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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 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.
Since the pandemic in 2020, LOHAS has ceased to provide support for its products online and may have ceased trading. Significant discounting of their products is occurring on Amazon, which may be old stock. The website (https://www.lohas-led.com/) is still operating, but support is operated by a bot that only asks you how it can help and says that they typically respond within a few minutes.
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/appliances
- 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 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.
- 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. Archived from the original on 2015-02-21. Retrieved 2014-04-06.
- 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. Archived from the original on November 13, 2002.
- 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.
- 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.
- LOHASwire.com Canadian news wire agency specializing in LOHAS
- 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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