LOHAS stands for Lifestyles Of Health
And Sustainability
Adam Horler gave up the comfortable life as a high flying corporate honcho to follow his personal belief and faith in the ‘green’ and sustainable lifestyle to launch Asia – Pacific LOHAS Pte. Ltd.
Today, more consumers than ever are using their purchasing power to make a genuine statement about their concern for the environment. A far more wide-reaching term than the semantics of “eco” or “green” could encompass, LOHAS stands for Lifestyles Of Health And Sustainability and represents a social movement that has conscious consumption at the centre of its values. Stemming from a business movement in the USA, LOHAS has morphed in Asia to become a term used to describe all manner of environmental products and services. First taking off in Japan, then Taiwan and the rest of North-East Asia, LOHAS is now spreading rapidly throughout the Asia-Pacific region.
With consumer attitudes to the environment changing in Asia-Pacific, new market opportunities emerge for green products, which will replace traditional non-green items. Green consumers today don’t just think about green, they think about jobs, and love, and family, and travel, and fun etc. It’s about living a good life that also happens to be good for others, and our planet.
As the President of Asia-Pacific LOHAS Pte. Ltd, Adam Horler explains how and why he left a comfortable corporate life as a CEO to become a leading Lohasian in Asia. He is committed to growing the awareness of LOHAS in this region.
Why did you start LOHAS in the Asia-Pacific?
I left corporate life in late 2008 with a view to “do something better for the world”, and was searching for a concept that I could use as a driver for sustainability in the region. I came across LOHAS in the US and I found their aims to very much fall in line with mine. They were open to having someone in Asia who could help promote the LOHAS ideals. So I started to research LOHAS in Asia. LOHAS had morphed from being a market research term in US to being a word used by Asians to describe a new, better way of living.
This encouraged me to start a regional social enterprise that could capitalize on the fact that LOHAS was already in the public arena and use modern communication and branding tools to maximize the appeal of LOHAS to as many Asians as possible (all, hopefully!).
Where did you first hear about LOHAS?
I first heard the word LOHAS in 2007 when I was the CEO for a luxury brand (Molton Brown) in Asia. I was giving an interview to a paper in Tokyo and the journalist asked me if the brand was a LOHAS brand.
Is LOHAS about products or ideas?
Primarily it is about ideas, providing a roadmap to how to live a healthy and fulfilling life, while minimizing individual impact on the environment. However, we live in a modern, progressive world, and the average person wants to enjoy the modern convenient life and is used in such a way that they support a low impact modern life.
What has been the response to LOHAS in Asia?
Overwhelmingly, I have been met with support for the mission of spreading LOHAS throughout Asia, from all strata of society. I have met a huge amount of people who ask me how they can help, and volunteer their time, their company’s time and resources to help the cause.
Has the LOHAS consumer changed over the last five years?
The LOHAS consumer is constantly evolving. They seek the latest technology and concepts to help them live in a modern, but environmentally-friendly manner. Five years ago they were the first to buy hybrid cars (assuming they really needed to have a car), but now is looking to buy Electric Vehicles, and they will be the first to buy fuel cell cars in the future.
Can you give examples of companies targeting the LOHAS market sector in Asia?
Coca-Cola overtly targets LOHAS consumers with their I-LOHAS bottled water in Japan and the LOHAS Juice drink from COFCO (Coke’s largest bottler in China). We also see small businesses targeting LOHAS through organic cafes, organic creameries and so on. For brands and products to be truly LOHAS, they need to source locally. This may add some costs on in the short term, but we believe the benefits to the local community and the environment at large far outweigh any marginal cost increases…Read the full version of the article at emag.spamantra.in ( Issue
Where do I get started on my FAQ page? When I built my first website, I had no idea even what a faq was…..So I skipped that page! Now that I know what it is…..I highly recommend you not to skip your Frequently Asked Questions page! This page is directed to help your vistors at your website. Many website viewers end up having questions about the website they are visiting.
On your frequently asked questions (FAQ) page, you want to stop and think about what your questions or concerns might be when visiting your website. Think of what your website is about and imagine you knew nothing about it. There should be some questions that arise from that thought. You should now think about what question is more important to answer? Put this question and answer at the top of your list. Post the question and then the answer. Continue reading this page for a good example.
Officelive website users have the faq page layout ready for them. They just delete the text provided and insert their own questions and answers. Microsoft officelive has provided a wonderful set of questions that website users have when creating their faq pages.
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