After cycling across North America with a group of environmental activists, Todd Miller felt the uncontrollable desire to continue his trek beyond the shores of the Atlantic and so began preparation for TransEurope 2011, an awareness-promoting trip across the continent.
Originally a TV industry executive based out of Hong Kong, Miller has taken to the winding streets of Europe and he's taken his eco-ethics with him! Concluding in Istanbul yesterday, TransEurope 2011 began in Lisbon, Portugal about three months ago and involved ad hoc events at every major stopping point in between the two cities. What makes Todd Miller's journey so unique is his insistence on personal action, a growing pattern in environmentally-conscious circles that are used to blaming large conglomerates. Not only did 100% of the charity proceeds go to Yaowawit, a Thai children's charity, but donators also pledged to adopt one green habit and practice it everyday.
European Eco Expeditions
The TransEurope 2011 Event Hopes to Raise Awareness Worldwide
Trend Themes
1. Eco-trekking - The trend of environmentally-conscious individuals embarking on personal eco-friendly expeditions to raise awareness and promote sustainable living.
2. Adopting Sustainable Practices - The trend of individuals pledging to adopt and practice one green habit everyday in an effort to reduce their carbon footprint.
3. Promotion of Eco-ethics - The trend of raising awareness and promoting environmentally-conscious behavior through personal action and advocacy.
Industry Implications
1. Tourism - Tourism industry could leverage the trend of eco-trekking by promoting and offering environmentally-friendly eco-tours and expeditions.
2. Non-profit - Non-profit organizations could leverage the trend of promoting sustainable practices by launching projects that encourage individuals to adopt environmentally-friendly habits.
3. Media and Advertising - Media and advertising industries could leverage the trend of eco-ethics promotion by partnering with environmentally-conscious individuals to produce and promote content that advocates for environmental sustainability.