MRI Partners with Natural Marketing Institute.

Natural Marketing Institute (NMI) and Mediamark Research & Intelligence (MRI) announced that they have integrated NMI’s LOHAS consumer segments with MRI’s Survey of the American Consumer database. LOHAS is an acronym for “Lifestyles Of Health And Sustainability”, a consumer segmentation system that organizes consumers according to their behaviors and attitudes towards the environment and corporate social responsibility.

“This data integration offers marketers a deeper understanding of the LOHAS consumer,” 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 fine-tune their messages and media plans.”

The five LOHAS consumer segments available through MRI are:

NMI LOHAS Segmentation System

o LOHAS (17% 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.

o NATURALITES (17% of U.S. adults): This segment has a strong health focus when it comes to foods and beverages. They are not, however, politically committed to the environmental nor driven to purchase eco-friendly durable goods.

o DRIFTERS (24% of U.S. adults): These consumers have good intentions, but factors other than the environment influence their actual behavior.

o CONVENTIONALS (26% of U.S. adults): This very practical segment doesn’t have Green attitudes, but they do have “municipal” environmental behaviors such as recycling and energy conservation.

o UNCONCERNED (16% 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 NMI Senior Vice President of Sustainability and LOHAS expert Patti Marshman-Goldblatt. “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 Goldblatt, ”consumers in the ‘LOHAS’ segment are more likely to be heavy Internet and print (magazine and newspaper) users, while ‘NATURALITES’ are more likely to be heavy TV users. This is an important insight for marketers wishing to reach these segments.”

For more information at http://www.mediamark.com