The 21st Century brings together the greatest knowledge of the human race on how to support the world’s ecosystems—and the greatest ability of the human race to destroy those same ecosystems. Those of us in the adventure industries gain our livelihoods from the use of natural resources, either indirectly or directly, and have witnessed the decline of these ecosystems.
There is an imperative need to change our thinking, as well as our behavior, towards how we show up in the world as adventure company leaders and citizens. It also brings the enormous possibilities of being part of solutions—at an individual, company, community, and regional level.
Sustainability as defined by the UN World Commission on Environment and Development: “Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”
That definition no longer works (if it ever did). Sustainability is the ability to continue a defined behavior indefinitely. It is about finding solutions that support the three sustainability pillars that matter: economic, environmental, and social. And to do it as though the next generation’s lives depend on it… because they do.
We want to help support you in identifying how your business can go beyond sustainability—and how you can integrate these new practices into all facets of your marketing, too.