Understanding the Canadian LOHAS Consumer
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Canada, a nation of 34 million people, is often seen as the US’ quiet neighbor to the north, and one that falls between the US and Europe on the ideological sustainability spectrum. Too often, consumer research in Canada relies on applying some basic assumptions to US research, leaving the researcher with, at best, a fuzzy marketplace snapshot.
Fortunately, with this report, that is no longer the case for the LOHAS market. In 2009, NMI conducted the first thorough primary analysis of the LOHAS (Lifestyles Of Health And Sustainability) consumer marketplace in Canada.
NMI's research confirms that, in many ways, Canada does have a greener population than the US, but that this is not universally the case. Canadians are clearly concerned practitioners of many environmental and socially-conscious habits. But, they also have a fervent practical streak that precludes some deeper green behavior and identifies areas where barriers need to be broken down, such as price, green product proof points and benefits, and skepticism of corporate claims.
It is also clear that Canada should not be treated monolithically – significant differences are evident between geographic regions, making some much more opportunistic for LOHAS marketers to pursue.
This report is a comprehensive analysis of sustainability-related consumer opinion in Canada, behaviors, their application to the LOHAS product marketplace, and other key metrics for understanding how to market LOHAS products and services in Canada. As applicable, these results are compared to US, European, and Japanese data to give the reader a sense of how Canada fits in the international LOHAS market.
This research project also relies on NMI’s international LOHAS segmentation model, which is described in the next section. This same model has been used in every country where NMI conducts LOHAS research in order to facilitate comparisons between countries.
Introduction
NMI's Canadian LOHAS Segmentation
NMI's LOHAS Consumer Trends Database™ Summary Overview
Segmentation Methodology
The NMI LOHAS Segments in Canada
Regional Segmentation Differences
LOHAS Segmentation Differences: Canada and the US
Meet Laurel, a LOHAS Consumer
The LOHAS Consumer – Demographic Profile
Meet Nancy, A NATURALITE
The NATURALITE Consumer – Demographic Profile
Meet Dave, a DRIFTER
The DRIFTER Consumer – Demographic Profile
Meet Frank, a CONVENTIONAL
The CONVENTIONAL Consumer – Demographic Profile
Meet Ernie, an UNCONCERNED
The UNCONCERNED Consumer – Demographic Profile
Sustainability Behaviours Move from ‘Concern about Me’ to ‘Concern about All’
The LOHAS Concept Merges Personal and Planetary Health
LOHAS Consumers Are Early Adopters of Eco-Friendly Products
All Segments are Important BUT LOHAS Consumers Drive Trends & Influence the Mainstream
Sustainability Actions are a Commitment
Summary of Key Findings
Canadian vs. American Differences
Buying Behaviour and Impact on Shopper Programs
Packaging Issues
CSR Issues
Key US vs. Canadian Differences
More Canadians Concerned About Environmental/Health concerns Than Americans
Canadians More Concerned About Certain Social/Economic Issues vs. Americans
Sustainability is a Global Trend – Behaviour Changes Will Vary by Culture With Convergence Over Time
Paying Premium for Sustainability is Tempered by Broad-Based Concerns About Price
Many Canadians Are Staunch Recyclers; US Lags
Canadians Most Likely to Be Amenable to Paying a Premium for Green
Buying Behaviour
LOHAS And NATURALITES More Likely to Claim to Buy Green
Consumers Eager for More Environmentally-Friendly Choices…
...But Are Concerned About Price and Sacrificing Quality
LOHAS Consumers Claim to Be Willing To Invest More In Environmentally Friendly And Sustainable Products
Barriers to Buying Green
Current Usage/Ownership of Green Categories
Environmentally-Friendly Lawn & Garden Product Users More Likely LOHAS Than GP
Strong Canadian Interest in Environmentally-Friendly Versions of Consumer Packaged Goods
Top Drivers for Food/Beverage Purchases
Seals, Certifications Have Impact Among Certain Consumers
Recognition, Understanding, Impact of Seals & Certifications Varies…Opportunity for Education
Recession May Be Accelerating Sustainable Behaviors
Channels Shopped
Packaging Issues
Awareness of Terms Related to Packaging
Majority Concerned About Excess Packaging Filling Landfills, Especially LOHAS
Consumers Have Strong Opinions About Over-Packaging, But Are Less Motivated To Act
Consumers Want to Know What Companies Are Doing to Use Less Packaging
Packaging Drivers Most Important to LOHAS Segment for Food and Beverage Purchases
Majority of Consumers Care About Using Products Made From Recycled Materials…Key Packaging Implications
CSR Efforts
CSR Important to A Majority of Consumers...Higher in Canada
...And Caring About CSR Translates to Purchases
CSR is Relevant & Motivating to Most Consumers
Few Consumers Aware of CSR Branding Efforts – Opportunities for Increased Communication
Most Want Someone Else to Endorse CSR; Primarily a Non-Profit
Specific CSR Activities Consumers Want to See From Companies
News Stories Are Most Preferred Source of Information About CSR Efforts
Top Information Sources More Preferred By LOHAS vs. Other Segments
Corporate Sustainability Efforts Most Impact LOHAS And Least Impact UNCONCERNEDS