Mark Joyous is an original “Crewmember of Spaceship Earth.” He was six months old when his family moved to Italy and he spent 12 of his first 18 years outside continental United States in areas of Europe and the Pacific Rim. His continued travels and global living gives him a unique perspective on Life. He is more a Global Citizen than a typical American, and does not fit easily into any boxes or categories ( Being 7 inches shy of 7 feet tall ).
When pressed to explain what his work involves and how he integrates a wide range of activity and passions into a lifestyle, he confides that his true calling is being an explorer: a “Scout for the Global Wagon Train”. In addition to having founded the Global View Foundation and its many “Earthseeds” projects, he is also a self-made entrepreneur. He owns Joyous Real Estate and founded www.team-dreams.com and www.teamfunz.net - which specialize in assisting people to team up their energy to fulfill their dreams. Primarily focused on shared ownership of a global network of vacation homes, these two companies have helped nurture and support Earthseeds from its birth in the 1990’s when it was known as the Spaceship Earth Catalog. In 2004, the project evolved to become a 501-c-3 tax deductible non-profit organization known as the Global View Foundation.
Mark attended 14 schools on his way to graduating as Senior Class President in a Hawaiian High School. He went on to attend the U.S. Naval Academy for a few years and to graduate with honors from the University of California. His early entry into the environmental arena included working in Washington D.C. on Potomac river clean up teams in 1970 at the first Earth Day. After college graduation he spent years as a writer – photographer and helped raise funds for Environmental Organizations with multi-media presentations on Nature. His work was instrumental in helping the Nature Conservancy obtain Santa Cruz Island off the coast of Santa Barbara, California in the late seventies, which later became the foundation for Channel Islands National Park. This experience helped gain Mark an opportunity to serve as a U.S. National Park Ranger in the Redwood Forests of Northern California for several years.
Upon moving to Colorado in the mid-eighties, Mark began to pursue a career in real estate which allowed him the time and freedom to travel, explore and create global networks with the Earthseeds project being a common thread to all his explorations. Even his real estate work was focused on helping people find and be good stewards for raw land in the mountains with focus on using solar technology and green building options. Over time he developed NatureNest – a rental network of Cabins and Vacation Homes. Many people have enjoyed countless hours in the peace and tranquility of Nature to learn more about solar technology, recycling and sustainable living concepts there.
Mark wrote the book “A Crewmember’s Guide to Spaceship Earth” which has been the platform for many projects of the Global View Foundation and whose message is always reflected in the curriculum, activities and projects that flow from all Earthseeds teams. He also helped create and establish the Award Winning “Astronaut’s Globe” whose 2000 + NASA photos make it more than a teaching tool or inflatable beach ball – but the most authentic replica of our Earth available to the crew of this marvelous living spaceship.
His recent focus has been upon the creation of a SUS-BUS NETWORK which aims to have Community Sustainability Buses in each city to inform, inspire, integrate & involve the public towards living the New Dream of a Greener Healthier Life for our Spaceship and it’s crew.
His Global Heart Visions of a “World that works for Everyone” continue to inspire crewmembers everywhere and to educate and celebrate the wonderful world we live upon and our opportunities to make it a healthier, happier and more sustainable home for us all. His humor and smile have helped keep Earthseeds focus always positive and uplifting. Mark loves to create fun B.S. (“Bumpersticker Sound-bytes”) for the busy world to see. Some of his favorites guide Earthseeds Visions: “Neither Left nor Right; But Forward!” & Let’s all “( En) Lighten Up and Enjoy the Ride!”
LOHAS: Genesis of a New Market Segment
Mark Joyous is athletic, personable, indefatigable and deeply committed to the natural environment. A former naval officer and national park ranger stationed in the Redwood Forest, he understands and appreciates pristine wilderness and responsible land development better than most. He has made his living during the last twenty years as a Colorado real estate broker specializing in mountain properties, with an underpinning ethos of environmental responsibility, team collaboration, and community development.
Mark’s primary mission in life is to help as many people as possible become aware of human interconnectivity across boundaries and around this precious planet, our blue orb’s fragility, and the looming threat to stability should humanity fail to evolve beyond self-serving boundaries and short-sighted natural resource exploitation.
He discovered his purpose while working with children in the Redwood Forest, becoming entranced by their innate awe of nature and thirst to learn about its mysteries.
His goal today is to help more people, children and adults alike, embrace a whole-planet perspective. One way he’s approaching this is through his philanthropic cause, EarthSeeds Project, a Johnny Appleseed-like approach for the new millennium. Several educational programs involve spreading “seeds” of a “healthy, harmonious, and sustainable living Earth.” He is developing fun, celebratory, positive approaches to environmental awareness instead of the sixties’ countercultural approach that served to polarize as many people as it converted.1
As co-founder and executive director of Global View Foundation, a nonprofit organization which has grown quickly to become an international grassroots movement, Mark is dedicated to high-impact education and empowerment by disseminating photographic representations of Earth as depicted on posters, flags and other printed media. He believes that “to change the world, we must first change humanity’s global view.”
