Our audience is passionately devoted to leading a healthy lifestlye, weaving wellness and environmental sustainability into purchasing decisions made every day. They choose their brands and information sources carefully – and we stand behind them. Our users are:

• Opinion leaders who advise friends and family.
• At the forefront of the green movement.
• Green, healthy and active lifestyle enthusiasts.
• Conscious consumers of organic food and wellness products.
• Web savvy, participatory and influential.
• Actively seeking information and products online. They rely on integrative medicine and natural remedies to address health concerns.

84% are willing to pay more for products that are environmentally friendly or socially responsible.

Demographics

• Gender: 62% female / 48% male
• Age: 37% 18-34 / 50% 35-54 / 15% 55+
• Househole income: 65% earn more than $60k / 30% earn more than $100k
• Children in household: 40%
• Hold a college degree: 80%
• Hold a graduate degree: 38%

*Source: Survey Monkey user survey (Dec '07), Quantcast (Jan '08), Self-reported site demographics.