14-Apr-2008
Surviving LOHAS
The New York Times recently had an article on Americans who are preparing for the worst - the worst being natural catastrophes like Katrina, blackouts, terrorist attacks or any other incidents that would make essentials like energy or food unaffordable or unavailable: People start to stockpile canned food and medicine, they grow vegetables in their gardens and install solar panels on their roofs.The phenomenon was coined “New Survivalism” and is backed by authers like Barton M. Biggs, the former chief global strategist at Morgan Stanley, who wrote in his new book “Wealth, War and Wisdom”, that people should stock their homes with “seed, fertilizer, canned food, wine, medicine, clothes, etc. Think Swiss Family Robinson. Even in America and Europe there could be moments of riot and rebellion when law and order temporarily completely breaks down.”Sounds too gloomy ? Compare this to a sunnier view of the future:“The LOHAS market forecast is sunny and is predicted to grow to $420 billion by 2010, and $845 billion by 2014. Fortunately, the influential LOHAS market believes that it is important for companies not just to be profitable, but to be mindful of their impact on the environment and society.” (American wellness network – but could have been found elsewhere too)LOHAS is short for Lifestyle of Health and Sustainability – and people adopting that lifestyle are seen as the pace makers for the economy. LOHAS means consumption. Critical consumption. Green consumption. Sustainable consumption. Therefore, countless surveys, marketing strategies and business cases are developed around the LOHAS market potential. But the LOHAS industry is built on an overly optimistic scenario: Climate change leads to ecological awareness and more conscious consumption patterns. What if climate change and other catastrophes come closer to home? Will people still fall for green marketing and sustainability messages?The “New survivalists” offer some lessons.
Surviving LOHAS
The New York Times recently had an article on Americans who are preparing for the worst - the worst being natural catastrophes like Katrina, blackouts, terrorist attacks or any other incidents that would make essentials like energy or food unaffordable or unavailable: People start to stockpile canned food and medicine, they grow vegetables in their gardens and install solar panels on their roofs.The phenomenon was coined “New Survivalism” and is backed by authers like Barton M. Biggs, the former chief global strategist at Morgan Stanley, who wrote in his new book “Wealth, War and Wisdom”, that people should stock their homes with “seed, fertilizer, canned food, wine, medicine, clothes, etc. Think Swiss Family Robinson. Even in America and Europe there could be moments of riot and rebellion when law and order temporarily completely breaks down.”Sounds too gloomy ? Compare this to a sunnier view of the future:“The LOHAS market forecast is sunny and is predicted to grow to $420 billion by 2010, and $845 billion by 2014. Fortunately, the influential LOHAS market believes that it is important for companies not just to be profitable, but to be mindful of their impact on the environment and society.” (American wellness network – but could have been found elsewhere too)LOHAS is short for Lifestyle of Health and Sustainability – and people adopting that lifestyle are seen as the pace makers for the economy. LOHAS means consumption. Critical consumption. Green consumption. Sustainable consumption. Therefore, countless surveys, marketing strategies and business cases are developed around the LOHAS market potential. But the LOHAS industry is built on an overly optimistic scenario: Climate change leads to ecological awareness and more conscious consumption patterns. What if climate change and other catastrophes come closer to home? Will people still fall for green marketing and sustainability messages?The “New survivalists” offer some lessons.
摩根史坦利前全求策略長Barton M. Biggs的新書[Wealth, War and Wisdon.]提起New Survivalism這名詞, 對綠色行銷思考有參考價值!
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