Data pinpoint noteworthy trends at the intersection of green, active aging

The Natural Marketing Institute (NMI; www.nmisolutions.com) is a marketing consulting and research firm that focuses on health, wellness and sustainability, including the Baby Boomer market and their attitudes and behaviors with respect to green products and services. NMI also developed the LOHAS [Lifestyles of Health and Sustainability] segmentation model, a way of looking at the adult green market that is being used globally (See the figure on page XX).

Broadly, with respect to Boomers, NMI has found that “consumption and possession are being replaced by sustainability and purpose, which are revealed in Boomers’ growing understanding of the fusion of personal and planetary health – that in fact, one cannot be healthy without the other.”1 How does that growing understanding translate into action, and what are the implications for the active-aging industry? ICAA’s Green Guide spoke with Steve French, NMI’s managing partner, to find out.