How Do You Know If A Math Estimate Is Reasonable LOHAS and ZOOMERS – Market Segments You Need to Know

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LOHAS and ZOOMERS – Market Segments You Need to Know

Demographics, everyone is trying to understand them. Marketers use demographic data to explain who their audience is and why their customers buy what they buy. Typically these demographics are Gen X, Gen Y, Baby Boomers, and the traditional 18-24, 25-34, etc. demographics, but really this type of segmentation is just the tip of the iceberg.

There are two demographic groups that will have more influence on your results than you’ll ever know, and they don’t fit so neatly into traditional categories. Both of these demographics are about lifestyle and mindset and their choices reflect a state of mind, rather than a predefined cluster analysis.

Alexa, Google, and Facebook are great at giving you broad generalizations about your viewing audience, but they can’t explain what drives that audience. Not all educated 25-34 year old women with children are the same. Even Neilson, Forrester and Ipsos can’t give you an idea of ​​who is buying your product or browsing your site.

It’s not his fault; the digital world allows people the opportunity to explore their world in a whole new way. Once upon a time, in the not-too-distant past, demographic groups were only exposed to what was immediately available in the bookstore, library, television, newspapers, and what they were exposed to through friends, family, and during their travels The information was available in small bites, when the moment allowed to expose them.

In our new digital world, information comes at us 24 hours a day. The bites a person takes can be overwhelming; information can be searched and pushed to whoever is looking. Exposure allows consumers to expand their choices, refine their interests and delve into new interests with the click of a mouse.

So who are these two groups you need to know? LOHAS and ZOOMERS. WHO? I repeat, LOHAS and ZOOMERS, and no I did not invent these terms. I have now had the opportunity to present a new business several times to Angels, VCs and judges. The only question after each launch; who are LOHAS and Zoomers? The public is sure that I have created two new demographics out of thin air for the purpose of business.

I don’t have it! LOHAS and ZOOMERS are two demographics to pay attention to. It is a way of life.

So who are they? What are they about? LOHAS and ZOOMERS are a mindset, they cannot be lumped into traditional demographics, they are unique and sometimes intersect with each other’s demographic subset.

LOHAS – Health and sustainability lifestyles, say that three times fast. So here is a little information about them; they make up about 13-19% of the US population, for those who don’t want to do the math, 41-60 million Americans, and are growing at about 10% annually. The LOHAS age demographic for traditionalists, anyone over the age of 18 can fit into the LOHAS category.

LOHAS is about health and sustainability, yours, your local community and the global community. LOHAS cares about social justice, personal development, sustainable living and cultural awareness. LOHAS.com is a great site that will give you insight into the market numbers.

Here is a brief overview of the LOHAS market; these numbers are available through the Natural Marketing Institute, at LOHAS.com, to name a few.

LOHAS Personal Health Market – this is your HBA category. Start-ups often target 1% of a market (not necessarily the right way to do it when looking at a market), that said; this category is estimated at approximately US$117 billion.

LOHAS natural lifestyle – This category is essentially home accessories and apparel, approximately US$10 billion. I attribute this to the simple fact that natural lifestyle options don’t yet exist en masse. Bamboo, hemp and natural dies do not seem to be profitable enough for most small or large companies to tackle the market. For those trying to tackle these markets, the supply chain is too small and the economics are not sustainable enough to justify the venture.

LOHAS Green Building – Quite self-explanatory category, from energy star appliances, bamboo flooring to home energy efficiency certification. Like HBA, this is a large market, over $100 billion. The trend to go green, to sustainability, is driven by a number of factors, but that’s an article for another day. As the price of energy rises and people are looking for ways to reduce the running costs of their homes, this category will only grow.

Globally, the price of electricity, energy in general, is increasing; demand is outstripped by supply, and so slumps are occurring in cities around the world. This category is growing and the opportunity is vast. LOHAS is concerned and they know they can influence the opportunity available.

