‘lohas’
‘Lohas is an acronym for ‘Lifestyle of Health and Sustainability’. It stands for a life style or consumer type that wants to foster health and sustainabilty by consciously buying specific products.’
‘Sociologist Paul Ray first treated the phenomenon in his book „The Cultural Creatives: How 50 Million Are Changing The World“. Yet the term is controversial, as critics argue it difficult to link the notion of sustainability with consumerism of consciously chosen (often) high quality products. Some see the phenomenon as an attempt giving consumerism a new zeitgeist-characteristic image.’
‘Different states of society bring up different phenomena of user behaviour. The films wants to bring up questions about a lack of criticality. What circumstances do we rely on without questioning?’
‘2010, 3:02 min’
archimorph 
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