As marketers, it's critical that we don't just understand our audience—but that we know them in the deepest, most meaningful way possible. As the head of firefly180 marketing, a green advertising agency that specializes in LOHAS marketing, green promotion, eco communication, wellness marketing, social change communication and renewable energy marketing, I've found NMI's LOHAS segmentation work invaluable.
If you're new to the LOHAS psychographic, here's the quick drill. LOHAS (Lifestyles of Health and Sustainability) reflects a more than $200 billion market in the U.S. That translates into 19%, or 41 million adults. This market segmentation is divided into:
Naturalites: Zealous about personal health; attracted to mind body spirit philosophies; meditate; self-actualize through purchasing decisions.
Drifters: Consumers with good intentions but are price sensitive; younger; not convinced they can make a difference; motivated by convenience.
Conventionals: Mainstream; like to recycle; motivated by saving money; practical; likely to donate to green causes.
Unconcerned: 16% of U.S. population and decreasing yearly.
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