Meet the LOHAS, 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. LOHAS consumers are estimated to account for one-third of the U.S. population, 63 million adults and accounts for over 230 billion in sales annually. And, according to recent studies, 60% of people within the LOHAS marketplace are women.
LOHAS consumers are highly educated and driven by balancing their needs to better the environment, society and personal health. They not only care strongly about protecting the environment, they will support companies who have similar values and beliefs—even it costs a little more to do so.
Women make up 60% of people within the LOHAS marketplace.
More and more cities, communities, organizations and companies are embracing the values of LOHAS. According to Linda Povey, vice president of strategic consulting with the Natural Marketing Institute, “greening” is spreading like wildfire, and everyone is getting on the bandwagon. But she expects a shakeout over the next few years as companies who are not truthful about their values will fall by the wayside. LOHAS consumers are not fickle. They are loyal, and they remember.
If you have a product that is natural and better for the environment, you must consider purchasing behaviors of the LOHAS. And if you use environmentally friendly methods in the services you provide or the products you manufacture, you should let it be known. People in general are increasingly becoming more protective of the environment. If your company does its part, by all means let it be known. This could be your key to tapping into a growing marketplace of environmentally conscious women.
For more information about LOHAS visit lohas.com.