LOHAS

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The acronym LOHAS ( L ifestyles o f H ealth a nd S ustainability ) refers to people who maintain a lifestyle that is characterized by health awareness and health care as well as an orientation towards the principles of sustainability . In marketing , there is a corresponding type of consumer .

Often these are people with above-average income. LOHAS consumers are for example natural and outdoor vacationers, customers of health food stores or organic supermarkets . Their motives are similar to those of the slow food movement.

In the USA the phenomenon was first described in 2000 by the sociologist Paul Ray in the book The Cultural Creatives : How 50 Million Are Changing The World , in Germany it was described by Eike Wenzel and Matthias Horx 's Zukunftsinstitut with the study “Target group Lohas “Popular in 2007.

The term LOHAS is controversial, however, as some critics dubious the link between high quality consumption and sustainability. Some representatives of the traditional environmental movement see this as an attempt to give consumerism a new, zeitgeist-typical image . Others, like the cultural scientist Nico Stehr , on the other hand praise the new power of "moralists". He sees a well-networked, global trend that could exert pressure on industry through conscious consumption and renunciation.

Subgroups

In fact, LOHAS is an extremely “hybrid” target group in terms of business (see “Hybrid buyer behavior” in the Use / Economy section in the Hybrid article ), which, according to numerous studies, not only combines health awareness and sustainability orientation, but also technology and Relation to nature, individuality and community spirit, enjoyment, responsibility and numerous other value orientations. More recent developments are therefore aimed at further segmenting LOHAS . In a joint study from 2009, the Sinus Institute and KarmaKonsum distinguished five LOHAS types: the responsible family man , the connoisseur , the cosmopolitan , the status-oriented and the conservative moralist .

The LOHAS could even represent a fundamental change in values in society, if the five LOHAS types mentioned are linked with traditional Sinus milieus and the development model Spiral Dynamics .

There are also many so-called flexitarians among the LOHAS who consciously limit their meat consumption.

PARKOS

The PARKOS ( Participatory Consumers ) stand out as a further subgroup of LOHAS . PARKOS are LOHAS who actively use the Internet .

LOVOS

Based on LOHAS, the simple lifestyle is also known as LOVOS ( Lifestyles of Voluntary Simplicity , lifestyles of voluntary simplicity or downshift ). The motifs overlap, with LOVOS representatives striving to consciously abstain from consumption. In the United States also is the term Scuppie ( Socially conscious Upwardly-mobile people in spirit, dt. Socially conscious aspiring people ) used.

Similar word creations

  • DINK ( Double income no kids )
  • Yuppie ( young urban professional )

literature

Web links

Individual evidence

  1. ↑ Fit For Fun 1/2008, p. 131
  2. ↑ spiegel.de: The new eco-movement wants to consume with a clear conscience . In: Kultur SPIEGEL . No. 2/2008, page 18.
  3. ^ Sinus Sociovision and KarmaKonsum: LOHAS - More than Green Glamor , 2009.
  4. ↑ Ralf Rossnagel: Lifestyles of Health and Sustainability - Typologies and levels of development An integral consideration of the LOHAS target group. ( Memento of the original from January 5, 2018 in the Internet Archive ) Info: The @1@ 2Template: Webachiv / IABot / www.integralesforum.org archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. In: integrale perspektiven 20 11/2011, pp. 20–24.
  5. ↑ Society for Consumer Research: Always stay flexible - Consumer Index 03/2016. , Pp. 1-2.
  6. ↑ utopia.de, May 5, 2009: The market is moving: Lohas was followed by Parkos