Abstract
Summary
It has been nine years since NMI conducted the first of what was to become an
annual research study on the Lifestyles Of Health And Sustainability (LOHAS)
marketplace. In 2002, only a few companies were talking about sustainability.
Most of our conversations involved discussion about what
“sustainability” was, how it was relevant to our clients'
businesses, and how it could be used to gain strategic advantage.
It is truly staggering to compare those conversations with the ones we are
having today - change can indeed happen very quickly. Most Fortune 100
companies have C-level sustainability staff and have infused sustainability
throughout the organization so that it is everyone' s responsibility to
consider the environmental and social impacts of their products and
operations. And, most have made headway in at least understanding, if not
reducing, their environmental footprints. The effect is that the level of
dialogue has become exponentially more sophisticated. For example, whereas in
prior years we were explaining why the source material matters, clients are
now testing which alternative source material consumers are most interested
in, and evaluating whether it matters more that a personal care product is
cruelty-free or packaged using biodegradable materials. Similar changes have
happened in every industry and product category we work in.
Consumers have changed, too. While they remained pushed and pulled in many
directions based on the economy, living greener is on most consumers' radar
screens. As will be discussed throughout this report, the level of intensity
of these actions varies based on the psychographic profile of consumers and
their broader lifestyle, but most consumers are engaged in the LOHAS
marketplace in some way. However, most consumers, even LOHAS consumers, still
need a great deal of education and help understanding the trade-offs between
the types of choices described above. Social media is quickly jumping in to
give consumers some answers or at least the platform for discussing these
issues.
In addition to the conversation becoming more sophisticated, it has also gone
global. We now have LOHAS marketplace research in 23 countries around the
world, spanning five continents. There is much to uncover and explore in these
data - what is each country' s sustainability position? What types of LOHAS
products are consumers predisposed to? How much do they trust marketing? How
great is the need for green products? What marketing messages will work best
in other countries? What is the role of social issues? Is your brand' s equity
or company aligned with entering this space?
“The Mainstreaming of Sustainability in the U.S.” is designed to
answer those questions and more in a 190+ page report that contains charts,
graphs and insights that will help you understand today' s consumers and how
they approach a sustainable lifestyle.
Research Methodology
Undertaken by NMI on behalf of its sponsor clients, this research was fielded
in July 2010 via a primary consumer survey of 4,000 U.S. general population
adults. The results of this survey are nationally projectable to the U.S.
adult population and statistically valid at the 95% confidence level +/- 1.6%.
The data have been post-weighted to match multiple U.S. Census demographic
measures. The study utilized a leading online research firm, and was designed,
managed, and analyzed by NMI.
Table of Contents
Chapter 1: Introduction
- Introduction to NMI' s Ninth Annual LOHAS Report
- U.S. LOHAS Consumer Trends DatabaseR Research Methodology
- Definitions & Abbreviations
- NMI' s LOHAS Consumer Segmentation Model Overview
- The LOHAS Consumer
- NATURALITES
- DRIFTERS
- CONVENTIONALS
- UNCONCERNEDS
- Demographic Profiles
- Global LOHAS Consumer Distribution
- Trends in Attitudes vs. Consumer Behavior
- Green Product Adoption Levels Across Segments
- LOHAS Purchases of Established Eco-Brands and Green Extensions of
Conventional Brands
Chapter 2: Can Consumers' Demographics Predict LOHAS Engagement?
