Thursday, November 26, 2009
The LOHAS Movement
The LOHAS movement is a significant group of consumers focused on "Lifestyles of Health and Sustainability" (LOHAS). The demongraphic ranges from adults between 18 and 45 years of age (approx. 19% of the US population)with disposable income. Currently LOHAS is estimated in the US to be worth $209 billion market alone and accounts for about 41 million consumers dedication to a focus on health, the environment, social justice, personal development and sustainable living and are willing to buy products that are fair trade. Europe and Japan have significantly large populations with LOHAS movement preferences. One of the companies sure to get LOHAS patronage is Oliberté (derived from the combination of "Oh" as in "Oh Canada!" with the French word for freedom, liberté), a Canadian Company which operates from out of Africa. Started as a "profit with a purpose" company it is built on using fair trade principles such as guaranteeing factory workers a fair wage, paying farmers above market price for raw materials and keeping environmental impacts in mind. Dedicated to build jobs in Africa, Oliberté wants African people to have jobs for the rest of their lives so that they have good pay and they can take care of themselves and their families. As sales grow his intention is to expand the operations to as many as 10 African nations.