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What is LOHAS
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$117 Billion$117 Billion
PersonalPersonal HealthHealth
Green BuildingGreen Building
$40 Billion$40 Billion
Eco TourismEco Tourism
$24 Billion$24 Billion
Natural LifestylesNatural Lifestyles
$10.6 Billion$10.6 Billion
Alternative TransportationAlternative Transportation
$6.12 Billion
Alternative EnergiesAlternative Energies
$.38 Billion$.38 Billion
LOHAS SPREADS GLOBALLOHAS SPREADS GLOBAL
“Adversity is a fact of life. It can't be controlled. What we can control is how we react to it. “ - Anonymous
Reinvention
Focus On Value Rather Than Focus On Value Rather Than PricePrice
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What is key word resonates most with green oriented travelers?
Dwell Creative Study on the Newly Affluent Brand Preference
Consumers are losing interest in sustainability
True False
? ? ?? ? ?
Global Consumers Want More Corporate Responsibility
• 81% of consumers say companies have a responsibility to address key social and environmental issues beyond their local communities
• 93% of consumers say companies must go beyond legal compliance to operate responsibly
• 94% of consumers say companies must analyze and evolve their business practices to make their impact as positive as possible
The sins of Greenwashing 1. Sin of the Hidden Trade-Off:• Claims that suggest a product is “green" based on a single health or
environmental attribute.• While not exactly false it paints a much more LOHAS picture of the product..• These are distracting the consumer from the greater environmental impacts of the
category as a whole.
2. Sin of No Proof:• Any claim that is vaguely presented and cannot be substantiated by easily
accessible supporting information, or by a reliable third-party certification. • Likely to be misunderstood by the intended consumer such as chemical-free
pesticide.
3. Sin of Irrelevance: • Claims that may be truthful but are unimportant and unhelpful for consumers and
also distracting.
The sins of Greenwashing 1. Sin of the Hidden Trade-Off:• Claims that suggest a product is “green" based on a single health or
environmental attribute.• While not exactly false it paints a much more LOHAS picture of the product..• These are distracting the consumer from the greater environmental impacts of the
category as a whole.
2. Sin of No Proof:• Any claim that is vaguely presented and cannot be substantiated by easily
accessible supporting information, or by a reliable third-party certification. • Likely to be misunderstood by the intended consumer such as chemical-free
pesticide.
3. Sin of Irrelevance: • Claims that may be truthful but are unimportant and unhelpful for consumers and
also distracting.
The sins of Greenwashing 1. Sin of the Hidden Trade-Off:• Claims that suggest a product is “green" based on a single health or
environmental attribute.• While not exactly false it paints a much more LOHAS picture of the product..• These are distracting the consumer from the greater environmental impacts of the
category as a whole.
2. Sin of No Proof:• Any claim that is vaguely presented and cannot be substantiated by easily
accessible supporting information, or by a reliable third-party certification. • Likely to be misunderstood by the intended consumer such as chemical-free
pesticide.
3. Sin of Irrelevance: • Claims that may be truthful but are unimportant and unhelpful for consumers and
also distracting.
833 W. South Boulder Rd
Louisville, CO [email protected] / www.lohas.com
For copies of the PowerPoint presentation you just saw and for more information, contact:
Ted NingLOHAS Forum Director &
LOHAS Journal Executive Editor303.222.8263
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