His team has created several globes: one that is beach-ball size and others that are human size and as large as twenty-feet in diameter. These globes present the most accurate view of Earth ever created, lack geopolitical boundaries and depict an authentic reproduction of the planet — an orbital view from an astronaut’s perspective. These globes were painstakingly designed by assembling thousands of photos taken by satellites and numerous orbital missions. The Astronaut’s Globe presents a true, awe-inspiring view of our home from outer space, Spaceship Earth.
The stated goal of Mark’s foundation is to place these powerful reproductions of the planet in schools, churches, and at community events around the world. His Web site EarthSeeds.net elaborates:
The view of Earth, as Astronaut’s see it, is a powerful vision for all humanity. Regardless of people’s politics, religion, age, or any other demographic, it has been proven that the Earth image invokes a sense of awe, wonder and positive feelings among all who see it. Truly, it is the one thing we all share in common. The Astronaut’s view of Earth allows people, especially children, to see the Earth as a living Spaceship …”2
I met Mark when he sold me eleven acres of pristine mountain land west of Pikes Peak next to Pike National Forest. The larger 150 acre tract from which my parcel was subdivided had been owned for several years by the famous decathlon champion, Olympic Gold Medalist and former four-term member of the U.S. Congress (R. California, 1967 - 1974), Bob Mathias.
Others who shared Mark’s values for responsible and sensitive land development also bought parcels in this subdivision in the form of the original mining claims, which date back to the late 19th century when the Pikes Peak area, particularly the region surrounding Cripple Creek, Colorado, had been the focus of a frenzied gold rush.
We eventually began to call the former Mathias property Rainbow Ridge, reflecting both the tendency of stunning rainbows to sanctify our land following summer afternoon thunderstorms and because of a panoramic ridge jutting from our property, affording a 360-degree view of Pikes Peak to the east, the Sangre de Cristos range to the southwest and the Collegiate Range to the west.
Mark, a fit and impassioned environmentalist, personifies a powerful marketing segment in the United States just uncovered since the beginning of the new millennium. This consumer segment has been christened LOHAS, an acronym that stands for Lifestyles of Health and Sustainability. 3
Although few people fully express and actively demonstrate Mark’s unquenchable passion for our planet, the LOHAS consumer is represented by an eyebrow-raising 32.3% of the U.S. population. This ardent group includes people who are concerned about personal health and emotional wellbeing plus protection of the environment.
These are not citizens simply possessed by idealistic, ethereal values; they are consumers who make purchasing decisions based on how effectively companies approach product manufacturing and distribution with a view toward responsible resource utilization and long-term planetary accountability. Many are also committed to broader social issues such as protecting women’s, children’s and worker’s rights.
LOHAS consumers shop for energy efficient electronics, green products, organic and natural care personal products, natural foods, hybrid automobiles, dietary supplements and alternative healthcare services.
Collectively, they purchase nearly $300 billion in goods and services annually, preferring products that meet their value-driven expectations for wellbeing, social justice, self-development and sustainable living. They are dedicated to the environment, systemic human health, spirituality, and personal growth. They believe in the interconnectivity of all humankind on a macro scale and the integration of mind, body and spirit within the individual. Many envision themselves similar to a manifesto presented by Mark’s Web site: “as unique independent Crewmembers of a Global Family united by the responsibility to care for the planet and all living things.”
The Natural Marketing Institute (NMI) originally identified this important new segment through pioneering research in 2000, initially by distributing a comprehensive survey to a statistically random and representative sample of Americans and then by analyzing survey data using sophisticated cluster analysis.
The firm’s discovery process analyzed 16 variables with a multiple regression model to identify the LOHAS segmentation. In addition to the LOHAS segment, NMI researchers discovered three other broadly defined, tangentially related consumer segments called Nomadics, Centrists and Indifferents. Although these three additional consumer groups reveal specific business opportunities and marketing insights, further discussion about segments other than LOHAS lies outside the focus of this chapter.
NMI updated their wide-ranging research program in March 2003, based on a survey completed by 2,048 U.S. adults, a representative sample from a seven-million U.S. consumer panel. The conclusions of this survey meet the most discerning standards of statistical predictability and can be projected to the U.S. adult population, with a 95% confidence level and a standard deviation of +/- 2%.
Discovery and description of the LOHAS market, and its surprising magnitude, has quickly led to a business revolution among zealous proponents and responsible businesses. The LOHAS segmentation demonstrates the interconnectedness of a wide cross section of U.S. adult consumers, bound by similar values, and spanning an extensive range of product and services categories. Exemplary companies targeting this segment sell resource-efficient and healthful products such as organic foods, personal care products, green cleaning products and eco-tourism.
Moreover, this segment subsumes 63 million American consumers, 57.7% of which are between the ages of 45 and 64. It therefore doesn’t come as a surprise that many Americans who were still young adults during the inauguration of Earth Day in April 1970, and the modern environmental consciousness it propelled, correlate highly with the LOHAS segment. In raw numbers, over 36 million members of the LOHAS segment are also Boomers, born between 1946 and 1959, or members of the Silent Generation, born between 1940 and 1945.
