Reader Profile
Natural Life
readers are progressive, well educated and well informed. They are at the
leading edge of the emerging new consumer group that has been dubbed "LOHAS",
which refers to those who want "Lifestyles of Health and Sustainability." Their
purchasing decisions are values-driven and significantly affected by their
concern about human and planetary health. They also have a high degree of
influence over others, and are, according to research, three times as likely as
the general population to influence and teach others about the benefits of green
products and services.
- The average annual household income of Natural Life
readers is over $75,000.
- 80% of Natural Life readers are women between the ages
of 35 and 55.
- 75% of Natural Life readers hold a college or university
degree.
- An average of 4 additional people read each copy and 80%
of readers keep the magazine more than 1 year and continue to consult it for
editorial and advertising information.
Natural Life
readers are family-oriented. They are committed to attachment parenting
practices such as extended breastfeeding, babywearing and cosleeping, and they
educate their children in progressive ways like life learning, homeschooling and
democratic schooling. They are seeking information from advertisers about organic food, clothing,
bedding and household fabrics, as well as organic and environmentally-safe,
non-toxic household products. They are also eager to enhance their children’s
self-directed learning experiences with high quality educational services and
products such as DVDs, CDs, books, games, software, websites, travel
opportunities, and alternative post-secondary programs.
- 95% have children living at home and/or are preparing
for the birth of a child.
- 90% buy organic produce.
- 95% use natural remedies, herbs and supplements.
- 90% are concerned about the dangers of genetically
modified ingredients.
- 86% enjoy sustainable family-based outdoor leisure
activity and eco-touring.
- Spend an average of $5000 annually on learning tools,
experiences and materials (not including tuition).
Natural Life
readers are interested in green, energy-efficient living. They are homeowners
who are knowledgeable about and purchase environmentally-friendly,
energy-efficient products and services that allow their families to be
self-reliant while decreasing their household’s ecological footprint.
- 90% have purchased green products for their homes in the
last year.
- 82% plan to purchase a fuel-efficient, hybrid or
electric vehicle in the next year.
- 89% intend to make health or energy related improvements
to their homes.
- 75% would like to purchase or build an off-grid or
alternatively constructed home.
- 78% are avid organic gardeners, with many growing a
sizable portion of their family’s food.
- 91% regularly compost and recycle.
Natural Life
has been working with this type of consumer for over three decades, ensuring
that they get the respect and information they need to integrate their values
with their purchasing decisions.
Statistics taken from periodic
random surveys of Natural Life readers.
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