NMI's LOHAS to be integrated with MRI's Survey of the American Consumer database

Natural Marketing Institute (NMI) and Mediamark Research & Intelligence (MRI) announced today that they have integrated NMI's LOHAS consumer segmentation model with MRI's Survey of the American Consumer database.

LOHAS is an acronym for "Lifestyles Of Health And Sustainability," a consumer segmentation system that classifies consumers according to their behaviors and attitudes toward the environment, social issues and corporate social responsibility. MRI's Survey of the American Consumer is the country's most reliable and comprehensive consumer and media usage study.

"This data integration offers marketers a deeper understanding of the sustainability marketplace," said Kathi Love, President and CEO of MRI. "Combining NMI's classification of the LOHAS landscape with MRI's extensive insights into these consumers' attitudes, media behavior and product usage helps companies targeting environmentally conscious consumers to fine-tune their messages and media plans."

The five LOHAS consumer segments now available through MRI are:

NMI LOHAS Segmentation Model

• LOHAS(TM) (19% of U.S. adults): LOHAS consumers are dedicated to personal and planetary health. Not only do they make environmentally friendly purchases, they are active stewards of the environment.
• NATURALITES(TM) (15% of U.S. adults): This segment has a strong personal health focus through consumables. NATURALITES are not, however, as committed to the environment nor driven to purchase eco-friendly durable goods.
• DRIFTERS(TM) (25% of U.S. adults): These consumers have good intentions, but factors other than the environment influence their actual behavior. They are, however, driven to sustainability based on the trendiness of the topic.
• CONVENTIONALS(TM) (24% of U.S. adults): This very practical segment doesn't have far-reaching green attitudes, but they do have environmental behaviors such as recycling and energy conservation.
• UNCONCERNED(TM) (17% of U.S. adults): Simply put, the environment is not a priority to consumers in this segment.

"Social responsibility and environmental concerns are important to an increasing number of corporations," said Steve French, NMI Managing Partner. "Through MRI's Survey of the American Consumer, marketers can more deeply profile key LOHAS segments. Moreover, because of MRI's extensive media usage information, they can develop media and promotion plans to successfully reach these groups."

"For instance," continued French, "consumers in the 'LOHAS' segment are more likely to be heavy Internet or Magazine users than are the 'NATURALITES", while 'NATURALITES' are more likely to be heavy TV users than are consumers in the 'LOHAS' group. This is an important insight for marketers wishing to reach these segments."