Sustainability has become the foremost current cultural shift. It permeates all aspects of consumers' lifestyles and businesses. Most of the general population is concerned with environmental stewardship issues and believes corporations should do more to protect the environment, though some barriers like cost still exist. Early adopters known as LOHAS consumers are predictors of future behaviors and wants from companies regarding environmentally friendly products and packaging.

1. Lifestyles of Health and Sustainability Lifestyles of Health amd Sustainability Professor Hector R Rodriguez School of Business Mount Ida College

2. Sustainability is the Foremost Current Cultural Shift

3. The culture of sustainability – 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. Sustainability permeates every aspect of consumers’ lifestyles, business infrastructures, and other societal constituencies. Lifestyles of Health and Sustainability

4. % U.S. general population indicating that the following issues concern them: Source: The 2008 LOHAS Consumer Trends Database National Market Institute Survey

5. % U.S. general population indicating which of the following terms they are aware of Source: The 2008 LOHAS Consumer Trends Database Awareness is Increasing

6. % General population stating the following organizations are either currently acting as a leader in protecting the environment, or should be doing more Corporations Should be Doing More Source: The 2008 LOHAS Consumer Trends Database

7. Consumers expect more from companies but they will reward them Source: The 2008 LOHAS Consumer Trends Database Consumers are Willing to Reward Leaders

8. % U.S. general population indicating which of the following prevents them from using environmentally friendly products and services Source: The 2008 LOHAS Consumer Trends Database Barriers Remain

9. 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. LOHAS consumers would like to see trusted sources endorse the claims made by companies. Establishing Credibility Source: The 2008 LOHAS Consumer Trends Database

10. Target Consumers - Consumer Segmentation Model

11. % Segments indicating they are early adopters Key LOHAS Characteristics

12. LOHAS are Predictors of Future Behavior

13. LOHAS Example: Organic Foods Source: The 2008 LOHAS Consumer Trends Database

14. What is Next? Packaging Attributes Source: The 2008 LOHAS Consumer Trends Database

15. Sustainability is the Foremost Current Cultural Shift Sustainability permeates every aspect of consumers’ lifestyles Environmental stewardship issues concern the general population They believe corporations should be doing more, and they are willing to reward them Barriers like cost, communication and availability remain LOHAS consumers are predictors of future behaviors Conclusion