After reviewing the numerous trend articles out there and considering my own perspectives I have put together some that I think are relevant to LOHAS. Here are a few that I feel are relevant for the coming year:

1. Whiskey is for Drinking, Water Is for Fighting Over
The famous Mark Twain quote will become more prevalent in society as new realities of its scarify will become better known to an ever growing global thirst.  Everyone will talk about it but few will do anything. Sadly, it may only start to take off if humanitarian crises hit.  A focus on water use is an admission that climate change is our new reality and it's time to start managing its effects. The material risks associated with increased droughts and flooding will be among the most poignant effects of climate change. You may already be talking about this with the lack of snowfall around the country during the early part of this year.

2. Capitalism as We Know is Changing and it Should
Since the Industrial Age, businesses have built their wealth off of the extraction of natural resources. Unless businesses start to value and protect these resources, this cycle will have a devastating impact on the lives of our children and grandchildren.  Richard Branson echoes this sentiment and also believes it cannot survive in its current model. This can also cause possible ecoflation that was identified in 2008.  Many people are beginning to realize that business as usual is no longer an option. What is an option is to reinvent capitalism to truly be a force for good in the world. Certification groups such as FairTrade and Benefit Corporation are working to use the power of business to solve social and environmental problems.  The current changing economic scene provides unique opportunity for innovation and success in unconventional settings. The sky is the limit as new ways to do better business are taking root everyday.

3. Blurring the Differences Between “For-Profits” and “Non-Profits”
There has been a surge of entrepreneurs providing innovative business solutions with the purpose of “doing good”.   In these tumultuous times where unemployment is high many are turning their backs on the job fairs and putting their efforts into creating new businesses that fill needs such as TaskRabbit, and Viatask.   Non-profits will incorporate more for-profit business models into their programs. There is a strong growth in social entrepreneurialism globally and this will increase with the emergence of new solutions for world issues. Groups like the Social Venture Network, Sansori and Unreasonable Institute will increase to provide resources for start ups. Social enterprises will encompass the very definition of business and 2012 will be an important year.

4. Gamificating Your life
Expect and increase in the game addiction methods to make a world a better place this next year. Game and point system rewards programs such as My Recycle Bank , My Energy and Greenopolis will see newcomers such as Ecobonus that rewards points to green and organic shoppers. More smart apps will be provided for LOHAS shoppers and energy efficiencies for homes and automobiles. 

5. Evidence Based Sustainability
Proof of sustainability will be emphasized more than ever as businesses will seek cost effective measure to reduce bills and be a good environmental citizen. Purchasing departments will be requiring vendors to document how they address sustainability issues within their own businesses will become more commonplace. As facilities and businesses increasingly operate in a more sustainable manner, they will turn to "dashboard" systems to help measure, manage and report progress.

6. We'll All Want to Plug in to Plug-in Hybrids
Hybrids are not new but the latest improvements in technology will allow them to be more affordable to the average consumer. If electric cars like the Nissan Leaf and Chevy Volt are the trail-blazers, plug-in hybrids could be the game-changer the auto industry has been looking for. The prospect of a car than can travel distances of up to 40 miles using electric power before switching to a gas engine for longer journeys promises to overcome the biggest objection to electric cars: the fear the battery will run out mid-journey.  Design also looks exciting. We only need to look into BMW i8 roadster concept and visualize where this might take the car industry in near future. The high profile Vauxhall Ampera and Toyota Plug-in hybrid will create a lot of buzz this year and assuming the cars offer reasonable performance they could quickly become the default option for green-minded motorists and cost-conscious fleet operators

7. More Fun with Sharing Stuff
Sharing will not only be a part of social media but of reality. Considerations of downscaling due to financial, lifestyle reasons or social pressures will increase in sharing the excesses of the past decade as we become more conscious of what we have that we don’t use that others can borrow. Rent Stuff, Loanables andRent Stuff Easy allow you to do exactly what they say to others online.  A while back Sharable listed eight ways to share your stuff. That's about few of those thousands of ways of giving your stuff (or money) away for charity. Couchsurfing connects travelers with people who offer their homes as an economical place to stay. Rising oil costs will put pressure on transportation and the demand for shared and public transportation. Transportation share programs such as Zipcar, Bixi or Bcycle will increase. In four years the number of registered users have gone up from less than one million to more than four million. By Carpooling shared trips have gone up from less than three million to almost eight million.
 
8. Responsible Profitability Attracts Attention
Responsibility has been strongly associated with greater profitability, equity and asset returns, and shareholder value creation. But that’s no longer good enough. Today, the bar is being raised; success is itself changing. Companies are beginning to be judged against a whole new set of criteria by customers, governments, communities, employees, and investors. They’re already saying, so you made a profit. Yawn. Did you actually have an impact? Did what you do have a positive, lasting consequence that was meaningful in human terms? Several studies have provided evidence suggesting that betterness yields greater equity returns, asset returns, and profitability. This not only makes sense for those who are mission oriented but also for risk management.  One recent study found Firms that score strongly in terms of corporate social responsibility (CSR) find that their cost of equity capital financing is consistently lower than firms with weaker CSR track records. Responsibility fuels outperformance because it is risk management: better insurance against adverse future events.

9. Emphasis on Corporate Culture
Successful startup companies such as Method, Zappos and New Belgium Brewery are all preachers of their unique culture developed around their workplace. They preach not to chase the profits but to chase the dream. Engaging employees as a collective of ideas and not compartmentalization is a new form of corporate structure. It is not just about the fun office parties and surroundings but understanding the larger mission of the company and empowering employees. Creative agencies and culture builders have seen the need to train and educate companies on these emerging traits that are attractive for the young new work force.

10. Natural Disasters Will Continue
Expect your homeowners insurance rate to rise in 2012 as weather related damages cost $70 billion in U.S. economic losses in 2011.  All the indicators on climate risk are pointing the wrong way.  The financial and human cost of extreme weather and climate-related disasters is on an unmistakably upward trend. Meanwhile, our energy infrastructure remains as risky as ever with the Fukushima disaster following the BP oil spill in highlighting how fragile our energy supplies really are. It is a safe bet that 2012 will again be marred by a large-scale environmental tragedy of one form or another. Meanwhile, sensible businesses and policymakers will start taking climate adaptation more seriously.

References for these trends are:
Ecopreneurist.com
Taombo.com
Greenbiz.com
Huffington Post
PR Newswire

Are there any missing? Let me know what others trends you forsee for 2012 and LOHAS.

Contributed by Scott James

This month I spoke with Matt Bogoshian in DC. He is the Senior Policy Counsel for the Environmental Protection Agency. One of the ways I reconcile being apolitical and staying as far away from DC as possible is because I know I have kindred spirits like Matt fighting the good fight there. He works quite a bit with businesses, so I asked him about CSR this month.

Scott: Tell me about a company that is doing something in CSR that would be a model for the future.

Matt: Staples and Wegmans are two recent examples who, in a partnership with us, worked collaboratively with the thermal paper manufacturers to explain that a key to their business model is supplying products that people want to buy because they are safe and healthy. The retailers convinced these suppliers that thermal paper with bisphenol A (BPA) does not meet their needs as it is associated with adverse effects in the environment and may be problematic for people. Thanks to these business leaders, the EPA is now examining 19 alternatives to BPA with the active engagement of the full supply chain.

