"I will usually buy from a company whose values are like my own."
~Natural Marketing Institute, 2002 Survey of LOHAS consumers

LOHAS (Lifestyles of Health and Sustainability) describes a $226.8 billion U.S. marketplace for goods and services that appeal to consumers who value health, the environment, social justice, personal development and sustainable living. These consumers are variously referred to as Cultural Creatives or LOHAS Consumers and represent a sizable group in this country: approximately 30 percent of adults, or 63 million consumers. (www.lohasjournal.com)

Equipped with a better grasp of ecological issues, enlightened business people are seeking and voluntarily adopting environmentally and socially responsible business practices.  A growing number of CEOs now appreciate the link between environmental and social responsibility with efficient and profitable business practices.  More and more businesses are using values-based marketing strategies to boost their corporate images.  Examples of companies utilizing values-based marketing for successful profits are Ben and Jerry?s, Aveda, Seventh Generation, Patagonia, Clif Bar, and Fetzer organic wines.  Gaiam, a LOHAS lifestyle company had revenues of over $100 million in 2003 (www.gaiam.com).

The explosion of the Green Festival environmental expo in San Francisco, Austin, and most recently Washington D.C. shows that the demand is here for values-based products and services.  In just three years this event has seen a 150% growth with over 50,000 people, 800 businesses, and 300 inspirational speakers attending annually (www.greenfestivals.com).  Also notable is the growth of Coop America, the definitive Green Pages directory of 3000 of businesses sharing environmental and social values (www.coopamerica.com).