Marketers wanting to reach those in the Lifestyles of Health and Sustainability (LOHAS) segment might turn to social networks and online communities. These consumers are more likely than all others to be engaged in online communities like Facebook, MySpace and others, according to research from the Natural Marketing Institute.
LOHAS consumers are actively engaged with their friends and family, according to the 2008 LOHAS Consumer Trends Database.
While the LOHAS segment is the most active in social networks, other segments also tend to participate on at least a monthly basis at a nearly 30 percent rate.
As the popularity of social networking sites increases and “green” social networks gain a foothold in the space, companies have an opportunity to target potentially receptive consumers via this medium. But companies should think about innovative ways to add value to social networks. Brands that align with consumers’ lifestyles to provide entertainment, information, or discounts, or those that promote local events, are likely to be more successful, according to NMI.
Another study indicates LOHAS consumers are most likely to be involved in charitable giving.