The Next Big Thing

  Lynnda Pollio

We are all in the midst of unprecedented change.

From our institutions to personal lives, from the economy to health care, there’s an ominous rattling of the familiar. New life scratches at the weakening walls of conventional structures. Those of us who market, build brands and bring ideas to consumers face unprecedented chaos, competition and opportunity.

Awakening among millions of people around the world is a restless consciousness, a stirring of sleeping souls. Desiring solutions and balance in their hectic lives and highly receptive to new ideas, this extraordinary audience—the potential of which lies within every human being—is not only seeking but embracing innovative and alternative concepts in food, finance, spirituality, health, entertainment, leadership, life.

LOHAS, tracks the accelerating rise of this “conscious consumer” and the $228.9B marketplace for goods and services that appeal to people who value health, the environment, social justice, personal development and sustainable living—a marketplace expected to surge to $845B by 2012. Although it skews towards women, this large, yearning and loyal market segment cuts through traditional demographics and taps into the most meaningful mass trend to ever emerge globally. Once understood, the consumer “dial” can be turned up to appeal to a smaller but highly influential core audience or dialed down to engage a broad mass market.

Extraordinary marketing opportunities accompany every shift in cultural consciousness. Consumers question traditional belief systems, institutions and relationships, including brand relationships. Who am I now and does this brand reflect my needs, values and desires? Whether marketing wealth management services or wellness products, talking to baby boomers or their elusive echo boomers, the best brand solutions launch people on their own personal journey towards better, healthier, more rewarding lives.

This is The Next Big Thing.

Within five years, the conscious consumer will stand alongside the advent of computers, the birth control pill, and the explosion of the internet as iconic shifts that transformed our existence and not only how consumers consume, but who they are. Companies who recognize this tectonic shift, expand their marketing perceptions and brave the unknown will gain unprecedented social and financial leadership while creating more authentic, meaningful relationships with their consumers.

Lynnda Pollio is a WisdomKeeper, committed to cultivating wisdom through communications. Integrating a rich business heritage in consumer marketing with a deep practice in energy work & human consciousness, Lynnda supports people & companies who are seeking guidance through our current global transformation.

Her first book, soul seeds, is seeking publication. You may email Lynnda at: lynnda@lynndapollio.com

October 13, 2008   by Network Abundance Publications