• by February 25, 2001

Health: One, Environment: Zero

Last week we reported on the location and interest in e-health web sites. It’s interesting to note that the January, 2001 issue of American Demographics reports on some penetrating studies that describe a target market whose hot button is product health benefits. David Lipke wrote the complete article for your review, but some of the conclusions are noted here.

The Hartman Group, a Washington state based consulting firm, has found that recent studies show that health and wellness issues are increasingly more important in the green marketplace than environmental concerns. And, according to Hartman research, there is a $66 billion annual market for wellness products, such as supplements and organic foods.

Laurie Demerritt, executive vice president at The Hartman Group, points out that the 1986 and 1988 studies, which place consumers into six categories, each with varying levels of environmental concern and consumer behavior, are based on environmental concerns and activities, which resonate with fewer consumers today.

-True Naturals: express deeply felt environmental concerns and tailor their actions to these beliefs.

- New Green Mainstream: are concerned about the environment, but alter their actions only when it is convenient.

- Affluent Healers: are most concerned about environmental issues that relate to their personal health.

- Young Recyclers: are most concerned about environmental issues that relate to solid waste.

- Overwhelmed: feel too caught up in life's demands to worry about the environment.

- Unconcerned: simply do not pay attention to environmental issues.

  +----------------------+-------+-------+  |                      |  1996 |  1998
|  |                      |  % of |  % of |  |                      |  Pop. |  Pop. |  +----------------------+-------+-------+  | True Naturals        |    7% |   11% |  | New Green Mainstream |
23% |   17% |  | Affluent Healers     |   12% |   11% |  | Young Recyclers      |   10% |   14% |  | Overwhelmed          |   30% |   22% |  | Unconcerned          |   18% |   25% |
+----------------------+-------+-------+  

Source: The Hartman Report, Food and the Environment: A Consumer's Perspective, Summer 1999

And, the study shows marketers which "dimensions," or attributes, of products are most important to the different types of consumers.

Read the entire story.