purpose + passion = prosperity

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, anna@conscious.travel

www.conscious.travel