Green Marketing and Sustainability Research with LOHAS
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Presentation on market research regarding people's attitudes and feelings regarding health, sustainability, the environment, and so on. ...

Presentation on market research regarding people's attitudes and feelings regarding health, sustainability, the environment, and so on.

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Green Marketing and Sustainability Research with LOHAS Presentation Transcript

  • 1. A Consumer Perspective on Sustainability: A look at LOHAS Consumers on both sides of the Atlantic Diane Ray & Gwynne Rogers Natural Marketing Institute
  • 2. OVERVIEW • Where does sustainability fit in overall trends? • Who are the consumers that care about sustainability? • How are European and U.S. consumers similar and different? • How is sustainability manifesting itself in new product launches? • How do you use this to create & evaluate opportunities in USA & Europe? © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 2
  • 3. NMI’s Top Trends for 2008 1. The Dual Society 2. Generation Zzzzzz 3. STOP – I Want Off! 4. Dr. Me 5. The Culture of Sustainability 6. Golden Opportunities 7. The New Immunity 8. Giving is the New Taking Trends directly related to Sustainability! © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 3
  • 4. Giving is the New Taking • Volunteerism, activism and participation in the non-profit sector are growing rapidly as consumers discover the emotional rewards of giving, rather than taking. To meet the challenge, corporations are engaging in CSR 2.0 in order to maintain brand allegiance, retain their workforce, and manage their stakeholders, among other activities. • Countertrend: Premiumization, the height of New Luxury, continues to evolve in strong contrast to a more values based, philanthropic culture. At times, premium brands are even co-opting ‘green values.’ © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 4
  • 5. The General Population Is Socially Conscious (% consumers who completely/somewhat agree..) 87% care about CHILDREN’S 70% agree: 66% care about BUILDING A ISSUES such as child abuse SENSE OF COMMUNITY and child labor “I care about social WHERE THEY LIVE consciousness” 82% care about SUPPORTING 83% care about PROTECTING MILITARY TROOPS WORKER’S RIGHTS 81% care about WOMEN’S ISSUES such as equal pay for equal work © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ Source: NMI’s 2007 LOHAS Trends Database™ 5
  • 6. Activism Takes Other Forms, And Has Increased Year Over Year (Numbers in parentheses indicate % change since 2005) The General Population reports that they regularly do the following:  30% boycott a brand or company that has practices they don’t like (+5.1%)  21% encourage their elected officials to pass laws to protect the environment (+5.7%)  11% volunteer to clean up parks, trails and neighborhoods (+2.7%) © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ Source: NMI’s 2007 LOHAS Trends Database™ 6
  • 7. Financial Support of Organizations or Causes Is Important (% consumers who donated money to an organization in the past year) Two-thirds of the GP donated money to an organization or cause during the past year % of GP donating Civic-oriented groups (e.g., 27% Salvation Army) Did not Medical research groups (e.g., 23% donate, American Cancer Society) Donated 37% Religious-based groups (e.g., 21% money, Catholic Charities) 63% Relief agencies (e.g., American 18% Red Cross) Animal rights groups 15% Children’s organizations 12% Wildlife charities 9% Political parties 8% © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ Source: NMI’s 2007 LOHAS Trends Database™ 7
  • 8. And Yet Premium Prevails Explosion of Green Luxury Countertrend (% consumers who completely/somewhat agree....) I do not want to sacrifice When I want to treat anything when buying myself, I buy myself environmentally friendly something special (56%) products (38%) I would be more interested in environmentally-friendly products if they were from premium or specialty brands (22%) © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ Source: NMI’s 2007 LOHAS Trends Database™ 8
  • 9. NEWS FLASH: June 4, 2008 • A strict new environmental law that was fought by soap industry officials may be the best thing that's ever happened to Palmolive's dishwasher detergent. • By the end of the month, Palmolive Eco liquid detergent will dominate store shelves because it beat all major producers to market with a product that complies with a July 1 restriction sharply limiting the use of phosphates in detergents. • "They're taking the step to make their product more environmentally friendly," said Rick Eichstaedt, a local attorney active in efforts to improve water quality in the Spokane River. "They should be applauded for doing that." • Still, the ban, which industry officials say is the strictest in the nation, will eliminate low-cost options and the most popular detergent brands. Gone from Spokane County shelves will be Cascade, Electrasol and Sun Light until those brands come up with products that comply with the law. Distributors say they haven't been given an indication when those products will return. © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 9
