LOHAS Background

Lifestyles of Health and Sustainability (LOHAS) describes an estimated $209 billion U.S. marketplace for goods and services focused on health, the environment, social justice, personal development and sustainable living. The consumers attracted to this market represent a sizable group in this country. Approximately 19% percent of the adults in the U.S., or 41 million people, 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 $209 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.

The LOHAS market was originally founded in 2000. At that time the market was estimated to be $228 B. Since then the market has evolved, recalibrated and new market size has been released in 2006 and is estimated at $209 B. This market size reduction is not due to a shrinking of the LOHAS market but rather a more specific classification of products and services catering to consumers and not business to business transactions. The intitial study included business to business sales thus providing a larger market number.

LOHAS Market Sectors (updated 2005)

Personal Health Natural, organic products Nutritional products Integrative Health Care Dietary supplements Mind Body Spirit products US Market--$118.03 billion	Natural Lifestyles Indoor & outdoor furnishings Organic cleaning supplies Compact flourescent lights Social Change Philanthropy Apparel US Market--$10.6 billion
Green Building Home certification Energy Star Appliances Sustainable Flooring Renewable Energy Systems Wood Alternatives US Market--$50 billion	Alternative Transportation Hybrid Vehicles Biodiesel Fuel Car Sharing Programs US Market--$6.12 billion
Eco Tourism Eco-tourism Travel Eco-adventure Travel US Market--$24.17 billion	Alternative Energy Renewable Energy Credits Green Pricing US Market - $380 million

Market segmentation is based on research from the Natural Marketing Institute.

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 41 million 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 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.

Awareness

The LOHAS E-Weekly Newsletter track business and consumer trends in this fast-growing marketplace. The LOHAS Journal is a publication that spotlights industry leaders, innovative companies, authors, market research and ideas that speak to the potential influence of the LOHAS consumers on the marketplace as well as furthering the interests of the businesses that serve them. The LOHAS Forum is the premiere event that focuses on how business, media and entertainment can be leveraged to educate, shape and influence consumer behavior and purchasing decisions while promoting lifestyles of health and sustainability. It brings together top-level business leaders from Fortune 500 and LOHAS (Lifestyles of Health and Sustainability) companies, the entertainment industry, as well as celebrities and executives of non-profit organizations active in the areas of health and wellness products, sustainable business and social consciousness. The new LOHAS Business Directory is a business directory designed to provide LOHAS business listings and resources based on each LOHAS category. It is a great wealth of information for communications between LOHAS companies.
We are not a membership organization and have no member fees. Our goals are to create and develop the staging area to foster LOHAS oriented community development. It is estimated that 30 percent of managers at companies within the LOHAS market are conscious consumers, yet they often feel isolated and without allies. In addition to increasing the ranks of these executives, we hope to facilitate interaction and idea exchange between these decision-makers so that the change agents leading to a viable health and sustainability model will have a meaningful impact much sooner than later.

We envision our conference, magazine, e-newsletter and accompanying website as an interactive forum for the exchange and discussion of new ideas, a salon for what Paul Hawken, Amory Lovins and L. Hunter Lovins refer to as "Natural Capitalism." Don't be a stranger. We want to hear from you about the companies and individuals that are leading the charge in all areas of the LOHAS market. By combining the great tradition of dialogue that has been the centerpiece of all great social movements with the limitless potential of technology, we can all learn and grow through our shared experiences and original thinking as we further the agenda of a future filled with health and sustainability for all.