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 What is LOHAS (Lifestyles of Health and Sustainability)? |
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is a new lifestyle of people who cares about environment, social justice and sustainable economy, as well as their own physical and mental health. |
| LOHAS is a massive flow that is more than just personal well-being, which considers not only one’s health or happiness, but neighbors’ welfare, and even use-basis to be left for the ages to come. It also intends eco-friendly and reasonable consumption. |
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- Source: “Understanding the LOHAS Consumer Report”, Natural Marketing Institute, U. S. A
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Characteristics of LOHAS consumers |
| 01 | Selecting eco-friendly products |
| 02 | Very interested in protecting the environment |
| 03 | Purchasing products that are made from recycled materials |
| 04 | Promoting effects of consuming eco-friendly products to others |
| 05 | Making decision based on the impacts on the environment when making purchase |
| 06 | Using renewable materials |
| 07 | Preferring lifestyles that considers the whole society |
| 08 | Selecting products that are manufactured using sustainable technologies |
| 09 | Selecting agricultural products that are produced using sustainable agricultural technologies |
| 10 | Preferring products of the companies that share the values of LOHAS consumers |
| 11 | Willing to pay a 20% premium for products manufactured in consideration of sustainability |
| 12 | Avoiding habitual consumption but preferring products that are made from renewable resources |
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The Purposes and Objectives of the Korea LOHAS Certification |
As LOHAS consumers who consider health, environment, and society increase, only the companies which care the most about them and try to develop creative products, provide good service, achieve green growth and devote to the society are likely to gain the loyalty of consumers.
Therefore, Korean Standards Association is willing to enhance the environmental-friendly technology and boost the industrial level of Korea by Korea LOHAS Certification. Moreover, by the certification, eco-friendly and socially contributing products can be provided to consumers, so that they can live healthier and happier life. Also KSA can support the companies to grow and develop continuously by the certification, because it makes the product and the image of the company more valuable.
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| What is Korea LOHAS Certification? |
| Korea LOHAS Certification is a system that certifies products, services, places of companies and organizations that demonstrate efforts and performances meeting LOHAS requirements. The system is made to build a green, healthy, and sustainable society for everyone.
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| The Meaning of LOHAS Certification Mark |
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| The two birds in the certification mark stand for the LOHAS lifestyle which aims to create a sustainable society that considers healthy life and beautiful environment. Moreover, its circular shape represents tendency of consumption that is free but does not exceed the dos and don’ts, and also the world in which the nature, the environment, and human being coexists: the LOHAS spirit.
(The yellow and green colors stand for our hopeful future and good health.)
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| Target Items for Korea LOHAS Certification |
| Health-, Environmental-, Social-oriented products, places, and services |
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| Expected Effects |
| 01 | Gaining an early edge of domestic LOHAS market and securing a new competitive advantage |
| 02 | Mapping out health-, environment-, social-friendly marketing strategies |
| 03 | Generating investment effects for the sustainable management of companies |
| 04 | Strengthening companies’ competitiveness and profitability |
| 05 | Building trusting relationships with consumers, local communities, and other interested parties |
| 06 | Triggering the effects of voluntary environmental improvement through the markets |
| 07 | Managing and applying an eco-friendly supply chain |
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| Cases of overseas LOHAS companies |
| Market Classification |
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Detailed Market and Case |
| Sustainable Economy |
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Eco-friendly buildings and industrial materials, renewable energy,
resource-effective products, Social Responsibility Investment (SRI), alternative
transportation, environmental management |
< Cases >
- Toyota released the first hybrid vehicle (Prius), and Honda and Ford also released hybrid vehicles.
- BP engaged in fund-raising for photovoltaic development under the slogan of
“Beyond Petroleum”.
- The influx of funds into SRI (Social Responsibility Investment), including the
Eco-Fund, has been accelerated. |
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| Healthy Lifestyles |
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| Natural & Organic foods and drinks, dietary aids, personal care & beauty care |
< Cases >
- The organic market has grown at an annual rate of 20% on average since 1990,
and it is expected that Stonyfield will become the world’s third leading company
in the yogurt field
- Nike released a women’s clothing range using organic cotton.
- Starbucks sells Tazo Tea, silk soymilk, and Horison organic milk in its stores.
- Estee Lauder acquired AVEDA, which has developed a shampoo
using flower constituents. |
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| Alternative Healthcare |
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Health and Wellness solution, acupuncture, homeopathic medicine,
natural therapies, holistic disease prevention, supplementary medicine |
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| Ecological Lifestyle |
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Ecological products of homes and companies, organic and renewable textile goods,
eco-friendly appliances, ecological tourism |
< Cases >
- Xerox iGen3 consists of 97% renewable and recyclable components.
- Nike developed footwear using basketballs and tennis courts
- Eco-friendly tourism, such as the ecological tourism network, green tourism,
volunteer & eco-tourism, and sports tourism programs are
among the fastest-growing tourism trends. |
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| Personal Development |
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Mind-, Body-, Spirit-related products, (CDs, books, tapes, seminars), and services,
Yoga, fitness, and weight-control programs |
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