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by Barbara Howard
LOHAS Consumers are Taking the World by Storm
LOHAS is an acronym for Lifestyles of Health and Sustainability. Originally named “Cultural Creatives” by sociologist Paul H. Ray, Ph.D., and psychologist, Sherry Ruth Anderson, Ph.D., coauthors of The Cultural Creatives: How 50 Million People are Changing the World, LOHAS is defined as a group of consumers who make conscientious purchasing and investing decisions based on social and cultural values. They are over 50 million strong. They come from across the U.S. and are age 18 and older. What is most important is what they have in common: LOHAS consumers are passionate about the environment, sustainability, social issues and health. They are influencing the way Americans do business and politics.
LOHAS consumers set trends which then become important cultural shifts. Big business has taken notice. For example, companies like Coca-Cola, Office Depot, Starbucks, and GM are racing to go “green” and to set up new Corporate Social Responsibility (CSR) departments. The catalog company Gaiam learned about the power of LOHAS when it decided to become a “lifestyle company”. Gaiam was also instrumental in the creation of the non-profit LOHAS journal and forum, a primary resource for information about LOHAS, based in Broomfield, Colorado.
I recently attended the 11th LOHAS conference in Marina Del Rey, California, where I met with Ted Ning, the LOHAS conference director. Mr. Ning explained, “The LOHAS organization is considered a bridge builder as it sets the stage and creates the forum for information sharing and exchange about LOHAS. We bring people and companies together from around the world, and then create relationships via the LOHAS Web site, journal and yearly conference. The information about LOHAS is getting traction and attention from large international organizations.”
Indeed, countries around the world are showing interest—Japan, Taiwan, China, Australia, New Zealand, India, Germany, Holland, England, France, Canada, and more—all want to understand and integrate LOHAS principles into their own cultures. LOHAS is quickly expanding on the global front to GLOHAS (Global Lifestyles of Health and Responsibility).
The Natural Marketing Institute (NMI) based in Harleysville, Pennsylvania has been researching the LOHAS market (and market subsets) since 2002. At the recent LOHAS conference, NMI gave the presentation: The LOHAS Market and Consumer Trends: The Rise of the Ethical Consumption Revolution.
LOHAS consumers are predictors of future trends and cultural shifts. The product lifecycle goes like this: LOHAS consumers become aware of products such as green dry cleaning, organic foods or alternative health therapies, and then they try the products, adopt the products into their lifestyle, become loyal customers and then influence their families and friends. They are leading the way in sustainable economy, personal development, ecological lifestyles, healthy lifestyles and alternative health care.
I asked Steven French, Managing Partner of NMI, about how LOHAS consumers influence the natural foods and products industries, and health care issues. Mr. French stated, “NMI observes consumers becoming more sophisticated in their understanding and interest in some health-related products and services. Within foods/beverages, it is no longer a question of low-fat versus low sugar, but good fat versus bad fat, presence of EFA’s, type of sugar, among other nutritional characteristics. And, they are heavier consumers of nutritional supplements and most alternative health care therapies. Manufacturers that keep pace with this sophistication will be in a more competitive position.”
Mr. French added, “LOHAS consumers are known to be extremely influential, especially among friends and family, and are even the most likely portion of the U.S. population to voice their political position. Consequently, this makes them an important constituency to consider in the health choice freedoms debate.”
The LOHAS market forecast is sunny and is predicted to grow to $420 billion by 2010, and $845 billion by 2014. Fortunately, the influential LOHAS market believes that it is important for companies not just to be profitable, but to be mindful of their impact on the environment and society.
Note: The NMI has recently released the NMI LOHAS Consumer Trends Database™, the only consumer research tool devoted to the LOHAS marketplace. For information, go to www.nmisolutions.com.
For information about the LOHAS journal and forum, go to www.lohas.com.
Barbara Howard is a marketing consultant, writer and frequent contributor to totalhealth magazine. She resides in Monterey, California.
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