Lifestyles of Health and Sustainability (LOHAS) is a demographic defining a particular market segment related to sustainable living, "green" ecological initiatives, and generally composed of a relatively upscale and well-educated population segment. The author Paul H. Ray, who coined the term Cultural Creatives in his book by the same name, explains that "What you're seeing is a demand for products of equal quality that are also virtuous."^[1][2] Included in the cultural creative demographic are consumers of New Age goods and services.^[3][4]

The examples and perspective in this article may not represent a worldwide view of the subject. (June 2017)

Researchers have reported a range of sizes of the LOHAS market segment. For example, Worldwatch Institute reported that the LOHAS market segment in the year 2006 was estimated at $300 billion, approximately 30% of the U.S. consumer market;^[3][5][6] and, a study by the Natural Marketing Institute showed that in 2007, 41 million or 13% of the Americans were included within the LOHAS psychographic. In Japan roughly 17 million adults or 12% of the population are LOHAS consumers.^[7]

The marketplace includes goods and services such as:^{[citation needed]}

• Organic and locally grown food
• Organic and natural personal care products
• Hybrid and electric cars as well as city bicycles
• Green and sustainable building
• Sustainable or Ecotourism
• Energy efficient electronics/appliances
• Socially responsible investing
• Natural household products (paper goods and cleaning products)
• Complementary, alternative and preventive medicine (Naturopathy, Chinese medicine, etc.)
• Fair trade products
• Literature in the Mind/Body/Soul, Holistic Health, and New Age genres

• Green marketing
• List of New Age topics
• Natural Capitalism
• Simple living – Sometimes called LOVOS, Lifestyles of Voluntary Simplicity
• Sustainable business
• Triple bottom line