Scott: So Staples and Wegmans have made a real commitment to that project.

Matt: Yes. I’d like to see a corporate model for the future that incorporates sustainability much more broadly and deeply than what some might consider CSR being capable of doing.  Model companies in the future will be ones that make more money than their competitors by producing products and services that directly or additionally address social and environmental needs.

Scott: Tell me about a specific CSR effort in another country you find inspiring, that could serve as a model for the US.

Matt: Our sustainability efforts with American manufacturers routinely afford us an opportunity to see the positive effects of corporate sustainability efforts both domestically and abroad. Take Steelcase Furniture in Grand Rapids, Michigan as an example. Under our Green Suppliers Network program – which is designed to improve manufacturing supply chains’ process efficiencies and environmental performance – we’ve seen their sustainability efforts result in $1MM+ annual savings for seven of their powder coating lines. Steelcase has now taken these lessons learned and is applying them to their operations in Germany, France, Mexico and China.

We also watch with interest the water conservation efforts of Coca Cola and other large corporations as they demonstrate sound corporate social responsibility for water conservation in India and other countries.

Scott: And how about the other way around? Is anyone internationally watching the US for CSR inspiration?

Matt: Yes, sometimes we learn from our friends abroad about efforts underway here in the US which inspire them, and give us extra energy to expand what we have already begun to do. Brazil, Chile and Singapore were excited to find out from us about one of our newer efforts called E3, which stands for Economy, Energy and the Environment. E3 draws together the resources of five U.S. federal agencies, the utility industry and local communities who then work together to help tune-up factories to reduce wasted time/motion/material/energy to help them become more profitable and sustainable at the same time.

Scott: Wow. That’s a lot of coordination! Tell me another example of what we are doing right here in the US.

Matt: Well, the EPA has a mark, a label called Design for the Environment (DfE). We evaluate products that have been designed or reformulated to contain safer chemicals and allows these products to display the label.

More than 500 companies with serious CSR leadership have reformulated more than 2,700 products to meet EPA’s stringent, science-based criteria so that their products can display the DfE label. They do this because they see a substantial return on their investment and the DfE label opens doors to new markets.

Scott: What new markets?

Matt: States and municipalities adopting green purchasing requirements, retailers who demand greener and safer products to enhance their sustainability profiles, and citizens who want products that are safer for their families and the environment. Companies large and small – from Colgate-Palmolive, Clorox, S.C. Johnson to Jelmar (CLR products), Phurity and Earth Friendly Products – are willing to invest heavily to earn the DfE label. DfE also fuels innovation among chemical manufacturers, such as BASF, Dow, and Akzo-Nobel, who have developed chemical ingredients to meet the stringent DfE criteria for use in DfE-labeled products. So in addition to gaining new market share, the DfE label helps companies meet independent sustainability measures like the Dow Jones Sustainability index.

Scott: OK, let’s talk about where we could improve. Could you illustrate one of our failures and what we can learn from it…where we are not succeeding as much as we could?

Matt: We have collectively failed to build genuine American consensus between citizens, businesses, governments, NGOs and others that ensures America will continue to be the leading economy and example for decades to come. The world is evolving from the agricultural, industrial and information ages toward the age of sustainability and we want to continue to lead in this new age. The good news is that useful lessons can be drawn from the many innovative sustainability efforts already underway by people and organizations throughout the nation.

Scott: In that vein, what question are we not asking ourselves that we should? And what would you imagine the results to be if we did ask ourselves that question?

Matt: We should be asking ourselves, “Is there a smarter, more sustainable way, to make and grow the things we need?” Sticking with the manufacturing sector as an example – with the possible exception of the electronics industry – many manufacturing processes have changed little over time. This may be due to unchanging manufacturing specifications, economic uncertainties or just plain human reluctance to change. Whatever the reason, these barriers are man-made and must be overcome.

If we answer that question with American ingenuity and innovation, we will see our manufacturing sector grow and lead our economy toward the kind of long term strength and prosperity we have come to enjoy for so many decades.

Amidst this fury, I began thinking about Netflix as a customer and as a environmental advocate. My conclusion is that while Mr. Hastings probably needs some brushing up on his bedside manner or maybe should attend charm school, his edict is a blessing for the green world. Alas, Blockbuster, R.I.P., and as much as I like popping a couple of those little red envelopes filled with my favorite films into my brief case so I can view them anytime or anyplace, this practice as well needs to end.

Logic prevails when analyzing the Netflix situation. Think about the amount of fossil fuels burned by thousands upon thousands of SUVs with well-meaning suburban mom and 60 pound kid aboard, driving in traffic to the video store to grab the latest new release of Twilight or Justin Bieber's Never Say Never. Or more recently, the U.S. Postal Service trucks and vans, filled with hundreds of thousands of those red envelopes, transporting them across the nation to the mailboxes of America -- and back. It is impossible to estimate the amount of fuel needed for this logistic. 

Enter video streaming. From a green perspective, this is a brilliant way to save gazillions of gallons of fuel, and deliver movies to Netflix customers in real time. And while I feel badly for our continually shrinking U.S. Postal Service, the elimination of the red envelopes will save untold amounts of fuel and emissions since delivery and pickup is no longer part of the equation. Admittedly, the tens of thousands of computers, servers and televisions that will be used to view the streaming movies still create quite a bit of ambient heat. However, from a sustainability standpoint, the score is streaming one, delivery/pickup zero. Not to mention, Netflix will increase its profit margin by saving many millions on packaging, postage and handling.

A United States Postal Service truck seen in Carson City, Nevada. Photographed by Coolcaesar on December 24, 2005.



A recent story on Gigaom quoted an NRDC study showing that streaming is vastly more energy efficient than other forms of movie watching. Netflix believes in this so deeply that it is splitting the company into two separate entities, probably in secret hopes that the DVD delivery side will be phased out. (The new "hard copy" DVD delivery and return side will be called Quickster.) 

There will be some losses of jobs at both the Netflix warehouses and USPS, which again, I feel badly about. The overall result however speaks for itself: streaming video is way, way greener than any other way to watch a film. So, my sustainable friends, our recommendation is that you forget about the Great Netflix Controversy, cancel your Quickster subscriptions, and take the streaming-only portion of the subscription service. Here is another case where going green is not only the smart and environmentally conscious choice, but also good for the company. We like it, and Netflix will, too.

The 2011 Green Brands Survey recently found that consumer interest in green products continues to increase and has expanded across categories – from personal care, food and household products to automotive, energy and technology goods. Companies across all sectors are rolling out new and or improved products touting eco-friendly attributes. With such a varied selection of products making green claims, how does one make an educated decision on the best products for their family and lifestyle? Seri McClendon, chief executive officer of CLEAN Agency, shares insight on this issue.

What are businesses doing to meet consumer demand for eco-friendly products and services?

