LOHAS are Yeti’s! Everything seems to confirm that: They are addicted to nature, extremly focused on themselves. Ideally they live in LOHAS-groups but they still remain being loner, trying to be as unique as possible.
The LOHAS-people’s lifestyle is green and sustainable. They are supposed to be radical but they turn out to be traditionalists with no needs for real change. Their traces in snow, forests and the society are hard to find, imprecise. They provoke to ask: Do they really exist, the LOHAS?
Recently I was part of a study-presentation about LOHAS in Germany. It’s a work of Hamburg based brand-company &Equity on behalf of stratum, a consulting-company from Berlin, mainly involved in NPO-projects. The event, named “The brand sustainability”, transformed in a (interesting) discussion about the LOHAS community. Who are they? Is it a target group? And: If they exist, how would they think behave act buy live travel eat drink educate love die?
Just as a reminder: Sustainability did already exist before Paul H. Ray wrote his book Cultural Creatives.