAL Purpose of Travel and Hospitality
• Tourism as a “wholesome” Healing Agent• Tourism as a Connecting Agent that
transforms• Tourism as an Agent of Regeneration creating
communities in which everyone flourishes• Tourism as an Agent of Inspiration – instilling
wonder and awe
Time to inspire and dream
55
When you want to build a ship, you don’t start collecting wood, cutting planks and
distributing work, but waken in the heart of people, a longing for
the great and endless sea.
Antoine St Expury
Our Higher Purpose – The Revolution that Matters
There is a revolution that needs to
happen and it starts from inside each
one of us.
We need to wake up and fall in love with
Earth. We've been homo sapiens for a
long time. Now it's time to become
homo conscious.
From Falling in Love with the Earth byZen Master Thich Nhat Hanh
can “read the love letters sent by the wind and the rain, the snow and the moon”
Your Higher Purpose – to help your guests fall in love with life and Mother Earth and so that they too
Through Experiencing Wonder & Awe
“it’s the wild that preserves humanity”
You’ll move your guests from numbness to
aliveness
from indifference to empathy
PERSPECTIVE + PURPOSE + PASSION + PLACE + POWER
= PROSPERITY
Anna Pollock Founder, Conscious.Travel
So my title should have been
Thank you and good luckAnna Pollock, Founder, Conscious Travel
For more please ask!Anna Pollock, [email protected]
www.conscious.travel