LOHAS is an acronym for Lifestyles of Health and Sustainability. It is a $227 billion market segment in the United States alone but worldwide in its extent. LOHAS consumers are those who are passionate about the environment, sustainbility, social issues, and health. The marketplace includes goods and services such as:

• Organic and natural food
• Organic and natural personal care products
• Hybrid cars
• Green building
• Energy efficient electronics/applicances
• Socially responsible investing
• Natural household products (paper goods and cleaning products)

These consumers are variously referred to as cultural creatives, conscious consumers or LOHAS Consumers, and represent a sizable group in the United States: 17% of adults, or 36 million consumers.

In other countries these consumers are described, too, because it is suited well to the commercial interests of the organic food industry and tourism industry of the consumer culture. Although there is, for example, a tendency from fast food to slow food and an increase of ecologically produced food, it is doubtful whether this post-modern trend can be described with the concept of sustainability correctly. The opposite of the LOHAS is the LOVOS which represents the "Lifestyle of Voluntary Simplicity". He is not post-modern oriented but consistently post-materialistically and contrasts with consumerism. From the point of view of marketing, the LOVOS is a marginal phenomenon which is often neglected; but for the change of the society the LOVOS comprises a futurable potential.

References

• Understanding the LOHAS Consumer, The Natural Marketing Institute , (2005).

External links

• A discussion list for LOHAS companies
• http://www.lohas.com

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