LOHAS Alternative energy i Alternative transport – two categories, like the Green Building category, is driven by the need to limit the impact on the environment. Of course, as reports of energy prices rise, water supplies dwindle, and global temperatures rise, LOHAS will continue to do its part, to make an incremental impact, to compensate for those who don’t.

LOHAS is a mindset and demographic that should not be ignored.

There is one final category to look at, this industry is a monster. It is broad and segmented; each segment is codependent on the other, travel and tourism. The World Tourism Organization pegged the global travel market in 2010 at €781 billion, which translates to approximately You might want to sit down for the conversion; approximately US$1.1 trillion in 2010.

LOHAS Ecotourism and Travel – This category ranges from cycling through the Napa Valley or France, to cultural immersion, volunteer trips and adventure travel. For the LOHAS segment, this is approximately US$ 42 billion, and I must mention that the adventure travel market is the fastest growing segment of the travel market.

The message… ignore LOHAS at your own peril.

Did I mention the LOHAS, and the ZOOMERS? Aahhh what a fabulous segment, they are smart, they are curious, they are into almost everything and they have the money.

We all understand boomers, born after World War II (1946 to 1964), or so we think. We make a lot of assumptions that can lead us in the wrong direction.

Mistake #1 – All boomers fall into the same demographic and mindset. Much of the media coverage and advertising tells us that the boomers are beginning to retire; the images that are sent are of gray couples riding bicycles, reading a newspaper and sitting quietly drinking their coffee.

For those under 35, when they hear “Boomer” the first thought is Boomer from the TV show “Saved by the Bell”; his next thought is his grandparents.

Mistake #2 – Boomers are often categorized as the demographic that isn’t as smart with a smartphone, isn’t as good with a computer, and doesn’t really understand the Internet. Be careful not to fall into this trap.

Mistake #3 – Assuming all boomers retire; Remember, 1964 wasn’t that long ago, and this group hasn’t reached its 50th anniversary and certainly isn’t retiring anytime soon. If they’ve retired it’s because they can, and more likely it’s a break before their next big adventure in the world of work. They’ve worked hard, invested well, and can afford to take some time off.

Boomers make up 65% of Canadian and American net worth. I haven’t looked at the numbers, but I’m pretty sure that’s a reasonable estimate in Europe as well.

My parents are “boomers”, I promise, if you’ve made even one of the 3 mistakes above, you haven’t captured my parents in your target audience. They’re in their 60s, have their iPhones and Blackberries, are serial entrepreneurs, and certainly don’t understand the sweet gray couple in the media.

So who are my parents? They are ZOOMERS. WHO? ZOOMERS! No, I did not invent the term, it is real, it is defined and ZOOMERS must be understood.

Zoomers are a subset of Boomers that very few people talk about. I love this quote, I found it when I was trying to understand the Zoomers, it’s a perfect description and credit must go to John A. Cutter in the St.Petersburg Times. Zoomers are one


“Boundless baby boomer who sees retirement as the fast track to a new, more energetic life characterized by healthy living, high levels of physical activity, the pursuit of higher education, and who is technologically and financially savvy.”

In Canada, Zoomers make up 44% of the population (14.5 million) and control more than 77% of all Canadian wealth. This is roughly the same statistic in the United States.

We have websites (zoomer.ca), magazines (zoomermag.com) and radio stations (zoomerradio.ca) dedicated to zoomers.

Zoomers are smart, intelligent, and many are addicted to technology. They are entrepreneurs, they are adventurous, and they are not in favor of the boring and the mundane. Don’t call them sir or madam, they’re not old enough for that. Don’t assume they want to go to bingo or a senior’s trip to the casino. They’re certainly not seniors, and cringe at the thought of using a senior discount.

Zoomers are likely to be the neighbors down the street throwing a loud party on a Friday or Saturday night. If you’re on a trip, zoomers are just as likely to climb Kilimanjaro as 30s.

For zoomers: 60 is the new 40! I promise you that no 40-year-old wants to be thought of as an old person.

Zoomers are definitely not old enough to be out of life and don’t want to be sold on senior travel, senior packages and a senior lifestyle.

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