Sustainability has become a key business issue for consumer product companies. They recognize that in order to remain competitive they must shift to meet the changing demands of consumers and of the environment. To do this, businesses are taking a critical look at their supply chains and determining how they can produce better products that have a reduced impact on the environment and can still deliver on their brand promise. Some of the ways this is being done include responsible raw material sourcing, more efficient manufacturing processes and reduced, reusable or recyclable packaging materials to cut waste to landfills. Companies are also beginning to highlight such innovations on their product packaging to promote their commitment to environmental stewardship and gain loyalty from like-minded consumers.

When shopping for green products, what should consumers know about “greenwashing” and how can they evaluate eco-friendly product claims?

Greenwashing has received a lot of attention lately as more and more businesses try to capitalize on the growing consumer interest in green products. Greenwashing refers to deceptive marketing used to promote a misleading statement or perception about a product, policy or service.  The first step in making smart purchase decisions is to educate yourself before heading to the store. GreenerChoices.org is an excellent resource for consumers that want to learn more about specific product claims and their meaning. The site provides independently researched, unbiased information on product safety, health and nutrition, updated label claims and other related topics.

Certification labels from reputable environmental organizations can also help consumers choose sustainable products. The Environmental Protection Agency, for example, provides Energy Star certification for energy efficient home appliances and the Design for the Environment label for high performance, cost effective and environmentally-friendly cleaning products. Responsible consumer product companies like Seventh Generation, Patagonia and Aveda also document and substantiate product claims on their web site.

How can consumers further drive sustainability efforts of their favorite brands?

Be vocal! Let the brands you patronize know how you feel about their products and their efforts towards becoming more sustainable. Share feedback on a company’s web site, comment on news stories written about sustainable innovations of your favorite brands and leverage the power of social networking sites like Facebook and Twitter to let companies know what you want from their products and services.

ABOUT SERI MCCLENDON

Seri McClendon is the CEO of CLEAN Agency. She is an industry veteran with more than 22 years of marketing experience. Seri formed CLEAN, an integrated agency serving the sustainable business sector, from her passion for environmental studies, policy and science. She holds a Masters degree in Geography with an emphasis in Industrial Ecology and a BA in marketing. Seri is a member of The USC Center for Sustainable Cities Advisory Board and was recently recognized as an Outstanding Woman in Environment and Energy Efficiency by the 2011 Women in Business Awards. 

Moving into a dorm room can be a tumultuous experience for many college students, especially those unused to such close-quartered communal living. While many things about life will change when they finally move into a dorm, one thing can stay the same — a commitment to living green. There are tons of ways students can make their cramped life greener and get even more out of their college experience. Here are just a few ideas to get you started on your green dorm living.

Shopping

These tips will help you to outfit your dorm room with everything you need while still staying green.

1.     Buy furnishings locally. If you’re going to college far from home, buy your furnishings locally instead of hauling them with you. It’ll save on gas and still give you access to everything you need. Some stores, like Bed, Bath and Beyond, may give you the option of purchasing remotely and picking up at your destination so you don’t have to move a thing.

2.     Shop at resale stores. Not everything for your room has to be brand new. You can be green and save money by shopping used.

3.     Browse Freecycle. Why pay for what you can get for free? Use sites like Freecycle to pick up great stuff for your dorms at little to no cost.

4.     Buy organic cotton sheets. Organic cotton and other natural fibers like bamboo are incredibly soft, durable and don’t require any pesticides to produce.

5.     Look for natural fibers. When shopping for blankets, rugs and towels look for natural fibers. They’re more environmentally-friendly, even though they may cost more to purchase up front.

6.     Get a plant. A plant will not only help your room feel more homey, it will help to clean the air as well.

7.     Look for recycled paper products. When buying paper towels, toilet paper or printer paper, opt for recycled materials.

8.     Avoid disposable furniture. While it might seem like a bargain, cheap, particle-board furniture won’t last and will only end up in a landfill. Higher quality furniture will be a better investment for you and environment in the long run.

9.     Buy things that will last you beyond the dorms. When purchasing things for your room, look for those that will work if you decide to move into an apartment later. That way you won’t have to spend money and resources when you get out.

10. Look for environmentally friendly storage solutions. This can mean getting canvas or metal baskets or looking for plastic bins that are made of recyclable materials.

11. Find or make reusable shopping bags. Don’t bring home loads of plastic bags. Instead, invest in some nice reusable ones. Or make your own.

12. Skip heavily packaged items. Unless it’s something you really, really need, avoid purchasing items that come with way too much packaging. It’s wasteful and will be a pain to deal with once the item is unpacked.

Appliances

From fridges to air conditioning, use these tips to save on energy when it comes to appliances.

13. Look for Energy Star appliances. When buying a mini-fridge or microwave for your room, always do your research to find the most energy efficient models.

14. Use compact fluorescent bulbs. Replace those incandescent and halogen lights with compact fluorescents instead.

15. Turn off your computer when you’re not using it. It saves energy and will help your computer to get a much-needed break. If you don’t want to turn it all the way off, at least make sure it’s sleeping or in power-down mode.

16. Watch out for energy vampires. Chargers for phones, computers and the like suck up energy even when not in use. Use a power strip you can easily turn off to help reduce their impact.

17. Pay attention to the chill factor in your fridge. Keeping your fridge out of the sun and regularly checking its thermostat can help it use less energy over time.

18. Get rid of the AC. Most older dorms don’t have built in AC, but some do allow window units which can be big energy hogs. Forgo the AC if you can handle it, or only switch on to help you sleep or study rather than leaving it on all the time.

Cooking and Eating

Waste less and conserve more when it comes to cooking and eating with these ideas.

19. Avoid plastic water bottles. Instead of stocking up on plastic bottles of water, get a reusable, filtered pitcher. You’ll save tons of plastic from being wasted.

20. Kick the packaged snack habit. Instead, purchase snacks that aren’t individually packaged. Fresher snacks are greener and healthier to boot.

21. Find low-energy methods of cooking. Cooking in a rice cooker, toaster oven or crock pot can mean making delicious meals with much less energy.

22. Buy reusable silverware and plates. Instead of going with the disposable kind, invest in some nice cups and plates you can store and reuse in your room. If you’re worried about breaking glass, go for a recyclable plastic instead.

23. Reuse plastic grocery bags. Don’t throw out perfectly good plastic bags. Use them as liners for your garbage cans or find a number of other great uses for them.

24. Eat smart in the cafeteria. Only take what you know you can eat and avoid using a tray if you don’t have to in order to keep your diet and dorm greener.

Community

Dorm rooms are the perfect place to get close to others and spread your green ideas.

25. Start a club. Want to get the word out about greening the dorms? Start a club on campus to promote activism.

26. Go communal. Instead of having your own fridge or microwave, share with others in your dorm when possible.

27. Green your move out. Don’t simply throw out items when you move out of the dorm. Donate them to a resale store or give them to new students.

28. Share with your roomie. There are numerous items that can be shared between you and your roomie, saving space and materials.

29. Get others interested in your cause. Talk to others on your floor about being green. Post flyers and posters to help them understand just what you’d like to accomplish.

