The book discusses the phenomenon of LOHAS (Lifestyle of Health and Sustainability) and provides concrete recommendations and tools for successful segmentation and engagement with this target group. To fully leverage the potential for success, marketing and communication, sales, product, and customer management must be aligned with the needs of LOHAS. This begins with strategic goal setting, including the determination of market potential. Next, it is essential to identify potential LOHAS customers and design suitable products. Building on this, targeted market engagement tools for marketing, sales, and customer management need to be developed. The aim of the book is to provide a comprehensive application concept with practical tools. The content covers the LOHAS target group: consumption behavior and value set, as well as marketing target group differentiation.