A new Lifestyles of Health and Sustainability (LOHAS) report that was conducted by Porter Novelli and the Natural Marketing Institute states that Europeans are:
- 50% more likely than Americans to buy “green” products (from solar panels to hybrid cars to natural/organic foods, personal care and home products)
- 25% more likely to recycle
- 30% more likely to influence their friends and family about the environment
The report segments the total adult population by country according to consumers’ attitudes, behaviors and product/service usage patterns across several areas including sustainability, corporate social responsibility (CSR), environmentalism, social issues and the use of eco-friendly products and services. The countries surveyed were Belgium, France, Germany, Italy, Netherlands, Portugal, Spain and the United Kingdom.
From what I can tell, the purpose of the ongoing study is to accelerate green corporate behavior based on the evolution of consumer beliefs. The Natural Marketing Institute, which spearheaded the study, consults with corporate clients on social responsibility and the sustainability of our planet.
“As 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 to come,” said Steve French, managing partner at NMI.
I don’t doubt that the studies findings are correct, but I do see a growing awareness and change in behaviors. It will be interesting to see how these findings change over the next decade.
