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Earthsense: LOHAS and LOHOE Complementary Concepts
The document discusses the relationship between hedonics, economics, and sustainable consumption within the LOHAS (Lifestyles of Health and Sustainability) framework. It presents various consumer attitudes and behaviors toward sustainability and highlights changes in consumer profiles from 2008 to 2009. Additionally, it emphasizes the importance of pleasure in purchasing decisions and the market opportunity for green products without premium pricing.
Earthsense: LOHAS and LOHOE Complementary Concepts
- 1. HowHedonics & Economicsare the natural complement to LOHAS(Bringing sustainability to the masses by thinking like a consumer!)
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- 3. 3HedonicsPSYCHOLOGY studies focusingon desire for pleasure and the avoidance of pain; happinessPHILOSOPHY theories surrounding ethics of seeking individual pleasure at the expense of the well-being of others
- 4. 4Eudaimonics:contentedness,purpose & meaning,‘raisond’etre’ Hedonics: temporal feelings, more positive feelings than negative
- 5. 5...think I’ll buythe chocolate mocha madness ice cream because …it is cold and creamy and chocolate – it tastes so good!...think I’ll buy the chocolate mocha madness ice cream because …Ben & Jerry’s is such an environmentally sensitive company.OR
- 6. The Dimensions FrameworkEarthsense©2010 All rights reserved.6LOHASAttitudeBehavior
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- 8. Market Shifts 2008to 200920082009Strivers17%Believers16%Enthusiasts7%Strivers16%Believers15%Enthusiasts7%HIGHHIGHHabitual3%Skeptic30%Selective12%Habitual4%Skeptic24%Selective11%MEDIUMMEDIUMATTITUDEATTITUDEDetached12%Ambivalent<1%Practical2%Detached18%Ambivalent1%Practical4%LOWLOWBiggest change is the shift from “Skeptics” to “Detached.”LOWMEDIUMHIGHLOWMEDIUMHIGHBEHAVIORBEHAVIORSource: Eco-Insights 2008, 200988
- 9. Earthsense ©2010 Allrights reserved.9Fave BrandWhat’s in & not in itPsst! Try this!It’s easyLive long & prosperMONEYLove the taste
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- 18. 18Earthsense ©2010 Allrights reserved.
- 19. We don’t needno stinkin’ green premiums% Willing to Pay a Premium for Different Green Products Source: Eco-Insights 2008, 200919
- 20. Economics trumps desire…Earthsense©2010 All rights reserved.20
- 21. Green Premium PayerProfiles Differ by Product Source: Eco-Insights 200921
- 22. 22Earthsense ©2010 Allrights reserved.
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- 24. Earthsense ©2010 Allrights reserved.24
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- 29. 29Earthsense ©2010 Allrights reserved.LOHAS and LOHOE are not mutually exclusive concepts
- 30. 30Earthsense ©2010 Allrights reserved.Thank you!Earthsense.comGreenConfidenceIndex.comAsTheEarthSpins.com
Editor's Notes
- #4 Life Liberty and the Pursuit of Happiness – Thomas Jefferson (Core of our culture)
- #22 Demographics can help sharpen the target, when we look at specific products, rather than premium price payers in general. Not surprisingly, for the 22 products we tested in spring 2009, we found that income was a useful predictor – but not necessarily sufficient. Age, which correlates with income helps a bit, of course. Here’s an example for gender, for a subset of ten of the products – you see that Men are at least 20% more likely than women to pay a premium for their granola bars, paper towels and MP3 players, for example, while women were 20% more likely than the guys to pay a green premium for fresh poultry, laundry detergent, lotion for their skin or their car. The message here is to model to optimize your target, to distinguish where distinct profiles can be created among likely buyers whose taste may run green….or conventional. NOTE: A product had a gender skew if its indices were outside the range of 90 to 110. Example: For crackers the indices were 96-104; for granola bars, 83 (women) to 118 (men); for pet food, 98 to 102; for poultry, 86 (men) to 113 (women).
- #28 To get consumers to understandPoints:Refuse: Barriers are price premiums, politicization of issues, preachy/controlRejuice: Rest: Redreaming the dream – reset expectations of the product to how its used by consumers, to the importance that consumers bring to your brand.
- #29 To get consumers to understandPoints:Refuse: Barriers are price premiums, politicization of issues, preachy/controlRejuice: Rest: Redreaming the dream – reset expectations of the product to how its used by consumers, to the importance that consumers bring to your brand.