I am a LOHAS!

Who are we?

Did you know that we are an ever-growing, aggressively courted market? Nope, I didn’t either. Falling as we do in between the aging force-to-be-reckoned-with known as the Baby Boomers and the yet-to-be-reckoned with “Millenials” (born 1982-2000), I always figured us Generation X/Yers (born 1963-1978/1981, depending on definition) were destined to be lost in the middle. Perhaps not!

According to the magazine Fast Company, the LOHAS market segment (for “lifestyles of health and sustainability”), is

“a $227 billion domestic market for goods and services focused on sustainable living, social justice, and alternative health care. These are the consumers, in other words, who are eating organics, driving hybrids, and buying fair-trade morning lattes. And there are 63 million of them out there, making up 30% of the American market. They are not necessarily wealthier than other Americans, but they have proven themselves willing to spend up to an astounding 20% premium on clean, green products over the non-sustainable alternatives.” Source

A 20% premium for clean, green products? That figure astounded me, until I did a little looking at my own purchases lately.

Gallon of Whole Milk……………….$2.65 at Costco (DC Metro)
Gallon of Whole, Organic Milk……..$3.45 at Wegmans (Fairfax, VA)
……………………………………………..30% difference

3 Plastic Gerber Baby Bottles………..$3.75 (Amazon.com)
3 Glass Evenflo Baby Bottles…………$8.00 (ingeling.com)
……………………………………………113% difference

Granted, there are many other ways in which we do save money. But, clearly, even though we’re just as tight with finances as any other young family with two kids under 2, we do choose to spend a little more when and where we think it matters.

Why does this matter?

Just think of the possibilities…in a world where women age 25-44 are being so aggressively courted by both traditional venues (child- and household-care) and, increasingly, non-traditional (automobile makers come to mind), we hold the buying power!

What do you think? Are you a LOHAS? (LOHASer?) Is it all just marketing hype? Or do we Gen Y/X women really hold not only the buying power, but the power to change the world?

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