New LOHAS Consumer Research to be Unveiled at Market Trends Conference

Values-based consumer group grows 7 percent from 2002; Interest in buying from values-based companies grows by 8 percent.

Broomfield, Colo. (May 30, 2003) - New research on LOHAS Consumers, now in its second year, shows that this values-based consumer group is growing and is now comprised of 68 million Americans, or 32.3 percent of the U.S. general population, up from 30 percent a year ago.

The results, taken from the 2003 Understanding the LOHAS Market consumer research report, a study of more than 2,000 U.S. households conducted by the Natural Marketing Institute in Harleysville, Pa., will be unveiled at the 7th LOHAS Market Trends Conference, June 18-20th at the Omni Interlocken Resort in Broomfield, Colo.

The Market Trends Conference is the leading CEO-level business and networking event in the $230-billion Lifestyles of Health and Sustainability (LOHAS) market and will draw more than 500 top-level executives, investors and marketers in the natural, organic, sustainable and socially responsible products and services arenas. The conference explores brand building, profitability, consumer demographics, financial and investment opportunities, and other industry and market trends driving and integrating the growth of the LOHAS market.

Other preliminary results from the new research report:
· LOHAS Consumers aren't just attitudinally distinct, they are more likely
to act (behaviorally) on their beliefs; analysis indicates that 51 percent of LOHAS Consumers act on their beliefs, relative to only 26 percent of the general population.
· LOHAS Consumers are multi-dimensional; whereby they are indeed driven by
a strong sense of environmental responsibility, they also maintain a balanced lifestyle with regards to intense feeling towards personal development and social issues, among other related health and sustainability topics.
· Compared to last year, consumers are more interested in buying products
and services from companies whose values are most like their own --- up nearly 8 percent from last year among the general population; this indicates a consistency and significant trend between attitudes and action.

Initial results of this groundbreaking report will be presented on Wednesday, June 18 at the Conference. Additionally, an in-depth, three-hour, post-Conference workshop – How To Identify, Target and Communicate With the LOHAS Consumer will explore the application of the Understanding the LOHAS Market consumer research project to particular business sectors. During this hands-on workshop, participants will learn how to identify, target, and communicate with the LOHAS Consumer. The workshop will provide insight into specific sectors relevant to workshop attendees, including consumer packaged goods, socially responsible investing, alternative transportation, renewable energy, alternative healthcare, among others, and features Steve French, Managing Partner, Natural Marketing Institute, and Gwynne Rogers, LOHAS Market Analyst, Natural Marketing Institute. (Additional fee required)

The 7th Annual LOHAS Market Trends Conference and Trade Fair is produced by Broomfield, Colo. based Conscious Media Inc., publisher of LOHAS Journal, the leading business publication serving the health and sustainability market.

Sponsors Include: Premier Sponsors: North Castle Partners and Tom’s of Maine; Corporate Sponsors: Balance Bar, Ben & Jerry’s Homemade, Boca Burger and Spectrum Organic Products; Business Sponsors: Blue Marble Marketing, Business for Social Responsibility, Co-op America, First Affirmative Financial Network, GAIAM Inc., Organic Bouquet, River Network, Rudolf Steiner Foundation; Media Sponsors: Boulder County Business Report, CSRwire, New Hope Natural Media; Event Sponsors: Body & Soul Magazine, Boulder Economic Council, City of Boulder, Domini Social Investments, Domo Records, Fit Fruit & Vegetable Wash, Grace Communications, Green Mountain Coffee Roasters, Hope Magazine, International Chamber of Health and Well-Being, MB Media, P3 Colorado: People, Planet, Profit, The Volkman Group and Yoga Journal.

For information on attending, exhibiting or sponsorships, contact 303.222.8283, email [email protected], or visit

For media inquiries and press registration, contact Mara Engel or Cheryl Roth at OrganicWorks Marketing, 212.751.0706, or email [email protected] or [email protected]

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