in the present affect his/her linear past, as the totality of time is a closed dynamic system. [ 67 ] [ 68 ] "You are eternal in both directions... If you look far enough into your past, you'll find your future there." [ 69 ] New Age spirituality has led to a wide array of literature on the subject and an active niche market, with books, music, crafts, and services in alternative medicine available at New Age stores, fairs , and festivals . [ 81 ] [ 82 ] People who practice New Age spirituality or who embrace its lifestyle are included in the Lifestyle of Health and Sustainability ( LOHAS ) demographic market segment , figures rising, related to sustainable living , green ecological initiatives, and generally composed of a relatively affluent and well-educated segment. [ 83 ] [ 84 ] The LOHAS market segment in 2006 was estimated at USD$ 300 billion, approximately 30 percent of the United States consumer market. [ 85 ] [ 86 ] According to The New York Times , a study by the Natural Marketing Institute showed that in 2000, 68 million Americans were included within the LOHAS demographic. The sociologist Paul H. Ray, who coined the term cultural creatives in his book The Cultural Creatives: How 50 Million People Are Changing the World (2000), states, "What you're seeing is a demand for products of equal quality that are also virtuous." [ 87 ] [ 88 ] The movement is strongly gendered; sociologist