LOHAS means "Lifestyles of Health and Sustainability" and it names a large market--people concerned with health, the environment, social justice, and personal growth who buy $290 billion worth of goods and services in support of these ideals. For anyone who wants to reach these values-driven consumers, the Minneapolis LOHAS Forum kicks off tomorrow at  8;30 AM at the University of Minnesota's McNamara Alumni Center, 200 Oak Street SE, Minneapolis 55455.

The entry fees are pretty steep, but the day looks like a winner, with a long roster of local experts and luminaries, including Mary Capozzo, Senior Director for Corporate Responsibility at Best Buy; Kevin Rutherford, CEO of Mrs. Meyer's Clean Day; Pilar Gerasimo, editor-in-chief of the up-and-coming holistic health-and-fitness magazine Experience Life; values-driven marketer Lisa Proctor; and many more.

Sessions, which run till 4 PM, alternate between addressing sustainability and leadership issues in the modern workplace and discussing how merchants and marketers can best reach the LOHAS consumers, who are estimated to be 19% of the adult US population--41 million people--a pretty significant market segment however you slice it.

There's more information on the Minneapolis LOHAS Forum here.