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The Global LOHAS Movement

March 2010 issue of Skin Inc. magazine
Asian woman with leaf

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Yoga, hybrid vehicles, clean technologies, organic farming, ecotourism, acupuncture and socially responsible investing are only a few products and services that are attractive to LOHAS consumers who have been leading the charge for these initiatives to be adopted by conventional markets.

The LOHAS consumer

The LOHAS consumer, in particular, represents the portion of the population that is pushing for product innovation. Gone are the days of sacrificing quality for the sake of environmental commitment. LOHAS consumers demand equal or better quality from a product, as well as depth and transparency from product manufacturers. The people who make up this segment are also predictors of upcoming trends, because they are early adopters of many attitudinal and behavioral dynamics. The Natural Marketing Institute (NMI), creators of The LOHAS Report: Consumers & Sustainability Series, has developed a segmentation model that defines consumers in the following categories.

  • LOHAS
  • Naturalites
  • Conventionals
  • Drifters
  • Unconcerned

LOHAS. Since the initial NMI study in 2002, LOHAS consumers have comprised approximately 13–19% of the adult population in the United States This percentage has remained steady throughout the years, even though many of the LOHAS products and behaviors have been adopted by the mainstream. Their usage of LOHAS products exceeds most other segments, and they are continually demanding greater sensitivity to these issues from numerous corporate activities. Consumers within the segment continue to be early adopters, influential with friends and family, less price-sensitive and more brand-loyal. In essence, the social structure and internalized values of the LOHAS consumer make them an attractive target for a variety of strategic marketing activities.

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