to Present the LoHaS!
The very essence of a healthy and sustainable lifestyle, LoHaS describes the personality traits of someone who would or would not buy a particular product. At the same time, it answers the question as to why it makes sense, especially in the gardening sector, to take a closer look at LoHaS. A LoHaS customer is extremely multifaceted.
LoHaS customers embody authenticity, self-realization, and the need to get their hands on products that enhance their own creativity. The movement is not a new phenomenon; this breed of consumer has been observed and researched for over 10 years. The uncertainties of our time are driving the desire for self-efficacy and allowing LoHaS to flourish. Why are LoHaS advocates so fascinating, especially for the gardening sector?
They don't deliberate over whether to buy something, but they are very mindful about what they buy. They have above-average purchasing power and believe that what they buy should bring pleasure and enjoyment. They are diametrically opposite to the “thrifty is nifty!” mentality. LoHaS describes the new yearning for green. When it comes to work-life balance, “gardening” is the ultimate way to satisfy the need for a meaningful pastime.
And because these consumers adore organic and ecological products, you will often find them in the organic section of supermarkets or in health food stores. But wait – LoHaS is not synonymous with organic! LoHaS customers set great store by values, not just ingredients. They buy brands, that are fair, authentic and genuine. Regional, zero kilometers and local material flows are trump cards! They want to know where their plants come from. Refusing to buy plants from discount stores is a statement and a profession of their faith. LoHaS want to be sure
you are one of them – this is where actions speak louder than words! LoHaS are hedonists. The pursuit of pleasure and joy is their number one priority. LoHaS are pleasure connoisseurs. They want to enjoy ordinary things like shopping at the garden center. To them, a garden center's image should be authentic, unique and unmistakable. The LoHaS concept of luxury, on the other hand, can and must also find expression through architecture. LoHaS are nostalgic, longing for the slower pace their grandparent's generation enjoyed. They reflect. On the roof
terrace of their penthouse, they plant their own herbs and vegetables in raised beds in colors that match the lounge furniture. In this spirit, the expertise of trained employees in nurseries and garden centers is literally the source of knowledge that quenches the thirst for conscious and mindful consumption. These customers have a strong desire for homey comfort that reflect their personal attitude to life and their own taste. They buy into their personal lifestyle in a big way. Give LoHaS the chance and the choice to consume as their value mindset thinks fit. Sales areas made of natural materials, good lighting, and an orderly and creative presentation influence the decision to buy. Highlights need to be orchestrated for their target audience. Nearly all consumers want the products of the future to be sustainable. In plain language, this means that markets are changing. It goes without saying that sustainability is not confined to just garden centers. Almost all materials used in the construction of a garden center or greenhouse are recyclable.
“Our 75-member team works continuously to develop solutions and ways in which garden centers and greenhouses can be built and used sustainably. A key aspect here is to design new buildings or renovate old ones with energy efficiency in mind.”
Karl Bärlin CEO Rabensteiner Germany
The use of natural building materials and renewable resources is a kind of architectural commitment and expression of corporate culture. High-quality construction is a symbol of sustainable construction. All the more important, then, to prioritize resources when planning new garden center projects. One percent. That is the average percentage that energy costs have made up so far of a garden center's sales. A value that is set to escalate due to the sharp rise in energy costs in recent months. Energy losses can be prevented on a massive scale by retrofitting roof surfaces or using closed thermal screens. From an economic perspective, it must be possible to keep energy consumption at around one percent of sales. Even if energy costs were to double. Here too, LoHaS advocates might well turn out to be excellent mentors. They are not so much passive consumers as attentive researchers. They study the content of corporate websites. They interact on social networks. LoHaS are conscious consumers. They think carefully about why they buy, what they buy, and from whom they buy. To paraphrase an old saying: “Show me what you buy, and I'll tell you who you are!” The LoHaS self-check also makes sense in terms of employer branding because, by their very nature, LoHaS are also strongly represented among employees. Nowadays, employees choose companies, not the other way around. Envirormental awareness is not a private issue for LoHaS. A healthy working environment coupled with a healthy corporate culture enhances motivation and performance in the workplace. A green building offers a host of benefits. Lower operating costs: less consumption of electricity, water and energy. Green buildings reduce a company's emissions and CO2 footprint. A green building attracts LoHaS as potential employees and potential customers. LoHaS are not defined by demographic characteristics, but by shared values. Including concern for our planet, authenticity, a holistic approach to health, and a social conscience. Understanding LoHaS and their core values pays off. In essence, it is about a mindful, conscious and enjoyable lifestyle. It makes sense, then, to look beyond the horizon of the greenhouse and plan for the future constructively and with optimism. This is not a marketing issue, but a question of responsibility and the environmental zeitgeist.