People who are in the lower and middle income brackets are being a little more cautious with their discretionary spending, while people in upper income brackets are driving much of the spending in this segment of the LOHAS market.
There still is an awareness of “becoming greener”, but the cost needs to come down to make it accessible to all consumers, which may take a few years.
Also, some consumers are getting “green fatigue” with the overload of green websites and companies who claim to help consumers go green but in the bigger picture do little but bring “green” to their bottom line. There’s a lot of gloom and doom being pushed in the LOHAS market, which is unfortunate. Green consumers need to know that real benefits of what they are purchasing, and not some obscure green washed marketing tossed out by Walmart, BP, GE and a myriad of other companies.

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