Sustainable tourism:
an agent of change and
positive deviance
This is about influencing
change through vision,
and passion.....in the
words of Futerra...
Manda Brookman
Making heaven sizzle.
One Planet Tourism
www.coastproject.co.uk
One Planet Tourism
www.coastproject.co.uk
Futerra’s
Ten Rules for
communicating this stuff
So: who are our
audiences?
And why do we want
them to behave
sustainably?
One Planet Tourism
www.coastproject.co.uk
1 draw the big picture
: make connections, show long term thinking, blow myths
resource depletion
climate crisis
social inequity
land grab
next generations
complex systems…
Does your message make
sense in the context of the
bigger picture?
Does it show that it’s
helping?
One Planet Tourism
www.coastproject.co.uk
2
be technically correct
: be trustworthy, give real facts
You are a Trusted Advisor.
Keep yourself informed. You don’t need to know everything. You
just need to know that what you say is correct; and where you can
find out more if need be.
Get in the loop; ask the people YOU trust, as you in turn will be
trusted by your visitors; your staff; and your peers.
One Planet Tourism
www.coastproject.co.uk
3
be cool
be quality
be brave and stand out
make it desirable
make people laugh
make it better than the alternative
...be fun…
One Planet Tourism
www.coastproject.co.uk
4
Make it better than the alternative.
Sell the sizzle.
belong
Join a massive global change,
start positive conformity,
join a success
Laundry cards…
The Piano Staircase Story. The longest drop.
Energy cards…
Link to the piano staircase
Social norms rule ok.
5 tell stories, not facts.
Two minute diversion.
One Planet Tourism
www.coastproject.co.uk
6 optimism – the heaven bit
Are you painting a positive
picture for your audience?
The future they’re all
participating in?
7 hit the glory button
Tell them how important their bit is. Say thank you –
every little bit really does make a difference.
Behaving responsibly and being our
Best Sort of Visitor makes you a great person
and we love you for it.
Fowey’s very own Visitor Charter
9 we need more heroes
:make people feel special
8
change is for all
: break stereotypes, inclusive language, break myths.
10 personal circle
: make it resonate
If they like who you are, and what you represent,
they will be more receptive to your ideas.
Make what you
represent
more desirable.
(now it’s personal) – relate to now, and here, and you. In
your words, and images, and concepts. Now it’s personal.
Make it resonate; make it seem doable; make it human.
Make it you.
Use language which resonates. And numbers!
How recognisable is it? Use Routes In...
One Planet Tourism
www.coastproject.co.uk
Stories not numbers: values not stuff;
setting light to someone’s mind…
how you say something really matters.
The we is really important here.
This is wat we;re doing, this is
what you can do. Innit fab. ☺
One Planet Tourism
www.coastproject.co.uk
1 million seconds:
12 days
1 billion seconds:
31 years
1 trillion seconds:
31,688 years
It’s psychological.
“ They segment us all into two broad groups:
the ‘biocentrics’ whobelieve nature has value beyond, or
equal to, human value; and everybody else.
A Couple of Things To Remember as
we work to Change the World….
‘Everybody else’ includes ‘humanists’ who believe nature has
value only in relation to people, and ‘egoists’ for whom nature
only has value in relation to ‘me’.
You will have to make a choice:
will you try to change your audience into you, or
will you change your message to inspire them? “
!
Futerra: Branding Biodiversity
Over to you.
Who are your audience?
What are your
channels?
What is your message?
And how will you make
it sizzle?
It’s not just about the brochure.
Can we use visitor centres and face to face
communication more?
Can we look at further training – and integrating
the training on “the green stuff” into the standard
training?
Can we see staff more as our front line? Some staff
are “just expected to know”.
Are you switching people on?
One Planet Tourism
www.coastproject.co.uk
If you want to build a
ship, don't drum up
people to collect wood,
and don't assign them
tasks and work; but
rather teach them to
long for the endless
immensity of the sea.
Antoine de St Exupery
Positive deviance
rools ok.
www.coastproject.co.uk