NMI's LOHAS Segmentation

LOHAS®	NATURALITES®	DRIFTERS®	CONVENTIONALS®	UNCONCERNEDS®

Active stewards of the environment Dedicated to personal and planetary health Lifestyle oriented Heaviest purchasers and influencers of green/socially responsible products	Motivated by personal health more than planetary health Searching for healthy products, which may (secondarily) be green Income restricts behavior, creating attitudinal versus behavioral disconnects	Green followers Relatively new to the green space; in search of easy lifestyle and product changes Want to be seen as doing their part Currently responsible for market growth	Waste-conscious, practical, and rational Primarily driven by cost savings; eco-benefits secondary Well-educated and above-average income	Unconcerned about the environment and society Dealing with day-to-day challenges

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