In Go RVing’s July Trends Report, the group investigates some disconnects between consumers intentions and actions regarding sustainable products.
A GWI survey in 2023 found 59% of Americans think brands should do more to make their products sustainable. However, a Trip.com study from December 2022 found only 3.4% of travelers are comfortable paying 20% or more for sustainable trip options.
Among the brands popping up to capitalize on the sustainable product trend is fashion brand Coach’s “Coachtopia.” The sustainability-focused sub-brand is marketed toward Gen Z and creates affordable products using recycled, repurposed and renewable materials.
Meanwhile, the Visit California tourism board is partnering with the booking site Kind Traveler to encourage travelers to make a positive impact when they visit greater Palm Springs, California. Tourists who donate $10 or more to a local charity can receive hotel discounts along with complimentary nature tours, birdwatching trips and stargazing parties.
Go RVing said although many travelers are concerned about the environment, they are less likely to follow eco-friendly paths, especially when sustainable solutions are expensive.
“This is an opportunity for the RV industry to help consumers close the gap between desire and action for sustainability,” Go RVing said, “without compromising on the affordability, quality or convenience of RV experiences. By creating the Sustainability Committee earlier this year, RVIA is already taking important steps to support companies and share educational resources that will drive the sustainable future of RVing moving forward.”
Another July trend addressed is the benefits of family travel and time together.
A 2023 Kampgrounds of America report found 70% of family campers agree camping with family reduces stress and improves emotional well-being.
A health-conscious, viral soda brand called Olipop recently launched a “Real Love Makes Us” campaign with singer Camila Cabello to highlight the importance of mealtime with family. Olipop touts healthful ingredients, low sugar and promotes mental wellness through social eating and self-care routines.
“As more research shows that family togetherness supports mental well-being,” Go RVing said, “family vacations will prove to be even more beneficial to stress reduction and the formation of healthy habits through activities that require group planning, communication and bonding. Go RVing will continue to strategically spotlight family travel in brand and influencer campaigns to show how RVing can bring families together and have long-lasting health and social benefits.”
