Uncornered Market offers sustainability communications services for sustainable tourism organizations, travel companies and sustainability brands who want to share their initiatives, products and work in a way that engages their customers in their sustainability journey. We focus on jargon-free, story-filled and impact-oriented messaging and communication plans that make sustainability — and choosing more sustainable options — more understandable, accessible and actionable.
Our goal is not only to create more awareness around sustainability and sustainable tourism, but to remove common barriers to the intention-action gap around more sustainable choices. In other words, to spur behavior change that aligns travel decisions and actions with values around caring for our planet and its people.
Travel and sustainable tourism can be a force for good with two-way impact — benefiting both the travelers and the communities they visit. We also believe increased sustainability and sustainable tourism initiatives are experience enhancers, creating deeper connections between travelers and local people, nature, cuisine and culture. Yet, a lot of sustainability communications and sustainable tourism messaging misses this important experiential feature, leaving many potential customers — travelers, consumers, and businesses — thinking that more sustainable options mean “giving up something,” too complicated or less fun.
In addition, recent studies show that while more travelers and consumers are seeking out more sustainable options, they also have increased concerns about greenwashing. Our sustainability communications approach focuses on transparency and a journey mindset, meaning that we highlight challenges and failures in addition to celebrating successes. This transparency not only combats greenwashing and earns the trust of consumers, but it invites then to join your organization or brand on its sustainability journey.
If you believe your sustainable tourism organization, travel brand or destination is doing remarkable and impactful work in sustainable tourism, responsible travel or community development, but the communications and messaging is not reaching, resonating with or having the desired impact on your target audience (either consumer or trade), we can help. Here are some of the ways.
Sustainability advocacy and education
We focus on sustainability, in full. We are expert in linking sustainable tourism and impact travel to the enhanced experience of the traveler. Our advisory, our writing and our known voices as advocates in the industry highlight that we understand sustainable tourism as encompassing human, socioeconomic and cultural dimensions, as well as an environmental one. We use our expertise as sustainable tourism development practitioners and years of experience working with social enterprises, NGOs, and sustainability and conservation organizations to break down sustainability jargon, data and complex processes into information and advice that regular tourism companies and travelers can use and apply.
Featured Sustainability Communications Projects
Sustainable Tourism Communications and Marketing Roadmap
Development of a comprehensive destination assessment and Sustainable Tourism Communications and Marketing Roadmap for Karakol, Kyrgyzstan that focused on their sustainable tourism goals, including leveraging international trends, sustainability communications and B2B marketing to reduce seasonality and be seen as a leading sustainable and adventure travel destination in Central Asia. Facilitated…
Ecotourism Communications Strategy and Toolkit
Developed an eco- and sustainable tourism communications strategy and toolkit to position and promote MEET Network ecotourism products in the Mediterranean to potential travel trade partners, travelers and funders. Created consumer-friendly messaging and positioning around the experiential benefits of these tours and packages developed with a comprehensive ecotourism methodology and…
Sustainable Tourism Marketing and Communications Workshop
View Project Development and delivery of a workshop for local tour operators from Latin America and Africa on how to market and communicate sustainable tourism to reach new trade and consumer markets. Includes storytelling techniques to highlight the experiential benefits to travelers for choosing a more sustainable experience while also…
WTTC Global Summit: Integrating Community Tourism into Product Development
Presented and facilitated discussion with Tourism Cares and industry leaders on the benefits of integrating community tourism initatives into tourism product development and sustainable destinations by working with local community organizations. Delivered at WTTC Global Summit (Seville, Spain). Project at a Glance: Session Name: Integrating Community Tourism into Product DevelopmentLocation:…
GSTC Social Media & Communications Plan and Training
Social media, communications and messaging strategy for the Global Sustainable Tourism Council (GSTC). Emphasized the importance of people and the socio-economic elements of sustainability, in addition to environmental conservation. Developed stories and messaging about the positive impacts of sustainable tourism to consumers and trade, without using jargon. Delivered training and…
Impact Travel Marketing Campaigns
Storytelling, articles, social media activity and messaging for Planeterra Foundation programs and G Adventures social enterprise model through field visits to social enterprises and “G for Good” press trips. Our content and social media advocated for social enterprises in travel for trade and consumers. Highlights social impact travel delivering deeper…
Sustainability Advocacy Campaigns for WTTC
Series of advocacy articles around the theme of “Travel as a Force for Good” for the World Travel and Trade Council (WTTC). Partners in “Redefining Tourism” and “Freedom to Travel” campaigns. Our content focused on benefits of sustainable tourism for local communities, travelers and the world through greater connection. Project…
Community Tourism Marketing and Positioning
Positioning, storytelling and evaluation of Planeterra Foundation community tourism projects and social enterprise partners in Tanzania, Brazil, Australia, India, Peru, Bali, Nepal, Madagascar, and other countries. Feedback on new community tourism tour products to improve traveler experience and connection to local people. Positioning of G Adventures' social enterprise model, including…
“Wanderers in Residence”: G Adventures Brand Ambassador
Brand Ambassadors for G Adventures for ten years (2010-2020) as part of their “Wanderers in Residence” program. Our role included marketing campaigns, content creation, speaking at events and sustainability storytelling for G Adventures around its adventure travel tours, social enterprise model, and social impact travel. Projects and campaigns for tours…
Microfinance Social Impact Storytelling
Social impact storytelling for microfinance organizations and recipients in India, Ecuador, Guatemala, and Bolivia. Special focus on how clients' (Kiva.org and Five Talents) microfinance programs empower marginalized women through local, community-based initiatives. Provided photographic assets, profiles, stories and marketing/positioning copy used in fundraising and promotional campaigns. Project at a Glance:…
Sustainable Tourism Marketing Workshop
Workshop for DMOs, tour companies and other sustainability leaders on effective marketing, positioning and storytelling of sustainable tourism to travel consumers. Training on effective messaging and storytelling on the benefits of sustainable tourism for travelers and communities without using jargon or technical language. Project at a Glance: Project Name: Sustainable…
IUCN-Med Strategic Communications Toolkit
Created a communications toolkit to position and promote IUCN-Med and its evolving strategy to potential donors and partners. Topic focus: biodiversity, conservation and socioeconomic impact in the Mediterranean region (Europe, North Africa, Middle East). Developed and delivered a communications workshop and offsite retreat on how to effectively use the toolkit….
Other Services
Get in touch!
Tell us about the project you have in mind and how we might be able to help you achieve your goals. Then the magic begins.