New NMI Data Shows that LOHAS Market Expanding With Eight in 10 Consumers Motivated to Purchase Green Products

Natural Marketing Institute (NMI) announced today the latest findings from its LOHAS Consumer Trends Database® (LCTD), the 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. NMI will present some of these findings at the upcoming LOHAS Forum in Boulder, Colorado.

Catalyzing the understanding of sustainable living, including the role of price, branding, and innovation, the LOHAS Forum 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.


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