People are increasingly aware of and concerned about the sustainability of the products they buy. Likewise, there is a growing awareness regarding the impact that these choices have on their health and the environment. In turn, marketers have coined the phrase "LOHAS" (Lifestyles of Health and Sustainability) to describe consumers who actively consider issues related to the sustainability of products and services as a key factor in their purchase choices. As shown in the charts below, it is interesting to note that a majority of the consumers in the United States and the European Union factor, to some degree, these issues in relation to their spending habits.

Consumer Segmentation Model

Source: NMI (National Marketing Institute), Consumer Trends Database, 2009

Moreover, studies on these consumer trends also point to the fact that we are willing to make a difference by altering our lifestyles, and that issues related to price, trust, and the variety of sustainable goods are the hurdles standing in the way.

To overcome 'sticker shock', another global study shows that consumers are willing to spend more on green products. A chief stumbling block, however, is that consumers do not know which products are truly sustainable. (75% of consumers polled in the U.S. ) One of the issues here is the vast amount of consumer facing systems. All claiming to be the better choice in their field of expertise and not offering a transparent and simple way to compare the underlying facts. In fact this makes the individual initiatives unnecessarily susceptible for public debate. Harming their credibility.

We believe that easily accesible and comparable information on the sustainability of products will empower consumers to apply their purchasing power in favor of more sustainable products. This standardization will help existing initiatives get broader recognition for what they actually are achieving.