  • 10. CHALLENGE • Since causes, donations, activism and corporate social responsibility all play a role in consumers’ decision to buy or boycott – where are your strengths? Vulnerabilities? Where will your company and your products fit? What space will you carve out for yourself? • Since both the trend/countertrend are occurring (giving and premiumization) there is a lot of open space within which to align your products/brand. The challenge is to select the right space! © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 10
  • 11. NMI’s Top Trends for 2008 1. The Dual Society 2. Generation Zzzzzz 3. STOP – I Want Off! 4. Dr. Me 5. The Culture of Sustainability 6. Golden Opportunities 7. The New Immunity 8. Giving is the New Taking Trends directly related to Sustainability! © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 11
  • 12. The Culture of Sustainability • It’s not a matter of whether we will run out of natural resources – it’s a matter of when. Sustainability will become the most significant social movement of our time. It will permeate every aspect of consumers’ lifestyles, business infrastructures, and other societal constituencies. • Countertrend: Consumers are overwhelmed with many sustainability initiatives, with significant ‘green washing’ fall-out expected as consumers learn to discern its true meaning (and impact). © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 12
  • 13. Sustainability Takes Root ► 60% of Americans state they are becoming increasingly concerned about protecting the environment and the ecological problems in the U.S. ► And 43% of Americans state they are actually doing something new with regard to protecting the environment ► Almost 50% of Americans state that the U.S. government should spend more time and money on U.S. environmental issues rather than troops in Iraq ► 47% of Americans believe they can personally affect global warming © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ Source: HBI Omnibus, October 2007 13
  • 14. LOHAS Consumers (as defined) Serve as Market Predictors New LOHAS Products Mainstreaming Awareness •Organic pet food •Energy-efficient appliances •Green dry cleaning •Natural toys Trial •Organic food/beverages •Air purifiers •Sustainable Furniture •Carbon offsets Adoption •Green banking •Organic clothing Loyalty •Many others… Influence NATURALITES LOHAS CONVENTIONALS DRIFTERS © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 14
  • 15. CHALLENGE • How to best connect with LOHAS consumers as they tend to be early adopters AND influencers? SO….. Who are the LOHAS consumers really? How can we better understand their motivations, behavior, influence? © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 15
  • 16. Data Source: NMI’s LOHAS Consumer Trends Database™ • Database is the only consumer research to identify LOHAS consumer attitudes, behavior, and product/ service usage patterns across sustainability, corporate social responsibility, environmentalism, social issues, and much more United States • Currently 6 years of U.S. data: 2002 – 2007 inclusive • Annual quantitative research among 2,000+ general population adults • Nationally projectable to adult 18+ population; margin of error +/- 2% Europe • 1st annual European study in 2007 conducted in partnership with Porter Novelli • Approximately 2,000 households in each in the following countries: Belgium, France, Germany, Italy, the Netherlands, Portugal, Spain, UK • Nationally projectable to adult 18+ population in each country; margin of error +/- 2% © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 16
  • 17. Cultural Differences Affect Consumer Research Data • In a cross-cultural survey, respondents can not be compared directly: – Construct – whether concepts have the same meaning in different countries (e.g., brand loyalty, opinion leadership) – Functional - whether a given concept or behavior serves the same role or function in different countries – Metric – how respondents use rating scales; driven by response style: • Social Desirability - tendency for respondents to give answers that are socially desirable or acceptable • Extreme Response Style - tendency for respondents to use only the extreme response categories of a scale • Acquiescence - respondents tending to agree with whatever is presented to them – Linguistic - the development of equivalent language in the survey © 2008, Natural Marketing Institute Source: Bloomerce Source: LOHAS Consumer Trends Database™ 17
  • 18. Impact on European LOHAS Survey • Portuguese, Spanish, and Italian responses are generally high across the board • Dutch, German, and UK responses are generally muted • Consequently, cross-country comparisons need to be made with some caution, and with an understanding of the cultural biases that respondents bring with them to the survey – There is not a quantitative way to adjust for cultural differences in the 8 countries surveyed © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 18
