LOHAS

The LOHAS segment comes from an industry group by the same name. It segments consum­ers into five groups, based on the degree of their commitment to sustainability issues when purchasing products and services:

• 17% LOHAS (the most committed consumers)

• 21% Naturalites (concerned most of the time, especially for natural and organic foods, but less involved with other practices)

• 19% Drifters (concerned occasionally, with good intentions, but price and other factors regularly outweigh environmental concerns)

• 20% Conventionals (mostly not concerned but curious, and involved with some prac­tices, such as recycling)

• 21% Unconcerned (not concerned at all or actively against sustainability)