Sustainability: The Impact of Millennials!


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32 pages of current consumer insights with data and analysis, including charts, graphs, illustrations!

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Multiple BRAND Site License: Includes PDF, PPT with access to charts and site rights for internal network usage across more than one company BRAND/location.
Price: $2,000  Order Report

A Snapshot view into this Topical report...

Natural Marketing Institute (NMI) is pleased to present its 2018 STATE OF SUSTAINABILITY IN AMERICA,
16th Annual Consumer Insights & Trends Snapshot Report, The Impact of Millennials!

Our Snapshot Topical Reports are pulled from our 2018 NMI Syndicated Databases, now in their 19th year, trending and reporting on the new challenges and opportunities in the health and sustainability marketplace, based on extensive research of the U.S. general population.

This report is the sixteenth annual U.S. report NMI has published on the state of the sustainability market. It examines consumer attitudes and behaviors toward sustainable living and the sustainable marketplace as a whole.

Over the past 16 years, a significant marketplace shift has occurred. This research uncovers insights into how today’s consumer integrates eco-friendliness into their daily life and reveals their motivations and the challenges they encounter in their pursuit to become increasingly aligned with a more sustainable lifestyle.

The intent of this report is to provide a longitudinal understanding of how consumers’ attitudes affect behavior and translate into product and service usage. Even further, its aim is to provide insights regarding what drives this market, how to communicate with consumers and help identify the strategic opportunities in this ever-widening industry. It is this knowledge and insight that provide the basis for identifying and uncovering opportunities in the LOHAS marketplace.

Executive Overview


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Today’s notion of sustainability marks a cultural shift as it continues to gain groundswell in America. All organizations, therefore, will need to realize that sustainability is not just a desired activity but a necessary strategy.

Even with all the recent mass media attention to global warming, specific consumer segments in the population exhibit various shades of green that are led by the LOHAS segment, who is integral in driving sustainability to the mainstream. Almost all products and services need to consider consumer motivations regarding eco-friendliness; however, sustainability affects consumers at varying levels, so targeting and communications is more vital than ever.

Sustainability is also causing ‘disruptive innovation’ across many industries, creating new markets above and beyond existing ones such as ‘car sharing’ replacing car ownership. Such disruption may actually capture a new or underserved consumer in some cases and further the concept of conscious consumption.

Demand for product transparency is clearly on the rise, and brands that fulfill this demand by providing comprehensive information from sourcing, manufacturing and social cause efforts are positioned to gain favor.

Even with the mainstreaming, many consumers display qualities of being overwhelmed and continue to need personal empowerment. While consumers say they want proof, most do not recognize seals and certifying organizations, or understand what they mean. This, in turn, makes some consumers skeptical of whom and what they can trust.

Consumers are also more interested than ever in aligning their personal values with the brands they buy, raising the bar for companies to clearly define and articulate their values. If consumers are aware that companies are mindful of their impact on society and the environment, it positively impacts their trial and repeat purchasing behavior and lessens price sensitivity.


Table of Contents

Snapshot Report Overview

U.S. Sustainability Consumer Trends Database Overview

Executive Overview

NMI's Sustainability Segmentation

- Overview of Sustainability Segmentation

- Sustainability Segmentation Model Methodology

- Five Distinct Sustainability Segments

- Overview of the LOHAS Segment

Impact of Millennials

- Overview of Impact of Millennials

- Millennial Engagement in the Environment

- Millennial 'Say-Do' Gap

- Peer Pressure and Millennial Environmental Involvement

- Disconnect in Attitudes and Behaviors

- Relation of Technology and Sustainability

- Technological Influencers of Sustainable Purchase

- Impact of Technology on Health Monitoring

- Willingness to Pay a Premium


database lohas imageU.S. Sustainability Consumer Trends Database® (SCTD) Overview


  • Quantifies the size of the consumer market for environmentally and socially responsible products and services
  • Measures the importance of environmental and societal issues as well as corporate social responsibility
  • Explores environmentally conscious behavior
  • Determines consumer usage of sustainable products and services
  • Annual tracking study in U.S. since 2002 and globally since 2005


  • 3,001 U.S. adults in 2017, nationally projectable to the U.S. adult population and accurate at the 95% confidence level to +/- 1.2%
  • Conducted online
  • 50,000+ U.S. consumers in database
  • Conducted in 23 countries; 150,000+ global consumers interviewed


NMI’s Proprietary Health and Sustainability consumer segmentation identifies five distinct segments within the U.S. general population


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For more information, kindly contact Steve French, at This email address is being protected from spambots. You need JavaScript enabled to view it.

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