Sustainability. Social responsibility. Environmental stewardship. These are important words with deep purpose. Unfortunately, in the rush to "cash in" on the growing tidal wave of conscious consumption, many marketers have also reduced them to empty catchphrases that are thrown around without much substance behind them.
It's tempting fruit: With double digit spending growth each of the last 10 years, this $208 billion consumer segment is willing to pay huge premiums for the "right" products. However, it's fruit that is anything but low-hanging. Rather, it takes a deep understanding of their green DNA.
At SCC | Grossman, we understand LOHAS (lifestyles of health and sustainability) consumer segments because that's who we are and how we live. Equally important, we are not limited by our own worldview. And whether "green" is a vivid expression of your company's values or a pilot position you're just exploring, understanding the values-based consumer -- and meaning what you do -- are mission critical.
From a human perspective, there's no question that adopting a triple-bottom-line approach of "people, profit, planet" is the right thing to do. From a marketing perspective, "Good for you, good for the environment, good for everyone" can be a winning proposition. The real question is "How do we do it?"
Simple answer: With pure intentions, an open mind and the right partner to guide you.
Want to learn more about LOHAS consumer segments? Go to the next slide.