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The Rise and Growth of LOHAS“Lifestyles of Health and Sustainability”
Green Unplugged, 7th June 2010
Presented by Andrew HardingConscious Ventures
SOCIAL AND ENVIRONMENTAL VALUES = ENHANCE PROFIT AND PRODUCTIVITY
High Emotion, Low Impact TravelResponsible TourismHarpers Bazaar - Top 10 Ethical OperatorBruce Parry – Brand AmbassadorBAFTA Film Awards - Official Gift Provider
www.natureandkind.com
NATURE & KIND
LOHAS MARKET
LOHAS
Sustainable Economy
Alternative Healthcare
Healthy Lifestyles
Personal Development
Ecological Lifestyles
• Health• The
Environment• Social Justice• Personal
Development• Sustainable
Living
LOHAS MARKETPLACE
ORGANIC FOODS NATURAL PERSONAL CARE HYBRID/ ELECTRIC VEHICLEGREEN BUILDING & INTERIORS
ENERGY EFFICIENT PRODUCTS SRI/ ETHICAL INVESTING ECO HOUSELHOLD PRODUCTS ETHICAL FASHION
SPIRITUALITY AND WELLNESS ALERTNATIVE MEDICINE FAIR TRADE PRODUCTS ECOTOURISM
LOHAS FORUM, USA NMI LOHAS REPORT LOHAS ASIA PACIFIC
I LOHAS, COCA COLA
LOHAS PARK, JAPAN R U LOHAS CAFÉ
LOHAS CONSUMERSPurchase products that share personal values & beliefs
Affluent and loyal
Educated, socially and environmentally aware
Well informed, discerning and skeptical about advertising claims
Future of business as well as social, environmental and economic change
GLOBAL LOHAS• USA: 20% of
population (41 million)
• Japan: circa 30% of population
• Europe: estimated higher than 33%
• Australia: 8% of population. growth rate of 20% and expected to reach $21bn this year.
Consumers’ Spectrum of Engagement in GreenThis holds true in a broad senses across all categories and all consumers.
MEWhat goes in and on my
body
My Family & My Home
My Community
My Country
My World
Lots of Control, More Immediate
Results
Very Little Control,
Long Term Results
Easy for consumers to justify purchase Justify based on BIG needsPersonal Safety/Consumption Needs are SO big they are a bit obscure
LOHAS RESEARCH
• Syndicated, annual tracking studies: NMI global LOHAS Consumer Trends Databases®:– U.S.: since 2002, with 2,000-4,000+ U.S. adults
each year, nationally projectable to the U.S. adult population and accurate at the 95% confidence level to +/- 1.3%
– Japan: since 2005– Western Europe: UK, France, Belgium, Netherlands, Spain,
Portugal, and Germany (since 2007)– Asia Pacific: 10 countries fielded in Q1 2010– Canada: 2009
– 18 country global project to field in 2010
LOHAS = Lifestyles Of Health And Sustainability
NATURALITES 17%
CONVENTIONALS 25%
DRIFTERS 27%
LOHAS 19%
(% of Europe general population adults…)
UNCONCERNEDS 12%
Introduction to the LOHAS Segments(Lifestyles Of Health And Sustainability)
© Natural Marketing Institute (NMI), 2009Source: NMI’s 2009 LOHAS Consumer Trends Database™
LOHAS OUTLOOK
• Continuing awareness and interest of environmental and social issues.
• Spiritual and responsible business leaders• LOHAS model represents the new mode of
activism for the 21st century• The answer isn’t consumer demographics,
income or psychographics, but values and lifestyle.
• Here’s to living healthy and sustainable lifestyles for generations to come.
Thank you for listening.
LOHAS recommended resources:
Lohas.comNmisolutions.comConsciousventures.com