Archive for the ‘Green Meetings’ category

Millennials, Marriott, and Meetings

June 25th, 2013

Whether responding to the interests and demands of travellers or planners of meetings and conventions, the hospitality industry is looking at sustainability to meet shifting expectations and drive growth.

What’s causing these changes? To understand, we need to look at how consumers are changing as well as how businesses are expanding the criteria for selecting meetings locations and hotels.  Sustainametrics focuses on these emerging demographics to advise our clients on maximizing their sustainability and related branding efforts.

Much of this is driven by the largest generation in US History: The Millennials. (the roughly 86 million Americans born between the early 1980’s and mid-1990s).

In the Regeneration Consumer Study developed by BBMG, GlobeScan and SustainAbility, the authors highlight what they call the “Aspirationals,” making up 32% of the US marketplace, more than double the steady (read: not really growing) green/sustainability “Advocates.” What is different about the Aspirationals? Unlike others, they integrate materialism – being active consumers and valuing brand identity – with social and environmental sustainability.

It’s not enough for a business to offer them style without sustainability, or vice versa. » Read more: Millennials, Marriott, and Meetings