Andrew harding
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This document discusses LOHAS (Lifestyles of Health and Sustainability), a growing market segment of consumers interested in products that align with their social, environmental, and wellness values. It provides an overview of the LOHAS market, popular product categories, and research on the size and characteristics of LOHAS consumers globally. LOHAS consumers prioritize purchasing from companies that share their beliefs in health, environment, and ethics. Research estimates that LOHAS consumers make up a sizable portion, around 20%, of populations in the US, Japan, and Europe. The outlook suggests interest in LOHAS values and lifestyles will continue growing in importance.
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Andrew harding
- 1. The Rise and Growth of LOHAS“Lifestyles of Health and Sustainability” Green Unplugged, 7th June 2010 Presented by Andrew Harding Conscious Ventures
- 2. SOCIAL AND ENVIRONMENTAL VALUES = ENHANCE PROFIT AND PRODUCTIVITY
- 3. NATURE & KIND High Emotion, Low Impact Travel Responsible Tourism Harpers Bazaar - Top 10 Ethical Operator Bruce Parry – Brand Ambassador BAFTA Film Awards - Official Gift Provider www.natureandkind.com
- 9. LOHAS FORUM, USA LOHAS ASIA PACIFIC NMI LOHAS REPORT I LOHAS, COCA COLA LOHAS PARK, JAPAN R U LOHAS CAFÉ
- 12. Educated, socially and environmentally aware
- 13. Well informed, discerning and skeptical about advertising claims
- 15. Japan: circa 30% of population
- 16. Europe: estimated higher than 33%
- 18. LOHAS RESEARCH LOHAS = Lifestyles Of Health And Sustainability Syndicated, annual tracking studies: NMI global LOHAS Consumer Trends Databases®: 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% Japan: since 2005 Western Europe: UK, France, Belgium, Netherlands, Spain, Portugal, and Germany (since 2007) Asia Pacific: 10 countries fielded in Q1 2010 Canada: 2009 18 country global project to field in 2010
- 19. Introduction to the LOHAS Segments(Lifestyles Of Health And Sustainability) (% of Europe general population adults…) LOHAS 19% UNCONCERNEDS 12% CONVENTIONALS 25% NATURALITES17% DRIFTERS 27% © Natural Marketing Institute (NMI), 2009 Source: NMI’s 2009 LOHAS Consumer Trends Database™
- 20. LOHAS OUTLOOK Continuing awareness and interest of environmental and social issues. Spiritual and responsible business leaders LOHAS model represents the new mode of activism for the 21st century The answer isn’t consumer demographics, income or psychographics, but values and lifestyle. Here’s to living healthy and sustainable lifestyles for generations to come.
- 21. Thank you for listening. LOHAS recommended resources: Lohas.com Nmisolutions.com Consciousventures.com
Editor's Notes
