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