The key to understanding today's organic consumer is to understand how they live, where they shop and what they buy. By first understanding the lifestyle components of these consumers, we begin to see that pin-pointing the demographic of who the organic consumer is becomes irrelevant. What we first need to do is examine the common threads that run through what makes an organic lifestyle...and thatÅfs where LIVE, SHOP, BUY comes in. Each of the articles in this issue touches on one of those three components to build a framework of understanding to help paint a clear picture of the evolutionary path of todayÅfs organic consumers. | 