Ready for Green Consumerism?

In the recent past organizations extensively contemplate on being green. The main goal is to minimize the carbon foot print, which leads to adverse environmental consequences that we see now, with unimaginable changes to the whether patters, and the environment. Thus companies have realized the importance of being responsible, to ecological balance which makes the world we live in a wonderful place to be.

Nowadays, being green attracts a lot of publicity and attention which ultimately compounds to the organizational brand. The question is how many companies genuinely contemplate on being green as oppose to a brand building stunt. One of the key models marketers use in segmenting the green consumers is NMI’s Consumer segmentation model, which is also known as LOHAS customer segmentation. The image is the LOHAS customer Segmentation done for USA, and the percentages are of the total population.

Customer Segment	Description
LOHAS	LOHAS consumers are highly concerned over both personal and planetary health. Key characteristics are, a. They make environmentally friendly purchases (Green Products) b. They support advocacy programs and actively take parts in Environment protection movements
NATURALITES	Main characteristic is that they are highly concerned over their personal health, strong health focus on food and beverages and consumers organic food. Unlike LOHAS there are not actively involved in environment protection movements
DRIFTERS	This segment has good intentions however; the key factor behind purchase decision is not environment. It could be price, quality and trend. Thus Drifters have number of reasons for not being green.
CONVENTIONALS	Conventionalist are not green driven how ever they are more cost efficiency focused and keen on recycling, reducing power consumption, energy preservation thus these segment indirectly contributes to the greenism of the society
UNCONCERNED	Environment and society are of less priority to this segment.

Thus it is evident from the above classification, how consumers mind set works and there is so much potential on the LOHAS market for green products. Green branding is the ultimate WIN-WIN situation which makes green consumers happy, enhances company brand and diminishes environmental harm.