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Published on March 28th, 2008 | by Angelique van Engelen

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Natural Marketing Institute, Nielsen Value LOHAS Mart At $209 bn

Lifestyles Of Health And Sustainability, LOHAS, for short, is an incremental part of the green marketing effort. The concept received a boost recently when marketing research giant Nielsen teamed up with the Natural Marketing Institute (NMI) to create an in-depth study of LOHAS.

The two research houses put the LOHAS market size down at $209 billion. This number includes services as well as tangible products. LOHAS are determined by NMI and Nielsen as people who “have a meaningful sense of environmental and social responsibility and incorporates those values into their purchase decisions.”

Apart from participating in the consumer research, last year the NMI collaborated with financial consultants on the launch of what’s known as the LOHAS index. The index comprises the top fifty “most ethical companies” as rated by both consumers and investment analysts.

Surprisingly, Microsoft corporation tops the list. McDonald’s is in the ranking as well. But mind you, the financial analysts involved in constructing the index said that they themselves had been in for a surprise too. They had included consumer opinions in their decisions and found consumers to be way less tolerant of companies’ social behavior than the financial analysts themselves. That’s quite poignant.

It underscores the importance of getting an independent body to verify that what’s being marketed as ethical, actually lives up to the term.

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About the Author

I am a journalist/blogger always on the lookout for freelance assignments. I run my own writing boutique, contentclix.com and I specialize in hard news, trends, economics, green issues and fiction. To check out my work, visit http://AmplifiedGreen.wordpress.com, an eco blog launched in February 2008. It focuses on micro environmental issues in macro perspectives. Last year, I started ReporTwitters, a service for Twittering journalists which has over 70 members. My third blog is http://ClixyPlays.blogspot.com (PR2), covering international politics and global trends. My PR1 Contentclix blog covers fiction, consciousness and (animated) character development. Happy reading and if you want to hire me to write (one or regular) posts/articles, don't hesitate to shoot me an email at ave at contentclix dot com.



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