NEWS11 December 2009

MRI adds data on green issues to consumer survey

North America

US— The Natural Marketing Institute and Mediamark Research & Intelligence have formed a partnership that will see NMI’s LOHAS consumer segmentation model combined with MRI’s Survey of the American Consumer database.

LOHAS (Lifestyles of Health and Sustainability) classifies consumers according to their attitudes and behaviour towards the environment, social issues and corporate social responsibility, while the Survey of the American Consumer examines media usage and media consumption.

Kathi Love (pictured), president and CEO at MRI, said: “This data integration offers marketers a deeper understanding of the sustainability marketplace. Combining NMI’s classification of the LOHAS landscape with MRI’s extensive insights into these consumers’ attitudes, media behaviour and product usage helps companies targeting environmentally conscious consumers to fine-tune their messages and media plans.”