A U.S. lifestyle proposal that combines consumerism with a bit of ecological conscience is proving a hit in this shopping-crazy land, where workaholic salarymen are looking for quick fixes for stress and thinking green is becoming fashionable.
LOHAS, which stands for “Lifestyles of Health and Sustainability,” an approach to purchasing and investment that originated in the U.S. about a decade ago, encompasses a wide range of products pushing social and environmental responsibility — organic soap, recycled paper, hybrid cars, solar heating and herbal tea.
The trend is just beginning to catch on here, but it represents an estimated $540 billion global market.
Internet shopping sites are peddling LOHAS goods. A Tokyo department store has a section for LOHAS goods. Magazines are singing the praises of the LOHAS lifestyle, including yoga, organic wine, aroma therapy and the option of bringing your own grocery bag.
“We have to learn to make do with what we have,” said Junko Shinohara, a 53-year-old housewife, after examining ecologically made towels at an exhibition of LOHAS goods in central Tokyo.
The concept is appealing, partly because it isn’t too demanding.
It doesn’t require a stoic, idealistic way of life — just some adjustment here and there. Instead of saying: “Don’t ever drive a car,” it merely says: “Buy a fuel-efficient car.”
The idea is going mainstream in a much bigger way in Japan than in the U.S., with automakers, food manufacturers, home builders — even banks — showing interest in LOHAS marketing, says Peter D. Pedersen, president of consulting company E-square Inc. in Tokyo.
“Even if you live a hectic lifestyle of a salaryman, there are things you can do,” he said. “Why don’t you do the things you can do and start from there? That’s the idea.”
Japan may be receptive to LOHAS because the nation’s traditional culture embraces a nature-loving view on life with hot springs and seasonal delicacies, according to Pedersen.
The timing was also right.
People who felt lost after the burst of the speculative bubble economy in the early 1990s were looking for an alternative that went beyond the power of money, Pedersen said.
The idea of LOHAS is linked with “cultural creatives” proposed by American sociologist Paul Ray, who said people are starting to value health, social issues and other aspects of life that aren’t directly linked with past patterns of materialistic consumption.
The idea originated as an open trademark, requiring no payment for usage, and so almost anything is LOHAS.
A restaurant serving everyday but healthy dishes such as brown rice and vegetable curry can claim to be LOHAS. Not littering is LOHAS. Composting household garbage is even more so.
The values touch something as cheap as a hammock to something more expensive as Louis Vuitton luggage.
The recent Tokyo exhibition included an ergonomic chair, nonallergenic detergent, water bottles and Crocs sandals.
A glass fishbowl by Italian designer Andrea Branzi had a glass bird cage inside so that goldfish swim around parakeets, making for what organizers said was a statement on coexistence.
Also on display were designs for “furoshiki,” Japan’s traditional answer to the reusable bag, a piece of fabric for carrying things by simply wrapping them. One with bright pictures of flowers and birds was designed by Environment Minister Yuriko Koike.
Proponents say what’s appealing about LOHAS is that it proposes everyday changes in personal life.
“There’s been a lot of talk about slow food and slow life,” said Mari Takamatsu, spokeswoman for department store operator Mitsukoshi Ltd. “LOHAS puts a lifestyle into one word that consumers understand.”
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