LOHAS for eco-entrepreneurs

26. August 2009 by admin.

Pop Quiz!What do these people have in common?

·         Mariel Hemingway -Author & Actress

·         Peter Falt of BMW Group Designworks USA

·         Greg Owsley of New Belgium Brewing (Fat Tire beer)

·         Adam Werbach of Saatchi & Saatchi S

·         Joe Green founder of Facebook Causes.com

Multiple Choice Answers:

1.       They all drink Fat Tire

2.       They all drive BMW’s

3.       They all target LOHAS

The correct answer is number 3 (of course).  

Greg, Mariel, Peter, Adam and Joe were among the 60+ speakers at the LOHAS 13 Forum which took place last month in Colorado. This forum attracted business leaders from all industries and over 300 companies to network, share best practices and invigorate eco-entrepreneurship. If your business is built around renewable energy, earth friendly products, “functional” food, “green” buildings and homes, ecotourism, wellness, or any kind of “green” services in general – you should know about LOHAS.

What or rather who are LOHAS you might ask!

As a follow up to my last post on “green marketers”, I am happy to share with you information about LOHAS—one of the niche market to target as an eco-conscious company.

The information hereunder is an edited extract from the website www.lohas.com.

LOHAS is an acronym for Lifestyles of Health and Sustainability, a market segment focused on health and fitness, the environment, personal development, sustainable living, and social justice.

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. Approximately 19% percent of the adults in the U.S., or 41 million people, are currently considered LOHAS Consumers (based on surveys of the U.S. adult population estimated at 215 million.) Despite the size of this niche, their power as a consumer market remains virtually untapped.

LOHAS consumers, sometimes referred to as Lohasians, are interested in products covering a range of market sectors and sub-sectors, including: Green building supplies, socially responsible investing and “green stocks”, alternative healthcare, organic clothing and food, personal development media, yoga and other fitness products, eco-tourism and more. LOHAS companies practice “responsible capitalism” by providing goods and services using economic and environmentally sustainable business practices. 

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