The LOHAS concept has definitely become a global phenomenon with mass appeal. A Google keyword search on LOHAS provides close to 3 million results. The search results are websites, news articles, videos and blog posts from all over the world including the U.S., Japan, Australia, Taiwan, Germany and Korea. LOHAS has especially gained traction in Asian countries. For example, the Singapore Tourist Bureau has promoted itself as a LOHAS oriented city because it has beautiful gardens and clean city streets. The Korean Standards Association, which includes companies such as LG Electronics and Daesang FNF, has a LOHAS assessment and certification for environmentally friendly Korean products and services. A LOHAS Park is currently under development in Hong Kong that includes plans for 3,000 trees and a watering system that recycles rain and household waste water for gardens. In Japan, surveys showed that 22% of the population over the age of 15 are familiar with the term and 30% of adults consider themselves to be LOHAS consumers. LOHAS has definitely hit the shores of Taiwan, too. Just walking around Taipei you can find LOHAS oriented stores, products and magazines, as well as the large LOHAS department store in Kaoshung. There is evidence everywhere that LOHAS appeals to many Asians.
But how did this all happen? And where is it going? All over the world people are recognizing that there has been a price paid for modernization. As cities grow and develop and more and more people live in populated areas with fast-paced lifestyles, pollution, more stress and unhealthy fast foods, health and overall wellbeing suffer the consequences. These are problems that many people face. Many are starting to look closely at their own personal heath, as well as the health of their communities and the planet. I have witnessed this in the United States. Many Americans are becoming more aware of their environmental impact and health and lifestyle issues. They are also seeking a sense of meaning and purpose beyond a fast-paced stressful life with no time to themselves. They want to be a part of a larger movement to give more meaning to their lives and they want to purchase products that are in line with their personal values.
Respect for the environment, community support and inner peace have been rooted deeply in Asian history and culture for centuries. I find it interesting that some of these values westerners crave are inherent qualities of Asian tradition. LOHAS brings these two worlds together, Asia and the West, by combining traditional Chinese values in a modern way that has mass appeal. People can return to or maintain their values but in an updated modern trendy way through LOHAS principles and practices. Those it appeals to are interested in a deeper sense of meaning and purpose while also feeling connected to a larger movement that values health and the environment.
This is something that is very exciting to see and has tremendous potential if not abused, which leads to my next question: How does one know what is truly a LOHAS product? Clearly, many companies are guilty of ‘LOHAS-washing’ and take advantage of current trends and interest without being responsible for the environment, health concerns, etc. There are LOHAS branded coffee shops, LOHAS energy bars, LOHAS beer, LOHAS wine and many, many more. Since there are no standards set in place, anyone can claim their product is a LOHAS product. For example, many companies wrap items in natural looking packaging and us green trees and a fresh, clean look in their advertisements, but they may or may not have a LOHAS product. This creates the opportunity for many companies to abuse the concept of LOHAS and dilute its essence for the sake of their own profit. Consumers need to be careful they are not being misled and need to research a company’s authenticity. In the U.S., ‘greenwashing’ is a term used to describe the practice of companies spinning their product as being environmentally friendly as a means to appeal to consumers. Be careful of companies that are greenwashing or LOHAS-washing.
Sins of LOHAS-washing:
The Canadian company Terrachoice produced a study called the “Six Sins of Greenwashing.” They surveyed over 1,000 products in six different categories and came up with the six sins that can be applied to LOHAS washing:
• Sin of the Hidden Trade-Off: e.g. “Energy-efficient” electronics that contain hazardous materials. 57% of all surveyed companies committed this Sin.
• Sin of No Proof: e.g. Shampoos claiming to be “certified organic,” but with no verifiable certification. 26% of all surveyed companies committed this Sin.
• Sin of Vagueness: e.g. Products claiming to be 100% natural when many naturally-occurring substances are hazardous, like arsenic and formaldehyde. 11% of all surveyed companies committed this Sin.
• Sin of Irrelevance: e.g. Products claiming to be Cloroflurocarbon(CFC)-free, even though CFCs were banned 20 years ago in the U.S. 4% of all surveyed companies committed this Sin.
• Sin of Fibbing: e.g. Products falsely claiming to be certified by an internationally recognized environmental standard like EcoLogo, Energy Star or Green Seal. Found in 10 products or less than 1% of environmental claims.
• Sin of Lesser of Two Evils: e.g. Organic cigarettes or “environmentally friendly” pesticides, This occurred in 17 products or 1% of environmental claims.
These are great benchmarks for LOHAS-minded consumers to determine if company making LOHAS claims is actually speaking the truth. Unfortunately it is up to the consumer to research products for LOHAS authenticity because there are no regulations or LOHAS oriented certifications. As the concept gains more momentum and international appeal, this is a challenge that is not only specific to Taiwan but the whole world. I believe that people do not wake up in the morning and plan to harm others or the environment, however many people, particularly people in power, sometimes make decisions which have unexpected consequences. Many people have the desire to adopt LOHAS principles and become more responsible in their lives but obviously it can be more complicated that it seems. Once guidance and resources are more refined and available, LOHAS can be a way to enhance the self, community and the world like never before.
How to fight LOHAS-washing:
Research research research! – Read the packaging of a product. Do you understand all the words used? Does the message make sense to your heart? If you have questions ask the store keeper for information or go to the company website and see if they talk about their mission and ingredients.
Find stores that carry like-minded brands – Typically a store that is truly LOHAS based is very transparent with their beliefs and will share information with you. They are great resources for additional products and services that you may enjoy.
