Showing posts with label lohas. Show all posts
Showing posts with label lohas. Show all posts
Saturday, May 8, 2010
Saturday, May 1, 2010
Shades of Green: Which are YOU?
According to the Natural Marketing Institute’s (NMI) Lifestyles of Health and Sustainability (LOHAS) Consumer Trends Database, more than 80% of today’s total U.S. adult population shows some type of green motivation. NMI’s research divided the entire U.S. population into five segments based on their attitudes related to sustainability and social issues:
• Lifestyles of Health and Sustainability (LOHAS): Early adopters and trendsetters driven by a sense of social responsibility (17% of U.S. adults).
• Naturalites: Individuals motivated by personal wellness and a desire to live a healthy lifestyle (17% of U.S. adults).
• Drifters: Trend followers who want to be seen as participating in the green movement but lack a genuine concern for the environment (24% of U.S. adults).
• Conventionals: Individuals who have sustainable habits, like buying compact fluorescent light bulbs or reusing grocery bags, but are more motivated by a desire to save money and/or reduce waste than a sense of social responsibility (26% of U.S. adults).
• Unconcerned: Those not involved or engaged with environmental issues (16% of U.S. adults).
A question we face in our sustainability consulting is, "How do individuals shift from one shade of green to another?" Factors to consider include " Why do people go green?" Some drivers include saving money, protecting the planet for future generations, preserving wildlife, or a basic attraction to doing what seems right. Identifying motives for a sustainable lifestyle help us in our professional consulting to then direct a client's personal sustainability plan in the direction that is best for them.
A successful sustainability plan is one in which the client finds the value in "going green" for themselves and takes ownership for their choices. The end result is a client shifting from being perhaps a "drifter" to a "naturalite". Fortunately, as sustainability consultants, we've witnessed that once a person embraces living a sustainable lifestyle, they continually move up the green scale. The next question is, "Which shade of green are you?"
Sunday, April 11, 2010
LOHAS Forum 2009
The LOHAS Forum brings businesses together to learn about the $209B lifestyles of health and sustainability marketplace.
Saturday, April 10, 2010
The Cultural Creatives: How 50 Million People Are Changing the World
Cultural Creative is a term coined by Ray and Anderson to describe people whose values embrace a curiosity and concern for the world, its ecosystem, and its peoples; an awareness of and activism for peace and social justice; and an openness to self-actualization through spirituality, psychotherapy, and holistic practices.
Does the religious right have a hammerlock on values in America? Is the new American dream really about getting and spending, and being the first zillionaire on the block? At the turn of the millennium, fifty million ordinary Americans emphatically disagree. They are the Cultural Creatives - the leading edge creators of a new culture in America.
In this landmark book, sociologist Paul H. Ray and psychologist Sherry Ruth Anderson draw upon 13 years of survey research studies on over 100,000 Americans, plus over 100 focus groups and dozens of depth interviews. They tell who the Cultural Creatives are, and the fascinating story of their emergence over the last generation, using vivid examples and engaging personal stories to describe the values and lifestyles that make this subculture distinctive.
The Cultural Creatives care deeply about ecology and saving the planet, about relationships, peace, social justice, and about self actualization, spirituality and self-expression. Surprisingly, they are both inner-directed and socially concerned, they're activists, volunteers and contributors to good causes more than other Americans. However, because they've been so invisible in American life, Cultural Creatives themselves are astonished to find out how many share both their values and their way of life. Once they realize their numbers, their impact on American life promises to be enormous, shaping a new agenda for the twenty-first century.
On the basis of Ray and Anderson's research, about 50 million Americans are Cultural Creatives, a group that includes people of all races, ages, and classes. This subculture could have enormous social and political clout, the authors argue, if only it had any consciousness of itself as a cohesive unit, a society of fellow travelers. The husband and wife team wrote the book "to hold up a mirror" to the members of this vast but diffuse group, to show them they are not alone and that they can reshape society to make it more authentic, compassionate, and engaged. It is an idealistic call for a new agenda for a new millennium. --I. Crane
Does the religious right have a hammerlock on values in America? Is the new American dream really about getting and spending, and being the first zillionaire on the block? At the turn of the millennium, fifty million ordinary Americans emphatically disagree. They are the Cultural Creatives - the leading edge creators of a new culture in America.
In this landmark book, sociologist Paul H. Ray and psychologist Sherry Ruth Anderson draw upon 13 years of survey research studies on over 100,000 Americans, plus over 100 focus groups and dozens of depth interviews. They tell who the Cultural Creatives are, and the fascinating story of their emergence over the last generation, using vivid examples and engaging personal stories to describe the values and lifestyles that make this subculture distinctive.
The Cultural Creatives care deeply about ecology and saving the planet, about relationships, peace, social justice, and about self actualization, spirituality and self-expression. Surprisingly, they are both inner-directed and socially concerned, they're activists, volunteers and contributors to good causes more than other Americans. However, because they've been so invisible in American life, Cultural Creatives themselves are astonished to find out how many share both their values and their way of life. Once they realize their numbers, their impact on American life promises to be enormous, shaping a new agenda for the twenty-first century.
On the basis of Ray and Anderson's research, about 50 million Americans are Cultural Creatives, a group that includes people of all races, ages, and classes. This subculture could have enormous social and political clout, the authors argue, if only it had any consciousness of itself as a cohesive unit, a society of fellow travelers. The husband and wife team wrote the book "to hold up a mirror" to the members of this vast but diffuse group, to show them they are not alone and that they can reshape society to make it more authentic, compassionate, and engaged. It is an idealistic call for a new agenda for a new millennium. --I. Crane
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