LOHAS

I learned something at the conference yesterday. I always wondered why "green" still has the image of birkenstocks and woolsweaters... well it doesn´t actually. It´s pretty en vogue you just need to be around marketing people... LOHAS it´s what you call it today with it´s famous promoters: Vanity Fair. I just hope it is more than a marketing- instrument. I hope people fill it with background and have a real sustainable influence with sustainable ideas... trendies usually jump on the next one pretty fast - nothing sustainable about it. We´ll see.