Although at first some trends can generate resistance such as the one that drives for example the sale of portable oxygen as a consumer product, the reality indicates that there is an important and growing group of consumers who are willing to pay more for a healthy and sustainable lifestyle.
LOHAS stands for Lifestyles of Health & Sustainability and is a market segment focused on health and wellness, the environment, personal development, sustainable living and social justice. Aspects such as the use of environmentally friendly products and the importance of social responsibility are decisive for this group of consumers.
According to data published by the portal www.lohas.com the sectors of the construction of green buildings and that of food and beverages top the list of determining factors in the purchase of products within this segment, with which the hospitality industry is called to star in the conquest of the new group of consumers.
Between 2003 and 2005, growth in the LOHAS segment of aspects such as the consumption of products that contain soy, or that are organically grown or that do not use artificial colors or carry the Energy Star grew about 70%. While the preference for the non-use of synthetic products in buildings grew by 15% and those of natural products grew by 10%.
Faced with the question, then, about whether the green question is fashion or marketing perhaps the answer is that it is actually both. Social responsibility is something that matters to new consumers and an effective way to sell to this group is by communicating it and displaying it as a label. At the end of the day, what is fashion does not bother.
Lyda Durango
Editor
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