When we discussed about the Ali Baba Pizza in the class, I was thinking about its target market. I believe the special pizza box, the Greenbox, can attract customers who care about the environment. However, I am not sure how many customers really care about the environment because most of my friends rarely consider about it when they are making purchase decisions.
By searching online, I learn a new concept- LOHAS. LOHAS stands for Lifestyles of Health and Sustainability, and describes an integrated, rapidly growing market for goods and services that appeal to consumers whose sense of environmental and social responsibility influences their purchase decisions. The Natural Marketing Institute’s estimates the US LOHAS consumer market of products and services to be USD 209 billion – sold across all consumer segments. According to the data, LOHAS consumer market consists 17% of the whole market.
The percentage of LOHAS consumer market is larger than what I expected. Back to our daily life, I shouldn’t be surprised because sustainable marketing is everywhere around us. For example, the new design of Dasani water bottle and Nestle Pure Life water bottle. The Coca-Cola Company changed the color of the bottle cap to green and put an outstandingly green box which mentions “up to 30% plant-based; 100% recyclable bottle” on the bottle. The Nestle decided to use smaller bottle caps so they can make the bottle with up to 40% less plastic.
I did mention the change of the water bottles before, but I didn’t think about the meaning and the purpose of these changes. Furthermore, besides packaging changes, companies also show their understandings of sustainable marketing through product modification, changes to the production process, and modifying advertising. All in all, I agree that sustainable marketing is an important concept in marketing.