Natural Marketing Institute NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace.
With this groundwork laid, next month NMI will launch into an exploration of Lohas consumer behavior specific topics, ranging from balancing economic development and environmental protection, sustainable packaging, and how brands communicate sustainability with specific content on eco-labels.
When NMI began conducting research on the U. Of those countries included, Brazil, which has heavily enforced sustainable farming practices, has the highest percentage of LOHAS consumers.
They are early and heavy users of sustainable products and exude a strong influence over others. The LCTD is an annual quantitative study focused on sustainability, corporate social responsibility, environmentalism, and social issues, among other topics.
We are all getting greener though that does not mean we will all be LOHAS consumersand consequently, brands should be prepared with greener products and ways to facilitate these lifestyle changes. Over the course of the past decade, sustainability has become more mainstream: And, their buy-in is fundamental to reaching more mainstream consumer segments.
The study has been conducted in the U.
Third, consumers in developing countries report higher levels of current involvement than in developed countries. Hence, these consumers can be a prime target for companies marketing green, socially-responsible, or healthy products.
While the exact numbers could be debated, it is clear that there is a great deal of anticipated activity around the world. CONVENTIONALS are not particularly environmentally-conscious in attitude even though their behaviors sometimes indicate otherwise — they are practical consumers whose conservation and recycling efforts can make them a viable target for some practical green products, like CFLs.
Germany was mentioned earlier as an example of a country that has invested heavily in sustainability. This makes sustainability much more attractive to brands, and in fact increases the business imperative since consumers are Lohas consumer behavior engaged.
This may be because many of their daily activities are sustainable, even if motivated by other reasons. Fourth, Germans buck the trend of being more involved in the future. Anticipated Future Involvement with Environmental Protection Another way to frame the marketplace is to look at reported involvement in environmental protection, and how this may change in the future, as shown in Figure 2.
The Sustainable Mainstream is comprised of the following three segments: There are several interesting points it brings to light: The following are sample sizes by country: Figure 1 highlights differences in the breakout of consumers in several countries.
Throughout the series, keep in mind who your optimal targets are and where you can find them in order to best align your sustainable investment with marketplace demands. Second, on average, the growth is going to come disproportionately from developing countries, which are twice as likely as developed countries to report expected future involvement.
First, most consumers expect to be more involved in protecting the environment in the future. LOHAS consumers have strong attitudes regarding personal and planetary health, which are widely reflected in their behavior.
For instance, in ethnographic research NMI has conducted in the developing world, many women used the same water multiple times: While behaviors like these were presumably motivated out of economic concerns, the fact remains that conservation levels are very high.LOHAS consumers have strong attitudes regarding personal and planetary health, which are widely reflected in their behavior.
They are early and heavy users of sustainable products and exude a strong influence over others. Hence, these consumers can be a prime target for companies marketing green, socially-responsible, or healthy products.
The only integrated consumer database to identify LOHAS consumer attitudes, behavior, and product/service usage patterns Primary consumer survey research among 2,+ U.S.
general population consumer households Research. Understanding the LOHAS Market consumer behavior. Each segment is mutually exclusive and is designed to have the maximum differentiation Ubetween U consumer groups and the maximum homogeneity U within U each consumer group.
The predictive accuracy is high at 80%. Our clients in the LOHAS industry enable SLG lawyers to support the businesses and communities that drew us to Colorado.
We are proud to support companies who have helped the LOHAS industry grow from a collection of relatively small local businesses to an international ecosystem that is positively influencing behavior on a global basis. In this respect, it may provide useful insights to include culture as an external variable in the nomological network of LOHASian’s consumption behavior.
Let’s suppose that we are studying on the effect of personal value on the LOHAS. All pertinent information in hand, a LOHAS consumer is likely to switch to fair-trade brew and to start singing its shade-grown praises to family and friends.
NOMADICS, at 37 percent (77 million adults), are the largest, most fluid group.Download