By Paul Geary, ENN
The LOHAS Journal chronicles the market for sustainable economy, healthy living, alternative healthcare, personal development, and ecological lifestyles. About 30% of people identify themselves as being LOHAS consumers.

Next week, from April 25-27, the LOHAS 9 Forum will take place in Marina del Rey, California. At the conference will be CEOs, decision-makers, and celebrities who will come together to discuss the concept of the cultural consumer; that is, the consumer who is interested not only in his or her own betterment, but also the betterment of the community and mankind as a whole.

The theme of LOHAS 9 will be "Getting to the Heart of Conscious Commerce."

The conference will represent an opportunity to meet and network with the visionaries who are working to bring LOHAS ideals into the mainstream. Last year, more than 800 participants attended LOHAS 8, getting the opportunity to rub elbows with Fortune 500 CEOs and other luminaries who are working for a sustainable economy. This year's LOHAS conference promises to be even bigger.

ENN's Jerry Kay spoke to Ted Ning, Managing Editor of the LOHAS Journal.

Ning tells us that LOHAS represents a certain type of consumer who is interested in products that promote five general aspects of personal and social betterment: sustainable economy, healthy living, alternative healthcare, personal development, and ecological lifestyles. This includes products such as organic foods and naturally-based (rather than chemical-based) products. LOHAS consumers respond when there is a message of sustainability behind a brand: for instance, Green Mountain Coffee and Aveda. Green Mountain works to increase the proceeds of indigenous farmers. Aveda produces products that are naturally based.

In 1999, the LOHAS market was researched and identified as a more than $227 million market of "cultural consumers" -- people interested in their own personal betterment, but also the betterment of society.

The LOHAS 9 conference, as Ning tells us, will have as one of its themes the goal of making these values part of the mainstream, rather than as part of the fringe or "alternative."

About LOHAS: LOHAS is an acronym that stands for Lifestyles of Health and Sustainability and describes a $226.8 billion U.S. marketplace for goods and services that appeal to consumers who value health, the environment, social justice, personal development and sustainable living. These consumers are variously referred to as Cultural Creatives or LOHAS Consumers and represent a sizable group in this country: approximately 30 percent of adults, or 63 million consumers.