The 2007 European LOHAS study, conducted in conjunction with PN's EuroPNStyles survey, 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. EuroPNStyles, part of Porter Novelli's communication-centered Styles database, also assesses major trends in technology, media patterns, sources of influence and health and nutrition. Countries surveyed were Belgium, France, Germany, Italy, Netherlands, Portugal, Spain and the United Kingdom. The European LOHAS segmentation model mimics that of the U.S. so that comparisons can be made - both between continents and within the eight EU countries - of great value to multinational and pan-European marketers.
Insights reveal trends in the ethical consumerism and environmental movements and demonstrate how consumers think about their health, what motivates their food and nutrition choices, how they go about purchasing products and services, and their attitudes towards CSR, environmentalism and how they are using media and technology products.
Clients can also customize the LOHAS research to their needs and delve into their consumer's mindset to understand the relevancy of communications messages. And because each study will be conducted on a yearly basis, information can be collected over time to spot growing trends and evaluate the long-term impact of communications programs.
"Today, a brand's value rests upon its ability to create positive exchanges among all of its stakeholders in a relationship that is interactive, mutable and transformative. Given the growth in ethical consumerism and eco- consciousness and the availability of information in a knowledge age, brands that adopt values of authenticity, transparency and integrity, and that are aligned with the core beliefs and values of their audiences, will have a greater chance of succeeding," said Julie Winskie, partner and chief client officer at PN. "We have formed this partnership with NMI to stay abreast of and calibrate important trends to help marketers navigate their products and services to ensure that they are creating relevant, meaningful and sustainable brand exchanges."
While Europeans are eagerly adopting new behaviors as it relates to green consumerism; paradoxically, they report being more price sensitive than their American counterparts. Specifically,
- Europeans are approximately 25 percent less likely than U.S. shoppers to say they will pay 20 percent more for eco-friendly products.However, this is in apparent contradiction with actual purchases, as Europeans are more likely to have purchased products like organic foods, renewable power and hybrid cars. Differences in tax structures, subsidies, and the longevity of the availability of LOHAS products likely drive these differences.
- Europeans are approximately 32% more likely than Americans to be motivated to buy products with seals or certifications indicating the product is environmentally-friendly, underscoring the critical roles that authenticity and transparency play.
- EU consumers are also approximately 25% more likely than U.S. consumers to say that, aside from making money for shareholders, it is most important for companies to be sensitive to their environmental impact. This indicates a strong need for meaningful corporate sustainability programs and effective communications that address this interest and show leadership over competitors.
"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. "We are delighted to partner with PN in helping companies to understand this truly sustainable opportunity," added French.
The partnership between NMI and PN offers a combination of best-in-class services - from consumer segmentation and strategic insights, to counsel on product development and packaging, to strategic communications programs and measurement and evaluation.
The research was administered via the Internet using Synovate's Global Opinion Panel. The sample consists of a total of 16,000 adults age 18+ across eight European countries (2,000 surveys per country). The survey was fielded in July 2007. Custom analysis, trend reports, and LOHAS consumer panels also are available.
