What do consumers want in a healthy lifestyle
and what do they actually do to achieve it?
work has been critical to marketers for years. As a leader in Lifestyles of Health and Sustainability (LOHAS) marketing, eco advertising, social change communication and organic marketing, I am considered an expert on the LOHAS consumer. This psychographic group includes one in four adult Americans and a $209 billion marketplace.During my career, I've launched many organic campaigns, attended green energy conferences and worked with lots of progressive businesses. While each creative and strategic effort has required varying strategies and approaches, a key part of the foundational success of each campaign has been thanks to research from organizations like NMI.
While it's important as marketers that we take into account what we know, it's just as important to remember that the market is a shifting and evolving organism. And research can be a vital tool in filling the gaps of what we don't know.
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