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Unit 6 LOHAS 乐生活方式 Anticipation This unit will be about LOHAS - an acronym（首字母缩写）for Lifestyles of Health and Sustainability. LOHAS is a term used to describe a type of consumer and also to describe a marketplace for the goods and services that are sought by these consumers. Here are some questions about LOHAS. Discuss them with your classmates. a. Do you know what LOHAS are concerned about? Can you list them? b. What are their attitudes towards life? c. Can you understand the meaning of Sustainability? d. How many adults in US are currently considered LOHAS Consumers? e. What is the basis of the LOHAS market? LOHAS Background Lifestyles of Health and Sustainability (LOHAS1) describe an estimated $209 billion U.S. marketplace for goods and services focused on health, the environment, social justice, personal development and sustainable living. The consumers attracted to this market have been collectively referred to as Cultural Creative2 and represent a sizable group in this country. Approximately 16% percent of the adults in the U.S., or 35 million people, are currently considered LOHAS Consumers. If youre reading this, its likely that youre part of a diverse and growing community of businesses that provide sustainable goods and services to consumers identified as Cultural Creatives in groundbreaking research conducted by sociologist Paul Ray. Ray found a group of educated consumers who make conscientious purchasing and investing decisions based on social and cultural values. The emergence of the Cultural Creatives as market drivers is unparalleled in U.S. history. Rays research shows that one in four adult Americans is part of this group—nearly 50 million people. These consumers are the future of your business and also the future of progressive social, environmental and economic change in this country. But their power as a consumer market remains virtually untapped. The industry that serves these consumers has been identified in a research report