I just went through a 2-day “Earth Advantage Broker” training and the classifications of consumers were interesting.
They were classified as:
19% LOHAS (Lifestyle of Health and Sustainability – a market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice.)
15% Naturalites (hold green values but aren’t always consistent – focus on natural and organic packaged goods but no necessarily durable goods)
25% Drifters (hold green values but are more influenced by price and trends – if a movie star also has a Prius they want one too)
24% Conventionals (they don’t make decisions based on green values but are civic minded and cost sensitive so they change to CFL bulbs)
17% Unconcerneds (does not prioritize environment and society).
I fall somewhere between Naturalites and LOHAS – since my car is not a hybrid/EV and my furniture is not necessarily sustainably produced (and neither are my clothes). But I did buy a Built Green Certified homes in High Point (20 homes for resale here if you are interested – a cool mix of condos, carriage homes, or detached homes). And I do a lot of volunteer work to further healthy food and environment initiatives.
I went through training to become a Built Green Certified Professional real estate broker in 2007, but I am always interested in learning new or updating my current information. I also am going through EcoBroker training online so it is taking me a little longer.
If you have any real estate questions, or green home/lifestyle questions, I am happy to respond in private or on the blog. After all, your question may be the same as someone elses and everyone can learn!