1

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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

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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 80027303.222.8283Info@lohas.com / 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

Ted.Ning@lohas.com

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