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." Included in the cultural creative demographic are consumers of New Age goods and services.
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; and, a study by the Natural Marketing Institute showed that in 2007, 41 million Americans were included within the LOHAS demographic. In Japan roughly 17 million adults or 12% of the population are LOHAS consumers.
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
LOHAS is a recognised market segment in the USA, Western Europe and Asian countries including Japan, Singapore and Taiwan.
The Japanese government have 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 themostats up to 28 degree Celsius, subject to the government's instruction.
- Green marketing
- Natural Capitalism
- Simple living – Sometimes called LOVOS, Lifestyles of Voluntary Simplicity
- Sustainable business
- Triple bottom line
- Cortese, Amy (July 20, 2003). "They Care About the World (and They Shop, Too)". Business Section (New York Times).
- Everage, Laura (October 1, 2002). "Understanding the LOHAS Lifestyle". Gourmet Retailer Magazine (Nielsen Business Media).
- Judith Rosen (2002-05-27). "Crossing the Boundaries:Regardless of its label, this increasingly mainstream category continues to broaden its subject base". -- Publishers Weekly.
- David Moore (June 17, 2002). "Body & Soul, yoga w/o the yoyos". Media Life.
- Cohen, Maurie J. (January 2007). "Consumer credit, household financial management, and sustainable consumption". International Journal of Consumer Studies 31 (Volume 31 Issue 1): Page 57–65. doi:10.1111/j.1470-6431.2005.00485.x.
- 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. p. 167. ISBN 0-393-32539-3.
- especially Germany
-  LOHAS Journal Magazine and organizers of annual LOHAS Forum trade convention
- LOHASwire.com Canadian news wire agency specializing in LOHAS
-  Chic Cities - A current weekend series on Hong Kong / Shanghai / Tai Pei Lifestyle with introduction to latest trends, places of interest, shops and restaurants, celebrity interviews and many more.
- The Source Asia Hong Kong based Online Magazine focused on LOHAS and Holistic living.
- LOHAS and The Indigo Dollar: Growing The Spiritual Economy Article critical of LOHAS' mobilization of spirituality.
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