What the Heck is "LOHAS"

I have been noticing a lot of magazines and advertisements in Taiwan using the phrase "LOHAS" and I finally googled it.

LOHAS is an acronym for Lifestyles of Health and Sustainability. It is a $227 billion market segment in the United States alone but worldwide in its extent. LOHAS consumers are those who are passionate about the environment, sustainability, social issues, and health. The marketplace includes goods and services such as:

• Organic and natural food
• Organic and natural personal care products
• Hybrid and electric cars
• Green and sustainable building
• Energy efficient electronics/applicances
• Socially responsible investing
• Natural household products (paper goods and cleaning products)
• Natural and preventive medicine (Naturopathic, Chinese medicine, etc.)

These consumers are variously referred to as cultural creatives, solution seekers, conscious consumers or LOHAS Consumers, and represent a sizable group in the United States: 17% of adults, or 36 million consumers.

So it's basically a cross between hippies , yuppies, and gays.

Some interesting Taiwan fact:

• The two fastest growing countries in terms of LOHAS are Japan and Taiwan.

Monkey see, Monkey do...Doritos only succeeded in Taiwan when it was labeled "Japan Top Snack" by 7-11.

The opposite of the LOHAS is the LOVOS which represents the "Lifestyle of Voluntary Simplicity". It is not post-modern oriented but consistently post-materialistical and contrasts with consumerism. From the point of view of marketing, the LOVOS is a marginal phenomenon which is often neglected; but for the change of the society the LOVOS comprises a futurable potential.

Uhhhh, the opposite of LOHAS is driving your pick-up truck through the McDonald's drive-thru on your way to shoot prairie dogs for fun.

Taiwan has a new law that forbids cars from idling their engine while parked...Yeah, that's a great law. In the summer heat, you can't stop to idle your car and keep the A/C on so you will simply drive in circles expending more CO2 and causing more traffic. I also doubt the rich and powerful people like Chen, Ma, and Lien will abide their drivers' not having the A/C up and running when they enter the vehicle, but I'm sure they will claim "security" or some excuse for breaking this dumb law.