Earthsense LOHAS June 2010
30
(Bringing sustainability to the masses by thinking like a consumer!) How Hedonics & Economics are the natural complement to LOHAS
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LOHAS and LOHOE; How Health & Sustainability is Complemented by Hedonics or EconomicsWhen 93% of the population is not included in a definition – you’ve essentially said “no” to the adoption of your product to the mass market. Additionally, you’ve made the fringe so elitist that the only ones responding to the greater purpose are those who can identify with the movement.Earthsense takes a common sense approach to sustainability. We believe there is a little green in everyone, and we are certain that the key is in identifying those attributes that make a product or service desirable without muddying the waters with political or lifestyle philosophies that can alienate people who do not feel compelled to join the cause.In this enlightening session, Earthsense will share research from the most comprehensive database of consumer behavior on green: Eco-Insights. We’ll share the why behind the buy – comparing and contrasting product categories to give you the background you need to create compelling product messaging that appeals to the masses, not just those who already drank the “green kool-aid.”Presented by: Wendy Cobrda, President & Co-Founder of Earthsense
Transcript of Earthsense LOHAS June 2010
(Bringing sustainability to the masses by thinking like a consumer!)
HowHedonics & Economics
are the natural
complement to LOHAS
2
Sustainable consumption?
3
PSYCHOLOGY studies focusing on desire for pleasure and the avoidance of pain; happiness
PHILOSOPHY theories surrounding ethics of seeking individual pleasure at the expense of the well-being of others
Hedonics
4
Eudaimonics:contentedness,purpose & meaning,‘raison d’etre’
Hedonics: temporal feelings, more positive feelings than negative
5
...think I’ll buy the chocolate mocha
madness ice cream because …Ben & Jerry’s
is such an environmentally
sensitive company.
...think I’ll buy the chocolate mocha
madness ice cream because …it is cold and creamy and chocolate –
it tastes so good!
OR
Earthsense ©2010 All rights reserved. 6
The Dimensions Framework
Atti
tude
Behavior
LOHAS
77
Dimensions
LOW MEDIUM HIGH
LOW
MED
IUM
HIGH
BEHAVIOR
ATTITU
DE
Detached18%
Detached18%
Strivers16%
Strivers16%
Believers15%
Believers15%
Ambivalent1%
Ambivalent1%
Habitual4%
Habitual4%
Practical4%
Practical4%
Skeptic24%
Skeptic24%
Selective11%
Selective11%
Enthusiasts7%
Enthusiasts7%
Source: Eco-Insights 2008, 2009
CORE
RIM
88
Market Shifts 2008 to 2009
LOW MEDIUM HIGH
LOW
MED
IUM
HIGH
BEHAVIOR
ATTITU
DE
Detached12%
Detached12%
Strivers17%
Strivers17%
Believers16%
Believers16%
Ambivalent<1%
Ambivalent<1%
Habitual3%
Habitual3%
Practical2%
Practical2%
Skeptic30%
Skeptic30%
Selective12%
Selective12%
Enthusiasts7%
Enthusiasts7%
LOW MEDIUM HIGH
LOW
MED
IUM
HIGH
BEHAVIORAT
TITU
DE
Detached18%
Detached18%
Strivers16%
Strivers16%
Believers15%
Believers15%
Ambivalent1%
Ambivalent1%
Habitual4%
Habitual4%
Practical4%
Practical4%
Skeptic24%
Skeptic24%
Selective11%
Selective11%
Enthusiasts7%
Enthusiasts7%
2008 2009
Biggest change is the shift from “Skeptics” to “Detached.”
Source: Eco-Insights 2008, 2009
Earthsense ©2010 All rights reserved. 9
Love the taste
Fave Brand
Live long & prosper
What’s in &
not in it
It’s easyPsst! Try this!
MONEY
LOHAS
ManufacturingSource
Packaging
LOHOE
TastePrice
BrandFuture HealthCurrent Health
AvailabilityLifestyle
IngredientsRecommended
Green Core
Green Rim
Taste TasteIngredients Ingredients
Lifestyle Price
Green Core
Green Rim
Taste LifestyleManufacturing Availability
Source Packaging
Green Core Green RimIngredients /
MaterialsIngredients /
MaterialsHealth / Safety Quality
Quality Brand
Green Core Green RimIngredients /
MaterialsIngredients /
MaterialsHealth / Safety Quality
Quality Brand
Green Core
Green Rim
Cost savings Cost savingsImpact ImpactQuality Quality
Green Core
Green Rim
Cost savings Cost savingsImpact BrandQuality Price
17
18Earthsense ©2010 All rights reserved.
19
We don’t need no stinkin’ green premiums
Source: Eco-Insights 2008, 2009
Soup
Refrig
erat
or
Wal
l pai
nt
Yogur
tCar
Coffe
e
Poultr
y
Larg
e TV
Electr
icity
Skinca
re lo
tion
Laun
dry d
eter
gent
Juice
Paper
towel
s
Strawbe
rries
Froz
en ve
geta
bles M
ilk
Pet fo
od
Noteb
ook c
ompu
ter
Crack
ers
MP3
Playe
r0
5
10
15
20
25
30
35
40
45
50
2008
2009
% W
illi
ng t
o P
ay G
reen P
rem
ium
% Willing to Pay a Premium for Different Green Products
Earthsense ©2010 All rights reserved. 20
Economics trumps desire…Rate of Green Buying in Next 12 Months for Big Ticket Items
Big Ticket Purchases (May 2010 GCI) Total
House buyers
Apt buyers
Remodelers
Car buyers
HH appliance
buyers
I probably will buy them in what I consider “green” versions, even if it costs a little more 30 8 19 20 20 37I probably will buy them in what I consider “green” versions, if the price is about the same 42 46 41 37 36 45I probably will buy them in what I consider conventional/non-“green” versions 14 21 5 11 20 6I don’t know if I will buy them in “green” or conventional/non-“green” versions 14 25 35 32 24 13
21
Green Premium Payer Profiles Differ by Product
Source: Eco-Insights 2009
Product category
Men more likely to pay
premiumNo gender difference
Women more likely to pay premium
Crackers X
Granola bars X
Pet food X
Poultry X
Detergent X
Paper towels X
Skincare lotion X
Car X
Computer X
MP3 player X
22Earthsense ©2010 All rights reserved.
5%
10%
30%
34%
20%
How often do you read labels?
NeverRarelyOccasionallyOftenAlmost always / Always
23Earthsense ©2010 All rights reserved.
Price
Nutritional content
Quantity of product
Brand
Additives
Non toxic
Seals or certifications
Country of origin
Natural
Bio-degradable
No artificial hormones or antibiotics
Packaging that is recyclable
Packaging made from recycled materials
Not tested on animals
Organic
Phosphate free
Safe for septic and gray water systems
Kosher certification
0% 10% 20% 30% 40% 50% 60% 70% 80%
What information do you usually look for?
Earthsense ©2010 All rights reserved. 24
25
RETHINK
26
REDUCEREUSERECYCLE
27
REFUSERETOOLRESTYLE
28
RESEARCHREINVENTREPOSITION
29Earthsense ©2010 All rights reserved.
LOHAS and LOHOE are not mutually exclusive concepts
30Earthsense ©2010 All rights reserved.
Thank you!Earthsense.comGreenConfidenceIndex.comAsTheEarthSpins.com
