New age: Details about 'Lohas'
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LOHAS is an acronym for Lifestyles of Health and Sustainability - a $227 billion market segment in the U.S. alone but worldwide in its extent. It aligns with those who espouse New Age belief but extends also into the environmentalist movement and Complementary and alternative medicine. It describes a marketplace for goods and services which appeal to consumers who value:-
These consumers are variously referred to as cultural creatives, conscious consumers or LOHAS Consumers, and represent a sizable group in the United States: 32.3% of adults, or 68 million consumers. In other countries these consumers are described, too, because it is suited well to the commercial interests of the organic food industry and tourism industry of the consumer culture. Although there is, for example, a tendency from fast food to slow food and an increase of ecologically produced food, it is doubtfully whether this post-modern trend can be described with the concept of sustainability correctly.The opponent of the LOHAS is the LOVOS which represents the "Lifestyle of Voluntary Simplicity". He is not post-modern oriented but consistently post-materialistically and contrasts with consumerism. From the point of view of marketing, the LOVOS is a marginal phenomenon which is often neglected; but for the change of the society the LOVOS comprises a futurable potential. References
LOHAS LOHAS
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