• 60% female
• Highly educated
• About average income
• Highly influenced by brand image
• Least price sensitive
• Very influential over the buying decisions of family and friends

LOHAS consumers exercise their values when choosing products and services: ethical business, environmental sustainability, human rights, fair trade, personal development and spirituality are the standards that speak to them. 

Research repeatedly confirms that the LOHAS trend is no mere shift in demographics but rather a wave of cultural transformation altering the very roots of American business, politics and society.

To the LOHAS consumer, the brand and the company are inseparable. For them, the decision to buy has three critical points:

• Pre-purchase (is this a company and brand whose mission and values I support?)
• Point of purchase (does this product or service meet my needs for the right price?)
• Post-purchase (is this packaging recycled or recyclable? Are the profits from my purchase going to be used ethically and responsibly?)