Jules is a consumer in the segment sometimes labelled "lifestyles of health and sustainability." Discuss what his typical day might include and, from a marketing perspective, what type of products he may be interested in.

LOHAS, an acronym for "lifestyles of health and sustainability" is a label that refers to people such as Jules who worry about the environment, want products to be produced in a sustainable way, and spend money to advance what they see as their personal development and potential. So-called "Lohasians" (others refer to this segment as cultural creatives) represent a great market for products such as organic foods, energy-efficient appliances, and hybrid cars as well as alternative medicine, yoga tapes, and ecotourism.
Jules will likely spend his free time accessing these activities and supporting these products. Whereas in the past it was sufficient for companies to offer recyclable products, this new movement, of which Jules is a part, is creating a whole new vocabulary as consumers begin to "vote with their forks" by demanding food, fragrances, and other items that are hormone-free, locally grown, cage-free, don't involve animal clones or animal testing, and are made without genetically modified ingredients (GMOs), just to name a few of consumers' concerns and requirements.