30. Talk to administrators about green ideas for the dorms. There are loads of ways to make dorms greener, and many ways that your college can start being environmentally friendly. Talk to them about your own ideas, you might just see change.

31. Embrace the small space. Living in the small space isn’t the worst thing in the world. It will help you use and waste less, appreciate what you have more.

Green Clean

Give some of these ideas a try to keep your dorm room and yourself clean while still remaining green.

32. Forego plug in air fresheners. They might make your room smell better, but they’re not good for the environment. Clean up your room instead or use natural air fresheners.

33. Do laundry in cold water. It will save on the energy used to heat water and will get your clothes just as clean.

34. Purchase earth-friendly toiletries. Toiletries can be full of harmful chemicals, so reduce your exposure by purchasing those that are better for your body and the earth.

35. Clean your room naturally. Ditch the harsh bleaches and chemicals for cleaning. Instead, choose products that are green or natural to tidy up with.

36. Take shorter showers. It might be nice to luxuriate in long showers, but you’ll be wasting loads of water. Instead, keep it short and sweet.

37. Get all natural flip flops for showering. Kick the plastic flip flop habit and go for natural materials instead.

38. Turn off the faucet when brushing your teeth or washing your face. Be kind to the earth by turning off the tap when brushing your teeth or washing your face.

39. Buy chemical-free detergent and fabric softeners. There are several brands out there that make great chemical-free detergents. These options are better for the environment and will leave your clothes wonderfully clean.

Saving and Recycling

Try out some of these tips to ensure your time in the dorms leaves as little impact on the health of the earth as possible.

40. Recycle class materials. Don’t just toss out old notes and papers from class. Put them in the recycle bin instead or use them as scrap instead.

41. Make your own. Rather than going out to buy decorations for your room, make your own using items you already have. There are numerous ideas out there you can use.

42. Never leave the lights on. Keeping the lights on when you’re not in the room is just plain wasteful. Always turn them off when you and your roomie are out.

43. Upcycle old items. Something might not be useful on its own anymore but can be nice when upcycled. Use these ideas to make your dorm room nicer.

44. Take old soda cans and bottles to a recycling center. If you’re like many students and have an addiction to caffeine, you probably have a few soda cans and bottles hanging around. Instead of tossing them out, recycle them.

45. Recycle boxes or invest in reusable containers for moving. Dorms can be pretty wasteful places when students are moving in and out. Do your part to reduce this by recycling and reusing anything you can.

46. Store instead of shipping. Instead of shipping your items back and forth between home and school when you go home for summer, store them locally.

47. Insulate windows. This can help use less energy when both heating and cooling your room.

48. Read online instead of printing. When possible, read your assignments online instead of printing them all out.

49. Buy rechargeable batteries. Devices like remotes and game controllers run through batteries pretty quickly. Instead of simply throwing them out, get some rechargeable ones instead.

50. Print on both sides of paper. When allowed (some professors don’t like it) print on both sides of the paper to use half as much.

My company has been firmly planted in the green space since our birth in 2003.  We were not first, but we were pretty early.  A lot has changed.

We have made our way through the rapid change by studying the culture.  We produce content that is relevant to the various sustainability movements (there are multiple) taking shape around us.  Here are some examples of the type of content we produce to understand it all:

• Biennial Green Language Survey of 100 Print Ads
• Pop-Culture Lens studies exploring the meaning of sustainability in our culture
• Our soaplabs design, test and prove innovative strategies with very trusting clients
• An upcoming report that breaks emerging marketing trends into 6 narratives

Our latest green language study will be available (for free) later this month (if you’d like an advance copy, let us know here).  As a sneak peak, here is one of the findings: 

Green is no longer a driving element in print ads.

As we write the report, I’m reminded of a talk I gave at the LOHAS Forum in 2007.  The talk was called A Beautiful Ambiguity: Language, LOHAS and the Mainstream (If you’d like to download the nostalgic pdf, go here).  I remember saying to the crowd, "once green is mainstream our competitive advantage is gone."  My point was that we were all hyper focused on green as THE thing.  And at the time it was THE thing.  But at some point the rest of the market was going to catch up with us, and we would need to evolve.  That time has come.

I used pop-culture to illustrate the point and show how trends evolve.  For example, when bubblegum pop music starts using hardcore street language (or gang signs), the street must change how it represents itself – it’s no longer dangerous. It pushes it further.  When the skinny suburban kid steals your language, urban kids don’t want it back.  Or, more contemporarily, when your mom comes home in skinny jeans, things must change.  This is the way culture evolves – change happens in the margins, mainstream absorbs and the margin pushes it further. 

Fringe – Margin – New Fringe – New Margin – New New Fringe – New New Margin…and so on.

And throughout this continuous cycle of cultural evolution, the entire system becomes more and more complex.  It’s not unlike energy efficiency. The first 40% of efficiency (perhaps sustainability in general) was the easiest.  But by now we have changed the light bulbs and weatherized the house.  The next 40% will get progressively more complex and challenging.  It will require new technologies, processes, innovations and ways to measure impact. 

Similarly, sustainability marketing  programs need to engage consumers in new ways.  They need to be measured in new ways.  They must push the dialog further.  The programs that companies design to embody LOHAS are growing in complexity out of necessity.  I think this is a good thing.  It is part of cultural evolution.  One of the projects that graduated our soaplabs was More Than Promote - a strategy that measures marketing by its corporate, civic and cultural impact. 

If we’re not innovative in how we fundamentally approach marketing, we end up looking like a modern version of Vanilla Ice sampling Vanilla Ice sampling Queen. 

By John "Ice Ice Baby" Rooks

Here are some LOHAS trends to consider that we feel will be impactful for the next year in the area of health and wellness. Ive done some research and here are my list of top wellness trends to consider significant in the LOHAS market.

From Wellbeing Escapes Top Wellness Trends of 2011

From Anti-Ageing to Healthy-Ageing –there will be a resurgence by destination resorts and fitness outlets to develop comprehensive programs to help us age healthily.  The focus isn’t about reducing wrinkles but about disease prevention and health enhancement.   Personal medical evaluations, usually taken through blood tests, are followed by personalized health plans that include treatments, education and actions that will help achieve optimum health and boost energy.  Furthermore, there will be more of an emphasis on wellness facilties to provide services to relieve aches and pains that are inherent with physical activity rather than relax and de-stress. This again underlines a change in attitude towards a healthy and active aging process rather than anti-ageing.

Wellness Through Nature - This can take the form of fitness, holistic actions, meditation, and treatments.  Rather than putting people indoors to carry out their wellness program, many hotels spas and wellness resorts will be further focusing on being paid guests to engage with the natural resources and exclusivity of their locations.  Currently there are groups that provide hiking in mountains, yoga in the gardens, fitness programs that encompass kayaking, sea-swimming, Jungle gyms, outdoor rock climbing walls, challenging mountain biking.  This is predicted to become more creative and expand with meditation walks along beautiful beaches and landscapes, tree-top spas, treatment locations where you can hear the sound of the ocean and birdsong – no more air-conditioned window-less treatment rooms playing CDs with nature music on repeat cycle.

