LOHAS

Lifestyles of Health and Sustainability (LOHAS) is a demographic defining a particular market segment related to sustainable living, "green" ecological initiatives, and generally composed of a relatively upscale and well-educated population segment. The 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 goods and services.

Researchers have reported a range of sizes of the LOHAS market segment. For example, Worldwatch Institute reported that the LOHAS market segment in the year 2006 was estimated at $300 billion, approximately 30% of the U.S. consumer market; and, a study by the Natural Marketing Institute showed that in 2007, 41 million or 13% of the Americans were included within the LOHAS psychographic. In Japan roughly 17 million adults or 12% of the population are LOHAS consumers.

Products and services

The marketplace includes goods and services such as: Organic and locally grown food Organic and natural personal care products Hybrid and electric cars as well as city bicycles Green and sustainable building Sustainable or Ecotourism Energy efficient electronics/appliances Socially responsible investing Natural household products (paper goods and cleaning products) Complementary, alternative and preventive medicine (Naturopathy, Chinese medicine, etc.) Fair trade products Literature in the Mind/Body/Soul, Holistic Health, and New Age genres

LOHAS

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