Harleysville, Pa. (July 2006) - While it used to be relegated to specialty trade magazines, the LOHAS concept is now being publicized in mainstream consumer publications such as Time, Newsweek and The Washington Post. The Natural Marketing Institute (NMI) is helping companies to capitalize on this momentum by analyzing LOHAS consumers as predictors of upcoming trends.
Four years ago, NMI pioneered quantitative consumer research of the LOHAS consumer through its proprietary LOHAS Consumer Trends DatabaseTM (LCTD). As the only database devoted to LOHAS consumers, it examines consumers' attitudes towards the environment, ethical consumption and sustainability, and how those attitudes affect purchasing behavior patterns. The LOHAS research covers a wide range of markets for environmentally-friendly products including natural/organic food, natural/organic personal care, hybrid vehicles, green building, renewable energy, socially responsibly investing and many more. It also segments the U.S. general population into five separate segments (LOHAS, NATURALITES, DRIFTERS, CONVENTIONALS and UNCONCERNEDS), based upon their specific attitudinal and behavioral patterns.
According to Gwynne Rogers, NMI's LOHAS Business Director, "While NMI's LCTD provides a thorough overview of each of the LOHAS consumer segments, we wanted to provide companies with the means to conduct primary quantitative research directly with thousands of LOHAS consumers who represent the highly influential LOHAS segment. Our new LOHAS Consumer Panel allows companies to conduct such custom research studies on their brand, new concepts, or any topic they choose. They'll be able to discover awareness levels, usage rates and other behavior patterns specifically among LOHAS consumers and the other four NMI segments." All respondents are opt-in panel members and representative of the broader U.S. population.
LOHAS is the acronym for "Lifestyles Of Health And Sustainability" and refers to the segment of the population who have a meaningful sense of environmental and social responsibility and incorporate those values into their purchase decisions. Almost 40 million U.S. adult consumers are considered to be in the LOHAS segment.
For more information on NMI's LOHAS segmentation model, please visit: http://www.nmisolutions.com/lohasd_segment.html or contact Nancy White at 215-513-7300, ext. 225.
NMI is a strategic consulting, market research, and business development company specializing in the health, wellness, and sustainable marketplace. For more information on NMI's trend reports, proprietary databases and other services, visit NMI's web site at www.NMIsolutions.com.