This past spring, Sustainable World Coalition co-produced the 2nd annual Spring of Sustainability (SoS), the largest virtual sustainability gathering ever. SoS brought the “best and brightest” leaders in sustainability to the world through teleconference dialogues.
Each week, in our Best of SoS feature, we review one of our favorite episodes. Like what you see? Head over to our upgrade page for a special offer to own the entire Spring of Sustainability series.
On April 17th on Spring of Sustainability, we heard from Ted Ning about the game-changing trends emerging from the LOHAS segment of the population – meaning Lifestyles of Health and Sustainability. If you’re reading this now, then I’m sure you’re in this group – also associated with cultural creatives or progressives.
According to Ted’s figures, about 16% of adults (and rising fast) in the US are part of the LOHAS demographic – they are the early adopters, the investigators, those who jump on what’s current.
Next are naturalites (24% of adults), who are interested in personal health but not concerned as much with the environment. Then there are the conventionals, (23%) who are very practical, valuing personal cost vs benefit. Next are the drifters (also 23%); they are influenced by trends and friends. The last group are the unconcerned (14%), who just don’t care.
Ted’s observation is that people who are aligned with the environment are usually mission-based and aligned with other issues – social justice, personal growth, spiritual development and more. LOHAS consumers’ daily lives demonstrate consistent choices with their values to support local, natural, just and sustainable products and services. LOHAS bring together business leaders from all these different product and service sectors.
The burgeoning LOHAS market is now driving businesses to adopt a more environmentally and socially responsible foundation to meet consumer demand and criteria, which is having a dramatic impact on sustainability and social justice.
Ted produces the national LOHAS conference and many regional networking events; information on them is at lohas.com.