The trend target group of 'LOHAS' (Lifestyles of Health and Sustainability) is heavily courted by retailers and is increasingly in the sights of CSR managers. But how do these consumers perceive the sustainability initiatives of SPAR, Billa, and others, and how do they want to be addressed within corporate communication? There are hardly any scientifically grounded studies on strategic consumption, media usage, and communication. However, the LOHAS are the opinion leaders who, as 'Early Adopters', contribute significantly to the diffusion of ethical corporate behavior. To shed light on this research gap, Martin Pittner conducted group discussions with conscious consumers, expert interviews, an online survey of consumers, and a media resonance analysis of organic private labels. The study analyzes the desires, opinions, and criticisms of the target group and sheds light on the topic of sustainability in the grocery retail sector.