Could this bold "share wall" tactic be the missing ingredient for social media reach? Will other companies jump in with extremely high creative budgets, producing National Geographic-quality documentaries instead of 30-second spots? Will green remain an engaging-enough incentive?
The multibillion-dollar cleantech industry must direct its resources toward establishing a Cleantech Association of America -- to raise funds, build awareness and lobby for government dollars.
Even in markets where green behaviors are relatively low, there is interest and concern about the issue. It's up to us to help translate those good intentions into good deeds.
Everyone seems focused on green. And there's nothing wrong with that. We've got to take better care of the planet, and anything the travel industry can do to support that is welcomed. But that's only the beginning of the role tourism can play in improving the world.