Stuff.co.nz (New Zealand): Shell funds research into environmentally concerned consumers: “It is aimed at supporting projects that will reduce environmental impacts or provide advice to small and medium-sized businesses.”: Friday 07 October 2005
Consumer research has found 26 per cent of New Zealanders fit the profile of a growing group of consumers concerned about the environment and their health.
"Lohas" - those interested in a "lifestyle of health and sustainability" - were researched by Wellington design consultancy Moxie Design.
The research was backed by Shell New Zealand, which has launched a new fund to help small businesses become more sustainable and environmentally aware.
The $100,000 Shell NZ Sustainability Fund, set up in partnership with the New Zealand Business Council for Sustainable Development, is being officially launched in Wellington today.
It is aimed at supporting projects that will reduce environmental impacts or provide advice to small and medium-sized businesses.
Moxie director Peter Salmon was the first to receive an award from the fund, to investigate the trend towards "Lohas" consumerism in New Zealand.
It is estimated there are up to 50 million Lohas in the United States and up to 90 million in Europe.
Lohas are willing to pay a premium for products and services that shared their global and environmental view, Mr Salmon said.
In the US, Lohas were already influencing development in food and cleaning products, and over the last year there had been a 10 per cent increase in new products and services in those areas.
At the top end, Lohas were snapping up more fuel-efficient hybrid cars.
Having found that just over a quarter of New Zealanders identify with "Lohas" values, Moxie is conducting phase two of the research, to find out how small and medium-sized businesses could tap into such a consumer group.
Shell New Zealand country chairman Ajit Bansal said the fund recognised the obstacles confronting small businesses wanting to turn talk about sustainable business into action.
"We want to extend our commitment by providing practical assistance," he said.
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