- LOHAS Segmentation: Generations
- Boomers' Concern About Environmental Issues Compared to Gen Y
- Barriers to Being Green by Generation
- Changes in the Gap of Green Views: Boomers & Gen Y
- Green Behaviors: Boomers & Gen Y
- Usage of Green Products
- LOHAS Segmentation: Children in Household
- Effect of Children on Green Attitudes
- LOHAS Segmentation: Income
- LOHAS Segmentation: Education
- LOHAS Segmentation: Ethnicity
- Environmentally-friendly States
Chapter 3: Climate Change and Energy
- Carbon Related Terminology Awareness
- Measuring and Reducing Carbon Footprints
- Awareness of Power Terms
- Trends in Renewable Power Attitudes
- Consumers' Changing Behavior to Minimize Effect on Global Warming
- Water Consumption and Climate Change Concerns
- Category Users' Interest in Companies Reducing Carbon Footprint
- Energy Conservation Behaviors at Home
- Transportation-Related Energy Conservation Behaviors
- Interest in Companies Reducing Carbon Footprint
- Attitudes Toward Mining and Drilling
- Actions Resulting from BP Spill
Chapter 4: Natural, Organic and Local
- Concern About Conventional Agriculture
- Concern About Genetically-Engineered Foods
- Awareness of Emerging Natural, Organic, and Local Terminology
- Shopping Visits to Locally-Oriented Food Outlets
- Segments' Purchase of Locally-Sourced Foods
- The Benefits of Local: Personal, Planetary, Community
- Consumer Understanding of Natural and Organic
- Importance of Natural and Organic Ingredients in CPG Products
- Segments' Importance of Natural Ingredients in CPG Products
- What Is the Risk of “Quasi-Natural”?
Chapter 5: The Role of Packaging: Pre & Post Consumption
- Global Packaging Attitudes
- Preference for Environmentally-Friendly Packaging Materials Trended
- Over-Packaging and Its Effect on Purchasing by User Group
- Perceived Environmentally-Friendliness of Packaging Types
- Perceived Environmentally-Friendliness of Packaging Types Trended
- Environmental Friendliness of Grocery Bags
- Preference for Recyclable vs. Biodegradable by Brand User
- Importance of Environmentally-Friendly Packaging Alternatives by GP
- Importance of Environmentally-Friendly Packaging Alternatives by Brand
Users
- Importance of Environmentally-Friendly Packaging Alternatives in India and
China
- Recycling and Trash Disposal Options
- Recycling Habits Among General Population
- Composting Among Segments
Chapter 6: Corporate Responsibility
- Awareness of Triple Bottom Line and Corporate Social Responsibility
- Consumers' Understanding of “Sustainability” Over Time
- Consumers' Understanding of a Company' s Sustainability Efforts Across
Relevant Groups
- Concerns About Socially Responsible Business Remains Steady
- Brand Users Who Care about Socially Responsible Business
- The Dynamics of Personal Concern vs. Corporate Action
- Concern vs. Interest in Environmental Issues Across User Groups
- Consumer Consideration of the Impact of Manufacturing Practices
- Triple Bottom Line Expectations by Brand/Category Users
- Consumer Skepticism Suppresses Full “Buy In” of Corporate
Responsibility Efforts
- Belief in Growth of Corporate Responsibility by LOHAS Segments
- Necessity of Green Products, Trended
- Necessity of Green Products by Category Users
- Impact of Corporate Social Responsibility
- Impact of Corporate Social Responsibility by Category Users
- Corporate Social Responsibility Showing Signs of Mainstreaming
- Environmental Leaders and Laggards
- Identification of “Good" Corporate Citizens
- Awareness and Positive Impact of Specific Cause-Related Campaigns
- Aligning Values and Shopping Decisions
- Consumers' Choice and Avoidance of Brands Based on Values
- LOHAS Segmentation of Values-Based Groups
Chapter 7: Certifications and Communications
- Levels of Environmental Communications
- Consumers Are Skeptical of Mainstream News Sources Regarding the
Environment
- Preference for “Outside” Endorsements
- The Desire, Impact and Barrier of Seals
- Aides in Shopping for “Green”
- Recognition of Seals
- Impact of Seals/Certifications on Purchase Intent
- Impact of Top Seals/Certifications on Segments
- LOHAS Composition of “Those More Likely to Buy” Due to
Labeling and Certifications
- Frequency of Looking for Green Information
- Sources for Environmental Issues
- Forms of Communication for Green Products
- Magazines to Use in Targeting LOHAS Consumers
- NATURALITES' Magazine Readership
- Top TV Outlets
- Online Behaviors
- Websites with High LOHAS Index
- Madison Avenue vs. Family & Friends
- Social Media Usage
- Social Media Posts as an Environmental Information Source
Chapter 8: Individual Action
- Perceived Current, Past & Future Involvement
- Perceived Current, Past & Future Involvement by Segment
- Personal Responsibility for Environmental Protection
- Degrees of Green Apathy
- Is Apathy Affecting Action?