  • 19. Introduction to the LOHAS Segments (Lifestyles of Health and Sustainability) (% of U.S. general population adults…) LOHAS 19% Not on radar Environmental stewards UNCONCERNED 17% CONVENTIONALS 19% Cautious NATURALITES 19% actors DRIFTERS 25% Health motivated Good intentions; trend-oriented © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 19
  • 20. The LOHAS Consumer LOHAS 19% A trend predictor 40 million consumers (US) Personal health + planetary health Values driven Price insensitive High influence on others Highest green buyers Information junkies Eco-lifestyle CSR seekers (and boycotters) © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 20
  • 21. NATURALITES NATURALITES 19% 40 million Driven by personal health and consumers (US) wellness High purchase of eco- consumables Healthy lifestyle Want to do more for the environment Credible CSR affects loyalty Attractive target for many © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 21
  • 22. DRIFTERS DRIFTERS 25% 45 million Attitudinally predisposed to consumers (US) green, but behaviors not deeply- rooted Driven more by trends Limited sense of eco-immediacy Price sensitive More likely to be eco-concerned, but only if it affects them Lower green buyers, but like to be “seen” in Whole Foods © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 22
  • 23. CONVENTIONALS CONVENTIONALS 19% Rooted in practicality 40 million consumers(US) “Municipal” behaviors, including recycling and energy conservation Driven more by cost savings, rather than environment Eco-benefits are secondary © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 23
  • 24. European LOHAS Segment Sizes Compared to US (% of population…) Belgium Portugal 18% 17% • Highest LOHAS – 24% High LOHAS – 21% 22% 19% France 18% 25% UK Highest NATURL’S – 27% Low LOHAS – 15% Low LOHAS– 15% 24% 19% Spain 18% 19% High LOHAS – 20% Europe U.S. UNCONCERNEDS CONVENTIONALS DRIFTERS NATURALITES LOHAS © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 24
  • 25. Correlation Variations in LOHAS Segment Membership Across Countries •Willingness to pay 20% more for products which are made in an U.K. environmentally-friendly and sustainable way •Importance of personal care being earth-friendly •I will choose those products and services that are environmentally France friendly •Importance of foods/beverages organically grown •I try to teach family and friends about the benefits of purchasing Germany environmentally-friendly products •Importance of personal care products being earth-friendly •I will choose those products and services that are environmentally Italy friendly •I try to teach family and friends about the benefits of purchasing environmentally-friendly products •I would like to learn about how I can become more involved in Spain protecting the environment •I try to teach family and friends about the benefits of purchasing environmentally-friendly products © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 25
  • 26. Largest Cross-Continental Differences are Evident in NATURALITES and CONVENTIONALS Attitude Axis U.S. Total Passionate Europe Total Concern LOHAS NATURALITES DRIFTERS CONVENTIONALS UNCONCERNEDS Committed Action Axis Inaction Advocacy Opposed or © 2008, Natural Marketing Institute Uncaring Source: LOHAS Consumer Trends Database™ 26
  • 27. Major Differences Between the U.S. and Europe U.S. Buy “green” products Europe (average across numerous Twice as categories) likely Motivated to buy products with certificate/seal indicating product is 36% more environmentally-friendly likely Influence friends/family 35% more likely 25% more Willing to pay 20% more for eco- likely friendly products Recycle paper products 25% more likely Aside from making money, it is most 25% more important for companies to be sensitive likely to their environmental impact © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 27
  • 28. Similarities Between US and Europe U.S. Europe Environmental-friendliness of companies - increases 58% 58% purchase likelihood Interest in learning more about how to protect the 51% 55% environment Interest in government funding for energy efficient 52% 54% products 34% Purchase compact fluorescent light bulbs 34% Belief that, after profitability, it is most important for 13% companies to support the communities in which they 15% work © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 28
  • 29. Within Europe, Individual Country Populations are also Dynamic United Kingdom • Particularly reluctant to pay a premium for environmentally-friendly products • Less likely to use natural/organic personal care and natural feminine hygiene products Spain • Find it more important for companies to support the communities in which they work • Unlikely to use natural garden products, CFLs, and renewable power Italy • The most willing to spend 20% more for green products • The most likely to own a hybrid and CFLs France • Second only to Belgium in usage of natural lawn & garden products • Second to Portugal in the number of consumers who’ve changed their behavior to minimize their impact on global warming • The least likely to use vegetarian foods, and foods with a specific health claim • The least likely to belong to a fitness center/gym © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 29
