First came Yuppies [1]. Then DINKs [2]. And now comes the LOHAS [3]consumer label.
What's a LOHAS consumer [3]? 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 [3]."
According to Seattle Metropolitan magazine [4], corporate responsibility consultants estimate that LOHAS is a massive, nearly $230 billion market interested in everything from organic [4] cosmetics to eco-resort vacations." And, as Lime.com reported recently, its promise has started to deliver. [4]
Upon Googling LOHAS [5], I immediately found a site called LOHAS.com [6], 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 [6], holistic health)
- Personal Development (yoga [6], fitness, mind, body, spirit products.)
It really hit home after I happened across this branding company's flash presentation [7] 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?