Professor Hector R RodriguezSchool of BusinessMount Ida College
Sustainability is the Foremost Current Cultural Shift
• 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
• % U.S. general population indicating that the following issues concern them:
Source: The 2008 LOHAS Consumer Trends Database
National Market Institute Survey
• % U.S. general population indicating which of the following terms they are aware of
Source: The 2008 LOHAS Consumer Trends Database
Awareness is Increasing
• % 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
• Consumers expect more from companies but they will reward them
Source: The 2008 LOHAS Consumer Trends Database
Consumers are Willing to Reward Leaders
• % 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
• 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
Target Consumers - Consumer Segmentation Model
• % Segments indicating they are early adopters
Key LOHAS Characteristics
LOHAS are Predictors of Future Behavior
LOHAS Example: Organic Foods
Source: The 2008 LOHAS Consumer Trends Database
What is Next? Packaging Attributes
Source: The 2008 LOHAS Consumer Trends Database
• 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