- Good morningladies and gentlemen.TODAYS BUSINESS WORLD IS UNDERGOING MAJOR CHANGE, AND THIS IS GOOD NEWS FOR ALL OF US.EVERYTHING IS NEW RIGHT NOW - AS WE HAVE A NEW ECONOMY, A NEW POLICATICAL ADMIN – BUT MOST IMPORTANTLY WITH A A NEW TYPE OF CAPITILISM – RESPONSIBLE CAPITALISM
- A WORLD IN WHICH AS CONSUMERS ARE INCREASINGLY TURNING INWARD TO EMRACE SPIRTULAITY AND VALUES, LEADING EDGE COMPANIES HAVE DISCOVERED THAT SOCIAL AND ENVIRONMENTAL VALUES ENHANCE PROFIT AND PRDUCTIVITY.AND WHERE SUCCESS OF A COMPANY IS NOT ONLY NOT MEASURED THROUGH A SHAREHOLDERS LENS, BUT ALSO ON BEHALF WIDER STAKEHOLDER CONSTITUENCY, WHERE INCREASINGLY VALUES PLAY A ROLE.TODAY WE WILL MEET AND HAVE THE OPPORTUNITY TO NETWORK, LEARN FROM AND AND SHARE IDEAS WITH ENTREPRENURS, BRANDS AGENCIES AND INVESTORS WHOSE COLLECTIVE CREATIVITY, INNOVATION AND COMMITMENT ARE BUILDING A NEW ECONOMY, WHERE MONEY AND MORALS THRIVE SIDE BY SIDE.BUTFIRST OF ALL, LETS PUT LOHAS INTO CONTEXT AND SHARE WITH YOU HOW I BECAME INFLUENCED, AND DARE I SAY, IT EVEN PASSIONATE ABOUT LOHASIT WAS A LITTLE OVER 5 YEARS AGO WHEN I WAS PREPARING THE SALES AND MARKETING PLAN FOR OUR FIRST CONSCIOUS VENTURE AND INVESTMENT IN ECOTOURISM – NATURE & KIND
- NATURE & KIND IS A TRAVEL AND LIFESTYLE COMPANY SPECIALISING IN ‘HIGH EMOTION, LOW IMPACT’ TRAVEL FOR BOTH LESIURE AND CORPORATE MARKET.A KEY STRATEGY OF THE MARKETING AND CUSTOMER ACQUISTION PLAN WAS TO BETTER UNDERSTAND THE HOLISTIC LIFESTYLE OF THE ETHICAL CONSUMER, AND BY DOING SO BE ABLE TO IDENTIFY AND NEGOTIATE CO-BRANDED PARTNERSHIP MARKETING OPPORTUNITIES WITH OTHER LIKE-MINDED EVIRONMENTALLY AND SOCIALLY CONSCIOUS LIFESTYLE COMPANIES.IT WAS WHILST RESEARCHING TO POTENTIAL PARTNERS, I CAME ACROSS THE CONCEPT AND MARKET KNOWN AS LOHAS*
- FOR THOSE OF YOU WHO ARE NEW TO THE TERM LOHAS LOHAS IS AN ACOYNYM FOR LIFESTYLES OF HEALTH AND SUSTAINATBILITY.ENCOMPASSESS GOODS AND SERVICES THAT APPEAL TO THOSE CONSUMERS WHO VALUE HEALTH, THE ENVIRONMENT, SOCIAL JUSTICE, PERSONAL DEVELOPMENT AND SUSTAINABLE LIVING
- LOHAS IS IN THE WORDS OF THE NEW YORK TIMES MIGHT POSSIBLY “BE THE BIGGEST MARKET YOU HAVE NEVER HEARDESTIMATED TO BE WORTH $500 BILLION GLOBALLY, ENCOMPASSING GOODS AND SERVICES THAT RANGE FROM ORGANIC FOOD, ENRGEY EFFICIETNCY APPLIANCES, SOLAR PANELS TO ALERTERTANVE MEDICINE, YOGA TAPES AND ECOTOURISM.
- LOHAS ALSO UNIQUELY DESCRIBES AN EMERGING MARKET SECTOR WHERE THE GOODS AND SERVICES PURCHASED ARE DEFINED BY A SHARED GROUP OF VALUES, RATHER THAN THE TRADITIONAL SEGMENTATION FACTORS OF AGE, GENDER, INCOME AND OCCUPATION AND WAS FIRST DESCRIBED BY AMERICAN SOCIOLOGUST PAUL RAY IN THE MID 1990SBUSINESS TO BUSINESS TERM, LEADING TO LOHAS INDUSTRY FORUMS, SPECIALST MARKET RESEARCH COMPANIES, BUT MOST INTERESTING TREND AND ONE TO CONSIDER FOR THE EUROPEAN MARKET IS ASIA’S EMBRACING OF LOHAS AS A CONSUMER TERM WITH BRAND EXAMPLES OF COCA COLAS – I LOHAS DRINK, LOHAS PARK AND R U LOHAS CAFE
