In a wide-ranging study of seven million U.S. consumers by author and marketing consultant Brent Green, a new market segment comprised primarily of baby boomers emerged from the data. Referred to as the Lifestyles of Health and Sustainability (LOHAS) consumers, 55 million Americans comprise this market, 47% of which are between the ages of 45-64. This group prefers products that meet value-driven expectations for wellness, social justice, self-development and sustainable living, according to the study. They are dedicated to the environment, human health, spirituality and personal growth, purchasing more than $350 billion in goods and services annually.
The study reported that companies targeting this segment sell resource-efficient and healthful products such as organic foods, natural personal care products, green cleaning products, dietary supplements, renewable power, alternative healthcare and eco-tourism. LOHAS consumers are willing to pay as much as 20% more for products that meet their criteria, they influence friends and family members to do the same and they choose products from sustainable and environmentally friendly sources. More info: (914) 712-2610. E-mail: firstname.lastname@example.org.