LOHAS is an acronym for Lifestyles of Health and Sustainability (LOHAS), a market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice.
Lifestyles of Health and Sustainability (LOHAS) describes an estimated?$290 billion U.S. marketplace for goods and services focused on health, the environment, social justice, personal development and sustainable living.
How often have you observed that other bloggers, particularly ?Mummy? bloggers are concerned about these very issues.
Notice anything in common with our focus areas on the Brave Discussion?
We discuss these very LOHAS issues here on The Brave Discussion on a regular basis ? we are if you like a dedicated tribe of LOHASTERS.
Size of Market In US
The consumers attracted to this market represent a sizable group in this country. Approximately?13-19% percent of the adults in the U.S. are currently considered LOHAS Consumers. This is based on surveys of the U.S. adult population estimated at 215 million.
Research shows that one in four adult Americans is part of this group?nearly?41 million people. These consumers are the future of your business and also the future of progressive social, environmental and economic change in this country. But their power as a consumer market remains virtually untapped.
The industry that serves these consumers has been identified in a research report by?The Natural Marketing Institute?and given the moniker of Lifestyles of Health and Sustainability, or LOHAS?a market conservatively estimated at $290 billion in the U.S., and growing. Cultural Creatives are the basis of the LOHAS market. LOHAS is not a sexy acronym, but one that we think aptly describes what this movement, and our mission, is all about.
In Australia The Market Too Is Growing.
Key Facts: LOHAS in Australia???Nearly 4 million adult Australians (26 percent of adult population) are LOHAS aligned.
Individuals with a LOHAS outlook are drawn from all parts of society; their values and world view are not strongly tied to income, geography or gender.
Australian consumers currently spend $12 billion on goods and services in the LOHAS market segments, with an overall growth rate of 20 percent expected to continue.
The market is estimated at $21.5 billion (source lohas.com.au)
While 8 percent of the population are LOHAS ?Leaders? who are highly committed and active participants in fully integrated healthier, more sustainable lives, the LOHAS ?Learners? are the largest of the four segments, identified at 46 percent and standing as a largely untapped opportunity.
Learners would like to do the ?right thing? but are not sure where to start. Solving for their key barriers, which include price and availability, are paramount to unlocking this market.Source: Mobium Group, www.mobium.com.au, Living LOHAS Report.
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What Are The LOHAS Market Sectors:
| PERSONAL HEALTH?$117 billion.Natural, organic products.Nutritional products.Integrative health care.Dietary supplements.Mind body spirit products | GREEN BUILDING$100 billion.Home certification.Energy Star appliances.Sustainable flooring.Renewable energy systems.Wood alternatives |
| ECO TOURISM?$42 billion.Eco-tourism travel.Eco-adventure travel | NATURAL LIFESTYLES$10 billion.Indoor & outdoor furnishings.Organic cleaning supplies.Compact fluorescent lights.Social change philanthropy.Apparel |
| ALTERNATIVE TRANSPORTATION.$20 billion.Hybrid vehicles.Biodiesel fuel.Car sharing programs | ALTERNATIVE ENERGY$1 billion.Renewable energy credits.Green pricing |
A New Type Of Consumer ? Interconnections of Mind, Body and Spirit
At first glance, it may appear that the five LOHAS sectors have little in common. For example, a manufacturer of recycled plastics or one of the automakers that is working on next-generation, energy-efficient vehicles may not appear to have much in common with an eco-tour operator or a retailer of organic clothing. But millions of consumers believe there is commonality that transcends any operational and structural differences. The interconnections between global economies, cultures, environments, and political systems play a large role in the holistic worldview of the typical LOHAS Consumer, but equally important are the interconnections of mind, body and spirit within individuals.
This can be summarised as:
- Food & Nutrition
- Mind and Body
- Transport and Leisure
- Home Life
- Building and Energy
- Work and Money
This focus on Personal Development, with the ultimate goal of achieving his or her full human potential, is of utmost concern to the LOHAS consumer. The current growth in this market group strongly supports the notion that spirituality is no longer relegated to the New Age periphery but is undeniably migrating to the center of mainstream cultural awareness.
So next time you share a discussion from The Brave Dicussion make sure you mention ? I?m a LOHAS follower, it?ll sure to be a talking point.
Resources
http://www.lohas.com/
http://www.lohas.com.au
http://lifechangingevents.net.au/wp/portfolio-items/lohas-precinct/
http://www.healthivate.com
http://youtu.be/EV5ZdkLyKTo
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Source: http://thebravediscussion.com/2013/02/are-you-a-lohas-blogger/
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