Aha! Is that what we are?

The Lime Twist.

"With the success of Toyota Prius and other Hybrid cars, Corporate America is beginning to realize the buying potential of a people known by the acronym LOHAS, or lifestyles of health and sustainability. The LOHAS market, who had no say in the picking of acronyms, have spending power of about $230 billion.

America Online co-founder Steve Case's company Revolution will rebrand its Wisdom cable channel as Lime with a tagline that reads "healthy living with a twist". Because the LOHAS market is allergic to hype, much of the content for this market is serious."

Hmmm. How many of us can say we identify with LOHAS more than other groups? Is this why some of the market predictions are so far off in regards to hybrids and whether they will sell or not? About whether buyers want a car that stands out or one that blends in?

 

I hear you.

I hardly eat that healthy and am not influenced by the nutrional side that is being lumped in.

But what struck me about the article was the "allergic to hype" statement.

Count me in because I'm either not stupid enough or too cynical to believe everything they feed me.

And I have become much more sensitive to the 'sustainablity' aspect as I've gotten older. My parents scoffed when I started recycling years ago. Now they do it too. Of course the city makes it easier now with the containers picked up on trash day. But I still take my stuff to the local recycling plant.

I'm seriously looking at photovoltaic panels for the roof and putting in an 'on demand' water heater when this one goes. I want to read the new state and fed energy legislation to see when it would be best to start getting serious about photovoltaic. I'll need a home equity loan so want to do it while rates are still low. But I also want to do it before I retire.

I just think the Prius fits in this market. The "It can't be done" and "It won't sell" and low and behold there are still waiting lists and Toyota is expanding HSD.