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LOHAS - Lifestyles of Health and Sustainability
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LOHAS
Lifestyles of Health and Sustainability (LOHAS) describes an estimated $209
billion U.S. marketplace for goods and services focused on health, the
environment, social justice, personal development and sustainable living.
The consumers attracted to this market have been collectively referred to as
Cultural Creatives and represent a sizable group in this country. According
to the Natural Marketing Institute (NMI), the only source for LOHAS consumer
insight and data, approximately 16% percent of the adults in the U.S., or 35
million people, are currently considered LOHAS Consumers.
If you're reading this, it's likely that you're part of a diverse and
growing community of businesses that provide sustainable goods and services
to consumers identified as LOHAS consumers. Other eco-segments also exist
[1] in groundbreaking research conducted by NMI.
The industry that serves these consumers has been identified in annual
research reports by NMI [2] and given the moniker of Lifestyles of Health
and Sustainability, or LOHAS—a market conservatively estimated at $208
billion in the U.S., and growing.
LOHAS consumers are interested in:
Sustainable Economy
* Green building and industrial goods
* Renewable energy
* Resource-efficient products
* Socially responsible investing
* Alternative transportation
* Environmental management
* US Market--$6.5 billion
Alternative Healthcare
* Health and wellness solutions
* Acupuncture, homeopathy, naturopathic medicine, etc.
* Holistic disease prevention
* Complementary medicine
* US Market--$40 billion
Healthy Lifestyles
* Natural, organics; nutritional products
* Food and beverage
* Dietary supplements
* Personal care
* US Market--$50 billion
Personal Development
* Mind, body and spirit products such as CDs, books, tapes, seminars
* Yoga, fitness, weight loss
* Spiritual products and services
* US Market--$27.3 billion
Ecological Lifestyles
* Ecological home and office products
* Organic / recycled fiber products
* Environmentally friendly appliances
* Eco-tourism and travel
* US Market--$83.8 billion
Quick Facts
* The two fastest growing countries in terms of LOHAS are Japan and Taiwan.
* LOHAS consumers go by many names including: Lohasians, conscious
consumers, and cultural creatives
* The LOHAS industry has an annual event called The LOHAS Forum, which holds
seminars and discussions on the future of conscious consumerism.
* Other industries have cropped up around LOHAS goods and services, such as
B2B, environmentally responsible stocks / funds, and advertising.
The opposite of the LOHAS is the LOVOS which represents the "Lifestyle of
Voluntary Simplicity". It is not post-modern oriented but consistently post-materialistical
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 ,
(2007).
* Lohas.com - The LOHAS Journal and LOHAS Forum
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