Monday, November 30, 2009

Knowing Your Eco Astute Consumer Targets

Knowing Your Eco Astute Consumer Targets, via

NMI LOHAS Segmentation Model

LOHAS™ (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™ (15% of U.S. adults): This segment has a strong personal health focus through consumables. They are not, however, as committed to the environment nor driven to purchase eco-friendly durable goods.

DRIFTERS™ (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™ (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™ (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."

.....................................................................................

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. http://www.lohas.com

Natural Marketing Institute (NMI) and Mediamark Research & Intelligence (MRI) are pleased to announce that they have integrated NMI's LOHAS consumer segmentation model with MRI's Survey of the American Consumer database. http://www.nmisolutions.com/
....................................................................................

It’s a fact > WOOL is 50 per cent carbon which has been captured from the atmosphere. A kilogram of wool stores the equivalent of 1.3kg of CO2 = the ideal fibre to reduce global warming: http://www.abc.net.au/rural/vic/content/2009/11/s2747478.htm

Saturday, November 21, 2009

Truly, the pendulum is swinging back to a desire to embrace "things" that have intrinsic value (aesthetic and performance) ... like wool.


RAPID RENEWAL . LOW EMITTING MATERIAL . CERTIFIED SAFE
NATURAL PERFORMANCE DRIVEN FABRICS
LADY’s Wool is planet-friendly made from the simple combination of sunlight water and grass. It is made of up to 50 per cent carbon stored in a stable form. It is renewable has the ability to biodegrade without harm to the environment and can be recycled.LEED-Credits abound within. Our wool is a certified SAFE textile for you the ones you love and the environment. Furthermore it takes significantly less energy to produce wool products than man-made fibre products, and this ensures CO2 emissions are kept very low. Therefore the increased usage of wool can positively reduce the level of greenhouse gases in the atmosphere. Wool also gives advanced and developing countries alike the opportunity to reduce their reliance on fossil fuels.

---------------------------------------------------------------------------------------------------------------------------------------------------------