  • 30. Italians Least Price Sensitive for LOHAS; UK and Germany Most (Q. 3gg, 53a -% General Population by country agreeing completely/somewhat with…) “I am willing to pay 20% more for products which are made in an environmentally friendly and sustainable way” 41% 29% 22% 14% 16% UK Spain France Germany Italy “Organic foods are worth paying an extra 20% for” 33% 26% 17% 15% 20% UK Spain France Germany Italy © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 30
  • 31. LOHAS Consumers Most Motivated by Certification (Q. 3ll-% NMI segments indicating they agree strongly/moderately with the statement “A seal or certification mark indicating a product is environmentally-friendly increases the likelihood I will buy it”) GP 45% 11% LOHAS (A) 58%BCDE 26%BCDE 10% NATURALITES (B) 53%CDE CDE DRIFTERS (C) 38%E 7%E CONVENTIONALS(D) 47%CE 8%E UNCONCERNEDS(E) 28% 3% Moderately agree Strongly agree © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 31
  • 32. Fair-trade Certified Products The Inca Inchi Night Cream displays the Max Havelaar logo that guarantees that Fair Trade ingredients have been used. The product is also Cosmebio and Ecocert certified, which guarantees that the product is formulated with at least 95% natural ingredients, mainly obtained from organic Traidcraft has extended its range agriculture, that the to include Fair Trade Tissues. All production methods paper is 100% recycled and retails respect health and the at a competitive price. environment, and that the product was not tested on animals. © 2008, Natural Marketing Institute 32 Source Mintel’s Global New Product Database Source: LOHAS Consumer Trends Database™
  • 33. European Consumers Evangelize LOHAS-oriented purchasing (Q. 32a-% NMI segments agreeing completely/somewhat with “I try to teach family and friends about the benefits of purchasing environmentally-friendly products”) Total 34% 46% LOHAS 71% 79% NATURALITES 34% 48% European 27% CONVENTIONALS are DRIFTERS 33% much more likely to educate others about CONVENTIONALS 22% environmentally-friendly 49% purchasing than US 16% CONVENTIONALS UNCONCERNED 17% Europe US © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 33
  • 34. Consumers in European Countries Report Changing Behavior (Q. 3kk-% total country consumers indicating level of agreement with “I have personally changed my behavior to minimize my effect on global warming”) Agree completely/somewhat 68% Disagree 58% completely/somewhat 51% 52% 43% French 42% consumers are 31% most likely to report behavior change in response to global warming 11% 9% 17% 17% 18% 22% 27% US Total UK Spain France Germany Italy Europe © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 34
  • 35. CHALLENGE • Consumers are interested in the topic of sustainability – they believe it affects them, their families, the future • Consumers are willing to take action • Some Consumers are willing to pay “more” for products that help/don’t hurt the environment • Certifications/Authenticity is important – don’t #@% me! What can you, your products, your brands, be doing to create real actions, supported/endorsed by real agencies, to make a real difference? © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 35
  • 36. Consumers Expect Companies to Show Socially Responsible Behavior (Q. 8) (Q. 3ee) NMI segments indicating it is very NMI segments indicating it knowing that a important for companies to be socially company is mindful of its impact on the responsible) environment an society makes them more likely to buy its product 52% 58% 76% BCDE 86%BCDE 59% CDE 63%CDE 40% E 49%E 48% CE 59%CE 32% 33% Total EU LOHAS NATURALITES DRIFTERS CONVENTIONALS UNCONCERNEDS Higher in Italy, France © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 36
  • 37. Local, Small is Favored by Certain Consumers 37% US General Population 39% EU General Population It is more important to buy 37% LOHAS (A) local than buy organic 39%C NATURALITES (B) 60% U.K. (F) 53% France (G) 35% 42% When a product says that it is organic, I am more likely 51% to believe a small company 48% than a large corporation 45% 48% © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 37
  • 38. CSR Starts with Taking Care of Employees (Q. 10 - % consumers in each country indicating that besides making money for shareholders, which of the following is most important for a company to focus on...) Taking care of 63% its employees 59% 61% 57% Being sensitive to its 46% environmental 44% impact Supporting the 33% communities it works in 26% 22% 22% 19% 20% 19% 17% 15% 15% 10% 8% GP UK Spain France Germany Italy © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 38
  • 39. New Products are Changing Rapidly…………. EU USA New Products w/recycle or recyclable claims (12 mos) 892 555 New Products w/recycle or recyclable claims (6 mos) 652 393 New Products w/local or locally sourced claims (12 mos) 148 89 New Products using Carbon Footprint specific claims 12 2 © 2008, Natural Marketing Institute 39 Source Mintel’s Global New Product Database Source: LOHAS Consumer Trends Database™
