LOHAS Consumers Drive Charitable Donations

Seventy-eight percent of LOHAS consumers, the portion of the population most interested in sustainability and the earliest adopters of sustainable products, donated to charitable organizations in the past year, according to the Natural Marketing Institute’s 2008 LOHAS Consumer Trends Database.This is down from 83% in 2007, though significantly higher than the balance of the population. LOHAS consumers’ donation rate is very close to two other demographically defined groups: Seniors and households earning $100,000 or more annually. However, the largest proportion of contributors, at 89%, belongs as it did last year to the most educated segment – those with a post-graduate degree. Further, these consumers are the only ones to demonstrate growth over their 2007 charitable donation rate (84%) to at least one charity. This group has the financial means, and may, like LOHAS consumers, believe they can make a difference by actively donating to causes in which they believe.

LOHAS consumers lead all others in charitable contributions to two organizations: Animal Rights Group and Wildlife charity. Corporate Social Responsibility (CSR) activity focusing on animals and wildlife would have significant reach within the important LOHAS target market.