Martina Hoffhaus

Updated March 2009

Tired of the constraints of the corporate world, Martina Hoffhaus struck out on her own, founding the LOHAS CompetenceCenter (LCC) in 2008. This unique international network brings together communications, marketing and business development professionals with expertise in Lifestyle of Health and Sustainability (LOHAS). LOHAS is a fast-growing market segment of socially and environmentally conscious consumers in North America, Western Europe, Japan and Australia. LCC assists companies in developing innovative communications and marketing strategies to reach LOHAS consumers and promote sustainable consumption habits.

What inspired you to move into sustainable communications?

Before I started the LOHAS CompetenceCenter, I was working in PR for a large corporation and I was becoming more and more frustrated with the way things operated. So I started to look into setting up my own company. After 17 years working in PR, there were no surprises for me anymore. But LOHAS is a completely new field of communication. With targeted communication promoting sustainable consumption, there is a possibility to help change the way we consume.

Can you explain LOHAS to us?

LOHAS is a movement that looks to change values. LOHAS consumers use consumerism to express political ideas, asking companies to use and produce alternative, sustainable products.

I really believe the LOHAS community will be a major market force in the future. With LCC, I can actively promote the values of the LOHAS movement and help companies address the needs of these consumers.

What have you done with LCC so far?

Most people and companies here in Germany are still pretty unfamiliar with the LOHAS concept. So our first act has been to promote the values and the potential of this new consumer group. For example, in July 2008 we held a conference on LOHAS in Frankfurt for 400 people. We have also launched our official website, extended our database of potential clients and expanded our network of experts.

And how do you plan to move forward?

Our next steps are to become registered as an official business, expand our website and develop our marketing strategies. Then we’ll be able to offer tailor-made tools to companies introducing sustainable products or services.

What’s your final goal once you’ve registered LCC as a business?

If we don’t change the way we consume, our earth will cease to exist as we know it. With LCC, I hope to take the discussion on sustainable communications and LOHAS from a local level to a national level, promoting these values around the world. If I can help make that possible, it will be hugely satisfying.

What are the secrets to your success?

• Persistence: you have to believe in the idea you’re working for and keep on going.
• Resilience: when you’re a pioneer, you have to overcome scepticism, constant criticism and a lot of resistance. If you are not resilient, you lose the energy you need to go on.
• Discipline: you have to be prepared to work hard every day.
• Aggressiveness: many women lack the aggressiveness you need to run a business. They fear taking risks because they’re worried about paying for the consequences.
• Passion: I’ve always wanted to prove that I can make it, especially as a woman. I have taken every challenge presented to me and worked through it, learning through trial and error. With LCC, I’ve created a completely new business model from scratch, without anyone to rely on for help or direction. LCC is proof that you can achieve a lot if you really set your mind to it.