LOHAS: Lifestyles of Health and Sustainability
GenX, GenY, YUPPIES, Hipsters, and LOHAS. There's a name for every demographic and phsychographic group out there. A relatively new one is LOHAS or Lifestyles of Health and Sustainability.
This group is comprised of people who value the importance of health combined with social and environmental values. These are people who buy organic food, energy efficient appliances, alternative medicine, and other products having to do with well being and preserving natural resources.
This New York Times article gives an over view of this approximately $230 billion market made up of 68 million Americans. Not a small market by any definition.