I'm putting together a presentation for January taking a look at business trends for 2012 ... and 2020. There will be many prognostications about 2012, but what about 2020? Actually, there are some irreversible trends and forces at work which make future forecasting difficult, but not entirely impossible.
Take a look at the travel industry. I'm amazed that some businesses have not yet reacted to the knowledge that cheap oil (and believe it or not $90 a barrel will soon be considered cheap) will be a thing of the past. What is that going to do for long haul travel? Another growing consumer trends is sustainability and "green" travel. Yet the travel industry hasn't taken this seriously. Oh, there have been some nods in the direction of sustainability. At least one airline has offered customers the option of buying "carbon offsets" when purchasing a ticket. But, what if sustainability really takes off? What then? The Archbishop of Canterbury declared long haul travel to be a sin. If that sentiment catches on, the airlines need to be thinking seriously about a response ... PR or otherwise.
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