- SO WHO ARE LOHAS CONSUMERS?PURCHASEPRODUCTS AND SERIVCES ALIGNED WITH THEIR PERSONAL VALUES.ENVIRONMENTAL CONCERNS, HUMAN HEALTH AND HUMAN RIGHTS ARE NOT THE ONY AREAS OF INTEREST TO THE LOHAS CONSUMERTHE INTERCONNECTIONS BETWEEN GLOBAL ECONOMIES, CULTURES, ENVIRONMENTS AND POLITICAL SYSTEMS PLAY A LAGE ROLE IN THE HOLISTIC WORLDVIEW OF THE TYPICAL LOHAS CONSUMER, BUT EQUALLY IMPORTANT ARE THE INTERCONNECTIONS OF MIND, BODY AND SPIRIT WIHTIN INDIVIDUALS.IT IS THIS FOCUS ON PERSONAL DEVELOPMENT, WITH THE ULTIMATE GOAL OF ACHIEVING HIS OF HER FULL POTENTIAL IS OF UPMOST CONCERN TO THE LOHAS CONSUMER. THE CURRENT GROWTH IN THIS MARKET GROUP STRNGLY SUPPORTS THE NOTION THAT SPIRITULAITY IS NO LONGER RLEGATED TO NEW AGE PERIPHY BUT IS UNDENDIALY MIGRTING TO THE CENTRE OF MAINSTREAM CULTURAL AWARENESS.ENGAGING CONSUMERS ON SUSTAINABILITY REQUEIES AN INCREASINLY SOPHISTICATED EFFORT, AS CANNY CONSUMERS WILL INCREASINGLY PLACE GREATER SCRUTINY ON THE CLAIMS WE MAKE WITH REGARDS TO OUR PRODUCTS AND SERVICES.LOHASCONSUMERS ARE THE FUTURE FOR BUSINESS + AS WELL AS FOR THE FUTURE SOCIAL, ENVIRO AND ECONOMIC CHANGE
- LOHAS IT IS A GLOBAL MARKET PLACEIN THIS SLIDE I HAVE HIGHLIGHTED THE CORE LOHAS MARKETS OF USA WHERE ESTIMATED 20% OF POPULATION (OVER 41 MILLION) ARE ENGAGED IN THE LOHAS MARKETIN JAPAN AND OTHER PARTS OF ASIA IT IS ESTIMATED OVER 30% WHERE EASTERN VALUES AND CULTURE REOGNISE SPIRUTALLITY AND HEALTHEUROPE IT IS ESTIMATED HIGHER THAN 33%BUT MOST NOTABLY AUSTRALIA CURRENTLY ONE THE FASTEST GROWING MARKETS GROWING AT 20% PER ANNUM, REACHING A MARKET VALUE OF $21 BILLION THIS YEAR.
- SO LETS STAND BACK FROM ABOUT 100,000 FEET AND LOOK AT WHAT SUSTAINABILITY LOOKS LIKE FROM A CONSUMER STANDPOINTWHAT WE ARE TALKING ABOUT IS A CONTIUM IN TERMS OF GOING FROM LEFT RIGHT THAT DEALS WITH LEVELS OF CONTROL, AND A CONSUMERS JUSTIFICATION FOR PURCHASESO WHAT YOU SEE IS A CONSUMER PATHWAY, AND CONSUMER PATHWAY BEGINS ON A PERSONAL LEVEL WHICH ENCOMPASSES PRODUCTS THAT ARE DIRECTLY CONSUMED (FOOD, DRINK, BODYCARE)TYPICALLY CONSUMERS WILL THEN MOVE TO THE SECOND STAGE OF MY ‘FAMILY AND MY HOME’ (PETS AND HOUSEHOLD PRODUCTS)AS WE PROGRESS FURTHER TO WHAT HAPPENS IN MY COMMUNITY, MY COUNTRY AND MYWORLD, THERE IS INCREASINGLY LESS CONTROL, AND WITH SUCH LONG TERM RESULTS, CAN PERHAPS SOMETIMES LEAD TO NEEDS BECOMING A BIT OBSCURESO FROM A COMPANY POINT, IF YOU ARE LOOKING TO MARKET YOUR PRODUCT, IT IS IMORTANT TO RECOGNISE THAT CONSUMERS ARE IN DIFFERENT PLACES AT DIFFERENT TIMES
- THIS YEAR CONSCIOUS VENTURES PARTNERED WITH THE NATURAL MARKETING INSTITUTE, THE WORLDS LEADING STRATEGIC MARKET RESEARCH CONSULTANCY SPECIALISING IN HEALTH, WELLNESS AND SUSTAINABILITY IN ORDER TO HELP BRANDS AND AGENCIES IN EUROPE, BETTER UNDERSTAND THE MOTIVATIONS OF CONSUMERS IN EUROPE TO ENGAGE IN HEALTHIER, MORE SUSTAINABLE LIFE CHOICES.OVER LAST 8 YEARS NMI HAS CONDUCTED NATIONAL SURVEYS INTERVIEWING OVER 75,000 PEOPLE WORDWIDE INCLUDING USA, JAPAN, WESTERN EUROPE AND ASIA PACIFIC, DEOMONSTRATING THAT LOHAS IS TRULY A GLOBAL MARKET.FROM THIS RESEARCH THEY HAVE IDENTIFIED 5 CONSUMER SEGMENTS,
