Almost half of Dutch consumers (49%) pay attention to sustainable aspects when purchasing products. The proportion of consumers, who consider it important for companies to do business sustainably, rose in 2016 from 64% to 71%. A large majority of consumers want companies to help them make sustainable or conscious choices. While only 19% think that companies do well. But who is that sustainable consumer?


LOHAS is an abbreviation for: Lifestyle of Health and Sustainability. LOHAS consumers now represent 15-24% of Europe. There are already 16 million LOHAS consumers in Germany and the Netherlands. LOHAS consumers feel connected to the earth and like to buy sustainable products. They like to consume and travel without giving up too much luxury. They therefore focus their attention on the business world which, in their view, must offer change.


During the IBI² LOHAS training courses you learn who LOHAS consumers are, where you can find them, their values, subgroups, how they want to be approached and how you convince them. The following points are covered during the training:

Why should you respond to sustainability?

What does LOHAS stand for?

What do we mean by sustainability?

The origin of the LOHAS

The size of the LOHAS worldwide

Socio demographic characteristics

Which subgroups does the LOHAS consist of?

Themes, characteristics, values and goals of the LOHAS

Where is the LOHAS in the mentality model?


+31 (0)77 352 32 85



Kazernestraat 17-19

5928 NL Venlo-Blerick

The Netherlands