In the summer of 2007, I know the author of the blog karma consumption and learned a lot about LOHAS. To date, I had not much known about LOHAS, but quickly realized what is at stake: The consumption improve the world where I spend my money on products that were organically grown or produced in foods. They should not hurt, but stand for health and sustainability. Basically, I've known for many years according to behave and intuitive that you should be in terms of consumption is a good example, if you want others to emulate one. Two wisdom accompanied me for quite a while in my life: "Only the educated can educate" and "The Best education is to be a role model. "- since this summer, the term LOHAS with me also a piece To make the concept and lifestyle in Germany yet known, Karma consumer reports daily on LOHAS and organized in September 2007, the first German LOHAS conference, . when I helped a little
In the following articles, which I wrote for our employee newsletter, learn more about LOHAS:
The environmentalists are known to eat grains, are socially and / or environmental commitment and Birkenstocks running around. You can also completely different!
LOHAS (Lifestyle of Health and Sustainability) is the present Term for the "new" tree-huggers.
They differ from the "old" tree-huggers is that they are familiar with the latest technology to make the business community for their environmental, ethical and health-oriented goals advantage. The LOHAS
buy products from companies who are committed to turn a good thing and pay attention to the ecological balance - they do so good with their sales.
Here LOHAS information about LOHAS.
LOHAS found at many platforms to learn and share. The blog " Karma consumption" is one of the leading German Websites about LOHAS. The news portal reports daily on new trends in the LOHAS market, as well as companies and celebrities, working for health and sustainability.
First German LOHAS conference
Christoph Harrach , the operator of karma consumption organized, with friends, the first German LOHAS conference, which on 17 September in Frankfurt am Main was held and the new eco-movement space for a forum with presentations and discussions created.
Over 130 people from various fields and industries came together to answer the question "How can I bring sustainability and consumption in line?" to find. Blogger, connoisseurs of the scene and people who had never heard of LOHAS came together here and listened.
The speakers were Dr. Eike Wenzel by the Future Institute, Andrea Nienhaus - Sustainability graphic designer and eco-blogger, Harry Otto - Advertising Professional of Rock'n Roll Advertising - and Fred Grimm - selling author of the book " Shopping help improve the world "invited. The presentations were
gives mainly, professional and entertaining. Efforts were made to explain the term LOHAS and more tangible and found that LOHAS no target group, but a new social guiding principle and took the following terms to describe them together:
- Post Substantive
- Self Ness / Wellness
- Spiritually
- Moral hedonism
- media criticism
- Sightseeing
- Info oriented
has this attitude of the LOHAS inevitably affect their purchasing behavior.
"FUCK THE BRANDS THAT ARE THE FUCKING PEOPLE
This statement is from Dov Charney, founder of American Apparel. A textile retailer in Los Angeles, which was known for his unkoventionelle advertising, its fair wages and benefits. It describes what the radical entrepreneur at heart content. The majority of the companies see the obviously different, they follow a purely economic interest. They too were in the Conference considered in detail since they are currently trying to save through "greenwashing " to their reputation. Thus, just quickly build wells in India or Africa or imported an organic product to ride the Corporate Social Responsibility wave. Of course, the same question pops up "Can they do that?" A clear yes or no does not exist. As long as the revenue they are right, there is no change of direction.
flagship companies such as Bionade , Dr. Hauschka developed Basic , American Apparel got just their place in the talks as the social heroes , a non-profit organization that promotes a creative way to donations has, and creative minds, with their viral marketing campaigns have been successful or still want to stand out .
That the new "green" consciousness is successful, proven - Dov Charney of American Apparel is getting to the point: "Some people go at us because they realize that capitalism can also be social, the rest of us are horny because we have proved that you can earn money with humanity. We need neither the one nor the other - we start something new, we are the new capitalism. Capitalism that works. "
" Green is the new black "recently headlined the New York Times. Correction: Green is cool and become more confident in particular!
lot could be better, but we's in
Everyone is responsible for his life, obviously for his consumption and pack. It is but nice to know that you can change his consumption habits, and some companies have understood this at least since the climate change wave. Consumers demand transparency, environmental friendliness and quality - a Opportunity for any business. LOHAS marketing professionals can inspire with their behavior. Away from the one-way communication (Buy me, buy me!) And destroy the way to an awareness in industry that communities not only brands but also to push same brands, and even create.
