| Women are the influencers for many purchasing | | | | scale (according to the 2005 national |
| decisions for products and services, so it | | | | survey), yet LOHAS consumers within the Ohio |
| makes sense that many companies direct their | | | | marketplace have attitudes that are less |
| marketing dollars largely on the women's | | | | developed than the rest of the nation. Often |
| market. But that's where the simplicity | | | | this is a result of lack of information and |
| ends. The women's marketplace is quite | | | | education. With Ohio's introduction to |
| broad, made up of various sub-segments, each | | | | companies such as Whole Foods, this should |
| with different attitudes and behaviors. | | | | improve. It's no surprise that Whole Foods |
| | | | built one of their largest stores in the Ohio |
| The LOHAS market is one example. LOHAS is the | | | | market. This merchant did its research and |
| acronym for consumers who "live a life of | | | | has been quite successful in a new market, in |
| health and sustainability." Sixty-percent of | | | | a short time. |
| people within the LOHAS marketplace are | | | | |
| women, according to an in-depth study, The | | | | I often wonder, why aren't other |
| Ohio Health and Wellness Report, conducted by | | | | consumer-based companies that target |
| The Marketing Insider, my company. According | | | | consumers jumping on the bandwagon? I've |
| to the study, women make up slightly less - | | | | often found it's because companies didn't |
| 54 percent - of the LOHAS market in Ohio. The | | | | realize that this consumer segment, |
| August 2005 study surveyed 1100 participants | | | | predominantly women, exist and that women in |
| in the Ohio market. In all, LOHAS consumers | | | | this group should be targeted differently |
| are estimated to account for one-third of the | | | | from those in the mass market. |
| U.S. population. | | | | |
| | | | Now that we know targeting women as one |
| LOHAS consumers are highly educated and | | | | consumer group can be challenging, what |
| driven by balancing their needs to better the | | | | should we do about it? If you're targeting |
| environment, society and personal health. The | | | | LOHAS consumers or are interested in |
| Ohio Health and Wellness Report also | | | | targeting them, it's important to realize |
| indicated LOHAS consumers are challenged to | | | | that the Nomadics(tm) group is actually |
| eat right because they have very high dietary | | | | predicted to transition into the LOHAS |
| standards, yet health is a very high priority | | | | category. Nomadics are people who may dip |
| to them. | | | | into LOHAS-oriented behavior, yet not lead a |
| | | | fully integrated lifestyle. So, if you have a |
| Indeed, eighty-five percent surveyed | | | | product that is natural and better for the |
| indicated they care strongly about protecting | | | | environment, then you must consider the |
| the environment and will support companies | | | | attitudes and purchasing behaviors of both |
| who have similar values and beliefs. To this | | | | the LOHAS and the Nomadic markets-a combined |
| consumer, the company and the brand are | | | | 65% of the overall population. Even if you |
| inseparable. | | | | are a printer, it behooves you to mention if |
| | | | you're using recycled paper or soy-based |
| Though consumers within the general | | | | inks. Why? Because people in general are |
| population may support some of these beliefs, | | | | getting more concerned about the environment |
| targeting LOHAS consumers is quite different | | | | and wanting to do what they can to help |
| from targeting the general population. | | | | protect it. By doing your part and promoting |
| Although LOHAS consumers, especially Ohioans, | | | | it, you'll have the opportunity to further |
| distrusted television, they are influenced by | | | | tap into a growing, predominently female |
| what they see on TV when it comes to | | | | marketplace that is made up of business |
| purchasing. | | | | people too. |
| | | | |
| Perhaps, it is a better indication of an | | | | So remember, the next time you decide to |
| under-developed marketplace with | | | | market to women that not all women are the |
| under-developed attitudes. According to our | | | | same and that they must be targeted |
| research, Ohio's LOHAS consumers total | | | | differently. Understand their lifestyle and |
| twenty-eight percent of the population, | | | | you'll have a better opportunity to capture |
| versus twenty-three percent on a national | | | | their dollars. |