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LOHAS Market Expanding With Eight in 10 Consumers Motivated to Purchase Green Products: Yet Two-Thirds Primarily Motivated by Price

New Data From Natural Marketing Institute's LOHAS Consumer Trends Database(R) Demonstrates Consumers are Price Conscious with Growing Mainstream 'Green' Options

Submitted by: LOHAS

Categories: Events, Research, Reports & Publications

Posted: May 27, 2010 – 08:30 AM EST


LOHAS (acronym for Lifestyles of Health and Sustainability) and Natural Marketing Institute (NMI) announced today the latest findings from LOHAS Consumer Trends Database® (LCTD), NMI's original and only global consumer tracking tool that explores sustainable consumption around the world through the LOHAS lens. With 'green' products increasingly becoming mainstream through the introduction of price-conscious options from players such as Walmart, Clorox, Safeway and others, consumers no longer feel bound to pay a premium price for environmentally friendly alternatives. This underscores the importance of investing in product innovation and continuing to diffuse hurdles to competitive pricing of green products.

Catalyzing the understanding of sustainable living, including the role of price, branding, and innovation, LOHAS hosts an annual Forum that draws influential speakers, research organizations and academics to explore innovative solutions, addressing challenges facing the global marketplace. "Natural Marketing Institute's research is invaluable to businesses in uncovering opportunities and strategies in the global LOHAS marketplace," said Ted Ning, director of LOHAS. "With the upcoming Forum, participants can expect to gain even deeper insights into what drives purchasing decisions and how brands can more effectively reach their targets."

Speaking at the upcoming 2010 Forum held June 23 to 25 in Boulder, Colorado, NMI's Managing Partner Steve French and Business Director Gwynne Rogers will share further insights from the LCTD, drawing from research conducted among 50,000+ consumers in over 20 countries. Here is summary of the latest research:

  • Approximately two thirds of consumers care about the environment but their purchases are primarily determined by price.

  • Eight in 10 consumers are interested in some type of green product.

  • U.S. consumers spent almost $300 billion on LOHAS-related products and services in 2008.

Newly confirmed speakers for the LOHAS 2010 Forum include Stephanie Owens, director for the Office of Public Engagement, U.S. Environmental Protection Agency; Hunter Lovins, president and founder of Natural Capitalism Solutions; Joshua Onysko, founder of Pangea Organics; Chris Gavigan, CEO and executive director for Healthy Child Healthy World; Jennifer Schwab, director of sustainability for Sierra Club Green Home; Alex Bogusky, founding partner of Crispin Porter + Bogusky; Ellen Feeney, VP of Responsible Livelihood for WhiteWave Foods; Paula Dupre, producer of The Cove; Robyn O'Brien, author of The Unhealthy Truth; among many others. For full program and speakers, visit: http://www.lohas.com/forum and to attend as a member of the press, contact Mia Herron at mia@neighboragency.com.

Currently, LOHAS 2010 Forum sponsors include Gaiam, EcoBonus, Mohawk Group, Ogden Publications, Rancho La Puerta, earthsense, IceStone, 1% for the Planet, Haberman Inc, The SOAP Group, Green Mountain Coffee Roasters, White Wave Foods Co, Social(k), Perlage Wines, EarthLust, PeopleTowels, Compendium Blogware, Natural Marketing Institute and Neighbor Agency. Media sponsors include Inc, Mother Jones, Spa Magazine, CSRwire, Experience Life Magazine, Organic Spa Magazine, CTN Green, Ode Magazine, World Pulse and Earthsite.

LOHAS (an acronym for Lifestyles of Health and Sustainability) has catalyzed the adoption of sustainable living for the environmentally conscious business community. Since its inception in 1996, the annual LOHAS Forum draws influential speakers and opinion leaders, exploring innovative solutions and addressing challenges that face the global marketplace. Other events include workshops, networking receptions and musical performances. For more the full LOHAS Forum program and to register visit http://www.lohas.com/forum.

More information about NMI can be found at www.NMIsolutions.com.

For more information, please contact:

Mia Herron Account Manager
Phone: 323-932-4300
Katy Saeger Account Manager
Phone: 323-932-4300

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