LOHAS

Lifestyles of Health and Sustainability (LOHAS) is a demographic defining a particular market segment related to sustainable living, "green" ecological initiatives, and generally composed of a relatively upscale and well-educated population segment. The author Paul H. Ray, who coined the term Cultural Creatives in his book by the same name, explains that "What you're seeing is a demand for products of equal quality that are also virtuous."[1][2] Included in the cultural creative demographic are consumers of New Age goods and services.[3][4]

Researchers have reported a range of sizes of the LOHAS market segment. For example, Worldwatch Institute reported that the LOHAS market segment in the year 2006 was estimated at $300 billion, approximately 30% of the U.S. consumer market;[3][5][6] and, a study by the Natural Marketing Institute showed that in 2007, 41 million or 13% of the Americans were included within the LOHAS psychographic. In Japan roughly 17 million adults or 12% of the population are LOHAS consumers.[7]

Products and services

The marketplace includes goods and services such as:

  • Organic and locally grown food
  • Organic and natural personal care products
  • Hybrid and electric cars as well as city bicycles
  • Green and sustainable building
  • Sustainable or Ecotourism
  • Energy efficient electronics/applicances
  • Socially responsible investing
  • Natural household products (paper goods and cleaning products)
  • Complementary, alternative and preventive medicine (Naturopathy, Chinese medicine, etc.)
  • Fair trade products
  • Literature in the Mind/Body/Soul, Holistic Health, and New Age genres

Scope

LOHAS is a recognised market segment in the USA, Western Europe and Asian regions including Japan, Singapore and Taiwan.

The Japanese government has a campaign called "Cool Biz", it encourages offices to allow their workers to remove the tie and adopt light-colored business suits. This made a great contribution to the environment as offices adjusted their thermostats up to 28 °C (82 °F), subject to the government's instruction.

gollark: ↓ me
gollark: You've all seen mine, I think, apart from the bit I painted the antimemes over.
gollark: GANs have come a long way.
gollark: Olivia glasses reveal?!
gollark: The code is overly generalised and so impossible to work on.

See also

References
  1. Cortese, Amy (July 20, 2003). "They Care About the World (and They Shop, Too)". Business Section. New York Times.
  2. Everage, Laura (October 1, 2002). "Understanding the LOHAS Lifestyle". Gourmet Retailer Magazine. Nielsen Business Media. Archived from the original on 2015-02-21. Retrieved 2014-04-06.
  3. Judith Rosen (2002-05-27). "Crossing the Boundaries:Regardless of its label, this increasingly mainstream category continues to broaden its subject base". -- Publishers Weekly.
  4. David Moore (June 17, 2002). "Body & Soul, yoga w/o the yoyos". Media Life. Archived from the original on November 13, 2002.
  5. Cohen, Maurie J. (January 2007). "Consumer credit, household financial management, and sustainable consumption". International Journal of Consumer Studies. 31 (1): Page 57–65. doi:10.1111/j.1470-6431.2005.00485.x.
  6. Halweil, Brianink =; Lisa Mastny; Erik Assadourian; Linda Starke; Worldwatch Institute (2004). State of the World 2004: A Worldwatch Institute Report on Progress Toward a Sustainable Society. W. W. Norton & Company. pp. 167. ISBN 0-393-32539-3.
  7. http://www.lohas-asia.org/about-us/
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