LOHAS and Greenwashing

I learned a new term today: LOHAS. Lifestyles Of Health And Sustainability. It speaks to the rapidly growing consumer market for sustainable products and services.


Unfortunately, the article that gave me LOHAS also gave me bad news on the greenwashing front. Natural Marketing Institute (NMI) did a study on LOHAS market trends and found four main themes:

1. From Purchaser to Participant
2. Sustainable Style
3. Shades of Green for Everyone
4. Greenwashing Washout.

The fourth topic is what struck me the most: essentially, many companies are doing the right thing and trying to provide environmentally-responsible products and services. Sadly, many other companies are more opportunistic and are providing products that are fooling consumers. Consumers are, however, becoming more discerning, which is encouraging!

Here are some sources to check out if you have some time:

• Are You Experiencing "Greenwashing Washout"? (Source article from GreenSage E-Zine)
• NMI Report (available for a mere $4,000 - no I did not buy it either, just giving you the opportunity to if you are interested)
• LOHAS Online

Image source: www.groovygreen.com