Lohas and The Indigo Dollar: Growing The Spiritual Economy

Abstract

It is well documented that alternative and New Age spiritualities can be commercialised and commodified. My aim in this paper is to extend this further by identifying how LOHAS (Lifestyles of Health and Sustainability), which describes a $230 billion marketplace in the United States, seeks to consciously grow the spiritual economy to unprecedented levels. I then provide an example of how this consumer-focused logic is expressed by integral theorist Ken Wilber, resulting in what might be called the “indigo dollar”.