Coined at the turn of the century LOHAS describes a billion dollar industry in the US - and indeed, in Australia - promoting goods and services for consumers who are pro-health, pro-environment and pro-social justice.

In Australia, the LOHAS movement is gaining momentum. A study by the Mobium Group, specialising in research, strategy and innovation in the markets for sustainability and wellbeing, found the Australian LOHAS market to be worth around $12 billion, with 3.9 million Australian participants.*

Lohasians are big spenders yet they don't consume just for the sake of it. Rather, lohasians are very conscious about how they spend their money. They are likely to consider factors such as packaging, animal product testing, the impact their purchases will have on the planet in relation to things like landfill and whether companies are environmentally and ethically sound.

The LOHAS idea stemmed from the book: The Cultural Creatives: How 50 Million People Are Changing the World. Authors Paul Ray, a sociologist and Sherry Ruth Anderson, a psychologist, surveyed over 100,000 Americans over 13 years to identify a subculture of individuals deeply concerned about the future of our world, including issues such as global warming, rainforest destruction and lack of ecological sustainability.

People who choose LOHAS are also very focused on health and wellbeing, which stems from the idea of a healthy and vibrant mind and body contributes to the creation of a healthy and vibrant world. Having a good diet, maintaining healthy relationships and supporting others, either through volunteer work or charity dollars, are essential to the LOHAS life.

Lohasians therefore are likely to spend money on wholistic health care, natural and organic products, hybrid vehicles, and sustainable housing and furniture. Even their investments are likely to be socially responsible. In summary, the values of a lohasian include:

• improving the quality of life for future generations
• understanding that exploiting our natural resources and the environment has its limits
• taking responsibility, e.g. acting upon and following through on their values
• investing in preventative health

If any, or all, of these values appeal to you, then you too, could be a lohasian.

Sources:
* Mobium Group, Living LOHAS Consumer Trends Report, August 2007

How to embrace the LOHAS way

Adopt a healthy diet

When it comes to eating healthily, it's not about the latest fad or super diet. Really, it's about listening to the needs of your own body. You are the best judge of what type of diet suits you, whether it be vegetarian, macrobiotic, or a moderate diet which includes a bit of everything but not too much of anything. If you need guidance, your GP, a dietitian or a good naturopath can provide advice.

Start meditating

One of the simplest forms of meditation for beginners is counting from one to 10. If your mind wanders, don't worry, simply start counting from one again. Try it for five minutes to begin with, then slowly build up to 15 or 20 minutes twice a day, i.e the best time to try it is upon waking and before going to sleep.

Join a yoga class

There are many types of yoga to choose from, so it's about finding the style of yoga class that suits you. Ashtanga yoga is great for people who like a more aerobic style of yoga, while Iyengar yoga is for people who are more interested in body alignment and improving flexibility. Then of course there's Raja yoga, which is primarily meditation. Visit www.findyoga.com.au/styles.asp for a list of yoga styles.

Participate in ecotourism

As defined by Ecotourism Australia, known as a 'green' travel organisation, ecotourism is basically, "ecologically sustainable tourism with a primary focus on experiencing natural areas". Visit www.ecotourism.org.au to find out how you can get involved.

Get up on your soapbox

Get actively involved in the issues that are important to you. You can begin by visiting www.getup.org.au, which promotes community involvement in issues relating to the environment, social justice and human rights.

Offset your carbon production

A number of organisations now allow you to offset your carbon production. At www.greenfleet.com.au, you can calculate your emissions and find out how to reduce your impact on the environment. Donations to the not-for-profit organization are tax deductible and you can even buy gift certificates.

Create a sustainable home

Creating a sustainable home needn't cost a fortune. It is as simple as buying energy efficient light bulbs and water efficient showerheads. Other areas you may also want to consider are: solar power, rain tanks and energy efficient heating.

Get involved in socially responsible investing

Socially responsible investing (SRI) basically describes any investment strategy designed to bring a financial return while ensuring social and ethical responsibility. While the Quakers can lay claim to the first (SRI) it was in the 1970s in response to the Vietnam War where SRI really took off and now it's a booming market around the world.

 

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