LOHAS is an acronym for Lifestyles of Health and Sustainability. It is a $230 billion market segment in the United States alone and a $546 billion market worldwide. The term LOHAS was first coined by sociologist Paul Ray and psychologist Sherry Anderson, co-authors of The Cultural Creatives of Gaiam (also founders of LOHAS Journal and Forum in 1999).

LOHAS consumers are those who are passionate about the environment, the planet, social issues, health, about human rights, relationships, fair trade, sustainable practices, peace, spiritual and personal development. The LOHAS numbers show that an enormous consumer market exists for sustainable and healthy products. The marketplace includes goods and services such as:

• Organic and natural food
• Organic and natural personal care products
• Hybrid and electric cars
• Green and sustainable building
• Energy efficient electronics/appliances
• Socially responsible investing
• Natural household products (paper goods and cleaning products)
• Natural and preventive medicine (Naturopathic, Chinese medicine, etc.)

These consumers are variously referred to as cultural creatives or the creative class (comprising mainly of artists, writers, designers, scientists, doctors, lawyers, engineers, creative professionals, managers, venture capitalists, and technicians) , solution seekers, conscious consumers or LOHAS Consumers, and represent a sizable group in the United States: 23% of the population (about 50 million adults) -- 29% of the population in Japan. What is astounding is the speed with which the group appeared, moving from less than 4 percent of the U.S. population in the 1960s to more than 23% percent in the 1990s, a new record for such a population trend.

It is truly a transformational lifestyle concept. The holistic world view of the LOHAS consumer is a belief in the interconnectedness of global economies, cultures, environments, and political systems, as well as the interconnectedness of mind, body, and spirit within individuals in order to achieve full human potential. As opposed to a typical demographical group defined by age, income, or other definitive means, the LOHAS consumer cuts across those boundaries and is representative of more "higher-being" ideals. Their social consciousness, rather than their generation or socioeconomic status defines these LOHAS consumers.

Throughout the United States the major natural foods supermarkets, such as Whole Foods Market and Wild Oats Markets (recently acquired by Whole Foods Market -and many mainstream food supermarkets-are taking a macro view of health, stepping beyond their traditional services to meet consumer demands for a more encompassing approach to health. These stores are incorporating health-food restaurants, health clinics with an emphasis on alternative therapies, natural home centers featuring natural goods such as non paraffin candles and organic fiber products, massage centers and day spas, in-house nutritionists, and even eco-vacation planning.

Quick Facts

• The two fastest growing countries in terms of LOHAS are Japan and Taiwan.
• LOHAS consumers go by many names including: Lohasians, conscious consumers, cultural creatives, the creative class , progressive consumers, and green consumers
• The grocery industry, has employed terms "whole-health marketing" and "health foods"
• The LOHAS industry has an annual event called The LOHAS Forum
• Other LOHAS industries includes, are environmentally responsible stocks / funds
• 61% of Americans have visited a natural foods store in the past year (source:HealthFocus);
• 12 % of Americans shop at natural foods store at least every two weeks (source:HealthFocus);
• 69% of Americans used complementary or alternative medicine (source:Stanford University);
• When price and quality are equal, 76% would switch brands or retailers if a company were associated with a good cause (source: Paul Ray);
• 80% of LOHAS consumers are willing to pay up to 20% more for LOHAS-related products (source:Joesph Marra, director of marketing at Natural Marketing Institute)
• An additional 30 million adults, or 38 percent of the Nomadics are LOHAS leaning in their beliefs and purchasing habits (source:Joesph Marra, director of marketing at Natural Marketing Institute)
• In Japan, four in ten know LOHAS by name here, compared to four in 100 in the United States
• Cultural creatives values include: brand loyalty, influence over others (opinion leaders) , price insensitivity

Come join the green revolution!