Furthermore, this significant research project demonstrates that members of the LOHAS segment possess strong opinions, and they have a greater influence on the direction of the marketplace than average consumers.
Although discovery and description of the LOHAS segment is a recent marketing research phenomenon, the majority of consumers fitting this profile have held their beliefs for over five years. They’ve been accumulating influence in the marketplace long before researchers understood exactly who they are.
Marketers can also take comfort learning that these consumers are fervently committed to their beliefs for the long run, and most product development and marketing strategies will stand the test of time. How they feel today reflects how they’ll feel tomorrow. Considering all four broad segments identified by NMI, LOHAS consumers are the most brand loyal and the least price sensitive.
Interestingly, of the 16 factors used to describe the LOHAS consumer segmentation, those willing to spend 20 percent or more for sustainably-made products earned a mean score of 4.42 on a five-point scale, with five being the strongest possible agreement level. This factor ranked fourth in importance to LOHAS consumers, led only by “choosing environmentally friendly products,” “protecting the environment,” and purchasing goods made from “recycled products.” An astounding 74.9% of LOHAS consumers are willing to spend 20% more for products that are manufactured using environmentally sensitive and sustainable methodologies.
LOHAS consumers are behaviorally driven. As mentioned earlier, they are not just typified by expressed attitudes; they take action. They pay more for products meeting their criteria; influence friends and family members to do the same; and choose products from sustainable and environmentally friendly sources. Products must appeal to more than beliefs; products must appeal to LOHAS lifestyles. Members of this segment seek companies that truly align corporate values with their own values, and they are quick to spot “green washers” — companies that make feeble but insincere attempts to line up with environmental values.
NMI’s data analysis contradicts the widely accepted belief that younger people are more idealistic and therefore more likely to make consumption choices based on core values. Younger people are much more likely to choose products based on the lowest price.
The research also dispels another myth once again that brand choices solidify with age. Clearly, older consumers are amenable to marketing communication approaches that address core values; strategically sound business approaches can and do influence brand switching.
NMI’s LOHAS research amplifies an important theme presented throughout this book: as consumers grow older, they become more connected with values related to relevance, self-actualization, and legacies. Furthermore, as consumers age beyond 50, they tend to choose products and service providers that are environmentally responsible and committed to human health; they buy from companies that share the same long-term values; and they choose products manufactured from sustainable resources.
The conclusion: businesses interested in developing products and services to target adults 45+ have a significant business opportunity when targeting the Boomer/LOHAS consumer. Product development, marketing communication strategies, and corporate goals can be aligned with values held by this vital lifestyle and attitudinal cluster, embracing their bedrock standards of health, self-development, environmental sustainability and social responsibility.
In its ongoing research program, the Natural Marketing Institute has also developed a series of proprietary consumer research studies called Understanding the LOHAS Consumer Report™. These reports provide detailed evaluations of products and services described by the broad categories of greatest interest to this influential consumer, including:
Green Household and Cleaning
Recycled paper goods, non-toxic cleansers, rechargeable batteries, non-toxic dish detergents, natural household cleaning products, compact fluorescent light bulbs, water purifiers, environmentally friendly lawn and garden products, natural pet-care products, air purifiers, natural-spectrum light bulbs
Natural and Organic Personal Care
Aromatherapy, beauty supplements, natural body care products, natural cosmetic products, natural hair care products, natural skin care products, natural/organic oral care products, organic hair care products, organic skin care products, personal care products for a specific health issue, spa treatments/massage, vitamin-fortified personal care products
Foods or beverages with specific health claims, fortified foods or beverages, natural foods or beverages, organic foods or beverages, soy foods, soy milk/soy beverages
Socially Responsible Investments
Stocks or mutual funds which avoid issues that are insensitive to a host of social concerns, such as the environment or child labor, or that sell unhealthful products such as tobacco
Renewable power from a consumer's current electric company or use of solar panels
Herbal supplements, homeopathic remedies, weight-loss supplements, calcium supplements, multi-vitamins
Acupuncture/acupressure, biofeedback, chelation therapy, chiropractic, enzyme therapy, homeopathy, nutrition therapy, magnetism, massage therapy, naturopathic medicine, reflexology, tai chi
Vehicles (cars and SUVs) with engines that use a combination of gasoline and batteries
Green Building Products
Products that improve the environmental and health impacts of the materials used in either renovation or new construction of homes, office buildings, and stores
According to NMI researchers, LOHAS consumers are compelled by values to seek products and services that are health promoting, environmentally friendly and demonstrate a global social consciousness. A significant segment of Leading-edge Boomers are equally compelled, having acquired and nurtured a sophisticated view of the planet, in a sense, the panoramic view of Mark Joyous — an “astronaut’s view of the Earth” — a global family portrait.
Brent Green Page 1 5/2/2008