I love labels. I especially love labels when they're devised by 'savvy' marketing analysts or pollsters. And the newest target for the corporate marketing dollar? 'Yoga Moms.'

I love this one particularly, not least because I'm totally a Yoga Mama (I prefer the "mama" moniker to "mom," as do most Yoga Mamas; you all may want to make a note of this). In fact, I registered the domain "spa mama.com" years ago and still receive email to some variant of "zen@" said dotcom. And yes, I do a lot of yoga. Yoga Mamas are said to be very particular about eating organic and feeding it to their kids; buying natural products; and we'll pay top dollar for it.

Whoa! Hold on. Maybe I'm not a Yoga Mama after all. Or maybe y'all have it wrong (still taking notes?) In fact, in my market analysis (done among my friends, many of whom I met at prenatal yoga, or at new mama knitting circles, or at the organic foods market, or as kindred spirits on some mama-centric web site), Yoga Mamas aren't willing to pay top dollar for anything organic or natural; in fact, our choices are much more shrewd than that.

My friends are, in fact, always talking about how they're on a budget, or they don't have money for this luxury or that luxury. Most of us don't spend much on our own clothes, for instance, and we're savvy resale shoppers -- often picking up expensive labels, to be sure, but for a fraction of the retail price. While we'll occasionally splurge on treats for ourselves (heck, someone's keeping those manicurists in business, and we love a good glass of Pinot Noir) we're also fanatic 'unit price' comparers and we won't go back to a place that doesn't fit in with a raft of values, from "respectful" to "green" to "treats its employees well." None of us shop at Wal-Mart Stores, Inc. (NYSE:WMT). All of us shop at Trader Joe's.