The document discusses LOHAS (Lifestyles of Health and Sustainability) consumers and greenwashing. It describes the different consumer segments based on the Natural Marketing Institute's model, with the LOHAS segment representing 17% of the US population. LOHAS consumers are dedicated to environmental and personal health and are the biggest purchasers of green products. The document also outlines some of the largest LOHAS-related markets. Finally, it discusses the "sins of greenwashing", including making claims based on a single attribute, lack of proof, and irrelevant claims.

25. What is LOHAS

37. U.S. LOHAS Consumer Segmentation Model Drives
Insights and Actions
(% US general population in NMI defined consumer segments)
UNCONCERNED: 16% LOHAS: 17%
•Unconcerned about the •Active stewards of the environment
environment and society •Dedicated to personal and planetary
health
•Lifestyle-oriented
•Heaviest purchasers of green/
socially responsible products
CONVENTIONALS: 26%
•Practical
•“Yankee Ingenuity” NATURALITES: 17%
•Conservation-oriented • Secondary target for many
mainstream LOHAS products
• Personal health motivated
DRIFTERS: 24% • More likely to use LOHAS-
•Good intentions, some consumables than durables
barriers with follow-through • Income restricts some behavior,
•Trendy creating attitudinal versus
•Price sensitive behavioral disconnects
NMI Solutions 2010

38. The LOHAS Consumer Drives the Momentum
LOHAS 2013
Today
New LOHAS Products Mainstreaming
Awareness
•Green dry cleaning
•Bio-based products •Energy-efficient appliances
Trial •Organics
•Alternative fuels
•Carbon offsets •Air purifiers
•Green banking Adoption •Hybrid vehicles
•Organic clothing
•Eco Spa Destinations Loyalty
•Many others
Influence
Source: The Natural Marketing Institute Study 2006

42. Personal Health
$117 Billion

43. Green Building
$40 Billion

44. Eco Tourism
$24 Billion

45. Natural Lifestyles
$10.6 Billion

46. Alternative Transportation
$6.12 Billion

47. Alternative Energies
$.38 Billion

48. LOHAS SPREADS GLOBAL

55. “Adversity is a fact of life. It can't be controlled.
What we can control is how we react to it. “ - Anonymous

56. Reinvention

57. Focus On Value Rather Than Price

58. What is key word resonates most
with green oriented travelers?

59. Terms That Resonate With Consumers
In travel services communications, which of the following are the most meaningful and
appealing to you?
70
60
50
40
Meaningfulness
30
20
10
0
CMIGreen Green Traveler Study 2010

60. Consumers are losing interest in
sustainability
True False

61. Global Consumers Want More
Corporate Responsibility
• 81% of consumers say companies have a
responsibility to address key social and
environmental issues beyond their local
communities
• 93% of consumers say companies must go
beyond legal compliance to operate responsibly
• 94% of consumers say companies must analyze
and evolve their business practices to make their
impact as positive as possible

71. The web is dying.
True False

72. Cisco 2010

76. The sins of Greenwashing
1. Sin of the Hidden Trade-Off:
• Claims that suggest a product is “green" based on a single health or
environmental attribute.
• While not exactly false it paints a much more LOHAS picture of the product..
• These are distracting the consumer from the greater environmental impacts of
the category as a whole.
2. Sin of No Proof:
• Any claim that is vaguely presented and cannot be substantiated by easily
accessible supporting information, or by a reliable third-party certification.
• Likely to be misunderstood by the intended consumer such as chemical-free
pesticide.
3. Sin of Irrelevance:
• Claims that may be truthful but are unimportant and unhelpful for consumers
and also distracting.

78. The sins of Greenwashing
1. Sin of the Hidden Trade-Off:
• Claims that suggest a product is “green" based on a single health or
environmental attribute.
• While not exactly false it paints a much more LOHAS picture of the product..
• These are distracting the consumer from the greater environmental impacts of
the category as a whole.
2. Sin of No Proof:
• Any claim that is vaguely presented and cannot be substantiated by easily
accessible supporting information, or by a reliable third-party certification.
• Likely to be misunderstood by the intended consumer such as chemical-free
pesticide.
3. Sin of Irrelevance:
• Claims that may be truthful but are unimportant and unhelpful for consumers
and also distracting.

80. The sins of Greenwashing
1. Sin of the Hidden Trade-Off:
• Claims that suggest a product is “green" based on a single health or
environmental attribute.
• While not exactly false it paints a much more LOHAS picture of the product..
• These are distracting the consumer from the greater environmental impacts of
the category as a whole.
2. Sin of No Proof:
• Any claim that is vaguely presented and cannot be substantiated by easily
accessible supporting information, or by a reliable third-party certification.
• Likely to be misunderstood by the intended consumer such as chemical-free
pesticide.
3. Sin of Irrelevance:
• Claims that may be truthful but are unimportant and unhelpful for consumers
and also distracting.

84. Contact Us
For copies of the PowerPoint presentation you just saw and
for more information, contact:
Ted Ning
LOHAS Forum Director &
LOHAS Journal Executive Editor
303.222.8263
Ted.Ning@lohas.com
833 W. South Boulder Rd
Louisville, CO 80027
303.222.8283
Info@lohas.com / www.lohas.com