The Survival Card includes a red LED light, stainless steel blade, whistle, toothpick, tweezers and fire starter. Come on, all that in a credit card sized case? I may become an outdoor lover just for it.
Implications - The eco-movement has swept across a large cross section of society, transcending niche demographics. These customers are eager to connect to nature though any opportunity they can get. Companies will find success by creating products for the active lifestyles of these consumers and forge a deeper relationship with them.