LOHAS Journal - Lifestyles of Health and Sustainability
LOHAS is an acronym for Lifestyles of Health and Sustainability and describes a complex, rapidly growing $226.8 billion U.S. market for goods and services that appeal to consumers who make their buying decisions based on their values of environmental and social justice issues and a plethora of other criteria. This market was first identified in research conducted by Natural Business Communications in 2000.
LOHAS is a source for business, financial and investment news, information and resources for the natural and organic products, dietary supplements and functional foods industries.
The emergence of the Cultural Creatives as market drivers is unparalleled in U.S. history. Their research shows that one in four adult Americans is part of this group of nearly 50 million people. These consumers are the future of progressive social, environmental and economic change in this country, and LOHAS proposes that their power as a consumer market remains virtually untapped.
The LOHAS website is a comprehensive approach to marketing to these "Cultural Creatives", offering a film festival, greening section, a journal to this niche, and news of the industry.
Market sectors include:
Notice a theme here? Health, self. Then some environmental concern. This approach is important to be aware of -- and to test against your own community's motivational profile. Maybe the old saying "charity starts on your own doorstep" is being played out with these high-dollar consumers who are highly urban and must purchase all their life-support goods and services.
- Sustainable Economy (ie green building, socially responsible investing etc)
- Healthy Lifestyles
- Ecological Lifestyles
- Alternative Healthcare
- Personal Development
An interesting marketing strategy to investigate...