What is LOHAS
U.S. LOHAS Consumer Segmentation Model Drives                       Insights and Actions                                  ...
The LOHAS Consumer Drives the Momentum      LOHAS                                                           2013      Toda...
Personal Health$117 Billion
Green Building$40 Billion
Eco Tourism              $24 Billion
Natural Lifestyles$10.6 Billion
Alternative Transportation$6.12 Billion
Alternative Energies              $.38 Billion
LOHAS SPREADS GLOBAL
“Adversity is a fact of life. It cant be controlled.What we can control is how we react to it. “ - Anonymous
Reinvention
Focus On Value Rather Than Price
What is key word resonates most with green oriented travelers?
Terms That Resonate With ConsumersIn travel services communications, which of the following are the most meaningful and   ...
Consumers are losing interest in        sustainability     True       False
Global Consumers Want More       Corporate Responsibility• 81% of consumers say companies have a  responsibility to addres...
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 healt...
The sins of Greenwashing 1. Sin of the Hidden Trade-Off:• Claims that suggest a product is “green" based on a single healt...
The sins of Greenwashing 1. Sin of the Hidden Trade-Off:• Claims that suggest a product is “green" based on a single healt...
Contact UsFor copies of the PowerPoint presentation you just saw and               for more information, contact:         ...
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
Why Communicating with the LOHAS Consumer is Important
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Why Communicating with the LOHAS Consumer is Important

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  • 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.
  • http://www.greenlaunches.com/gadgets-and-tech/pavegen-the-energygenerating-street-tiles-use-kinetic-energy.php?utm_source=getresponse&utm_medium=email&utm_campaign=lohasweekly&utm_content=LOHAS+E-weekly%3A+Save+the+Date+-+June+12-14th%2C+2012+LOHAS+Forum
  • http://blogs.westword.com/cafesociety/2010/06/what_is_it_about_fat_tire_that.php
  • Why Communicating with the LOHAS Consumer is Important

    1. 1. What is LOHAS
    2. 2. 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 productsCONVENTIONALS: 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 disconnectsNMI Solutions 2010
    3. 3. The LOHAS Consumer Drives the Momentum LOHAS 2013 TodayNew 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
    4. 4. Personal Health$117 Billion
    5. 5. Green Building$40 Billion
    6. 6. Eco Tourism $24 Billion
    7. 7. Natural Lifestyles$10.6 Billion
    8. 8. Alternative Transportation$6.12 Billion
    9. 9. Alternative Energies $.38 Billion
    10. 10. LOHAS SPREADS GLOBAL
    11. 11. “Adversity is a fact of life. It cant be controlled.What we can control is how we react to it. “ - Anonymous
    12. 12. Reinvention
    13. 13. Focus On Value Rather Than Price
    14. 14. What is key word resonates most with green oriented travelers?
    15. 15. Terms That Resonate With ConsumersIn 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
    16. 16. Consumers are losing interest in sustainability True False
    17. 17. 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
    18. 18. The web is dying.True False
    19. 19. Cisco 2010
    20. 20. 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.
    21. 21. 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.
    22. 22. 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.
    23. 23. Contact UsFor 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

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