Chances are you’ve never heard of “Lohas” — which is funny, because if you’re a regular reader of Grist, the odds are pretty decent that the word applies to you. Don’t worry, we’re not calling you a bad name; the term stands for “lifestyles of health and sustainability” and was coined a few years back by marketers to define a growing niche of goods and services designed to attract eco-friendly consumers. Lohas offerings range from organic foods to herbal remedies, solar panels to ecotourism. All told, the market raked in $230 billion in 2000, according to the Colorado-based National Business Communications. Another group estimates that one-third of adult Americans factor environmental and social issues into their purchasing decisions. But Joel Makower of GreenBiz.com is skeptical: “We’re still waiting for this great wave of purchasing changes around values and desires to make the world a better place.”
