LOHAS Background

Lifestyles of Health and Sustainability (LOHAS) describes an estimated $290 billion U.S. marketplace for goods and services focused on health, the environment, social justice, personal development and sustainable living. The consumers attracted to this market represent a sizable group in this country. Approximately 13-19% percent of the adults in the U.S. are currently considered LOHAS Consumers. This is based on surveys of the U.S. adult population estimated at 215 million.

Research shows that one in four adult Americans is part of this group—nearly 41 million people. These consumers are the future of your business and also the future of progressive social, environmental and economic change in this country. But their power as a consumer market remains virtually untapped.

The industry that serves these consumers has been identified in a research report by The Natural Marketing Institute and given the moniker of Lifestyles of Health and Sustainability, or LOHAS—a market conservatively estimated at $290 billion in the U.S., and growing. Cultural Creatives are the basis of the LOHAS market. LOHAS is not a sexy acronym, but one that we think aptly describes what this movement, and our mission, is all about.

LOHAS Market Sectors:


$117 billion
Natural, organic products
Nutritional products
Integrative health care
Dietary supplements
Mind body spirit products



$100 billion
Home certification
Energy Star appliances
Sustainable flooring
Renewable energy systems
Wood alternatives 


$42 billion
Eco-tourism travel
Eco-adventure travel



$10 billion
Indoor & outdoor furnishings
Organic cleaning supplies
Compact fluorescent lights
Social change philanthropy



$20 billion
Hybrid vehicles
Biodiesel fuel
Car sharing programs


$1 billion
Renewable energy credits
Green pricing


 At first glance, it may appear that the five LOHAS sectors have little in common. For example, a manufacturer of recycled plastics or one of the automakers that is working on next-generation, energy-efficient vehicles may not appear to have much in common with an eco-tour operator or a retailer of organic clothing. But 41 million consumers believe there is commonality that transcends any operational and structural differences. The interconnections between global economies, cultures, environments, and political systems play a large role in the holistic worldview of the typical LOHAS Consumer, but equally important are the interconnections of mind, body and spirit within individuals. This focus on Personal Development, with the ultimate goal of achieving his or her full human potential, is of utmost concern to the LOHAS consumer. The current growth in this market group strongly supports the notion that spirituality is no longer relegated to the New Age periphery but is undeniably migrating to the center of mainstream cultural awareness.



The LOHAS E-Weekly Newsletter track business and consumer trends in this fast-growing marketplace. The LOHAS Forum is the premiere event that focuses on how business, media and entertainment can be leveraged to educate, shape and influence consumer behavior and purchasing decisions while promoting lifestyles of health and sustainability. It brings together top-level business leaders from Fortune 500 and LOHAS (Lifestyles of Health and Sustainability) companies, the entertainment industry, as well as celebrities and executives of non-profit organizations active in the areas of health and wellness products, sustainable business and social consciousness. The new LOHAS Business Directory is a business directory designed to provide LOHAS business listings and resources based on each LOHAS category. It is a great wealth of information for communications between LOHAS companies.

We are not a membership organization and have no member fees. Our goals are to create and develop the staging area to foster LOHAS oriented community development. It is estimated that 30 percent of managers at companies within the LOHAS market are conscious consumers, yet they often feel isolated and without allies. In addition to increasing the ranks of these executives, we hope to facilitate interaction and idea exchange between these decision-makers so that the change agents leading to a viable health and sustainability model will have a meaningful impact much sooner than later.

We envision our conference, magazine, e-newsletter and accompanying website as an interactive forum for the exchange and discussion of new ideas, a salon for what Paul Hawken, Amory Lovins and L. Hunter Lovins refer to as "Natural Capitalism." Don't be a stranger. We want to hear from you about the companies and individuals that are leading the charge in all areas of the LOHAS market. By combining the great tradition of dialogue that has been the centerpiece of all great social movements with the limitless potential of technology, we can all learn and grow through our shared experiences and original thinking as we further the agenda of a future filled with health and sustainability for all.

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