Understanding the Lifestyle Concept of LOHAS

Lifestyles of Health and Sustainability (LOHAS) is an organization of businesses that monitors the changing US marketplace for goods and services focused on health, the environment, social justice, personal development, and sustainable living.

The diverse and growing community of business provides goods and services largely to consumers identified as cultural creatives. These are educated consumers who make conscientious purchasing and investing decisions based on social and cultural values. Around one in four adult Americans is part of this group. The LOHAS market in the US was about $ 209 Billion in 2006 and has grown significantly ever since.

LOHAS businesses classify themselves according to six general sectors which provide the opportunity for the LOHAS oriented consumers to "vote its values with its dollars".

The LOHAS Product Categories

1. Personal Health

Natural organic products

Mind-body and spirit products

Holistic products - health and nutrition

2. Green Building

Home certification

Energy star appliances

Renewable energy systems

Sustainable wood products - flooring, construction

3. Ecotourism

4. Natural Lifestyles

Organic cleaning supplies

Fluorescent light bulbs

Social and philanthropy apparel

5. Alternative Transport

Hybrid or electric vehicles

Biodiesel

Car sharing

6. Alternative Energy

Renewable energy credits

Green pricingAssignment

1. Identify your LOHAS profile by completing the following questionnaire:

Take this quiz from the researchers at the Natural Marketing Institute (NMI) to find out whether you're living LOHAS. Answer the questions with rarely, sometimes or usually, then add your points to see whichsegment you're in. If you're response is rarely, give yourself 1 point; for sometimes, give yourself 2 points; for usually, score 3 points.

1. I care about maintaining excellent physical health.
2. I care about protecting the environment.
3. I care about sustainable agriculture practices.
4. I care about using renewable energy sources.
5. I tell family and friends about the benefits of purchasing environmentally friendly products.
6. I care about women's issues.
7. I care about social consciousness.
8. I prefer to buy products from companies whosevalues are like mine.
9. I like choosing environmentally friendly products and services.
10. I'm willing to pay 20 percent more for environmentally friendly products.

26-30Points: You're a LOHASconsumer.You care deeply about the environment and society, andyou act on those behaviors. You likely buy a lot of organic foods, drive a fuel-efficient car and live in an eco-friendly home. People look to you for adviceand information on the environment and society.

20-25 Points: You're a NOMADIC.You care about some of these issues but not all of them all of the time. You take action in some parts of your life but have not totally adopted a LOHAS lifestyle.

15-19 Points: You're a CENTRIST.You are slightly more conservative than your LOHAS and NOMADIC peers. While some of these behaviors and ideas appeal to you, they are not top priorities in your life.

10-14 Points: You're an INDIFFERENT.You are committed to other immediate concerns in your life and don't think a great deal about the quality of the environment and society.