Professor Hector R RodriguezSchool of BusinessMount Ida College

Sustainability is the Foremost Current Cultural Shift

• The culture of sustainability – – In the eyes of the public, it’s not a matter of whether we will run

out of natural resources –it’s a matter of when. – Sustainability permeates every aspect of consumers’ lifestyles,

business infrastructures, and other societal constituencies.

Lifestyles of Health and Sustainability

• % U.S. general population indicating that the following issues concern them:

Source: The 2008 LOHAS Consumer Trends Database

National Market Institute Survey

• % U.S. general population indicating which of the following terms they are aware of

Source: The 2008 LOHAS Consumer Trends Database

Awareness is Increasing

• % General population stating the following organizations are either currently acting as a leader in protecting the environment, or should be doing more

Corporations Should be Doing More

Source: The 2008 LOHAS Consumer Trends Database

• Consumers expect more from companies but they will reward them

Source: The 2008 LOHAS Consumer Trends Database

Consumers are Willing to Reward Leaders

• % U.S. general population indicating which of the following prevents them from using environmentally friendly products and services

Source: The 2008 LOHAS Consumer Trends Database

Barriers Remain

• More than three-quarters of consumers say that almost all companies are saying they are environmentally friendly and it is hard to know which companies are telling the truth. – LOHAS consumers would

like to see trusted sources endorse the claims made by companies.

Establishing Credibility

Source: The 2008 LOHAS Consumer Trends Database

Target Consumers - Consumer Segmentation Model

• % Segments indicating they are early adopters

Key LOHAS Characteristics

LOHAS are Predictors of Future Behavior

LOHAS Example: Organic Foods

Source: The 2008 LOHAS Consumer Trends Database

What is Next? Packaging Attributes

Source: The 2008 LOHAS Consumer Trends Database

• Sustainability is the Foremost Current Cultural Shift• Sustainability permeates every aspect of consumers’

lifestyles• Environmental stewardship issues concern the general

population– They believe corporations should be doing more, and they are

willing to reward them• Barriers like cost, communication and availability remain• LOHAS consumers are predictors of future behaviors

Conclusion