1) The document discusses opportunities in collecting and analyzing new types of purchasing behavior data from sustainable brands. 2) It identifies five consumer segments - LOHAS, Naturalites, Drifters, Conventionals, and Unconcerneds - and their characteristics related to sustainable purchasing. 3) Trend data is shown on increasing purchases of natural cleaning products, organic foods/beverages, CFLs, and rechargeable batteries from 2003 to 2012, indicating a growing sustainable mainstream market.

1. Opportunities in Data Collection and Analysis of
Purchasing Behavior
The New Metrics of Sustainable Business 2013
Tony Colandro, Vox Global
Joe Brewer, DarwinSF
Hicham Oudghiri, Enigma

2. Opportunities in new types of data
collection and analysis of purchasing
behavior
Sustainable Brands Conference
Philadelphia
Tony Calandro
Chair, Sustainability Practice Group
VOX Global September 25, 2013

3. Sustainable Mainstream
LOHAS®
19%
UNCONCERNEDS®
21%
NATURALITES® 21%
CONVENTIONALS®
17%
DRIFTERS®
17%
NATURALITES®
• Personal health > planetary health
• Strong secondary target for natural/green CPG
brands
• Income restricts some behavior
DRIFTERS®
• Green followers
• New to green
• Want to be seen as doing their part
• In search of easy green changes
CONVENTIONALS®: 17%
• Practical & rational
• Driven by cost savings;
eco-benefits secondary

4. 43% 44%
58% 57%
59% 60%
72%
76%
Natural HH
cleaning products
Organic foods
or beverages
CFLs Rechargeable
batteries
2003 2012
Sustainable Mainstream’s Purchasing
Patterns

5. Company Speak

6. Consumer Speak

7. Facebook
16,642
Blogs
6,839
Twitter
6,356
Videos/Images
2,333
Forums & Replies
3,815
Socially Conscious
Meets Social Media

8. Consumer Speak in Social Media