PHILADELPHIA—The Natural Marketing Institute (NMI) and Mediamark Research & Intelligence (MRI) announced they have integrated NMI’s LOHAS consumer segmentation model with MRI’s Survey of the American Consumer database. 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. MRI’s Survey of the American Consumer is a comprehensive consumer and media usage study.
“This data integration offers marketers a deeper understanding of the sustainability marketplace,” 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 to fine-tune their messages and media plans.”
Steve French, NMI managing partner, noted social responsibility and environmental concerns are increasingly important to consumers and companies. “Through MRI’s Survey of the American Consumer, marketers can more deeply profile key LOHAS segments,” he said. “Moreover, because of MRI’s extensive media usage information, they can develop media and promotion plans to successfully reach these groups.”
