Marketing Movement – Lifestyles of Health and Sustainability (LOHAS)
Posted in Movements by fedwards on July 17th, 2007
Lifestyles of Health and Sustainability or its acronym, LOHAS, describes the emergence of the expanding niche market for goods and services based around the concept of “sustainable living”.
This broad term incorporates the profitable marketplace sectors of:
sustainable economy (green building, renewable energy, alternative transportation, etc),
healthy lifestyles (natural, organic products, dietary supplements, personal care),
ecological lifestyles (organic and recycle fiber products, environmentally-friendly appliances, eco-tourism, etc.),
alternative healthcare (alternative treatments and complementary medicines, holistic disease prevention) and;
personal development (mind, body and spirit products such as CDs, books, seminars, yoga, etc.).
LOHAS consumers are often identified as “Cultural Creatives“: a group of educated consumers, as defined by sociologist Paul Ray, “who make conscientious purchasing and investment decisions based on social and cultural values”. Ray’s research shows that approx. 50 million people within the United States fall within this “Cultural Creatives” category, offering a potentially highly lucrative market for LOHAS industries.
For more information about the LOHASian movement, visit the website: http://www.lohas.com/.