37. U.S. LOHAS Consumer Segmentation Model Drives
Insights and Actions
(% US general population in NMI defined consumer segments)
UNCONCERNED: 16% LOHAS: 17%
•Unconcerned about the •Active stewards of the environment
environment and society •Dedicated to personal and planetary
health
•Lifestyle-oriented
•Heaviest purchasers of green/
socially responsible products
CONVENTIONALS: 26%
•Practical
•“Yankee Ingenuity” NATURALITES: 17%
•Conservation-oriented • Secondary target for many
mainstream LOHAS products
• Personal health motivated
DRIFTERS: 24% • More likely to use LOHAS-
•Good intentions, some consumables than durables
barriers with follow-through • Income restricts some behavior,
•Trendy creating attitudinal versus
•Price sensitive behavioral disconnects
NMI Solutions 2010
38. The LOHAS Consumer Drives the Momentum
LOHAS 2013
Today
New LOHAS Products Mainstreaming
Awareness
•Green dry cleaning
•Bio-based products •Energy-efficient appliances
Trial •Organics
•Alternative fuels
•Carbon offsets •Air purifiers
•Green banking Adoption •Hybrid vehicles
•Organic clothing
•Eco Spa Destinations Loyalty
•Many others
Influence
Source: The Natural Marketing Institute Study 2006
58. What is key word resonates most
with green oriented travelers?
59. Terms That Resonate With Consumers
In travel services communications, which of the following are the most meaningful and
appealing to you?
70
60
50
40
Meaningfulness
30
20
10
0
CMIGreen Green Traveler Study 2010
61. 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
76. 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.
77.
78. 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.
79.
80. 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.
81.
82.
83.
84. Contact Us
For copies of the PowerPoint presentation you just saw and
for more information, contact:
Ted Ning
LOHAS Forum Director &
LOHAS Journal Executive Editor
303.222.8263
Ted.Ning@lohas.com
833 W. South Boulder Rd
Louisville, CO 80027
303.222.8283
Info@lohas.com / www.lohas.com
Hinweis der Redaktion
Over 50 types of native mammal species, 33 native bird species, 9 native fish species
The perfect life that people in Boulder aspire to live may look like this…
Boulder is a center of health and wellness and spirituality. Many practice Eastern medicine, many ashrams and religious groups. Naropa University is a Buddhist certified University located in Boulder.
Boulder in an epicenter of organics. Of the $36B 2010 market size, over $1B comes from Boulder.
They are living the LOHAS life and leading others. They are the creative class and early adopters and teachers of others.
The emergence of the creative people is quite national.
Source: look for Dana Visalli e-mail
Although the deals are still out there they are gradually decreasing as the economy slowly turns around and hotels and airlines start to focus on increasing yields again. The keywords are "Value" and "Return on Investment". As the spa going population becomes more sophisticated and experienced they will focus more on value rather than the cheapest price, demanding more from their experience. The cheapest spa will not necessarily bring them their return on investment in terms of measurable health benefits and long lasting results on their return.