- Green Living: Personal Steps to a Better Planet
- Green Living: Personal Steps to a Better Planet by Segment
- LOHAS Consumers are Leading the Way Through Green Action
- Purchase of Green Products
- Factors Driving Purchase: Value, Thrift, Environment
- Anti-Materialism & Austerity
- Price Sensitivity on the Upswing
- LOHAS Consumers' Price Sensitivity
- Category Users' Price Sensitivity
- Barriers to Buying Green
- Barriers to Buying Green - Trended
- A Return to the Basics for Cleaning Products
- Channel Shopping Patterns
- Comparison of Shopping Channels
- Pathway to Buying Green Products in Grocery Stores
- Interest in Green Grocery Products by Shopper Groups
Chapter 9: Consumer Involvement with Green CPG
- Interest in Green Product Categories
- LOHAS are Clearly Early Adopters of Green Categories
- Who Buys the Most Green Products?
- Heavy Green Purchases Among Eco-Category Users
- Past Year Purchases of Green Categories Among GP
- Trended Purchases of Selected Green Categories
- High Cross Usage Among Green CPG Categories
- Past Year Purchases of Green Categories by Segment
- Purchase Drivers for Household Cleaning Products Among GP
- Purchase Drivers for Household Cleaning Products Among LOHAS
- Conventional and Green Household Cleaning Product Attributes Attract
NATURALITES
- Purchase Drivers for Household Paper Goods Among GP
- Purchase Drivers for Household Paper Goods Among LOHAS
- Usage of Personal Care Products Among GP
- Usage of Natural/Organic Personal Care Products Among Segments
- Personal Care Purchase Drivers Among GP
- Personal Care Purchase Drivers Among Segments
- LOHAS Usage of Natural/Organic Personal Care Brands
- Types of Foods and Beverages Purchased in Past 3 Months Among GP
- Types of Foods and Beverages Purchased in Past 3 Months Among Segments
- Food Characteristics Bought Among Natural & Warehouse Channel Shoppers
- Trends in Usage of Organic Food/Beverage Categories Among GP
- Usage of Organic Food/Beverage Categories Among Segments
- Growth of Specific Green Brands in Selected Categories
- Bottled Water Concerns Still Strong But Moderating
- Attitudes Toward Bottled Water by Segment
Chapter 10: Consumer Involvement with Green Durables & Services
- Segment Membership Among Durable Category Users
- Interest in Green Durables and Services
- Interest in Green Durables and Services Among Asia-Pacific Countries
- Early Adoption of Green Durables and Services Among ‘Green’
Buyers
- Alternative Vehicle Usage
- Purchase Options for Renewable Power
- Perceived Benefits of Renewable Power
- Benefits of Renewable Power Vary By Segment
- Usage of Green Building Products
- Drivers of Green Building Products Trended
- “Traditional” Drivers of Green Building Products
- “Environmental” Drivers of Green Building Products
- Organic Cotton Usage
Chapter 11: Connection of Personal and Planetary Health
- Attitudes Toward Personal Health
- Connection Between Exercise, Body Weight and Environmental Action
- Physical Activity Participation Across Segments
- Inter-relationship Between Users of Personal and Planetary Products
- Healthy Eating Considered a Clear Pathway to Health
- Perceived Connection Between Environment and Health
- Chemicals in Consumer Products Prompt Health Concerns
- Notable Proportions Cutting Back on Red Meat in their Diets
- Personal and Planetary Benefits of Plant-Based Diets
- Vegetarian Focused Diets and Concern for Personal and Planetary Health
- Importance of Healthy Food Merchandising
- Relationship Between Allergies and Usage of Environmentally-Friendly
Products
- Complimentary and Alternative Medicine Usage
