LOHAS--LIfestyles of Health and Sustainability--identifies one segment in the emerging responsible marketplace, but there is a much larger, more affluent group at the luxury end of the market. Located somewhere between Hippie and Yuppie, financial adviser Chuck Failla has defined the cohort as "Socially Conscious Upwardly-mobile Persons" or SCUPpies.
Failla is promoting his SCUPPIE Handbook as a "practical guide for living well while doing good," written for those dedicated to "pursuit of peace, happiness, and cash."
According to Failla, a SCUPPIE wants all the "best life can offer and strives for those goals in a socially conscious manner." Not too surprisingly, a number of outlets have picked up his press release and trademarked message, including SELF magazine, TreeHugger.com, and Mailbu Arts Reviews.
Too much? Just remember that sustainability and the triple bottom-line is just that, a triple bottom-line with a financial return on investment as well as delivering environmental and social benefits. So while many cringe at 'greenwash' or sneer at environmentally-conscious SUV drivers, know that we all have to start somewhere, including Mr. Failla's friends and clients.