In 2005 when I approached companies in Ohio about our research, many had no idea what green or the term “LOHAS” was. And, many didn’t even care, except for the more progressive ones such as Cleveland Clinic and Ross Laboratories (now Abbott Nutrition).
Interesting how times have changed when you can barely open the newspaper or watch TV without seeing something related to the green trend. Yet, I am still amazed at how there seems to be a continued lack of understanding on who is driving these trends.
Many companies approach the organics marketplace with the philosophy, “build and they will come,” except it is-- “offer and they will come.” Unfortunately, I wish it were that easy. I regularly lecture, write and consult on this subject matter to help companies, organizations and individuals better understand what it takes to capture this consumer’s pocketbook.
After searching for years for lists of LOHAS consumers that don’t exist, we found lists that we felt met the criteria to reach them. It’s something we include as a part of our business building program, www.howconsumertrendsdriveprofits.com
I spent a full year developing this course, rolling it out live, then recording it on CDs to be included with step-by-step manuals and a resource guide (about 100 pages). I just felt there needed to be something available to teach people how to capitalize on local and national trends and learn the right marketing, PR and advertising systems that work. In addition, having the right research that tells you where to put your dollars helps.
If you are interested in learning more about the course as well as being educated on how to tap into the green consumer marketplace, think about joining me on November 17th for my free teleseminar at 7:00 p.m. EST. It will be a lot of fun.
I love diving into this content. I’m so passionate about wanting to reach out and help as many businesses of all sizes to help them avoid getting greenwashed—something that could literally destroy your reputation overnight.
By the way, speaking of reputation, PR is one of the best vehicles to build brand awareness for you and your company, its products and services. It’s amazing how quickly one article turns into another, and yet another. I’ll talk further about that in my next post.
Helping You Understand and Profit From Consumer Health and Green Trends
Colette Chandler
