Chapter

Neither Mainstream nor Alternative

Monica M. Emerich

in The Gospel of Sustainability

Published by University of Illinois Press

Published in print October 2011 | ISBN: 9780252036422
Published online April 2017 | e-ISBN: 9780252093456 | DOI: https://dx.doi.org/10.5406/illinois/9780252036422.003.0002
Neither Mainstream nor Alternative

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This chapter examines LOHAS as a bridge between the two poles of the American marketplace—the “alternative” market and the “mainstream” or conventional market. This market-based binary shaped and informed many of the industries now considered part of the domain of LOHAS. These companies and industries once purposefully positioned themselves as alternative. “Alternative” defined their intended consumer base, their company missions, and even, in many cases, the founder's personal values. Today, however, LOHAS organizations regard this alterity as more of a handicap than an advantage. Moreover, the so-called mainstream is actively adding LOHAS products and services to product inventories and marketing materials, blurring the boundaries even further. The chapter historicizes this, following the emergence of The LOHAS Journal, the first truly public and mediated circulation of the word.

Keywords: Lifestyles of Health and Sustainability; LOHAS; American market; alternative market; mainstream market; The LOHAS Journals

Chapter.  13537 words. 

Subjects: Media Studies

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