Chapter 9 considers future trends in tourism and society that are likely to influence the future of tourism and the environments relationship. Decisions at a local level have a global impact. Tourisms relation with the environment can be harmful or beneficial. Global warming will have a continuing impact on future production and consumption of goods and services. Out break of green consumerism has forced companies to respond to environmental concerns which impacts both the retail (what they sell) and supply (how they make it) Example: the body shop, which has a commitment to the environmental and social excellence, and always has. Ethical investment funds: funding those with ethical incentives, withholding money from those who do not. Consequences when a companies ignores consumers environmental concerns. Shell"s attempt to bury an oilrig at the bottom of the north sea- raised concerns, which dropped their income by 30% Environmental concern will play an increasing part in consumer behaviour in the future.