James Thornton: 'Now, more than ever, is the time to stand by our values'
James ThorntonThe start of the year is always a time to reset and re-focus, and new research suggests that in 2025, people will be more focused on their own needs and aspirations – rather than those of our communities or teams – than ever before.
As the leader of a global certified B Corp, this is a trend that concerns me, because we believe in creating positive change in the world through community and collective impact.
According to a new report entitled Me First, 2025 is predicted to be a year of “isolation and individualism” as more people prioritise their independence than ever before. This is being impacted by technology like artificial intelligence and people’s growing sense of self-worth.
We can’t ignore the significance of Donald Trump’s victory in the recent US election either. His rhetoric during the presidential campaign emphasised self-reliance, winning at all costs and prioritising personal and national interests over collective goals.
These beliefs go against everything travel is all about, where our shared values should be rooted in empathy, integrity, community and equality.
Already we’re seeing the effects in the US, with some major brands walking back diversity, equity and inclusion (DEI) policies, or even closing their DEI teams down entirely.
However, I believe that in the face of this growing sense of individualism, now is the time when we need to come together as teams, businesses and societies. As companies, we need to stand by our values and lead loudly on issues that are important to our people, our customers and our communities.
At Intrepid, our purpose is grounded in the idea of collective action. Travel has the unique ability to connect people and foster understanding, and in a world leaning toward individualism, this connection is more important than ever. Every interaction with a local guide or meal shared with our fellow travellers reminds us we are part of something much larger than ourselves.
’Travel can be the thread that binds us’
In 2025, as Intrepid prepares to recertify as a B Corp for the third time, we will deepen our commitment to social and environmental issues and advocate on issues that are important to our people and our communities. And contrary to the trend of the individual, at Intrepid, we do not plan to do this alone.
We will be looking to work with our B Corp and travel industry partners more than ever before – because we know collective action is more powerful than one individual company can ever be.
Simply put, and as our strategic aspiration says: “the world needs more Intrepid people.”
Like leaders throughout travel, I’m starting 2025 with new goals and targets – big ideas and ambitious plans.
But before all of that, let’s remember who got us here and the collective responsibility we have to our teams, our customers and our communities – and to society.
As we enter the era of the individual, let’s make sure travel is the thread that binds us. Let’s continue working together to make business a force for good.
By championing collaboration, we can redefine what it means to create change and set a powerful example for the future.
James Thornton is chief executive of Intrepid Travel.
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