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Earthsense LOHAS June 2010


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LOHAS and LOHOE; How Health & Sustainability is Complemented by Hedonics or Economics
When 93% of the population is not included in a definition – you’ve essentially said “no” to the adoption of your product to the mass market. Additionally, you’ve made the fringe so elitist that the only ones responding to the greater purpose are those who can identify with the movement.

Earthsense takes a common sense approach to sustainability. We believe there is a little green in everyone, and we are certain that the key is in identifying those attributes that make a product or service desirable without muddying the waters with political or lifestyle philosophies that can alienate people who do not feel compelled to join the cause.

In this enlightening session, Earthsense will share research from the most comprehensive database of consumer behavior on green: Eco-Insights. We’ll share the why behind the buy – comparing and contrasting product categories to give you the background you need to create compelling product messaging that appeals to the masses, not just those who already drank the “green kool-aid.”

Presented by: Wendy Cobrda, President & Co-Founder of Earthsense

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Earthsense LOHAS June 2010

  1. 1. HowHedonics & Economics are the natural complement to LOHAS<br />(Bringing sustainability to the masses by thinking like a consumer!)<br />
  2. 2. 2<br />Sustainable consumption?<br />
  3. 3. 3<br />Hedonics<br />PSYCHOLOGY studies focusing on desire for pleasure and the avoidance of pain; happiness<br />PHILOSOPHY theories surrounding ethics of seeking individual pleasure at the expense of the well-being of others<br />
  4. 4. 4<br />Eudaimonics:<br />contentedness,<br />purpose & meaning,<br />‘raison d’etre’ <br />Hedonics: <br />temporal feelings, more positive feelings than negative<br />
  5. 5. 5<br />...think I’ll buy the chocolate mocha madness ice cream because …it is cold and creamy and chocolate – it tastes so good!<br />...think I’ll buy the chocolate mocha madness ice cream because …Ben & Jerry’s is such an environmentally sensitive company.<br />OR<br />
  6. 6. The Dimensions Framework<br />Earthsense ©2010 All rights reserved.<br />6<br />LOHAS<br />Attitude<br />Behavior<br />
  7. 7. Dimensions<br />Strivers<br />16%<br />Believers<br />15%<br />Enthusiasts<br />7%<br />HIGH<br />CORE<br />Habitual<br />4%<br />Skeptic<br />24%<br />Selective<br />11%<br />MEDIUM<br />ATTITUDE<br />RIM<br />Detached<br />18%<br />Ambivalent<br />1%<br />Practical<br />4%<br />LOW<br />LOW<br />MEDIUM<br />HIGH<br />BEHAVIOR<br />Source: Eco-Insights 2008, 2009<br />7<br />7<br />
  8. 8. Market Shifts 2008 to 2009<br />2008<br />2009<br />Strivers<br />17%<br />Believers<br />16%<br />Enthusiasts<br />7%<br />Strivers<br />16%<br />Believers<br />15%<br />Enthusiasts<br />7%<br />HIGH<br />HIGH<br />Habitual<br />3%<br />Skeptic<br />30%<br />Selective<br />12%<br />Habitual<br />4%<br />Skeptic<br />24%<br />Selective<br />11%<br />MEDIUM<br />MEDIUM<br />ATTITUDE<br />ATTITUDE<br />Detached<br />12%<br />Ambivalent<br /><1%<br />Practical<br />2%<br />Detached<br />18%<br />Ambivalent<br />1%<br />Practical<br />4%<br />LOW<br />LOW<br />Biggest change is the shift from “Skeptics” to “Detached.”<br />LOW<br />MEDIUM<br />HIGH<br />LOW<br />MEDIUM<br />HIGH<br />BEHAVIOR<br />BEHAVIOR<br />Source: Eco-Insights 2008, 2009<br />8<br />8<br />
  9. 9. Earthsense ©2010 All rights reserved.<br />9<br />Fave Brand<br />What’s in &<br /> not in it<br />Psst! Try this!<br />It’s easy<br />Live long & <br />prosper<br />MONEY<br />Love the taste<br />
  10. 10. LOHAS<br />Manufacturing<br />Source<br />Packaging<br />LOHOE<br />Taste<br />Price<br />Brand<br />Future Health<br />Current Health<br />Availability<br />Lifestyle<br />Ingredients<br />Recommended<br />
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  18. 18. 18<br />Earthsense ©2010 All rights reserved.<br />
  19. 19. We don’t need no stinkin’ green premiums<br />% Willing to Pay a Premium for Different Green Products<br /> Source: Eco-Insights 2008, 2009<br />19<br />
  20. 20. Economics trumps desire…<br />Earthsense ©2010 All rights reserved.<br />20<br />
  21. 21. Green Premium Payer Profiles Differ by Product <br /> Source: Eco-Insights 2009<br />21<br />
  22. 22. 22<br />Earthsense ©2010 All rights reserved.<br />
  23. 23. 23<br />Earthsense ©2010 All rights reserved.<br />
  24. 24. Earthsense ©2010 All rights reserved.<br />24<br />
  25. 25. 25<br />RETHINK<br />
  26. 26. 26<br />Reduce<br />Reuse<br />Recycle<br />
  27. 27. 27<br />ReFUSE<br />ReTOOL<br />ReSTYLE<br />
  28. 28. 28<br />ResEarch<br />Reinvent<br />Reposition<br />
  29. 29. 29<br />Earthsense ©2010 All rights reserved.<br />LOHAS and LOHOE are not mutually exclusive concepts<br />
  30. 30. 30<br />Earthsense ©2010 All rights reserved.<br />Thank you!<br /><br /><br /><br />