Bringing out the Monk in You - The global recession has not helped the work life balance debate.  It is now about survival of the fittest with people subdue worried about losing jobs in this cost cutting environment.  Physical fitness is now firmly established and accepted as stress busting and increasing energy, but mental fitness is increasingly being recognized as equally vital. Meditation is no longer viewed as a spiritual pastime for monks or lentil-eating, sandal- wearing hippies but being used as a daily tool to help with stress and efficiency.  Major hotels, spas and wellness resorts are counting meditation instruction as part of stress reduction programs and activity schedules to help people learn this valuable tool. Again, it is all about quality, quality, quality – it takes years of instruction to be able to teach this technique effectively, so make sure you learn from an authentic and experienced teacher.

Value and Return on Investment - Although the deals are still out there they are gradually decreasing as the economy slowly turns around and hotels and airlines start to focus on increasing yields again. The keywords are "Value" and "Return on Investment". As the spa going population becomes more sophisticated and experienced they will focus more on value rather than the cheapest price, demanding more from their experience. The cheapest spa will not necessarily bring them their return on investment in terms of measurable health benefits and long lasting results on their return.

From The American Council on Exercise (ACE) Top Fitness Trends of 2011

Stress Reduction Through Fitness - With the increased knowledge of how stress negatively affects the body, gyms and clubs will start offering wellness programs so their members develop effective strategies for managing their stress levels. Yoga, Tai Chi, Pilates, and basic stretching classes are expected to draw more people looking for ways to de-stress. But working up any type of sweat will work. The same fitness instructors who want you to feel the burn now want to help your body—and mind—heal. Look for therapeutic workouts, like New York based Equinox’s “IntenSati,” which uses personal affirmations, and “Thread,” where core work and body-awareness techniques “unlock muscular inhibition.” Also on the horizon: a fascination with supportive aerial yoga and fitness-meets-life-coaching workshops.

Technology Becomes a Support Resource - The release of interactive fitness video games will see more people get off their couches and try new ways to be active in the home. The Sony Wii and Microsoft Kinect are scratching the surface of ways to engage a person’s whole body into a video game with jumps and swings or running in place. The sophistication of these games makes the experience both entertaining and physically challenging.

Corporate Wellness -  Whether it is through the hiring of in-house personal trainers or discounts and incentives offered to employees that join a health club, corporate wellness programs will emerge country-wide to help encourage healthy lifestyles among workers, especially time-crunched consumers.

Youth-Based Fitness -  Expect to see more youth-focused classes and clients popping up in gyms thanks to the national attention and focus on childhood obesity.  Schools and fitness centers will also incorporate more exercise curriculum for the youth population and, as such, take advantage of ACE’s Operation FitKids curriculum, which has recently been revamped and expanded with a new program targeting students in grades 6-8.

From SpaFinder Top Spa trends of 2011

The Science of Wellness - Is there scientific proof that massage reduces stress? Are mud-packs and mineral-baths medically proven to alleviate pain? Is ear candling proven to remove ear wax? The answers: yes, yes and no.  Get ready for a new era where more questions about the effectiveness of wellness therapies and products will be asked, and where these questions will get answered more transparently, as the emphasis on evidence-based medicine and the “science behind spa” heats up. For example the recent New York Times article, “A Good Massage Brings Biological Changes Too,” reporting on a Cedars-Sinai study that revealed a 45-minute massage resulted in a significant decrease in stress hormones, while boosting immunity. As so many more hospitals not only co-opt the “look of spa,” but also directly incorporate spa/wellness therapies on site, consumers will have powerful visual evidence of “medicine” validating “spa.”

As these initiatives and forces accelerate, the benefits of wellness will be increasingly not only heard, but also believed by more LOHAS consumers (often desperately) seeking health alternatives — by doctors who prescribe, by public officials who legislate and by insurers who reimburse. These nascent evidence-based initiatives should ultimately prove the bedrock for future, perhaps unimagined, industry growth.

Green Building Construction for 2011

The U.S. green building market has defied the economic downturn and has a strong outlook for 2011. According to McGraw-Hill Construction’s Green Outlook 2011: Green Trends Driving Growth report the value of green building construction starts was up from $42B to $71B from 2008 to 2010 which is approximately 50% increase and represents 25% of all new construction activity in 2010. According to projections, the green building market size is expected to reach $135 billion by 2015.

Nonresidential Growth

Nonresidential buildings construction has proven to be the strongest sector for green building and represents a $54B market opportunity. Today a third of all new nonresidential construction is green. In five years nonresidential green building activity is expected to triple, representing $120 billion to $145 billion in new construction (40%-48% of the nonresidential market) and $14 billion to $18 billion in major retrofit and renovation projects.

Health Care Construction

Health care construction this year is expected to grow its green share to as much as 40% (valued at $8 billion-$9 billion in 2010) — phenomenal growth in just two years. Education (valued at $13 billion–$16 billion in 2010) and office green construction (valued at $7 billion–$8 billion in 2010) also remain strong sectors, showing high increases in market share, due in part to the fact that bigger projects are the most likely to “go green.” This year, the U.S. Green Building Council’s LEED specification is mentioned in 71% of all projects valued at over $50 million.

Primary Reasons for Green Building Growth

* Reduction in operating costs of 13.6% on average for new buildings and 8.5% for retrofits;
* Increase in building values of 10.9% for new buildings and 6.8% for retrofits; and
* Increase in return on investment (ROI) of 9.9% for new buildings and 19.2% for retrofits.

California will add to this growth because on January. 1st California's CalGreen building code takes effect, mandating eco-friendly practices that were previously voluntary.

Green Housing Trends for 2011

The current housing crisis means fewer new homes being built. But are those that are being built designed based on what the crisis has shown us? According to Green House there is a new emphasis on smaller homes with fewer luxuries. The median size of new single-family homes fell from a peak of 2,268 square feet in 2006 to to 2,100 square feet in 2009, says the study by Paul Emrath, vice president for survey and housing policy research at the National Association of Home Builders He says part of the current decline may also be recession-related but he sees other factors at play, such as the desire to lower energy costs and less emphasis on homes as investments. "Not all of these trends are likely to reverse themselves immediately at the end of a recession," he writes. Jenny Sullivan, a senior editor of BUILDER, calls this "portion control." She cites nine other trends for 2011.

Glitz is gone (for now)

Simple and honest architecture is what is in demand as homeowners look to simplify and manage their lives easily – and their houses. Simple beauty will be the focus of interior design with a modest ‘Zen’ approach. Natural finishes, clean lines and less frivolous embellishments will be in style.

Healthy Homes

As people become more aware of wellness aspects more will want to surround themselves with healthier home options such as low VOC paints, stains, and sealants. There will be an increased demand for natural furnishing products made of hay, wheat, bamboo, aspen and other natural fibers that bring more of the outdoor elements inside.

Multigenerational Homes

As more families rely on each other for financial support including mortgage payments multigenerational households are proliferating. These types of homes are increasing for various reasons: boomerang kids moving home to save money; elderly parents who need family support; young parents relying on grandparent care for their kids; and rapid growth among immigrant families for whom shared living is a cultural tradition.

