Did you include the word ‘eco-friendly’ in your fashion wears? Then co-operate with the guy on the other side of the phone who calls you a LOHAS. An acronym, it simply stands for Lifestyles of Health and Sustainability. First put forward at the end of 1990s, the LOHAS theory announced the emergence of what they considered a new societal group, after carrying out a 12-year survey of 150,000 U.S. citizens. It puts more emphasis on a healthy diet and less emphasis on social success and material gain. The group, which appears to be growing, has also shown a distinct interest in things Oriental, including yoga and Chinese herbal medicine known as kanpoyaku. Japan, too, has people who could fall into the LOHAS niche, though the Japanese definition of the term appears to be more easy-going.
Via: The Asahi