If you are in the green building or product sector, whether you know it or not, your business depends on the behaviour and potential of a large and diverse group of people characterised by market researchers as the LOHAS sector.

LOHAS stands for ‘Lifestyles of Health and Sustainability’ and it is fundamentally the key driver behind increased demand for green properties and products. It may be the biggest market you most have never heard of. In Australia alone in 2015, it is worth $26 billion, more than doubling from $12…