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Andrew harding

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Andrew harding

  1. 1. The Rise and Growth of LOHAS“Lifestyles of Health and Sustainability”<br />Green Unplugged, 7th June 2010<br />Presented by Andrew Harding<br />Conscious Ventures<br />
  2. 2. SOCIAL AND ENVIRONMENTAL VALUES = ENHANCE PROFIT AND PRODUCTIVITY<br />
  3. 3. NATURE & KIND<br />High Emotion, Low Impact Travel<br />Responsible Tourism<br />Harpers Bazaar - Top 10 Ethical Operator<br />Bruce Parry – Brand Ambassador<br />BAFTA Film Awards - Official Gift Provider<br />www.natureandkind.com<br />
  4. 4. LOHAS MARKET<br /><ul><li>Health
  5. 5. The Environment
  6. 6. Social Justice
  7. 7. Personal Development
  8. 8. Sustainable Living</li></li></ul><li>LOHAS MARKETPLACE<br />ORGANIC FOODS<br />NATURAL PERSONAL CARE<br />HYBRID/ ELECTRIC VEHICLE<br />GREEN BUILDING & INTERIORS<br />ENERGY EFFICIENT PRODUCTS<br />SRI/ ETHICAL INVESTING<br />ECO HOUSELHOLD PRODUCTS<br />ETHICAL FASHION<br />SPIRITUALITY AND WELLNESS<br />FAIR TRADE PRODUCTS <br />ECOTOURISM<br />ALERTNATIVE MEDICINE<br />
  9. 9. LOHAS FORUM, USA<br />LOHAS ASIA PACIFIC<br />NMI LOHAS REPORT<br />I LOHAS, COCA COLA<br />LOHAS PARK, JAPAN<br />R U LOHAS CAFÉ<br />
  10. 10. LOHAS CONSUMERS<br /><ul><li>Purchase products that share personal values & beliefs
  11. 11. Affluent and loyal
  12. 12. Educated, socially and environmentally aware
  13. 13. Well informed, discerning and skeptical about advertising claims
  14. 14. Future of business as well as social, environmental and economic change</li></li></ul><li>GLOBAL LOHAS<br /><ul><li>USA: 20% of population (41 million)
  15. 15. Japan: circa 30% of population
  16. 16. Europe: estimated higher than 33%
  17. 17. Australia: 8% of population. growth rate of 20% and expected to reach $21bn this year. </li></li></ul><li>Consumers’ Spectrum of Engagement in GreenThis holds true in a broad senses across all categories and all consumers.<br />Lots of Control, <br />More Immediate Results<br />Very Little Control, <br />Long Term Results<br />My<br />World<br />My<br />Country<br />My<br />Community<br />My Family & My Home<br />ME<br />What goes in and on my body<br />Easy for consumers to justify purchase Justify based on BIG needs<br />Personal Safety/Consumption Needs are SO big they are a bit obscure<br />
  18. 18. LOHAS RESEARCH<br />LOHAS = Lifestyles Of Health And Sustainability<br />Syndicated, annual tracking studies: NMI global LOHAS Consumer Trends Databases®:<br />U.S.: since 2002, with 2,000-4,000+ U.S. adults each year, nationally projectable to the U.S. adult population and accurate at the 95% confidence level to +/- 1.3% <br />Japan: since 2005<br />Western Europe: UK, France, Belgium, Netherlands, Spain, Portugal, and Germany (since 2007)<br />Asia Pacific: 10 countries fielded in Q1 2010<br />Canada: 2009<br />18 country global project to field in 2010<br />
  19. 19. Introduction to the LOHAS Segments(Lifestyles Of Health And Sustainability)<br />(% of Europe general population adults…)<br />LOHAS 19%<br />UNCONCERNEDS 12%<br />CONVENTIONALS 25%<br />NATURALITES17%<br />DRIFTERS 27%<br />© Natural Marketing Institute (NMI), 2009<br />Source: NMI’s 2009 LOHAS Consumer Trends Database™<br />
  20. 20. LOHAS OUTLOOK<br />Continuing awareness and interest of environmental and social issues.<br />Spiritual and responsible business leaders<br />LOHAS model represents the new mode of activism for the 21st century<br />The answer isn’t consumer demographics, income or psychographics, but values and lifestyle.<br />Here’s to living healthy and sustainable lifestyles for generations to come. <br />
  21. 21. Thank you for listening.<br />LOHAS recommended resources:<br />Lohas.com<br />Nmisolutions.com<br />Consciousventures.com<br />

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