Marketing specialists collaborate to help companies go green

Natural Marketing Institute (NMI) and fellow market research group The Nielsen Company have joined forces to provide consumer packaged goods companies with a better understanding of the green market.

The collaboration will link NMI’s Lifestyles of Health and Sustainability (LOHAS) consumer segmentation model with Nielsen’s US BASES consumer panel enabling the quantification and analysis of NMI’s segmentation across a range of metrics for enhanced consulting prior to commercialisation. NMI’s segmentation model includes five groups: LOHAS, Naturalites, Drifters, Conventionals and Unconcerned.

NMI says that other geographies outside of the US will also be able to use this service.