A Study of customers and marketing based on their preference of products of Natural origin or nature based origins . Segmentation of Customers into categories such as Naturalites , Lohas etc.

2. Lifestyle of Health and Sustainability

3. Is
a…

5. The Cultural Creatives

9. 1

10. 2

11. 3

13. 5
 Health
 Fitness
 Environment
 Sustainable living

21. LOHAS Industries in Year 2000:
1. Sustainable Economy $76.5B
2. Healthy Lifestyles $27.8B
3. Alternative Healthcare $30.7B
4. Personal Development $10.6B
5. Ecological Lifestyles $81.2B
Total: $226.8B
Source: Natural Business Communications

22. Products
– Ecologically Sustainable Products
– ‘Green’, Safe, Low to Mid-Price Car
– Solar/Green Home + Master-Plan Community
 Services
– Good Education for Their Children
– Media That Respects Their Values
– Complementary Health Care & Insurance
– More Idealism/Spiritual Depth in the Arts

23.  Lohas
 Naturalites
 Drifters
 Conventionals
 Unconcerned

25. Sexuality and age :
Male :- 43%
Female :- 57 %
Mean age :- 46.7
Children in house hold :
No children:- 67%
Children under 18:- 33%
Education :
Less than collage graduates : 70 %
Collage Graduates :- 20%
Post Graduates :- 10%
Marital Status :
Married :- 53%
Single , Never-Married :-21%
Others :-26%

29.  NATURALITES, primarily motivated by their personal health
and wellness, are a “lighter shade of green” compared to
LOHAS consumers. Across the hundreds of measures in the
LOHAS Consumer Trends Database™, their attitudes toward
the environment, society, and health are consistently lower than
LOHAS consumers’ but typically higher than the remaining
three segments’.

30. Sexuality and age :
Male :- 43%
Female :- 57 %
Mean age :- 45.5
Children in house hold :
No children:- 66%
Children under 18:- 34%
Education :
Less than collage graduates : 80 %
Collage Graduates :- 16%
Post Graduates :- 4%
Marital Status :
Married :- 53%
Single , Never-Married :-23%
Others :-24%

34. DRIFTERS have a general understanding that
sustainability and protecting the environment are
important, but in comparison to the total population
they generally have lower attitudes— fewer care
about protecting the environment or socially-
responsible business, and fewer are interested in
learning what they can do to protect the
environment. When something affects them
directly, however, there is less of a disparity
between their response and that of the general
population

35. Sexuality and age :
Male :- 48%
Female :- 52 %
Mean age :- 43.8
Children in house hold :
No children:- 62%
Children under 18:- 38%
Education :
Less than collage graduates : 76 %
Collage Graduates :- 15%
Post Graduates :- 9%
Marital Status :
Married :- 52%
Single , Never-Married :-29%
Others :-19%

39.  While CONVENTIONALS hold some attitudes consistent with the
general population, their behaviour is more driven by practicality.
They are, self-admittedly, not “involved” in the environmental
movement, and do not plan to become so in the future.
CONVENTIONALS do engage in “municipal” behaviours such as
recycling and energy conservation. However, their motivation is
more consistent with “Yankee Ingenuity” or “Midwestern
Practicality” than intrinsic environmental motivation. They do so for
the cost savings, or simply for the sake of using a product completely
before replacing it, rather than to protect environmental resources ,
they do moderately believe in socially-responsible business, and 25%
will boycott companies with practices that are not environmentally
friendly.

40. Sexuality and age :
Male :- 56%
Female :- 44 %
Mean age :- 46.7
Children in house hold :
No children:- 69%
Children under 18:- 31%
Education :
Less than collage graduates : 67 %
Collage Graduates :- 20%
Post Graduates :- 13%
Marital Status :
Married :- 59%
Single , Never-Married :-23%
Others :-18%

44.  UNCONCERNEDS exhibit little (if any) sense of environmental
responsibility unless they feel it directly affects their lives (they also
are the most likely segment to state so). Marketers may want to
quantify how many UNCONCERNEDS comprise their target market
as it will be important in terms of messaging strategies . While one-
quarter of UNCONCERNEDS say they believe in protecting the
environment, they are the least likely to be involved currently, and
few have plans to learn more or become more involved in the future.
Furthermore, UNCONCERNEDS do not report use of
environmentally-friendly products and services and do not take the
time for other environmentally-friendly behaviors, such as recycling.
They are an independent, almost isolationist, consumer group whose
views are somewhat out of step with mainstream America’s .

45. Sexuality and age :
Male :- 54%
Female :- 46 %
Mean age :- 43.1
Children in house hold :
No children:- 68%
Children under 18:- 32%
Education :
Less than collage graduates : 77 %
Collage Graduates :- 16%
Post Graduates :- 7%
Marital Status :
Married :- 50%
Single , Never-Married :-26%
Others :-24%

48. 1. Learn Their Language
 Stories not bullet points
 Lots of Evidence, few arguments
 Personal experiences + evidence
 Customer’s viewpoint,
not producer’s or expert’s
 Spoken language among friends
 Speak directly to their values
 Connect to their larger concerns

49.  Be Transparent
— Show who you are:
Your people, sources, practices,
relationships to customers
— What makes you good for health and the
environment?
—Increasing Trust Increases Sales

50.  Keeping Current Customers Costs 1/4 of
What Getting New Ones Costs
 Transparency serves the relationship
 Adopt their good causes = affinity marketing
 Move toward Guerrilla Marketing, Word of Mouth, Creating
“Buzz”
 Women (CC) customers want relationships more than sexy
features

51.  DO LESS General Media Ads or PR
—Confusing variety of articles
—They don’t help the relationship
—Ads are seen as intrusive, unwanted
 DO MORE Lifestyle Targeted Media Ads/PR
— Your best customers read eagerly
— You can add to relationships there
— Ads are cheaper

52.  The Lohas Community Works on The basic Principles of Trust
and the value For Nature
 The people who are attracted to the market may be distributed
accross regions or cultures but they form the cultural creatives
and join the Lohas Market segment as if Lohas is a culture which
will only increase in the future .