Renewable Energy & Green Technology

DIW estimates indicate that the worldwide investment in facilities for the use of alternative energy sources will rise to € 460 billion a year by 2030. To prevent environmental degradation to become a hindrance to economic growth, countries like China have also set ambitious goals. By 2030 it plans to win 1/3 of its energy from alternative sources. Transportation and automotive industries need to make huge restructuring effords in order to meet customer preferences and new green emission standards.

Fair Trade

LOHAS, the representatives of a green lifestyle Avantgarde, combine in their buying habits enjoyment and responsibility: shopping as a way to improve the world or "Consumption with a clear conscience." Fairtrade mutates just in a big way to the engine of growth with double-digit growth rates. Thereby LOHAS put emphasis on quality and expensive products: Eco Chic.

Health & Wellness

Three-quarters of Germans believe health makes you happy. Health no longer means only controlling disease but is a purpose in life, has a positive impact on the work-life balance. Here the term selfness has been established: LOHAS no longer view themselves as patients but as consumers who take active, critical and competent action to improve their quality of life. Thus in health tourism hotels are mutating to health centers and hospitals to recovery temples. The boundary between health and holidays blurred. Medical spa is a vacation with preventive regenerative character. Individualized, professional and service-oriented health management is a trend: online sports coach and personal trainer, living pharmacy, lifestyle pharmacy with 24-hour hotline and high-touch pharmacy. Beauty with natural products has also emerged as a growth-promising market: natural cosmetics as a lifestyle. Overall, it is expected that private spending in the German health sector will rise by 2010 to around € 77 billion.

Urbanism & Living

According to United Nations forecasts up to 2050 about 3/4 of the world population lives in cities. This calls for using renewable energy initiatives, comprehensive solutions and socially sustainable development: urban migration in a better city. Already now urban design concepts take ecology into account: the desire for mobility, creativity and for harmonious coexistence. Prefab and ecofriendly, aesthetics and design are on the rise, no stereotypical manufactured homes. Città Slow and Downshifting describe the trend toward environmental and human living: because LOHAS seek flexible and environmentally friendly transport systems, public accessibility and sustainable urban planning.

Slow Food

Thanks to booming organic supermarkets and food discount stores the organic food sector becomes an important component of LOHAS culture, with worldwide sales of about $ 40 billion and double-digit growth rates. Organic products are not only healthy, but meet high expectations of enjoyment, authenticity, comfort and quality of life. The image of the shriveled carrots from the musty health food store is long gone. Foodies in Italy, the home of the Slow Food movement, and many Western industrialized countries prefer regional direct marketing (Community Supported Agriculture - CSA) and distrust the global players in the food industry. Besides high-quality and fresh organic food, ready meals that combine health and enjoyment play an increased role: Cool convenience. Trendy noodle bars, sushi and veggie dinners are announced: Fast-Good fast food place.


Slow Tourism

Ecotourism means the responsible use of culture and nature and a good conscience when flying to foreign countries (keyword CO2-compensation). Travel must be experience-oriented and modular. When individual tourism is concerned what counts is the I and the uniqueness of the journey. This need is met in hotels of the neo-green avantgarde: Design hotels allow their clients to experiencing nature, pleasure and ethical claim. In addition, the concept of the classical annual leave is about to be overcome. The current trend is cool getaways to escape the professional tension and treat yourself with a short break.


Fashion & Design

Design Goes Green is the credo of the creative fashion scene. No sweatshops, organic cotton and materials from sustainable sources and social veranwortlichem. Sales of products from organic cotton has increased tenfold zwischen 2000 and 2008. Even big chains like H & M and Otto have now prescribed the eco-trend and invest in social Wear, Vegan Fashion and Ethical Fashion. Green Glamour Of central importance are role models with imitation effect. Stars and fashion designers influence, as elsewhere in the fashion industry, the green lifestyle scene. True to the tradition of painted VW Bulli the Flower Children Consumer Generated is the latest trend: self-realization and self-discovery, Pimp my home, Pimp my life. Nike ID can e.g. Shoes and sneakers are individually designed color. At Adicolor sneakers by Adidas.



Design, Communication and Marketing