Urbanizing the Burbs

Along with the trend toward smaller homes is the growing interest in urbanism. City planners and developers are creating ways to create artisan shops and walkability into existing hotspots.

DYI Alive and Strong

Homeowners will continue to take care of their own leaky roofs, remodeling projects and other home improvement projects themselves. The value of homeowner improvements is on track to top $117.6 billion in 2010 and $133.7 billion in 2011, according to IBISWorld. Retrofitting existing homes to meet energy-efficient standards is expected to be a boon to business. According to Entrepreneur.com, the aging population's desire to "age in place" is fueling an uptick in universal design. More boomers are bypassing assisted living facilities--for their parents and themselves--and renovating their homes to be tastefully functional and accessible.

Can you believe that every day, citizens of our planet down 2.5 billion cups of coffee? And that in America alone, more than 450 million servings of "joe" are quaffed daily?

By any measure that's a lot of caffeine. And as we are prone to do at SCGH, think about the stunning amounts of waste those Herculean numbers create. All those coffee filters and grounds, and all those paper cups, enough yearly to circle the globe 55 times when placed end to end!

Thus "Green Your Caffeine" is here, inspired by a story from our sister publication, Sierra Magazine. Thankfully, there are several things you can do to have less impact on the ecosystem while still getting your morning fix of java. Here they are:

* First, use a French coffee press instead of a traditional coffee pot. The coffee press does not require a paper filter, as it has a built in metal filtration system. It is very simple to use, you don't need to be trying out for Iron Chef to pour in the ground coffee and hot water, then slowly squeeze the plunger and presto! A cup of coffee that can taste even better than a filtered cup, minus the yucchy coffee grinds and stained paper filter - which usually go directly to the landfill.

* Second, buy the right kinds of coffee. There are several labeling systems that tell you what you are buying is indeed environmentally friendly. "USDA Organic" assures you that no pesticides or chemicals were used to grow the beans. "Fair Trade Certified" means that the farmers and workers who grow the coffee were treated humanely and paid a fair day's wage in safe working conditions. "Shade Grown" means the coffee was grown according to Smithsonian Institution guidelines to protect migrating birds. And finally, "Rainforest Alliance Certified" is yet another assurance that the beans were grown according to proper "green" standards. Any or all of these labels are emblazoned on the packaging of the coffees you should be buying.

* Next, abandon paper cups in favor of reuseable mugs. These insulated mugs are usually made of aluminum, stainless steel, ceramic, rubber and in some cases BPA-free plastic. They are durable, keep your drink hot, and offer spill-proof tops. Bring your own if you are buying your morning brew from a coffee shop. In case you think they get stained and are hard to clean, not so. Simply soak them a bit with a little vinegar and lemon with water, they'll be good as new with a little bit of scrubbing. And you'll be saving many pounds of paper per year.

* I happen to like both coffee and tea. Nothing against the coffee industry, but tea is significantly better for our planet. Why? Because for every seven gallons of water needed in the manufacturing process for tea, coffee requires 36 gallons to yield the same amount of final product. That is an enormous water savings that can be recognized by crossing over to become a tea-only person.

* Use an electric heating pot or mug to heat your water, for either coffee or tea. This is more energy efficient than heating it on the stove. If you don't have one available, use the microwave it's second best for energy efficiency.

* Finally, compost your used coffee grounds, even with the filter if you don't have a coffee press. In a short time, you will have high quality fertilizer that can be used in your garden. How's that for closing the circle on "greening your caffeine"?

Follow Jennifer Schwab on Twitter: www.twitter.com/SCGreen_Home

In my time at LOHAS I have been to a lot of green events. A few years ago there were only a handful of events to choose from and it was a bit of a close circle. However now it seems that green and sustainably oriented events are popping up everywhere. How does one know which are solid and which are just flashes in the pan? I am putting together my travel schedule and like you have to be selective as to where to put my energy and travel budget.

Here is a list of events I have either been to or have heard about that make my list and are organized by month:

September

The International Ecotourism Conference (Sept 8-10 Portland, OR)
The event for the ecoutourism industry that brings a global attendee base.  Eventhough the ecotourism industry is a small section of the overall tourism industry, it is an excellent place to learn what is happening in the space and who’s who. I have not been to this event and have always wanted to and this year is my chance. I look forward to it. Yours truly will be speaking on the future of sustainability trends and the ROI of green travel. Should be fun!

Opportunity Green  (Sept 22-24th Los Angeles Center Studios, CA) – This is their 3rd event and is very green business and design oriented. The speakers are primarily big business with some cutting edge entrepreneurs in the mix. Design conversations range from buildings to automobiles to fashion and the blend of people here is good. The event is really the only national oriented event I know of in LA that is green oriented and it has the LA look and feel. I feel you need to come to this event with a bit of a strategic game plan and set up some meetings to make the most of this event. You can also hear some interesting speakers and chat them up at the cocktail receptions and meals which are quite nice.

West Coast Green (Sept 30-Oct 2nd, San Francisco, CA)
The green building conference for the west coast featuring speakers such as Bill McDonough and an exhibit area of 300. I have not been to the event but I hear great things and if you are in the green building and design market you should go to this or Greenbuild (see below). 

October

Green Spa Network (Oct 3-7, Avon CO)
The Green Spa Network has come from those in the spa industry that are seeking to reclaim the world of wellness from the clutches of pampering and luxury. GSN is a membership organization and looking to get those in the spa world to recognize sustainable product creation and spa properties. This will be their second year convening and are still in infancy but are moving fast and furious to make headway into the spa world. Those in the spa world who truly want to engage green practices should definitely attend this event. 

SoCap (Oct 4-6th, San Francisco, CA)
Honestly, I have not been to SoCap yet and am looking forward to my inauguration to the event this year. I have only heard good things about this event. It appears to have a Silicon Valley type vibe from those that attend from its free form programming and type of people who are there. A great event for start ups and investors looking to match values in socially responsible businesses.

Expo East (Oct 13-16th Boston, MA) 
These are great to get a pulse of the natural products industry. Expo East in the fall is on the east coast (hence the name) and is much smaller than the mega sized Expo West held in the spring (and in Anaheim)  I like Expo East because it is smaller and you can walk the floor without the onslaught of people that Expo West has. You can have conversations in depth at Expo East that are a bit more challenging at West.  Typically the executive teams are at the shows the first few days so if you want to meet top brass you need to schedule meetings or come by booths at the beginning of the shows.  There is also no need to buy meals as only a quick stroll through the exhibit spaces can fill a stomach. Be careful about trying everything you see as sometimes food mixing may not agree with you. I found that out the hard way. Urp!

Bioneers (Oct 14-18 San Rafael, CA)
Bioneers is the gathering of what seems like all the activists, free spirits and dark greenies of California who want to learn about ecology, social justice and indigenous wisdom. It is a public/consumer event so expect to encounter some interesting characters. The general speakers are quite remarkable as they come from all over the globe and the audience can get pretty fired up on issues. They do talk about some of the more difficult issues society faces but I really like this event because the speakers challenge us to question things and help understand some of the issues people don't see in conventional media. If you can't get to the main event there are a few locations that have smaller gatherings and live video feeds into the larger event but they do not capture the energy and the other activities that happen there. As you walk through the crowded parking lot try counting how many hybrids you see or the bumper sticker slogans that have some activist slogan. I don't know which is the larger of the two.

