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Lifestyles of Health and Sustainability (LOHAS) is a demographic defining a particular market segment
Market segment

A market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs....
 related to sustainable living
Sustainable living

Sustainable living refers to a specific lifestyle that attempts to reduce an individual or society use of the Earth natural resource. Practitioners of sustainable living often attempt to reduce their carbon footprint by altering methods of transportation, energy consumption and diet ....
, "green" ecological initiatives, and generally composed of a relatively upscale and well-educated population segment. Researchers have reported a range of sizes of the LOHAS market segment. For example, Worldwatch Institute
Worldwatch Institute

The Worldwatch Institute is a globally-focused environmental research organization based in Washington, D.C. Worldwatch was named as one of the top ten sustainable development research organizations by Globescan Survey of Sustainability Experts....
 reported that the LOHAS market segment in the year 2006 was estimated at $300 billion, approximately 30% of the USA consumer market; and, a study by the Natural Marketing Institute showed that in 2007, 40 million Americans were included within the LOHAS demographic.






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Lifestyles of Health and Sustainability (LOHAS) is a demographic defining a particular market segment
Market segment

A market segment is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs....
 related to sustainable living
Sustainable living

Sustainable living refers to a specific lifestyle that attempts to reduce an individual or society use of the Earth natural resource. Practitioners of sustainable living often attempt to reduce their carbon footprint by altering methods of transportation, energy consumption and diet ....
, "green" ecological initiatives, and generally composed of a relatively upscale and well-educated population segment. Researchers have reported a range of sizes of the LOHAS market segment. For example, Worldwatch Institute
Worldwatch Institute

The Worldwatch Institute is a globally-focused environmental research organization based in Washington, D.C. Worldwatch was named as one of the top ten sustainable development research organizations by Globescan Survey of Sustainability Experts....
 reported that the LOHAS market segment in the year 2006 was estimated at $300 billion, approximately 30% of the USA consumer market; and, a study by the Natural Marketing Institute showed that in 2007, 40 million Americans were included within the LOHAS demographic. 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
New Age

New Age is a decentralized western culture social movement and new religious movement that seeks universality Truth and the attainment of the highest individual human potential....
" goods and services.

Products and services


The marketplace includes goods and services such as:

  • Organic
    Organic food

    Organic foods are made according to certain production standards, meaning they are grown without the use of conventional pesticides and artificial fertilizers, free from contamination by human or industrial waste, and processed without food irradiation or food additives....
     and locally grown food
  • Organic and natural personal care products
  • Hybrid
    Hybrid electric vehicle

    A hybrid electric vehicle is a hybrid vehicle which combines a conventional ground propulsion system with a rechargeable energy storage system to achieve better fuel economy in automobiles than a conventional vehicle....
     and electric cars
  • Green and sustainable building
  • Energy efficient electronics/applicances
  • Socially responsible investing
    Socially responsible investing

    Socially responsible investing, also known as sustainable investing or ethical investing, describes an investment strategy which seeks to maximize both financial return and social good....
  • Natural household products (paper goods and cleaning products)
  • Complementary, alternative and preventive medicine (Naturopathic, Chinese medicine, etc.)
  • Fair trade products


Scope


LOHAS is a recognised market segment in the USA, Western Europe and South East Asia. Progressive Asian countries, including Japan, Singapore and Taiwan have similarly aligned interests.

The Japanese government recently launched "Cool Biz", a campaign that encouraged offices to allow their workers to remove the tie and adopt light-colored business suits. This made great a contribution to the environment as offices adjusted their themostats up to 28 degree Celsius, subject to the government's instruction.

See also


  • LOVOS
    Lovos

    LOVOS is an acronym for Lifestyles of Simple living which are oriented to health and sustainability; and are critical of consumption and consumerism....
     - Lifestyles of Voluntary Simplicity


External links


  • LOHAS Journal Magazine and organizers of annual LOHAS Forum trade convention
  • Canadian news wire agency specializing in LOHAS