Spending over $300 billion dollars annually, the demographic called Lohas, continues to change the way marketers conceptualize the 4 P's of marketing. Lohas is Lifestyles of health and sustainability. They are a megatrend not to be overlooked or taken for granted. Adding to the complexity, from the principles of reuse and simplifying one's life, they are the counter-consumer demographic not afraid to not spend just to keep up with their unsustainable and unhealthy neighbors.
