LOHAS is an acronym for Lifestyles of Health an Sustainability that refers to a demographic defining a particular market segment related to sustainable living, "green" ecological initiatives, and generally composed of a relatively upscale and well-educated population segment. Researchers have reported a range of sizes of the LOHAS market segment. For example, Worldwatch Institute reported that the LOHAS market segment in year 2006 was estimated at $300 billion, approximately 30% of the USA consumer market; and , a study by the Natural Marketing Institute showed that in 2007, 40 million Americans were included within the LOHAS demographic. Author Paul H. Ray, who coined the term "Cultural Creatives" in his book by the same name, explains that "What you're seeing is a demand for products of equal quality that are also virtuous". Included in the cultural creative demographic are consumers of "new age" goods and services.