The NZ LOHAS market

In 2005, the Moxie Design Group Ltd (Wellington) commissioned research into New Zealand's LOHAS (Lifestyle of Health and Sustainability) market - consumers interested in 'green' products, often also referred to as Conscientious Consumers or Cultural Creatives - and published Understanding the Market for Sustainable Living: the growth in the New Zealand Solutions Seekers demographic.  As you can see this group of consumers has been given a new name yet again, one I quite like: Solutions Seekers.

First time round, in 2005, the size of this demographic was measured to be 26%.  When the research was repeated in 2007, it had grown to 32% (6% increase), mainly due to a rise in those who are tertiary educated or earning more than $70,000 per annum.  These are the groups I'd expect to grow, if they aren't all mostly there yet.

However, whilst it is fantastic that this research is starting to be carried out I was disappointed with the limited scope.  It is great to see it was represented by the appropriate age group ratios but out of over 4 million people only 1000 people were surveyed by phone.  This might be good enough in market research - I don't know, it's something I'd love to learn more about - but I'd want more specific details if I were to base my business on it.  Since this was prepared before a LOHAS forum, it must have been enough to be able to start bringing the New Zealanders into conversation.

FYI, the key conclusions (I'm not at all surprised about) were:

Society is feeling the pressure from increased growing awareness of environmental and social issues and people are taking greater action to help themselves and others where they feel they can. This is causing an increase in the overall Solution Seekers group as they endeavour to find ways to support their evolving values and changing lifestyle choices.  

It’s no surprise that climate change is currently the biggest driver in society with 83% of New Zealanders aware of the problems that the world faces, such as global warming. They also want to take action to reduce these problems.  

But as society struggles to deal with these complex issues they are loosing faith in Government and business to provide the appropriate solutions. With an unclear will from Government and a business mandate geared on profit, they feel our current systems and technologies are to blame for these issues. 

With few solutions they can actually purchase or adopt, they are instead looking to past social institutions and lifestyles as an alternative. They are harking back to the ‘good old days’ where individuals were more self reliant.  

We’re basically seeing the growth in traditional values as society become more disenfranchised and disillusioned by the repercussions of modern life.

As I come across free-access sustainability reports of NZ companies, I'll list them here:
In Fashion, there is Untouched World; here is their Sustainability Statement.
In transport, there is Urgent Couriers, here is their 2008 report.