Following on from our last blog on the topic of responsible vs sustainable tourism, and coinciding with the upcoming launch of our very own Animal Protection Network, it seems fitting to start 2020 on the topic of social impact collaboration (or corporate social responsibility as it’s historically been known).
So what is ‘social impact’?
It is undeniable that some of the biggest solutions to global problems require positive collaboration. Each of us, in all our various roles (as citizens, employees, parents, consumers, and community members) have an intrinsic role to play in creating these solutions. Our decisions in life, at home and in business, can create social impact: A significant, positive change that addresses a pressing social challenge.
In the case of ANIMONDIAL, we exist to do just that – to make a significant, lasting change for the better protection of animals in tourism, and the ecosystems and communities that rely upon them.
I remember when I once asked Daniel (co-Director of ANIMONDIAL) what inspired him. He shared an experience during a zoo investigation many years before, when he had come across a bear, alone in a barren cage. He relayed that the bear had nothing – nothing to stimulate him – he was lifeless and despondent. That was until, a small leaf floated through the iron bars, and the bear suddenly came to life, grasped the leaf with his paws and played with it. Repeated pouncing on top of it. He was overjoyed. That was until the wind blew the leaf through the iron bars, out of the cage, and out of reach. It was as if the leaf had never happened. The bear returned to the lifeless state. One simple leaf had rekindled his spirit momentarily. The episode had reaffirmed Daniel’s purpose, to strive to improve animal welfare and spare animals such unnecessary suffering.
I met Daniel whilst working for an international animal protection organisation, where I headed up corporate fundraising, and he led on the animal welfare, political and tourism strategy. It was this chance setting that ignited our shared vision to protect animals in tourism and would then result in the foundations of our bespoke social purpose.
Businesses want to be involved with charities in developing solutions to complex problems and I’ve seen a number of them make valuable commitments to partner in an effort to do good, most as part of our work at ANIMONDIAL: Etihad Airlines, Mind UK, Allianz, Uber, STA Travel, Kuoni, Marie Curie, Make A Wish and Jaguar Land Rover. Here is your business case:
With the rise of socially conscious consumers – Millennials and Gen Z, fast becoming the most dominant consumers in society, more businesses are becoming aware of the need to demonstrate their social impact. But this goes deeper that the promise of post-recession Corporate Social Responsibility (CSR), and aims to tackle the root cause, rather than applying a band-aid. Now a business can truly become the hero and showcase its inspiring commitment.
ANIMONDIAL exists to support travel businesses to become leaders for responsible animal-based tourism, not only demonstrating positive branding and enhanced PR and public engagement, but also by proactively making an impact on the ground.
Simon Sinek, British-American author and motivational speaker stated: ‘People don’t buy what you do, they buy why you do it.’
Recent surveys have proven the value of these words:
- 91% of global citizens expect companies to do more than make a profit; they believe companies need to proactively act responsibly and address issues (Better Business Bureau, 2016)
- 71% of people are more likely to buy holidays from companies that care (ComRes Survey 2017)
- 90% of travellers are concerned about animal welfare (Thomas Cook, 2019)
Travel and tourism can reach into the most remote and isolated destinations. Through partnering with trusted NGO projects around the world, you can offer arguably the biggest social impact of any industry on the protection of animals and communities. This support does not just have to be financial; it can be far greater than that! Consider including projects into itineraries. For example, our partners Mahouts Elephant Foundation offer an incredible once-in-a-lifetime experience of ‘glamping’ in the Thai forests, walking with elephants and eating local cuisine around the campfire with indigenous people.
Or support them at a distance through in-kind donations or promotion to customers. Etihad Airways chose creative methods of charitable support including the optional donation of air miles, the sale of the charity’s bracelet onboard, and the promotion of its work in-flight. In return, Etihad benefitted from inspiring content for customers and colleagues, the development of their anti-wildlife trade policy, and the promotion of the company as leaders in the protection of animals and communities.
Or how about considering responsibility through your supply chain? World Cetacean Alliance offers a trusted Responsible Whale and Dolphin Watching Certification Scheme for suppliers of said experiences; The Humane Society runs a Forward Food initiative, which encourages businesses to ‘put more plants on plates’ through sustainable, healthy and compassionate menu choices. Now how about that for an inspiring in-flight meal alternative?
This month, I attended the New York Travel Show, where I was asked to join a panel hosted by the Adventure Travel Trade Association (ATTA) to discuss how adventure travel can become a source for meaningful good. Travel and travel operators have the power to inspire a global movement of conscientious conservation, thus educating, encouraging and empowering travellers to do the right thing. If 60% of ATTA members are outbound operators, taking US citizens to other parts of the world, their members provide the means to inspire travellers to care for global destinations and thus help solve some of the biggest issues – from sustainability, to animal welfare, child protection and community empowerment. In return, their businesses will have eyes and ears on the ground, and become more highly regarded as one that listens to its customers and cares for the planet.
So what steps can you, as a travel business or individual, now take?
- Consider what big issues you would like to focus upon solving.
- Consider what social impact you are able and driven to make to solve these issues.
- Consider a strategic NGO partnership with a perfect project to help you solve this issue and help you make dramatic impact on the ground.
- Contact us to get all the answers through a FREE 30 minute consultation!
Our goal at ANIMONDIAL is to inspire travel industry colleagues to consider what positive impact your company can make on the planet and which NGOs of shared purpose you could partner with to maximise that impact.
After all, it’s “social” impact! So let’s get together, businesses and charities, and work together.