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LOHAS - Australia - Nouvon

Article about NOUVON and LOHAS from Australien Vogue! At lunchtime each workday, Cameron Burgess, CEO of Brisbane-based ethical marketing and business
development consultancy Nuovon, walks out of his converted Queenslander into the backyard. Inside,
his home office is the bustling hub of a widereaching business that has ofi ces in the US,
Denmark and New Zealand. Outside is the chook pen where he throws feed to the chickens scratching in the dirt. Welcome to LOHAS, lifestyles of health and sustainability.

A relatively recently coined marketing term, LOHAS describes a growing number of people whose interests and buying habits centre around a pro-health, pro-environment and pro-social justice world view. In short, it is the hottest thing in cultural movements since Apple released its first iPod.
Not sure if youre part of the buzz? Here are some sure signs.
If you like your coffee Fair Trade and your diet organic, and you shun make-up tested on animals, you would most likely make the grade. And if you also recycle, invest ethically and keep a regular appointment with your acupuncturist, then you can count yourself as one of millions of people that savvy marketing executives now like to call LOHASians.
Gwyneth Paltrow, with her macrobiotic diet, penchant for yoga sessions and a husband who campaigns
for ethical trade, is the poster child for living la vida LOHAS. She pursues a healthy lifestyle, embraces
alternative therapies such as cupping, supports charities like Act Green and shops with her American Express Red Card, which donates one percent of her yearly spend to Global Fund, an organisation that helps women and children in Africa. More importantly, she is proof that you dont need to swap your Blahniks for Birkenstocks to be a LOHASian.

The concept i rst appeared seven years ago when US sociologist Paul Ray and psychologist Ruth Anderson wrote The Cultural Creatives: How 50 Million People are Changing the World (Harmony Books). First published in 2000, it identii ed a subculture of US adults who were responsible for creating a new shift in attitudes and lifestyles because they didnt i t within either the traditional or modern types that had previously dominated American society. The authors found that their concerns centred on the environment, their own wellbeing, spirituality and social justice rather than on conservative values or material gain.
That doesnt mean they arent inl uential purchasers, however. It is estimated that as consumers, LOHASians have spawned an estimated US$200 billion-plus marketplace that provides goods and services focused on alternative health, the environment, social justice, personal development and sustainable living. People attracted to LOHAS are often well educated, informed and have a large income, Burgess says. Theyre more inclined to spend their money on quality products or services that rel ect their principles. Chic holiday spots such as the Copper Mountain ski resort in the US Rocky Mountains have recognised this: the resort owners recently announced that they plan to become 100 per cent powered by wind energy as part of their campaign to be responsible environmental stewards. And to capture the LOHAS dollar, one would presume.

A quick glance at the internet shows that LOHAS is a growing phenomenon in Australia as well, but it is the alternative health industry that has jumped on board the fastest. Zaadz.com, a site that launched in 2005, has become the MySpace for LOHASians and around 10 new online directories that specialise in wellness have launched in the past year. The Natural Therapy Pages, the first online national directory for wellness practitioners in Australia, attracts more than 100,000 unique visitors a month.
As with most new concepts, the dei nition of LOHAS is quite l uid. Currently it can cover anyone from vegan environmental campaigners and women who choose Aveda spa treatments to corporate bosses who work from home and keep chickens in the backyard. But, according to Burgess, the core attitude remains the same, no matter what.

LOHAS is comprised of people who want to feel like theyre making a difference, Burgess says. They want to wear nice clothes, go out for dinner, drive a nice car and they will do these things within their values. Theyll buy organic, use green energy or grey water if they can. Essentially, their lifestyle rel ects their commitment to their values.

LOHAS is comprised of people who want to feel like theyre making a difference. Essentially, their lifestyle re ects their commitment to their values

The ingredients for Avedas botanical products are grown organically and ethically, manufactured using
wind power and packaged in recyclable cardboard and plastic.
See also the AKin and AlChemy ranges from Purist and Ecotanicals for locally made products with a
botanical bent. Visit www.aveda.com; www.purist.com; www.ecotanicals.com.au

Unleash your inner activist by signing up at www.getup.org.au to receive emails from GetUp, which styles
itself as an fiindependent political movement that campaigns on issues concerning the environment,
social justice and human rights.

Founded in 1986 by Italian Carlo Petrini, the Slow Food movement supports sustainably produced food and encourages foodies to choose local over imported produce. See www.slowfood.com for more on the movement.

Radiance Yoga retreats in Byron Bay and Bali offer twice-daily yoga, meditation, massage and Reiki as well as a relaxing holiday. Healthy meals and the cost of offsetting the carbon emissions from the right are included in the price. Visit www.radianceretreats.com

Worried about carbon emissions but cant live without your car? Easy Being Green (www.easybeinggreen.com.au) and Carbon Planet (www.carbonplanet.com) are two businesses taking different approaches to help you offset the carbon generated in the production of the energy expended by your household, workplace and leisure activities.

The Macro Wholefoods organic supermarket/cafe chain (www.macrowholefoods.com.au) has spread through Sydney to Melbourne and beyond, focusing on sourcing local produce, supporting farmers with sustainable practices and stocking groceries that are free from arti? cial additives. The stores also offer advice through therapies such as naturopathy, homeopathy, iridology and massage.



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