Marketing Tool Helps Identify Consumer Lifestyles

Part of our Green Cover Story series

Green marketers have a tool to help them understand consumers by their personal values, environmental commitment and lifestyle. LOHAS (Lifestyles of Health and Sustainability), a green segmentation architecture developed by the Harleysville, Pa.-based Natural Marketing Institute (, classifies consumers based on attitudes toward health, conscious consumption, the environment, personal development, sustainable living and social issues. The LOHAS market is estimated at $209 billion.

LOHAS segments include:

  • LOHAS (19 percent) -- active environmental stewards dedicated to personal and planetary health. These are the heaviest purchasers of green/socially-responsible products.
  • Naturalites (19 percent) -- motivated primarily by personal health considerations. Tend to purchase more LOHAS consumable products vs. durable items.
  • Drifters (25 percent) -- while their intentions may be good, drifters follow trends when it’s easy and affordable. Price sensitivity dictates their actions.
  • Conventionals (19 percent) -- pragmatists who embrace LOHAS-related behavior when they believe they can make a difference.
  • Unconcerned (17 percent) -- either unaware or undaunted about the environment and societal issues.
Show Comments
Hide Comments

Join the discussion

We welcome your thoughtful comments.
All comments will display your user name.

Want to participate in the discussion?

Register for free

Log in for complete access.


No one has commented on this page yet.

RSS feed for comments on this page | RSS feed for all comments