Ask for no MSG and natural and organic ingredients in restaurants – Monosodium Glutemate (MSG) is predominant in Chinese food as a flavor enhancer. However studies have shown it has adverse health effects including obesity and even seizures in extreme cases. Say no to MSG!
Looks beyond the advertising – Beware of LOHAS-washing. See if items are natural, recycled, providing charitable contributions, reducing waste, or are organic. If the product only looks LOHAS and the company cannot answer your questions it is possible they may be LOHAS-washing.
But how did this all happen? And where is it going? All over the world people are recognizing that there has been a price paid for modernization. As cities grow and develop and more and more people live in populated areas with fast-paced lifestyles, pollution, more stress and unhealthy fast foods, health and overall wellbeing suffer the consequences. These are problems that many people face. Many are starting to look closely at their own personal heath, as well as the health of their communities and the planet. I have witnessed this in the United States. Many Americans are becoming more aware of their environmental impact and health and lifestyle issues. They are also seeking a sense of meaning and purpose beyond a fast-paced stressful life with no time to themselves. They want to be a part of a larger movement to give more meaning to their lives and they want to purchase products that are in line with their personal values.
Respect for the environment, community support and inner peace have been rooted deeply in Asian history and culture for centuries. I find it interesting that some of these values westerners crave are inherent qualities of Asian tradition. LOHAS brings these two worlds together, Asia and the West, by combining traditional Chinese values in a modern way that has mass appeal. People can return to or maintain their values but in an updated modern trendy way through LOHAS principles and practices. Those it appeals to are interested in a deeper sense of meaning and purpose while also feeling connected to a larger movement that values health and the environment.
This is something that is very exciting to see and has tremendous potential if not abused, which leads to my next question: How does one know what is truly a LOHAS product? Clearly, many companies are guilty of ‘LOHAS-washing’ and take advantage of current trends and interest without being responsible for the environment, health concerns, etc. There are LOHAS branded coffee shops, LOHAS energy bars, LOHAS beer, LOHAS wine and many, many more. Since there are no standards set in place, anyone can claim their product is a LOHAS product. For example, many companies wrap items in natural looking packaging and us green trees and a fresh, clean look in their advertisements, but they may or may not have a LOHAS product. This creates the opportunity for many companies to abuse the concept of LOHAS and dilute its essence for the sake of their own profit. Consumers need to be careful they are not being misled and need to research a company’s authenticity. In the U.S., ‘greenwashing’ is a term used to describe the practice of companies spinning their product as being environmentally friendly as a means to appeal to consumers. Be careful of companies that are greenwashing or LOHAS-washing.
Sins of LOHAS-washing:
The Canadian company Terrachoice produced a study called the “Six Sins of Greenwashing.” They surveyed over 1,000 products in six different categories and came up with the six sins that can be applied to LOHAS washing:
• Sin of the Hidden Trade-Off: e.g. “Energy-efficient” electronics that contain hazardous materials. 57% of all surveyed companies committed this Sin.
• Sin of No Proof: e.g. Shampoos claiming to be “certified organic,” but with no verifiable certification. 26% of all surveyed companies committed this Sin.
• Sin of Vagueness: e.g. Products claiming to be 100% natural when many naturally-occurring substances are hazardous, like arsenic and formaldehyde. 11% of all surveyed companies committed this Sin.
• Sin of Irrelevance: e.g. Products claiming to be Cloroflurocarbon(CFC)-free, even though CFCs were banned 20 years ago in the U.S. 4% of all surveyed companies committed this Sin.
• Sin of Fibbing: e.g. Products falsely claiming to be certified by an internationally recognized environmental standard like EcoLogo, Energy Star or Green Seal. Found in 10 products or less than 1% of environmental claims.
• Sin of Lesser of Two Evils: e.g. Organic cigarettes or “environmentally friendly” pesticides, This occurred in 17 products or 1% of environmental claims.
These are great benchmarks for LOHAS-minded consumers to determine if company making LOHAS claims is actually speaking the truth. Unfortunately it is up to the consumer to research products for LOHAS authenticity because there are no regulations or LOHAS oriented certifications. As the concept gains more momentum and international appeal, this is a challenge that is not only specific to Taiwan but the whole world. I believe that people do not wake up in the morning and plan to harm others or the environment, however many people, particularly people in power, sometimes make decisions which have unexpected consequences. Many people have the desire to adopt LOHAS principles and become more responsible in their lives but obviously it can be more complicated that it seems. Once guidance and resources are more refined and available, LOHAS can be a way to enhance the self, community and the world like never before.
How to fight LOHAS-washing:
Research research research! – Read the packaging of a product. Do you understand all the words used? Does the message make sense to your heart? If you have questions ask the store keeper for information or go to the company website and see if they talk about their mission and ingredients.
Find stores that carry like-minded brands – Typically a store that is truly LOHAS based is very transparent with their beliefs and will share information with you. They are great resources for additional products and services that you may enjoy.
Ask for no MSG and natural and organic ingredients in restaurants – Monosodium Glutemate (MSG) is predominant in Chinese food as a flavor enhancer. However studies have shown it has adverse health effects including obesity and even seizures in extreme cases. Say no to MSG!
Looks beyond the advertising – Beware of LOHAS-washing. See if items are natural, recycled, providing charitable contributions, reducing waste, or are organic. If the product only looks LOHAS and the company cannot answer your questions it is possible they may be LOHAS-washing.
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