A few weeks ago I attended a social gathering of holistic practitioners. The conversation drifted (as it often does in such groups) to how to “get more clients” and make a sustainable living.
My companions were compassionate souls who truly want to make a difference in the world. But as I listened, I could hear echoes of the shadow projections and fears of the business. Things like:
As we pack our bags to embark on our GNO515 Adventure, let’s start by scouting the terrain. By looking at the latest statistics on the people we seek to serve, maybe we can begin to dispel these myths and begin our journey unafraid.
Lifestyles of Health and Sustainability
Clients for our holistic businesses fall into what marketers call the Lifestyles of Health and Sustainability (LOHAS) demographic. LOHAS consumers are searching for alternatives that focus on health and personal development, the environment and social justice. In 2008, the US LOHAS market accounted for 41 million adults (19%), with a total market value of goods and services of approximately $209 billion in 2007.
LOHAS consumers, called “cultural creatives,” by author Paul H. Ray, tend to see the interconnectedness of life and world events and “demand products of equal quality that are also virtuous.” According to a website dedicated to the LOHAS market:
[LOHAS Consumers] believe there is commonality that transcends any operational and structural differences. The interconnections between global economies, cultures, environments, and political systems play a large role in the holistic worldview of the typical LOHAS Consumer, but equally important are the interconnections of mind, body and spirit within individuals. This focus on Personal Development, with the ultimate goal of achieving his or her full human potential, is of utmost concern to the LOHAS consumer. The current growth in this market group strongly supports the notion that spirituality is no longer relegated to the New Age periphery but is undeniably migrating to the center of mainstream cultural awareness.
New Vision of Health
Members of this demographic are willing to spend their time and money on solutions to increase their quality of life. The Center for Disease control released a study on the use of “complementary and alternative medicine.” In 2002, it found that of American adults:
Overall, more than 62% of Americans in 2002 used some “alternative” approach to health, including those who employed prayer and/or positive thinking to improve their personal health.
Spiritual Seeking
Cultural creatives are also actively seeking alternative worldviews that reflect their holistic vision and search for meaning. In his book Spiritual Marketplace: Baby Boomers and the Remaking of American Religion, author Wade Clark Roof, found that approximately 14 percent of baby boomers were in the process of making a dramatic break with traditional American religions. According to the Journal of Religion and Society:
[Who Roof calls] Metaphysical Believers and Seekers place a radical stress on bodily experiences in their spirituality… Although the majority … were raised as conservative Protestants, they have morphed into a grab bag of religious identities – neo-pagans, Wiccans, goddess worshippers, Zen Buddhists, Theosophists, nature-lovers and New Agers. Many have hyphenated identities, such as eco-spiritualists or vegetarian-Unitarians.
Studies have also shown that the market for “new age” and “metaphysical” subjects is increasing, especially among younger demographics. According to a 2003 Harris poll:
Another study from Religious Tolerance (2006) found that identification with Wicca and other neopagan religions is doubling about every 18 months. Growth is particularly obvious among some teenagers, who are rejecting what they feel is autocracy, paternalism, sexism, homophobia, and insensitivity to the environment
Questions for Consideration
Look around you…If one in five adults is actively seeking ways to make their lives healthier and more meaningful, why are holistic practitioners afraid to talk about what we do?
If the market for our products and services totals more than $200 billion and growing, why do we fear that there aren’t enough clients to go around?
If new age consumers are looking for ways to transform their lives and the world, how can holistic practitioners explain what we do in ways that are meaningful and compelling?
Missed last week? Catch up with the GNO515 Adventure Prologue…
accounting software anti-virus bookkeeping branding your comments budget business as spiritual practice business planning business search engine CNET concentration customers' needs definite chief aim defragment eliminate clutter FeedDemon feed reader financial planning focus forecasting Gravatar holistic business holistic marketing holistic products intention internet marketing internet profile Laws of Success LOHAS manifestation marketing strategy market niche Napoleon Hill new age consumers new age marketplace niche market organization PC maintenance pictures on comments productivity registry cleaner RSS software update manager time management writing a niche statement zoominfo
WP Cumulus Flash tag cloud by Roy Tanck requires Flash Player 9 or better.
Our failure to connect with this large audience has several problems on “our side” which need to be addressed. First is Language. We astrologers describe our benefits in terms of our own idiom, failing to connect. We might also feel suspicious of any attempt to change this, as it won’t “feel honest” to try to change our own ways of “languaging” our story, our benefits to others. It’s a conundrum. We astrologers have one side of the story only. We need to incorporate a new skill that gives us the power to side with our audience and sell them. The second problem is “the free-line,” meaning the difference between what we offer for free, and how it contributes to any “bottom line.” There is a consciousness of The Business Model that needs to be at work in our outreach to this new, burgeoning audience. Lastly, we don’t know how to make an offer that will make the prospect jump up and shout, “I need this right now!” If these skills could be managed and honed, we would find ourselves in a new world. If we are successful, we have sold our audience based on the whole new world we are offering to them. It’s all in the Mercurial Substance.
I’ve grown up “New Age” w/o realizing it. Now I have changed my career to aligned more with who I really am: now a writer -work on a memoir on healing the mind-body connection. Also, while writing, I want to actively help healing the world and folks. I am drawn to astrology all my life and at the same time, worry about the sustainability of becoming an astrologer and make a living. I look forward to seeing what you and others share on how to get our conscious work/product out there.
Welcome Claire-France and Sue. Glad you could join our adventure! Sue, I’ll definitely be covering business budgeting and sustainability along the way, are there particular questions/areas you’d like to see us cover?
Interesting article! It is important for all who serve in the fields of Wellness, Mind, Body and Spirit that we are not afraid to open to the clear need which is out there. I have been a professional Psychic, Medium, Metaphysician and teacher of all, as well as the author of “The Tarot, The Tarot Workbook”…I have had my own radio webshow called, “The Psychic Cafe” in 1999-2002. (Very early in the radio spiritual programming). Indeed, for nearly 30 years I have been out there in the field, so to speak, and literally traveling where the work was. I am American but have now lived and worked in London some 26 years, alongside stints in Ireland, Italy, Cyprus, Israel and back again in the States many times. I know how difficult it can be to always have the income of a “steady” stream of clients and what I can say, along with my many Metaphysical services is this…offer more then one thing. I am also a professional Astrologer, Numerologist, Past Life Regressionist and have lectured on all my subjects as well as written on them. It takes a Master of Many to be able to live off of the work, alongside time to develop yourself, always going back to the inner work on yourself. No one said it would be easy…no, but if it is YOUR CALLING TO SERVE…where else would you be but with what you are and whomever is in front of you to help and heal?? Be open to all kinds of learning which can be complementary towards the clients you already have while being able to draw more…I am currently also working on my memoirs, about life after death and love after death. In other words, keep moving, keep growing…as you expand yourself, you will expand your clientele.