The Chance of the Crisis - a Green New Deal? They are educated, affluent, and in high spirits. Because they know that through quality-conscious consumption, they can improve the world: by treating themselves well, the Lohas are saving us all. In the past, social events and revolts shaped a generation. This changed at the latest in the 1990s: young people no longer derived their identity from collective protest experiences, but from the consumption of brands. Therefore, the publicly perceived longing today is no longer for a better world, but for better products. Social movements have become mere style communities. The most important of these is that of the Lohas. They believe they can combine hedonism and morality, selfishness and social change: in the political act of responsible shopping. It’s no wonder that more and more people are joining them.