EyeCare and Optical Trends- ‘Green Medicine’

Green Medicine

For the sake of simplicity I am using the term ‘Green Medicine’ to encompass the following: Alternative Health, Integrated Health, Natural Health, Holistic, Nutraceuticals, Bio Medicine, Non-Toxic, Eco Friendly, Organic Health, Sustainable health…

As the consumer is becoming more knowledgeable and takes a DIY approach to medicine, has easier access to health information via the Internet, they are seeking and embracing alternative health or ‘Green Medicine’ and trying to balance- lifestyle, work, budget , health and nutrition. Recent studies have shown that 75% of consumers are looking to ‘maintain or improve health’ via ‘green programs’

The Eyecare Provider’s top market is LOHAS (Lifestyle of Health and Sustainability) or about 41 Million consumers (1 in 4) who are primarily concerned about goods and services focused on health, the environmental, social justice, personal development and sustainable living.

What They Are Looking For:

Non-Toxic Atomosphere:

With increases in allergies and asthma and environmental concerns, the consumer is looking to rid themselves of toxic elements. ‘Non-toxic’ cleaning solutions,  such as 7th Generation becoming available and affordable in the neighborhood grocery store, it is easier for the consumer to purchase healthier products to employ  a natural, healthy wellness lifestyle. They will be looking for this in their medical providers as well.

Companies that Give Back:

• Consumers are holding businesses accountable for providing ‘eco friendly’ options, sustainable lifestyles and to give back to social causes.
• Seven in 10 Americans are inclined to do business with companies that give back to their communities
• 92% of consumers consider it important for a corporations to contribute to non-profits.
• 76% of American consumers surveyed have taken part in at least one cause related marketing experience.
• 2008 Cone Consumer Behavior Study found that almost 80% of consumers are likely to switch from one brand to another (all else being equal) if the other brand is associated with a good cause, an increase of about 14 percent (from 66%) since 1993.

Eco Friendly Options:

• 3/4 of LOHAS consumers agree that a seal or certification environmentally friendly label indicating a  raises the likelihood that they will buy it
• 2009 Cone Consumer Environmental Survey, released in February, maintains that, “Consumer interest in environmental purchasing not eclipsed by poor economy.” The report finds that 34% of American consumers indicate they are more likely to buy environmentally responsible products today, and another 44% indicate that their environmental shopping habits have not changed as a result of the economy.
• 35 percent of Americans have higher interest in the environment today than they did one year ago;
• 35 percent of Americans have higher expectations for companies to make and sell environmentally responsible products and services during the economic downturn
• 70 percent of Americans indicate that they are paying attention to what companies are doing with regard to the environment today, even if they cannot buy until the future.

Natural and Holistic Health Options

• Organic Trade Association in July found that 31% of U.S. families said they buy more organic items than they did a year ago.
• Newsweek reported that sales of Emergen-C rose at Wal-Mart, consumers bought more over-the-counter remedies than prescriptions and store pharmacists were being asked more medical questions

Resources:

• Non-Profit Marketing Blog
• Cause Related Marketing Forum
• Allergy Stats
• Asthma Stats

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