Do Consumer Education Levels Drive Sustainability Interest?

Whereby demographics are not predictive of sustainability interest or LOHAS consumer segmentation membership, demographics are useful in describing the segments. Over the nine years that NMI has conducted LOHAS research among more than 80,000 consumers, it has consistently found that LOHAS consumers have higher educational achievements than other consumers. In fact, nearly 3 in 10 consumers with a post-grad degree are LOHAS consumers, and nearly half of LOHAS consumers have at least a college degree (compared to just fewer than 30% of general population American adults).

There are several implications of this. Due to their education, LOHAS consumers are generally savvy healthy and green consumers, and so their information needs are typically more sophisticated. They require more detailed answers, and more about the "why," not just the "what." So be prepared to provide specifics to such a demanding consumer segment.

Additionally, the LOHAS segment consumes different media than other consumers – not just based on the environmental, health, or social nature of that media, but based whether they think it is a substantive source of information. This is not to say that LOHAS consumers are immune to advertising, they simply desire media based on self-discovery – media when they want it, not always when advertisers do.

Regardless of segment, the market is changing. And marketers should be prepared to truly engage consumers in active discussions about the issues and benefits related to their products or services.