New NMI Research Finds More Than 80% of U.S. Adults Show Some Type of Green Motivation

The Natural Marketing Institute's (NMI) consumer model is composed of five unique segments:

• LOHAS - 17% of all U.S. adults, these consumers are driven by personal and planetary health. They are the most frequent buyers of green, healthy, and socially-conscious products and are less price sensitive than other groups. They seek companies that practice corporate social responsibility (CSR).
• NATURALITES - 17% of all U.S. adults, these consumers are driven by personal health and wellness. They are regular purchasers of "eco-consumables," want to do more for the environment, and are loyal to companies who practice Corporate Social Responsibility.
• DRIFTERS - 24% of all U.S. adults, they are driven by trends and are somewhat engaged in sustainability, but not deeply. They are price sensitive and are more eco-concerned when affected personally.
• CONVENTIONALS - 26% of U.S. adults. They are practical and do not have green-oriented attitudes, but they do engage in some related behaviors such as recycling or energy conservation. They are driven by cost savings or a desire to waste less.
• UNCONCERNED - 16% of U.S. adults. They are not actively engaged in a green agenda or influenced by Corporate Social Responsibility. Other priorities in life take precedence.