LOHAS is the acronym that stands for Lifestyle of Health and Sustainability. It is represented by 26 million Boomers in the U.S. These people are concerned about personal health and the well-being of both themselves and the environment.
These people have money and opinions. They make things happen. They have a much greater influence on the direction of their peers and the marketplace, than the typical retiree. If you learn how to market to these people, you will be getting in front of people with money to invest and the ability to help you grow your practice through referrals.
How do you market to them? There is no one-size-fits-all… but you could focus your expertise on Socially Responsible Investing (SRI) and Environmental, Social, and Governance (ESG) investing.
Or you could appeal to their lifestyle tendencies by having an ad with an exuberant older couple on motorcycles with the headline, “Because you’ve waited long enough.” This is an ambiguous headline, but Boomers could read in their own experience and desires (and let’s face it… entitlement) into the ad.
An ad of this type taps into the Boomer’s desire to live life to the fullest… and not wait until it is too late. It calls for an awakening… enjoy that retirement now!