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The Gospel of SustainabilityMedia, Market, and LOHAS$
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Monica M. Emerich

Print publication date: 2011

Print ISBN-13: 9780252036422

Published to Illinois Scholarship Online: April 2017

DOI: 10.5406/illinois/9780252036422.001.0001

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Mindful Consumption

Mindful Consumption

(p.124) 6. Mindful Consumption
The Gospel of Sustainability

Monica M. Emerich

University of Illinois Press

This chapter follows the trail of LOHAS texts in the infusion of consumption and production with spiritual meaning. It explores how LOHAS tries to depict sustainability and health as hip and fun, crafting “slow” into “sexy” and sexy into spiritual. It examines how LOHAS is evangelized and the manner in which participants see themselves as carriers of the truth, sent to build bridges among people, industries, nations, and the spheres of our lives. Integration is the endgame in LOHAS. To do that requires that media and market craft particularly appealing positive messages. The chapter shows how these are framed within broader cultural conversations about what it means to be “spiritual” in the context of environmentalism and social activism.

Keywords:   consumption, production, spiritual meaning, sustainability, health, Lifestyles of Health and Sustainability, LOHAS, environmentalism, social activism

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