Green Biz Innovation Forum (Oct 19-20th San Francisco, CA)
I have not been to this event but anything that Joel Makeower and his Greener World Media team does I back. They always seem to have the ability to get top speakers and relevant content that makes the event special. I have heard great things from those that have attended and really like the format.  Joel always seems to be on the cutting edge of what’s what in the green business world.

Social Venture Network (Oct 21-24th, Long Branch, NJ)
SVN is a membership organization and has an open door conference in the fall and a members only event in the spring. The members are successful social entrepreneurs such as Ben Cohen of Ben & Jerry’s, Jeffrey Hollander of Seventh Generation and Priya Haji of World of Good. I really like this event as it brings a lot of good and experienced minds together. The matra of this event is bonding and there are men’s and women’s circle meetings to promote this. Expect a lot of hugs and soul sharing which is a good thing to do for us all. Because of the intimacy some of the members feel among peers and get heated in conversations they feel important to them that I see more often here than other events. It is refreshing  especially after seeing many other events that stick to the talking heads format.  The event provides plenty of times to have conversations with members and provide opportunities for mentorship for start ups. Some of these conversations have resulted in future board members and even investment for startups. 

Greenfestivals (Oct 23-24th DC / Nov 6-7 San Francisco, CA)
The Green America Green Festivals as some of the most well attended green consumer events I have attended. Each has a very local focus for the vendors but make sure you go to the speaker sessions because they have outstanding speakers from all over to come and grace the audience with their perspectives. Big hitters such as Deepak Chopra, Dr. Weil, Paul Stamets and a few other TED talk types present and you cant beat the ticket price for a front row seat. I have not been to the DC Greenfest and hear that each of the events reflect the vibe and culture of each city. The SF Greenfest rocks and is packed with all kinds of great booths and events. If you go get ready to be emersed in the dark green side of San Fran - free hugs, poetry, dreadlock and all. Green America is not doing their Green Business Conference this year that typically is right before their San Francisco Greenfest. Instead they have developed a green business pavilion within the San Fran Greenfest that will have business oriented talks. If you have not been to a Greenfestival I highly recommend them as they embody a variety of aspects that LOHAS does – organics, alternative therapies, personal development and social justice elements.

Net Impact (Oct 28-30th, Ann Arbor, MI)
Another event I have heard great things about but have never attended. It is primarily focused on CSR and brings together students and large corporations to openly discuss issues. It is also a great recruiting ground for companies seeking new green talent from recent graduates. The event brings together over 2500 people and has workshops and discussion groups to get down and dirty on complex issues. Their keynote speakers are solid with Majora Carter, Jeffery Hollander and Bill McDonough.

SRI In the Rockies (Nov 18-21 San Antonio, TX)
Anyone who is a financial planner or interested in socially responsible investment nitty gritty must put this event on their calendar. This is a blend of financial jargon and social justice and clean tech orientation. About 800 people attend the event from all over the world and is typically in a mountain setting. Being in San Antonio this year is a stretch.  it is a packed schedule for the most part but they do make time for long networking hikes and excursions . I have seen speakers ranging from Jane Goodall and David Bornstein to Calvert and Domini fund managers at the event. It is a great place to understand how to unravel the complexities of financial issues and know what mutual funds are actually doing as they relate to socially responsible investing. They throw a great evening party and many are not afraid to show off their dance moves.
 
Greenbuild (Nov 17-19th Chicago, IL)
The mother of green building products and originated from the USGBC this is the event for anyone interested or involved in the green building sector. The exhibit area is about 1000 booths and attracts about 25-30,000 attendees from all over the world. The green building industry has really picked up and does not look likely to slow down. I like this event a lot because of the creative energy efficiency exhibits and speakers.

Investors’ Circle (Nov 10-12th Washington, DC)
A membership organization of over 150 angel investors who are looking for solid socially responsible companies to invest in as a group. They have funnelled over $134M into 200 companies addressing social and environmental issues. A great place for LOHAS oriented start ups to present who are seeking seed capital. There is an application process with an extensive screening but nothing too overloading.  The event focuses on vetting good seed capital candidates for an investor audience and mixes in some good quality speakers sucha as Acumen and Ashoka. If you are an investor or seeking funding from a good values base source check out Investor’s Circle.

ISPA Conference & Expo  (Nov 15-18, Washington, DC)
The spa association where everyone in the spa world congregates - green and conventional. If you attend you can see there is a strong emphasis from many about sustainability than ever before but there are still those brands that have their share of green washing along those who just don’t care. Regardless, anyone who is interested in the spa world and creating spa products should attend to understand the trends in the industry. LOHAS has a strong foothold in the wellness and beauty industry and it is a good place to learn macro trends and spa operation techniques. This is probably the most well groomed attendee base I have seen which I have no trouble surrounding myself with.

Spring/Summer

LOHAS Regional Events (April TBD, NYC, LA, Atlanta, Minneapolis)
Taking the LOHAS conference on a bit of a roadshow and working to get some momentum build in these areas. Its tough to go to all these events so we have decided to try to make it easier by providing single day events. Stay tuned for more details!

BALLE (June 15-17th Bellingham, WA)
Business Alliance for Local Living Economies celebrates local businesses and local orientation. There are a lot of local loyalists at the event and mostly smaller and mid size companies, non profits and academia. But the conversations are lively and some really interesting networking. A lot of cross over with speakers from the Greenfests and SVN groups. I like the workshops and the networking here. The production of the event is low key as the focus is on the content and type of people who attend which is really nice.

LOHAS (June 22-24th Boulder, CO)
Of course I have to put this one on the calendar as I think EVERYONE should consider this one. Well...maybe not everyone. We have about 5-600 people attend who are business executives, thought leaders, academia and enterpreneurs. As much as many equate LOHAS with the converted dark greens of the world the event is set up to not be an 'Us' and 'Them' atmosphere. Rather we welcome all who are interested in understanding LOHAS and how it applies the them personally and professionally. We set up plenty of networking opportunities and workshops to provide tangible takeaways. To see some of the videos from previous LOHAS sessions visit our LOHAS YouTube page. We work hard to get a solid program together with a great attendee base. If you have any recommendations or tweaks I'd love to hear from you.

These are only a few of the many that are out there and more to come. I truly feel that any conference you attend is what you make of it and how you prepare ahead of time setting up meetings, scheduling and follow up. With that said, good luck with your planning and hope to see you at one of these events. If you have other events you feel should be added I would love to hear about them. Please share!


 

Businesses the world over are leveraging LOHAS as a way to understand the consumption preferences of a growing number of people who care deeply about personal, community and planetary health and well-being, and are willing to spend accordingly.

While this theme acts as a backbone for LOHAS globally, significant differences exist in the interpretation of LOHAS from one geography to another. Not surprisingly, these differences tend to be largely driven by local cultural, environmental and social nuances.

