?

What is LOHAS

(% US general population in NMI defined consumer segments)

LOHAS: 17%• Active stewards of the environment• Dedicated to personal and planetary

health• Lifestyle-oriented• Heaviest purchasers of green/

socially responsible products

DRIFTERS: 24%• Good intentions, some

barriers with follow-through• Trendy• Price sensitive

CONVENTIONALS: 26%• Practical• “Yankee Ingenuity”• Conservation-oriented

UNCONCERNED: 16%• Unconcerned about the

environment and society

NATURALITES: 17%• Secondary target for many

mainstream LOHAS products• Personal health motivated• More likely to use LOHAS-

consumables than durables• Income restricts some behavior,

creating attitudinal versus behavioral disconnects

U.S. LOHAS Consumer Segmentation Model Drives Insights and Actions

NMI Solutions 2010

The LOHAS Consumer Drives the Momentum

New LOHAS Products Mainstreaming

Awareness

Trial

Adoption

Loyalty

Influence

•Green dry cleaning•Bio-based products•Alternative fuels•Carbon offsets•Green banking•Organic clothing•Eco Spa Destinations•Many others

•Energy-efficient appliances•Organics•Air purifiers•Hybrid vehicles

LOHASToday

2013

Source: The Natural Marketing Institute Study 2006

$117 Billion

Personal Health

Green Building

$40 Billion

Eco Tourism

$24 Billion

Natural Lifestyles

$10.6 Billion

Alternative Transportation

$6.12 Billion

Alternative Energies

$.38 Billion

LOHAS SPREADS GLOBAL

“Adversity is a fact of life. It can't be controlled. What we can control is how we react to it. “ - Anonymous

Reinvention

Focus On Value Rather Than Price

?

What is key word resonates most with green oriented travelers?

Socia

lly re

sponsib

le

Susta

inable

Fair t

radeLo

cal

Planet-f

riendly

Organic

Ecologic

al

Carbon neutra

l

Trees, leav

es, gras

s imag

eEco

The word

“green”

Planet E

arth im

age

The color g

reen BioOth

er0

10

20

30

40

50

60

70

Meaningfulness

Terms That Resonate With ConsumersIn travel services communications, which of the following are the most meaningful and

appealing to you?

CMIGreen Green Traveler Study 2010

Consumers are losing interest in sustainability

True False

? ? ?

Global Consumers Want More Corporate Responsibility

• 81% of consumers say companies have a responsibility to address key social and environmental issues beyond their local communities

• 93% of consumers say companies must go beyond legal compliance to operate responsibly

• 94% of consumers say companies must analyze and evolve their business practices to make their impact as positive as possible

?

The web is dying.

True False

Cisco 2010

The sins of Greenwashing

1. Sin of the Hidden Trade-Off:• Claims that suggest a product is “green" based on a single health or

environmental attribute.• While not exactly false it paints a much more LOHAS picture of the product..• These are distracting the consumer from the greater environmental impacts of

the category as a whole.

2. Sin of No Proof:• Any claim that is vaguely presented and cannot be substantiated by easily

accessible supporting information, or by a reliable third-party certification. • Likely to be misunderstood by the intended consumer such as chemical-free

pesticide.

3. Sin of Irrelevance: • Claims that may be truthful but are unimportant and unhelpful for consumers and

also distracting.

The sins of Greenwashing

1. Sin of the Hidden Trade-Off:• Claims that suggest a product is “green" based on a single health or

environmental attribute.• While not exactly false it paints a much more LOHAS picture of the product..• These are distracting the consumer from the greater environmental impacts of

the category as a whole.

2. Sin of No Proof:• Any claim that is vaguely presented and cannot be substantiated by easily

accessible supporting information, or by a reliable third-party certification. • Likely to be misunderstood by the intended consumer such as chemical-free

pesticide.

3. Sin of Irrelevance: • Claims that may be truthful but are unimportant and unhelpful for consumers and

also distracting.

The sins of Greenwashing

1. Sin of the Hidden Trade-Off:• Claims that suggest a product is “green" based on a single health or

environmental attribute.• While not exactly false it paints a much more LOHAS picture of the product..• These are distracting the consumer from the greater environmental impacts of

the category as a whole.

2. Sin of No Proof:• Any claim that is vaguely presented and cannot be substantiated by easily

accessible supporting information, or by a reliable third-party certification. • Likely to be misunderstood by the intended consumer such as chemical-free

pesticide.

3. Sin of Irrelevance: • Claims that may be truthful but are unimportant and unhelpful for consumers and

also distracting.

833 W. South Boulder RdLouisville, CO 80027

303.222.8283Info@lohas.com / www.lohas.com

For copies of the PowerPoint presentation you just saw and for more information, contact:

Ted NingLOHAS Forum Director &

LOHAS Journal Executive Editor

303.222.8263

Ted.Ning@lohas.com

Contact Us