LOHAS is the short form or acronym of Lifestyle of Health and Sustainability. LOHAS describes an behavioral lifestyle that focus on health, well-being, and environmental sustainability.
- HEALTHY LIVING: This is the most common entry point to the LOHAS market. It encompasses organic foods, natural products, nutritional supplements, and a wide variety of health and fitness pursuits.
- ALTERNATIVE HEALTHCARE: LOHAS consumers actively seek out information and services related to integrative healthcare and holistic disease prevention, including practices such as acupuncture, chiropractic and homeopathy.
- PERSONAL DEVELOPMENT: Perceiving the connection between physical and mental health, LOHAS types take a strong interest in personal development and growth, including investigations of mind-body-emotion-spirit connections, self-help, leadership and life-balance topics. They are likely to take yoga, meditation and tai chi classes, as well as purchase books, videos and CDs on related subjects. They like to seek out new experiences and learning.
- ECOLOGICAL LIFESTYLES: Because they see their own health and the planet’s health as inherently tied, LOHAS consumers tend to embrace recycling, green building, ecotourism and all sorts of eco-friendly home and office products. They are better informed than average about ecological topics.
- SUSTAINABLE ECONOMY: From renewable energy sources and socially responsible investing to fair-trade principles and “triple bottom line” accounting (which considers social and environmental performance, as well as fiscal profits), LOHAS consumers like to promote fair, ethical and sustainable business practices. They prefer doing business with companies that promote a holistic worldview and that share their values.
The LOHAS Target Market Segment
According to Wikipedia, Lifestyles of Health and Sustainability (LOHAS) is a demographic related to sustainable living, “green” ecological initiatives, and generally composed of a relatively upscale and well-educated population segment. LOHAS are willing to spend a bit more on products or services that align with their “green” values.
This LOHAS demographic is socially engaged and wants to know where the products come from, how they are made, and by whom. Sustainable consumption or ethical consumerism is a priority to this LOHAS group, especially in the areas of foods, apparel, and household items.
The LOHAS segment’s consumer behavior is supported by a greater awareness of social and environmental responsibility. This LOHAS group understood that their consumer habits have a broader impact to the environmental and society.
In other words, LOHAS refer to people who are interested in healthy living and social and environmental issues, and who buy related products and services.
Some of the examples of LOHAS goods and services:
- Organic and locally grown food
- Organic and natural personal care products
- Hybrid and electric cars as well as city bicycles
- Green and sustainable building
- Sustainable or Ecotourism
- Energy efficient electronics/appliances
- Socially responsible investing
- Natural household products (paper goods and cleaning products)
- Complementary, alternative and preventive medicine (Naturopathy, Chinese medicine, etc.)
- Fair trade products
- Literature in the Mind/Body/Soul, Holistic Health, and New Age genres
Bringing LOHAS at home
“‘We are what we eat!’ According to Green Living, ‘Slow Food’ stands in opposition to ‘fast food’ in more ways than one. The slow food movement is a global initiative focused on encouraging people to stop eating fast food, instead taking the time to prepare and eat whole, locally-sourced foods. The focus is not only on nutrition, but also on preserving culture and heritage as it relates to food.
Moving in Harmony
While many people think yoga for the sake of physical fitness, but most yoga practitioners stay with yoga for its holistic benefits, saying yoga helps maintain balance in the body, mind and spirit.
Being LOHAS means being mindful. LOHAS is constantly making conscious daily choices and lifestyle.
Practicing mindfulness might help in your journey towards becoming a healthier you. But what does it mean to be more mindful?
According to Get Healthy, Stay Healthy, being mindful means being aware of your thoughts, emotions, and how you’re feeling both physically and mentally. Mindfulness is a form of meditation with an important aspect to it—acceptance. It means being aware of your thoughts and feelings without judgment. Remember there is no “right” or “wrong” way to think or feel in any moment.
Let’s take a LOHAS quiz now!
How LOHAS Are You
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 which segment you’re in.
If you’re response is rarely, give yourself 1 point; for sometimes, give yourself 2 points; for usually, score 3 points.
- I care about maintaining excellent physical health.
- I care about protecting the environment.
- I care about sustainable agriculture practices.
- I care about using renewable energy sources.
- I tell family and friends about the benefits of purchasing environmentally friendly products.
- I care about women’s issues.
- I care about social consciousness.
- I prefer to buy products from companies whose values are like mine.
- I like choosing environmentally friendly products and services.
- I’m willing to pay 20 percent more for environmentally friendly products.
26-30 Points: You’re a LOHAS consumer. You care deeply about the environment and society, and you 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 advice and 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.