Be cool, be LOHAS!
updated the 14 July 2015 à 18:34Trendier than hippies and more concerned than bohos – LOHAS represent a new type of society who combine green and Zen ideals without denying their pleasure. Here’s all you need to know about this movement which is gaining popularity by the day.
THE ACRONYM HAS NOTHING TO DO WITH MAKING DREAMS COME TRUE BUT NEVERTHELESS IT IS ABOUT EXPANDING THE PROMISE OF A BETTER WORLD:
LOHAS means Lifestyles of Health and Sustainability. The initials relate to those who opt for a healthy and sustainable lifestyle. Between neo-hippy and neo-boho, the LOHAS are the trendy version of the neo-hippy and the “no-consumption” version of the neo-boho. The movement already has its own short history.
Born in Tokyo, Japan, a few years ago, it was then passed to New York and the Pacific Coast of the United States, where it spread through a website, lohas.com, and through a world forum, which happens in autumn every year. From Berlin to Paris, Milan and Brussels, the movement has made its mark in all the urban, young, rich and well fed territories.
THE IDEA?
Return to a life where eating and moving mean maintaining health. Where getting dressed, buying furniture and going out, are synonymous with self-respect and respect of others. Where investing money makes one to think with solidarity. Their habits and customs? Consume food with great powers, such as guarana or kale. Practice yoga. Meditate. They concoct their own cosmetic products. Exchange, swap, rather than buy. Favour ecotourism. And stay connected.
THE LOHAS ARE WORRIED ABOUT THEIR PERSONAL WELL-BEING BUT WITH RESPECT FOR THE PLANET AND ITS INHABITANTS:
Vincent Grégoire, researcher for the agency Nelly Rodi, calls them “Métropuritains”. He says “They are green and zen as some of their elders, but also more sensual and futuristic. But be careful, in Asia as in the USA, they have a small fundamentalist, aseptic side, and they might take it too seriously devoiding it of its initial ‘pleasure-seeking with responsibility’ essence.”
so, IS IT AN EPIPHENOMENOM?
Maybe not that much. We can recognize them easily, at least partly, as these LOHAS intend to protect the world’s heritage starting with their daily environment. Moreover, who could not be tempted by it? As Vincent Grégoire comments, “As we keep on damaging the planet and distorting human relations, this idea of a desirable and sustainable development becomes even more appealing”. The marketers know what they are doing here, and for a very good reason: the movement is rapidly growing as 30% of the Japanese population would be LOHAS people. Across the Atlantic, where this market is estimated at 290 billion dollars, 13 to 19 % of North Americans – that is about 215 million adults – are more interested in what they consume and their provenance. Fundamentally, the LOHAS repeat in their own way the proverb of our grandmothers: “Good charity begins at home.” And then, you could better share, dont’ you think?
Fanny Dalbera
