Andrew harding

The Rise and Growth of LOHAS“Lifestyles of Health and Sustainability”

Green Unplugged, 7th June 2010

Presented by Andrew HardingConscious Ventures

SOCIAL AND ENVIRONMENTAL VALUES = ENHANCE PROFIT AND PRODUCTIVITY

High Emotion, Low Impact TravelResponsible TourismHarpers Bazaar - Top 10 Ethical OperatorBruce Parry – Brand AmbassadorBAFTA Film Awards - Official Gift Provider

www.natureandkind.com

NATURE & KIND

LOHAS MARKET

LOHAS

Sustainable Economy

Alternative Healthcare

Healthy Lifestyles

Personal Development

Ecological Lifestyles

• Health• The

Environment• Social Justice• Personal

Development• Sustainable

Living

LOHAS MARKETPLACE

ORGANIC FOODS NATURAL PERSONAL CARE HYBRID/ ELECTRIC VEHICLEGREEN BUILDING & INTERIORS

ENERGY EFFICIENT PRODUCTS SRI/ ETHICAL INVESTING ECO HOUSELHOLD PRODUCTS ETHICAL FASHION

SPIRITUALITY AND WELLNESS ALERTNATIVE MEDICINE FAIR TRADE PRODUCTS ECOTOURISM

LOHAS FORUM, USA NMI LOHAS REPORT LOHAS ASIA PACIFIC

I LOHAS, COCA COLA

LOHAS PARK, JAPAN R U LOHAS CAFÉ

LOHAS CONSUMERSPurchase products that share personal values & beliefs

Affluent and loyal

Educated, socially and environmentally aware

Well informed, discerning and skeptical about advertising claims

Future of business as well as social, environmental and economic change

GLOBAL LOHAS• USA: 20% of

population (41 million)

• Japan: circa 30% of population

• Europe: estimated higher than 33%

• Australia: 8% of population. growth rate of 20% and expected to reach $21bn this year.

Consumers’ Spectrum of Engagement in GreenThis holds true in a broad senses across all categories and all consumers.

MEWhat goes in and on my

body

My Family & My Home

My Community

My Country

My World

Lots of Control, More Immediate

Results

Very Little Control,

Long Term Results

Easy for consumers to justify purchase Justify based on BIG needsPersonal Safety/Consumption Needs are SO big they are a bit obscure

LOHAS RESEARCH

• 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

LOHAS = Lifestyles Of Health And Sustainability

NATURALITES 17%

CONVENTIONALS 25%

DRIFTERS 27%

LOHAS 19%

(% of Europe general population adults…)

UNCONCERNEDS 12%

Introduction to the LOHAS Segments(Lifestyles Of Health And Sustainability)

© Natural Marketing Institute (NMI), 2009Source: NMI’s 2009 LOHAS Consumer Trends Database™

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.

Thank you for listening.

LOHAS recommended resources:

Lohas.comNmisolutions.comConsciousventures.com