Certain labels and certifications that garner higher awareness and understanding, in part driven by their longevity in the marketplace, are the most impactful to consumers, according to Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database. While many new labels have come to market recently, they have not yet matched the impact of programs such as ENERGY STAR. However, as more consumers look for proof of marketing claims, robust and transparent certifications will be important aids to consumers.
LOHAS consumers, the portion of the population that is most interested in sustainability and the earliest adopters of sustainable products, are significantly more likely to indicate that these logos have a high level of purchase impact compared to the general population. In fact, nearly three-quarters of LOHAS consumers agree that a seal or certification mark indicating a product is environmentally-friendly raises the likelihood that they will buy it.