BACKGROUND LOHAS
PRAIS Corporate Communication is launching its new communication platform and core services: LOHAS initiative.
LOHAS is an acronym for Lifestyles of Health and Sustainability, a market segment mainly focused on health and fitness, the environment, personal development and sustainable living. The LOHAS market is measured and evaluated by the Natural Marketing Institute (NMI), which created the concept.
The New York Times called LOHAS “the biggest market you have never heard of”.
International research estimates the LOHAS marketplace has a global value in excess of $500 billion.
LOHAS source is in the traditional Japanese culture, more centered on nature, health, and an ecological being.
LOHAS consumers make choices that reflect their desire for healthier and more sustainable lives.
LOHAS consumers are environmentally aware, socially attuned and have a view of the world that takes into account personal, community and planetary outcomes.
LOHAS construct has been embraced and adopted worldwide over the past decade. In western countries (US, Europe, Australia) LOHAS is an industry term, while in East Asia and Japan, LOHAS is a widely recognized consumer term.
LOHAS customers look behind products and services, to an organizations’ philosophy, practice, people and impact on the planet, in assessing whether they should buy a given product or service.
LOHAS consumers will want to know "where does it come from?", "how was it made?", "what is it packaged in?" and "what will happen when I dispose of it?".
Responsible “Conscious” Capitalism
LOHAS companies practice "conscious, responsible capitalism" by providing goods and services using environmentally friendly and economically sustainable business practices.
The Cultural Creatives
The consumers attracted to this market have been collectively referred to as Cultural Creatives.
Cultural Creatives is a term coined by sociologist Paul H. Ray and Psychologist Sherry Ruth Anderson to describe a large segment in Western society of educated consumers who make conscientious purchasing and investing decisions based on social and cultural values.
The concept was presented in 2000 in their book The Cultural Creatives. How 50 Million People Are Changing the World (Harmony Books, NY).
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