Saturday May 17th, 2008
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LOHAS R US
Posted by Su Avasthi on October 5, 2006 - 9:36pm.
First came Yuppies. Then DINKs. And now comes the LOHAS consumer label.
What's a LOHAS consumer? Personally, I might as well look in the mirror.
It turns out that I am a classic LOHAS consumer. I fit neatly into a hot new consumer category nicknamed LOHAS: Lifestyles of Health and Sustainability."
According to Seattle Metropolitan magazine, corporate responsibility consultants estimate that LOHAS is a massive, nearly $230 billion market interested in everything from organic cosmetics to eco-resort vacations." And, as Lime.com reported recently, its promise has started to deliver.
Upon Googling LOHAS, I immediately found a site called LOHAS.com, that is focused on helping marketing better understand people who are interested in "goods and services focused on health, the environment, social justice, personal development and sustainable living."
These people — AKA most of us — are "collectively referred to as Cultural Creatives and represent a sizable group in this country." In fact, roughly 30 percent of American adults are LOHAS consumers.
I started wondering how well they'd sized me up, and found this surprisingly accurate list of how all of us Cultural Creatives are interested in. Here's what we're into:
- Sustainable Economy (green building, renewable energy, social responsible investing);
- Healthy Lifestyles (organics, supplements, natural products)
- Eco-friendly Lifestyles (eco-tourism, energy-efficient appliances, recycled products)
- Alternative Healthcare (health & wellness, acupuncture, holistic health)
- Personal Development (yoga, fitness, mind, body, spirit products.)
It really hit home after I happened across this branding company's flash presentation that summed up my values. While I hate to be categorized, labeled and so easily defined, I have to admit that they're onto something. I saw myself in this profile.
And I also appreciate that my values are being taking seriously and demand is sure to improve the supply. But I'm curious to hear about how this plays with other LOHAS consumers. Does the shoe fit? And if so, are you more likely to buy it?
...so much so that I changed my career three years ago and began marketing Fair Trade coffee/tea/cocoa. I enjoyed being able to reconcile my own LOHAS tendencies with what I did on a daily basis.
I've now taken that a step further and tried to cross several LOHAS categories with my new company, Fair Trade Sports, the first dedicated Fair Trade sports ball company (soccer, football, rugby, volleyball) in the US. [www.fairtradesports.com]
Su, given your accurate category definitions above, we are combining Personal Development (fitness) with Sustainable Economy (all our after tax profits got to children's charities, similar to the Newman's Own brand).
Like you, I also do not like being so easily categorized by my own marketing colleagues, but then again, I love the products I am seeing, from Guayaki's yerba mate to VW's Passat running biodiesel.
Hope you can stop by our site for a visit to our blog. We launch the ecommerce portion of the site within the next few days.
-Scott James
www fairtradesports com
Actually, I am glad 'they' have noticed.
We have a voice!
Even if it is a marketing gadget.... It lets us know that our side is growing and making an impact.... (a softer impact if it is green)... Hurray for LOHAS!
It sounds a little out there, kinda of cool.
Just call me a LOHAS'IAN
I dig it!
It's a step up they used to call me a "damn hippie"!
Are you aware of just how toxic many of the cleaning products today really are, and all the toxins our kids are exposed to in what is supposed to be a safe place - our homes? Did you know, for example, that chlorine is the number one cause of child poisoning? (f you are a LOHAS, I'm sure you do!)I
There ARE alternatives, and I want to share one. I know you're busy, but I know too that you want the best for your family. So would you take a minute to look at this new line of environmentally friendly and family safe home cleaning products? The website is http://www.shaklee.net/carlson/getclean/index
Let me know what you think. (Or go ahead and give them a try...they even have a 100% money back guaranteee!)
Lanny R. Carlson, 220 W 1st Ave S, Estherville, IA 51334