For example, according to Peter Salmon from Moxie Design Group, LOHASians in New Zealand express their LOHAS values through outdoor experiences, seeking a connection with the landscape and concern about social issues.  This differs from U.S.-based LOHAS consumers, who typically have a stronger focus on personal well-being.  In Australia, the situation is different again, with environmental issues of drought and climate change hitting many Australians hard in their own backyard. Severe water restrictions are forcing Aussies to change how they think about their much-loved gardens and lawns.

CERTIFICATION KEY TO MARKET ACCEPTANCE
A key theme emerging from European and Australian studies is consumers’ desire for certification marks or “trust” marks from credible certification bodies, providing independent verification that the product lives up to its LOHAS claims. Supporting this claim are the findings of a  recent Porter Novelli report, which revealed that Europeans were 32 percent more likely than American consumers to buy products with such marks, and Mobium Group’s Living LOHAS report, which found similar conclusions among the Australian population.

LOHAS IN ASIA
Despite many similarities, key differences have emerged in the use of LOHAS between Western countries and the countries of East Asia—including Japan, Taiwan and South Korea, where LOHAS is a booming consumer term. The emergence of LOHAS-branded foods and beverages, fashion labels and even LOHAS department stores heralds a new use of the LOHAS term as it crosses from business-speak into the consumer vocabulary.
While most Western consumers would draw a blank if asked for a definition of LOHAS, approximately 70 percent of Japanese adults at least recognize the term while up to 40 percent can articulate its meaning, according to Toshi Ide of the Japan-based LOHAS Business Alliance.

But how is LOHAS really interpreted in Asia? In China, LOHAS has been roughly translated to mean “good life” and has even been picked up by Chinese state radio. And English-language website Chinadaily.com.cn has published several articles referring to “escaping city life” and enjoying LOHAS experiences on the weekends in the countryside surrounding Beijing.

In Singapore, the city state’s Tourism Board markets the country to its Asian visitors as the LOHAS city—focusing on its spa resorts, authentic Nyonya-style cooking and its water recycling efforts (a necessity in such a small island nation, as the key to its LOHAS claims).

The emergence of LOHAS as a consumer brand has brought with it a range of organizations seeking to capitalize on the term, with varying levels of commitment to the values of core LOHAS consumers offered through a wide a range of products and services.

INNOVATION
Small and medium-size enterprises comprise one sector where serious efforts have been made to address the needs and desires of LOHAS consumers on platforms of personal and planetary health and wellness. In many cases, these businesses have been the keys to LOHAS innovation.

One example of this sort of innovation is U.S.-based Terracycle.net, a company achieving mainstream distribution and significant success turning waste streams into value through a range of innovative products and services, including a novel approach to garden fertilizer.  With major distribution agreements across North America and licensing interest from across the globe, Terracycle has demonstrated that LOHAS innovation can deliver clear business value.

Another example is Australia-based professional garment cleaners, Daisy (www.daisy.net.au). Daisy has managed to eliminate the harmful chemical, perchloroethylene (tetrachloroethylene) from its dry cleaning process, using a water-based alternative to deliver an odorless dry cleaning solution free from harmful toxins. Such is the popularity of the Daisy service, excess demand currently means a wait of three days to have your suit cleaned! But based on the volume of customers prepared to wait, the LOHAS approach to dry cleaning has again demonstrated a commercial payoff.

Similarly, this year saw the launch in France of Velib (www.velib.paris.fr), a Paris-based commercial bicycle sharing operation that provides bicycles for commuters for a nominal fee. With over 10,000 bikes in circulation across 750 self-service docking stations throughout the city, this model is providing inspiration for cities the world over.
It seems that everywhere you look, there are examples of innovations, often by small and medium enterprises that are working toward more sustainable and healthier outcomes for people and the planet.

CONNECTIVITY
One of the difficulties faced by LOHAS consumers and the businesses that supply their needs is seeking out and finding each other—and connecting.
This key theme is driving the emergence of media platforms that respond to LOHAS consumers’ desire for greater connectivity—to other LOHASians and the organizations that manufacture and retail products and services that meet their values criteria.

Examples of recent activity in this space include Gaiam’s acquisition of Lime.com and zaadz.com, two strongly LOHAS-oriented information and social networking sites. Businesses, including U.S.-based Sustainlane, New Zealand-based Celsias, and a range of other sites across Europe, are springing up across the globe to fill this gap for information, referrals and advice. Discovery Channel recently purchased website Treehugger.com as the online property for its soon-to-be-launched Planet Green program.

Across the globe, mainstream consumer and investor interest in opportunities related to renewable energy, organic food, complementary medicine, low-impact transportation and other LOHAS products and services clearly demonstrates that LOHAS businesses have moved out of the fringes and are now attracting significant investor capital and expertise. Companies and investors that embrace the opportunity that LOHAS presents have the opportunity to take a leading position in the industries that will define the 21st century.

Key Facts: LOHAS in Australia
• Nearly 4 million adult Australians (26 percent of adult population) are LOHAS aligned. 
• Individuals with a LOHAS outlook are drawn from all parts of society; their values and world view are not strongly tied to income, geography or gender.
• Australian consumers currently spend $12 billion on goods and services in the LOHAS market segments, with an overall growth rate of 20 percent expected to continue. The market is expected to reach $21 billion by 2010.
• While 8 percent of the population are LOHAS “Leaders” who are highly committed and active participants in fully integrated healthier, more sustainable lives, the LOHAS “Learners” are the largest of the four segments, identified at 46 percent and standing as a largely untapped opportunity. 
• Learners would like to do the “right thing” but are not sure where to start. Solving for their key barriers, which include price and availability, are paramount to unlocking this market.
Source: Mobium Group, www.mobium.com.au, Living LOHAS Report, 2007.

Key Facts: LOHAS, New Zealand
• 32 percent of population Solution Seekers (NZ Equivalent of LOHAS)
• 57 percent female
• Greatest concentration (29 percent) are in the 45-54 year age bracket
• Slight skew toward rural rather than metropolitan locations
• Income profile of NZ LOHAS is growing over time
Source: Peter Salmon, Moxie Design Group, www.moxie.co.nz
Examples:
1. Media/online:
2. Lime – online portal to information, help and advice on LOHAS lifestyle
3. Zaadz and Riverwired – online LOHAS-oriented social networking sites
4. treehugger.com, Celsias.com – innovative online information sources for LOHAS-related themes and online collaboration
5. lohasguide.de (Germany), Sustainlane.com – LOHAS-related product and service listings and market information
6. Mobium Group – Australian research and strategy business focusing on sustainability and well-being; conducted the first research into Australian LOHAS consumers
7. Macro Wholefoods (Australia) – organic and natural foods retail store chain
8. Eco Age (eco-age.com) – a new store in London claiming to provide “a store, showroom, consultancy and destination that will offer inspiration, ideas and specific domestic solutions for all those who want to lead a greener and more energy efficient life”
9. Terracycle – Innovative company that re-uses waste streams and turns them into value-added products
10. Velib – Paris-based bicycle-share company
11. Flexicar.com.au – Australian car-share business winning support from local governments for their eco-friendly and cost-effective car-sharing program