LOHAS Lifestyles of Health and Sustainability Certain customer market segment of consumers willing to adapt their consumption towards more sustainable and healthier lifestyles LOHAS profile Higher income, higher educated Early adopters, influencers 40% according to WRI in USA and 44% (Allianz study) in Germany, 36% of Australian shoppers, China: LOHAS alludes strongly to traditional Confucian principle of harmonious coexistence of humanity But only around 15% are really devoted to sustainable consumption