  • 40. Recycled Materials/Recyclable Pringles Light Original Fat Free Potato Crisps are now available with a newly designed label that highlights that the product is light and fat free. The product contains 50% fewer calories than regular potato chips and is made with olestra. This product retails in a 6 1/2-oz. pack. The pack is made with 50% recycled materials of which 15% is post- consumer material. Method Lil' Bowl Blu Toilet Bowl Cleaner is available in an Eucalyptus Mint scent. This non-toxic toilet bowl cleaner is naturally derived and biodegradable for happy pipes and a happy planet. The cleaner uses the natural power of lactic acid to dissolve grime, rust, calcium deposits and ring-around-the- rim. It is easy to use and people friendly. This product has not been tested on animals and is available in a 24-fl. oz. bottle. The bottle is made with 25% recycled plastic. © 2008, Natural Marketing Institute 40 Source Mintel’s Global New Product Database Source: LOHAS Consumer Trends Database™
  • 41. Natural Dermo-Care Cream Company Elaÿs Elaÿs (Crème Naturelle Dermo-Soin) Natural Dermo-Care Cream is designed to repair, moisturise and fortify hands, feet and nails. This regenerative treatment is formulated with champagne (moisturising, antioxidant, anti-microbial, anti- ageing), certified organic shea butter, grape seed oil, luffa cylindrica, borage oil, glycerine, organic natural vine leaf extract, white nettle extract, and vitamin E. The company does not test its product on animals, it is said to be committed to sustainable development and all packaging and components are recyclable or have been made from recycled materials and use vegetable- based ink. Formulations are free from parabens, silicones, petrochemicals derivative, PEG, phenoxyethanol, SLS or colourants. Elaÿs is a member of the "1% for the Planet" association and as in so doing will give 1% of its turnover to finance environmental or ecological projects.The product was on display at In-Cosmetics, Amsterdam, April 15-17 2008. © 2008, Natural Marketing Institute 41 Source Mintel’s Global New Product Database Source: LOHAS Consumer Trends Database™
  • 42. Mini Hoki Fishcakes Company Sainsbury's Sainsbury's Kid's Mini Hoki Fishcakes are made of MSC New Zealand Hoki mixed fillets with Rösti potato and béchamel sauce, coated in light and crispy Signature breadcrumb. This product is claimed to be nutritionally balanced and designed especially for children 4-8 years old, making it a convenient and tasty way to eat healthily. This freezable product contains no artificial colours, flavourings, preservatives or sweeteners. It is claimed to come from a fishery which meets the Marine Stewardship Council's environmental standard for a well managed and sustainable fishery. The Signature breadcrumb is made using Country Ground Flour, milled in Linconshire from locally sourced wheat. The product retails in a 200g pack. © 2008, Natural Marketing Institute 42 Source Mintel’s Global New Product Database Source: LOHAS Consumer Trends Database™
  • 43. Handy Gurugu Hand Cream Company Lush Lush Handy Gurugu Hand Cream is described as a fabulous, easily absorbed hand cream made with rose water, six natural oils and butters, and luxuriously soothing essential oils. When sourcing the rich shea butters, the creative buying team traveled for 15 hours on a rickety bus along potholed roads to find villages where it is handmade by the local women. Handy Gurugu makes a big difference to the skin and a huge difference to the villagers who make the shea butter. The fresh, handmade hand cream is available in a 3.5-oz. tub. © 2008, Natural Marketing Institute 43 Source Mintel’s Global New Product Database Source: LOHAS Consumer Trends Database™
  • 44. 100% Pure Fruit Smoothie Company Ambiente Fruit Factory 100% Pure Fruit Smoothie is targeted specifically at the teenage and young adult market. The product is not from concentrate, and the packaging is carbon footprint friendly. This preservatives-free product is available in the following variants: Mango, Orange & Passion Fruit; Pineapple, Banana & Coconut; Strawberry & Banana. This product was on display at the Food & Drink Expo 2008, in Birmingham. © 2008, Natural Marketing Institute 44 Source Mintel’s Global New Product Database Source: LOHAS Consumer Trends Database™
  • 45. Chenin Blanc Chardonnay Wine Company Arniston Bay Arniston Bay Chenin Blanc Chardonnay Wine comprises a 1.5L decanting pouch of South African white wine. It is said to have an 80% lower carbon footprint and 90% less waste and landfill than glass. This product is available in a convenient on-the-go pack, which equates to two 750ml bottles. © 2008, Natural Marketing Institute 45 Source Mintel’s Global New Product Database Source: LOHAS Consumer Trends Database™
  • 46. Marketing LOHAS in Europe: A “To Do” List • Do recognize the differences across countries • Do recognize the potential value of each segment • Do include the role of outside endorsements • Do utilize LOHAS consumers as your grass-roots evangelizers • Do appreciate the value that CSR can have on consumer behavior • Do align consumer values with corporate actions • Do NOT assume price insensitivity for green Most importantly, • DO evaluate the opportunity to grow your brand globally © 2008, Natural Marketing Institute Source: LOHAS Consumer Trends Database™ 46