Mediamark Adds Green Attitudes Segmentation

Sustainability specialist Natural Marketing Institute (NMI) and GfK subsidiary Mediamark Research & Intelligence (MRI) have announced the integration of the former's LOHAS consumer segmentation model with the latter's Survey of the American Consumer database.

LOHAS, an acronym for 'Lifestyles Of Health And Sustainability', classifies consumers according to their behaviors and attitudes toward the environment, social issues and corporate social responsibility. NMI offers trend data for the segmentation going back eight years. The Survey of the American Consumer takes data from interviews with around 26,000 Americans aged 18+ each year, and covers use of media, consumption of products, lifestyles and attitudes: it is used as a media-planning currency for magazine audience and multimedia research data.

The new tie-in will enable the partners to offer 'a deeper understanding of the sustainability marketplace' according to Kathi Love, President and CEO of MRI, who adds: '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 are: LOHAS (19% of U.S. adults) - dedicated to personal and planetary health; NATURALITES (15%) - with a strong personal health focus but not as committed to the environment or likely to purchase eco-friendly durable goods; DRIFTERS (25%) - with good intentions but influenced by other factors and patchy in their adherence to sustainability; CONVENTIONALS (24%) - very practical, without far-reaching green attitudes, but practising environmental behaviors such as recycling and energy conservation; and UNCONCERNED (17%) - for whom the environment is not a priority.

MRI is part of GfK Group and is online at www.mediamark.com . NMI is at www.nmisolutions.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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