This has of course prompted critics to accuse LOHAS consumers of ego- rather then eco-centric thinking, of appeasing only their own consciences. "Spiegel" magazine, for example, once ran a story entitled "Grünkern und Gucci" (Eat spelt, buy Gucci). "Yet a pertinent reply to this is that big things often start small. Why should setting an example and leading the way be seen as objectionable?" asks Alexander Schorn, Head of Customer Segmentation and Retention in Allianz Versicherungs-AG's Market Management section. "After all, climate change, dwindling resources and healthcare challenges affect us all, and are here to stay."