- FIRST WE HAVE THE LOHAS CONSUMERS REPRESENTING 19% OF THE MARKET ENVIRONMENTAL STEWARDS MOST DEDICATED TO THE NOTION OF PERSONAL AND PLANETARTY HEALTH EARLY ADOPTERS, HIGH INFLUENCE OF FRIENDS & FAMILY LESS PRICE SENSITIVE MORE BRAND LOYALTHE 2ND GROUP THE NATURALITES REPRESETING 17% ZEALOUS ABOUT THEIR OWN PERSONAL HEALTHFOCUSED ON NARTURAL AND HEALTHY CPGS MORE INTO PERSONAL HEALTH ISSUES THAN ENVIRONMENTAL WHEN MAKING A PURCHASE LESS COMMITTED TO NOTION OF HOLISTIC SUSTAINABILITY ALSO ATTRACTED TO MIND, BODY, SPIRIT PHILOSPHOIES - VISION OF HEALTH NOT JUST PHYSICAL, BUT ALSO MENTAL AND SPIRTUALTHE HAVE THE DRIFTERS – THE LARGEST CONSUMER SEGMENT IN EUROPE REPRESENTING 27% DRIFTERS HAVE GOOD INTENTIONS HOWEVER WHILST THEY ARE ATTITUDENALLY PREDIPOSED TO THE LOHAS MARKET, FOR VARITY OF REASONS E.G. AGE OR FINANCIAL BARRIERS, THEY DON’T HAVE THE MENAS TO PARTICIPATE IN MANY LOHAS CATEGORIES. DRIFTERS ARE IN NEED OF SOME GUIDANCE, INSPIRATION AND EDUCTION TRANSFERRING THEIR ATTITUDES INTO PURCHASE BEHAVIOU COULD TRANSLATE INTO EVEN MORE MOMENTUM FOR LOHAS MARKETTHE CONVENTIALS AGAIN A SIGNIFICANT SIZE MARKET REPRESENTING 1:4 CONSUMERS IN EUROPE THEY ARE A VERY PRACTICAL CONSUMER SEGMENT THERE ENVIRONMENTAL BEHAVIOURS NOT NECESSARILY FOR BENEFIT OF PLANET, BUT LIKELY THEIR POCKET. SO ATTRACTIVE TARGET FOR ANY COMPANY WITH A FISCALLY RESPONSIBLE PRODUCT LKE ENERGY EFFICIENT ELECTRONICS/ APPLIANCESLASTLY UNCONCERNEDS A SEGMENT WE DON’T LIKE AND FORTUNEATLY GETTING SMALLER OVER TIME THE ENVIRONMENT AND SOCIETY NOT PRIORITIES TO THIS SEGMENTSHOW NOW ENVIRONMENTALL Y RESPONSIBLE BEHAVIOUR
- AND FINALLY A FEW WORDS ON OUR OUTLOOK FOR LOHASETHICAL CONSUMERISM ONLY SHOWS SIGNS OF ACCELERATING AND PENETRATING FURTHER INTO CONSUMER CONSCIOUSNESSHOWEVER THE CHALLENGE WE ARE FACED WITH, AND WE MUST ASPIRE TO IF WE RE TO ACHIEVE ANY TRANSFORMATIVE ENVIRONMENTAL OR SOCIAL CHANGE ON A SCALABLE LEVEL, IS FOR SUSTAINABILITY TO GO MAINSTREAM BY INCREASING CONSUMER ACCESSIBILITY, CHOICE AND EMPOWERMENTIN ORDER TO DO SO WE NEED TO INNOVATE, DEVELOP AND INVEST INTO SOCIAL ENTREPRENUERS AND BRANDS TO PROVIDING THEM WITH THE KNOWLEDGE, EXPERIENCE AND RESOURCES EQUAL TO THAT OF MAINSTREAM BRANDS, TO CREATE PRODUCTS AND SERVICES THAT ARE EQUAL QUALITY, THE SAME PRICE AND MORE SUSTAINABLEWE NEED TO MOVE THE DISCUSSION FORWARD, REPOSITON LOHAS, GREEN AND ETHICAL AS MAINSTREAM RATHER THAN PERCEIVED NICHE.PERHAPS THE LOHAS MODEL REPRESENTS THE NEW MODE OF ACTIVISIM FOR THE 21ST CENTURYREMEMBER THE ANSWER ISNT IN CONSUMER DEMOGRAPHICS, INCOME OR PSYCHOGRAPHICS, BUT VALUES AND LIFESTYLEHERES A TOAST TO LIVING HEALTHY AND SUSTAINABLE LIFESTYLES FOR GENERATIONS TO COME!