Swans Commentary » swans.com November 5, 2012  

 

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by Jan Baughman

 

A Cartoon

 

 

(Swans - November 5, 2012)  

 

According to Wikipedia's New Age entry, "People who practice New Age spirituality or who embrace its lifestyle are included in the Lifestyle of Health and Sustainability (LOHAS) demographic market segment, currently in a growth phase, related to sustainable living, green ecological initiatives, and generally composed of a relatively affluent and well-educated segment. The LOHAS market segment in 2006 was estimated at USD$300 billion, approximately 30 percent of the United States consumer market. According to The New York Times, a study by the Natural Marketing Institute showed that in 2000, 68 million Americans were included within the LOHAS demographic." Sociologist Paul Ray of Cultural Creatives fame wrote that LOHAS are creating "a demand for products of equal quality that are also virtuous."

Unfortunately, no matter our spirituality, life is not sustainable, and like the rest of us, this relatively affluent and well-educated segment isn't getting any younger. By now, the Age of Aquarius is reaching an Age of Precarious, adding "geriatric" to its LOHAS demographic. Anyone who still watches network evening news can attest to its market influence -- by the time the program's over, no matter your age you've experienced arthritis, headache, constipation, bone loss, overactive bladder, and of course, erectile dysfunction. Thankfully, there are quality, virtuous pills for all this.

One can only pray that these conscious LOHAS consumers will use their spending power to affect the quality of nursing home care -- and while they're at it, help sustain Medicare and Social Security -- for those of us following on their heels. The old age world would become a slightly more virtuous place.

 

 

 

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About the Author

Jan Baughman on Swans -- with bio. She is Swans co-editor.   (back)

 

 

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