The New Consumer, "Lohas"

According to a wide-ranging european study, 7 out of 10 customers say they take social, ecological and ethical aspects into consideration when shopping. There is a new type of consumer, “Lohas”.

A new lifestyle based on more sustainable consumption
During the last 20 years consumer trends have gone from “Yuppies” (Young Urban Professionals) to “Dinkys” (Double Income, No Kids Yet) to the present-day “Lohas” (Lifestyle of Health and Sustainability) who prefer a new lifestyle  based on more sustainable consumption. While in the past material wellbeing and hedonism were to the fore, today’s consumers are ever more concerned about the common good, ethics, social commitment, fairness, and respect for the environment. They prefer quality to quantity. An increasing number of consumers want to take a responsible approach to environmental questions, without missing out on life and its pleasures.

Consumers make an active contribution
Nowadays such consumers  are conscious of their purchases having a direct effect on the environment, and the visible and evident effects of climate change have only increased this awareness.