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Sustainability and the Consumer - LOHAS

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Sustainability and the Consumer - LOHAS

  1. 1. Lifestyles of Health and Sustainability Lifestyles of Health amd Sustainability Professor Hector R Rodriguez School of Business Mount Ida College
  2. 2. Sustainability is the Foremost Current Cultural Shift
  3. 3. <ul><li>The culture of sustainability – </li></ul><ul><ul><li>In the eyes of the public, it’s not a matter of whether we will run out of natural resources –it’s a matter of when. </li></ul></ul><ul><ul><li>Sustainability permeates every aspect of consumers’ lifestyles, business infrastructures, and other societal constituencies. </li></ul></ul>Lifestyles of Health and Sustainability
  4. 4. <ul><li>% U.S. general population indicating that the following issues concern them: </li></ul>Source: The 2008 LOHAS Consumer Trends Database National Market Institute Survey
  5. 5. <ul><li>% U.S. general population indicating which of the following terms they are aware of </li></ul>Source: The 2008 LOHAS Consumer Trends Database Awareness is Increasing
  6. 6. <ul><li>% General population stating the following organizations are either currently acting as a leader in protecting the environment, or should be doing more </li></ul>Corporations Should be Doing More Source: The 2008 LOHAS Consumer Trends Database
  7. 7. <ul><li>Consumers expect more from companies but they will reward them </li></ul>Source: The 2008 LOHAS Consumer Trends Database Consumers are Willing to Reward Leaders
  8. 8. <ul><li>% U.S. general population indicating which of the following prevents them from using environmentally friendly products and services </li></ul>Source: The 2008 LOHAS Consumer Trends Database Barriers Remain
  9. 9. <ul><li>More than three-quarters of consumers say that almost all companies are saying they are environmentally friendly and it is hard to know which companies are telling the truth. </li></ul><ul><ul><li>LOHAS consumers would like to see trusted sources endorse the claims made by companies. </li></ul></ul>Establishing Credibility Source: The 2008 LOHAS Consumer Trends Database
  10. 10. Target Consumers - Consumer Segmentation Model
  11. 11. <ul><li>% Segments indicating they are early adopters </li></ul>Key LOHAS Characteristics
  12. 12. LOHAS are Predictors of Future Behavior
  13. 13. LOHAS Example: Organic Foods Source: The 2008 LOHAS Consumer Trends Database
  14. 14. What is Next? Packaging Attributes Source: The 2008 LOHAS Consumer Trends Database
  15. 15. <ul><li>Sustainability is the Foremost Current Cultural Shift </li></ul><ul><li>Sustainability permeates every aspect of consumers’ lifestyles </li></ul><ul><li>Environmental stewardship issues concern the general population </li></ul><ul><ul><li>They believe corporations should be doing more, and they are willing to reward them </li></ul></ul><ul><li>Barriers like cost, communication and availability remain </li></ul><ul><li>LOHAS consumers are predictors of future behaviors </li></ul>Conclusion

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