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A new survey has revealed that Europeans are 50 percent more likely to buy environmentally-friendly products than Americans, from solar panels to organic foods and sustainable wood to toiletries and household products. The survey also shows that Europeans are 25 percent more likely to recycle and to try to influence their family and friends to buy green goods and be environmentally conscious.
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The results of the LOHAS (Lifestyles of Health and Sustainability) study, which were released on 29 October, show how far green consciousness has filtered into everyday European life. The study divided the adult population of Europe according to people’s buying patterns, product use and attitudes to various matters, including sustainability, corporate responsibility and the use of environmentally friendly products and services.
The eight countries featured in the survey were Belgium, Germany, Spain, France, Italy, the Netherlands, Portugal and the United Kingdom. Insights revealed included what people think about health and environmentalism, as well as how they affect their lives, where they buy environmentally-friendly goods, what motivates their choices, and their attitudes towards issues such as the responsibility of large corporations towards the environment.
The results also showed that Europeans are 32 percent more likely to buy products that have organic or environmental stamps of authenticity on them, despite the fact that the researchers found that Europeans are approximately 25 percent less likely than American shoppers to pay more for environmentally friendly products.
Environmental initiatives carried out by the European Union in the past 20 years, such as the creation of recycling points across Europe, and policies on major environmental issues such as sustainability and cleaner air and water have played a large role in developing a “green consciousness” among European consumers. The enormous rise in popularity of organic food production and natural medicines and therapies, which are publicised frequently in the media, are also contributing to the growing green consciousness.
The LOHAS survey was the result of a partnership between the Natural Marketing Institute (NMI) and the international public relations firm Porter Novelli. Steve French, managing partner at the NMI, said, ‘As the global eco-momentum in the marketplace continues, the LOHAS movement will accelerate consumer alignment of social beliefs and personal values with those of brands and companies. It is this frame of mind that will drive the LOHAS market and make sustainability the key growth driver of long-term stakeholder and brand equity for decades. We are delighted to partner PN in helping companies to understand this truly sustainable opportunity.
Source: European Commission Research, November 14th 2007
The 13th annual LOHAS (Lifestyles of Health and Sustainability) Forum, held in Boulder last week, brought some of the world’s most influential conscious commerce leaders, green businesses, and inspiring personalities together for three days, building connections and exchanging ideas for a brighter world and healthier planet.
Over 500 people from all over the globe filled the St. Julian hotel, and representatives from about 260 businesses were in attendance. The air was filled with that electric feeling present at every gathering of like-minded people, and during breaks in the sessions, connections were made, business cards exchanged, and deals and joint ventures were being built.
For the LOHAS business owner, the Forum was filled with practical information, including sessions covering LOHAS Market Data, engaging multicultural markets, investing in human capital, and branding for sustainability. The LOHAS market worldwide is estimated at over $209 billion a year and growing, and includes businesses that focus on sustainable living, health and fitness, the environment, and social justice. This new-ish market is booming, and companies that attended the Forum were hungry to know more about bringing their message to the mainstream.
For the human side of businesses, speakers such as Hunter Lovins (CEO of Natural Capitalism), Wade Davis (National Geographic), John Marshall Roberts (author of Igniting Inspiration), and Andrew Cohen (EnlightenNext) inspired and energized their audiences to continue to be engaged in positive change.
The Forum wasn’t only comprised of small businesses and niche market representatives, either. Some large mainstream companies like Coca Cola, eBay, Facebook’s Causes.com, and Wal Mart were among the presenters, and for some, this crossover interest in LOHAS is a sign of things to come.
“As we find ourselves at a critical crossroads within the business community, LOHAS is in the perfect position to help expand the ‘green’ marketplace by facilitating new relationships across industries.” – Ted Ning, LOHAS Forum Director
With sessions like “Lessons from a Radical Industrialist” by Interface Chairman Ray Anderson, and “Fortune 500 Companies Going LOHAS”, with representatives from Coca Cola and Wal Mart, the Forum helped to highlight the bridges to sustainability being built by big business.
Source: Ecopreneurist.com
CONSCIOUS VENTURES 