Source: LOHAS
Published: Thursday, July 03, 2008

Perceptions of the green marketplace and green consumers are changing.  The LOHAS 12 Forum, which took place June 18-21, opened the door for some lively discussions and eye opening realizations about the evolving trends and the progression of the “green purchaser”. The LOHAS consumer is the individual who makes purchasing decisions based on their values of personal and planetary health and benefit. However, according to several key note speakers and LOHAS conference luminaries, they are no longer the driving focus of businesses developing more eco-friendly products and services.

The LOHAS consumer base has remained static for several years, yet the overall LOHAS marketplace continues to grow. More and more individuals have come to appreciate the value and attributes of products offered in the green, fair-trade, eco-friendly and organic market area; but are not at all interested in changing their purchasing habits.  They are instead looking to their familiar and favorite products, businesses and organizations to incorporate strategic and sustainable, green practices.  The LOHAS 12 Forum disclosed that this will be the next wave in business. In fact, according to The Natural Marketing Institute (NMI), the LOHAS marketplace is expected to nearly double in size, from $209 billion to an incredible $400 billion by 2010.

The Forum showcased the melding of two different worlds: corporate and boutique.  The collaborations allowed for attendees to recognize that not all big businesses are out of tune with the ideals of going green and being sustainable. One particular, controversial, panel discussion was a highlight of the Forum, where Rand Waddoups, the Senior Director of Strategy and Sustainability for Wal-Mart shared the stage with Michael Besancon, the South West Regional President of Whole Foods Markets.  The two came together to talk about how they share the same ideas, approaches and strategies on sustainable business practices.  They both understand consumer trends and the ever-changing and evolving green marketplace.  Ultimately, they are striving for the same end-goal: guiding consumers, within their markets, while providing better products and services that help, not hurt the environment and society.  The LOHAS 12 Forum was just what attendees needed to shake up their pre-existing thoughts and break out into new concepts and initiatives, mostly realizing that everyone can work together.  With the same objectives, nothing beats a unified front.

Life changing discussions took place in every corner of the Forum.  One of the most notable was a conversation between Ted Ning, the Executive Director of the LOHAS conference and an attendee, sharing their thoughts about how the LOHAS marketplace could be described as the engine driving the mainstream consumer market.  The idea is that it takes a core group of pioneers and truly organically grown green businesses to set the standard for all to learn from, take ideas from and hopefully follow.  The core values of LOHAS become the engine, driving others to where they might want to be.  Giving everyone the tools they need to learn and make those first critical steps.

Other features from the conference could arguably be a few of the lively speaking sessions.  From “Conscious Money”, “The True Value of Organic”, “Natural Solutions to Wellness”, “Fair Trade and Sustainable Sourcing” to “Penetrating Mainstream Markets with LOHAS products”.  Some might say it was the morning yoga session with internationally acclaimed yoga instructors Rodney Yee and Colleen Saidman.  A live butterfly release ceremony, held in the courtyard was the epitome of life, beauty and rebirth.  Or perhaps what some enjoyed most was simply the organic tastings, the array of LOHAS companies exhibiting, the plethora of magazines and newspapers dedicated to the LOHAS lifestyle, or just the pleasant feeling of being surrounded by like-minded individuals who are all in their unique ways, making a difference.

Ted Ning was thrilled with this years turn out.  He was pleased with the overall message that most attendees seemed to be taking away from the Forum which is “It’s not a new way of doing business; it’s a better way of doing business”.  The conference promotes a marketplace and industry that presents high quality products and services that just happen to be green.  It’s a way of life and an added benefit that the LOHAS community can’t live without.

 

About LOHAS Forum
Since its inception in 1996, LOHAS (Lifestyles of Health and Sustainability) has been the catalyst for the adoption of sustainable living and environment-friendly practices within the North American and global business community. The LOHAS Forum is the leading annual gathering of thought and opinion leaders in the LOHAS marketplace.

The LOHAS 12 Forum featured highly influential speakers and panelists who addressed and explored some of today's most prominent issues and business challenges, in the world of health and wellness. Featured speakers from this year’s Forum include:

Rand Waddoups, Sr. Director of Sustainability, Wal-Mart
Raphael Bemporad, CEO and Founder, BBMG
Eli Halliwell, CEO, Jurlique
Bryan Welch, CEO, Ogden Publications
Steve French, Managing Partner, The Natural Marketing Institute
Chip Conley, CEO and Founder of Joie de Vivre Hospitality
Clodaugh, CEO and Founder of Clodaugh Design
Simran Sethi, Eco-host, Sundance Channel
Wayne Zink, CEO Endangered Species Chocolate
Rodney Yee, Yoga Instructor
Woody Tasch, Director, Investor’s Circle

Other events included musical performances, culinary experiences, demonstrations and networking receptions. For more information about the LOHAS 12 Forum visit www.lohas.com/forum.