Why Communicating with the LOHAS Consumer is Important
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Transcript of Why Communicating with the LOHAS Consumer is Important
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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
“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
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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
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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
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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
[email protected] / 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
Contact Us
