If you ever doubt that the
actions of few can change the world, take a look at the Peace Wall in Prague.
But take a good look, because tomorrow, the wall may look entirely different. This living piece of art, which began as a kind of protest by a few who dared to speak their truth as the Berlin Wall was falling, continues to spread the message of hope, change, self-actualization and empowerment.
Like the
ultimate brand, this wall is alive. Evolving. Responsive. Meaningful. Lasting. Aspirational. Authentic. And unique.
As a leader in LOHAS marketing, environmental advertising, social change marketing, alternative advertising and eco business, I've spent my career creating advertising strategies and campaigns that empower consumers to live in alignment with their values. But just as importantly, my work has been about supporting the growth and profitability of businesses and organizations that create positive change.
The Peace Wall is an organic piece of art. It stands as a testament to the power of the written word. The power of creativity. And the power of the human spirit. Just like a good brand.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
According to Forbes, in 2008 consumers spent $23 billion on organic food. That's a 16% growth rate. Even with the double digit growth this category has seen over the last decade, organic represents just a tiny percent of total food purchased in the U.S.
That's good news. Because there's still lots more room to grow.As the head of an advertising and marketing agency that specializes in organic marketing, organic
promotion, green communications and LOHAS advertising strategies, I am passionate about supporting the efforts of organic companies. These are businesses that are working to improve the health of people as well as the planet.
Before starting my agency, I worked as VP communications for the Organic Center, a non-profit dedicated to educating millions about the health and environmental benefits of organic. I've had the privilege of walking organic fields with farmers, eating meals prepared by the nation's premier organic chefs and creating messaging that educates and inspires action—including the groundbreaking coffee table book,
Core Truths.
The seeds of change have been planted. It's up to us as marketers to help bring in the harvest.
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
Ben & Jerry's announced today that they're working on developing an ice cream formulation that can be shipped and sold warm so that the end consumer takes responsibility for the energy required for freezing.
While they haven't cracked the recipe riddle, this is
a great example of a company that's pushing the boundaries. Thinking differently. And pioneering a process that could save millions of pounds of C02. That they're messaging about it now while in the development phase is a praiseworthy approach to green public relations.
As the head of a marketing and advertising agency that specializes in green pr, natural advertising, organic promotion, LOHAS consumers and organic internet marketing, we are often called on to create advertising strategies and pr campaigns that break through media clutter.
One of the best strategies to deepen existing relationships and attract new customers is to
share the back story of your marketing message. Go beyond simply telling your audience what you're doing. Let them know why it matters. Why it's unique. How it will benefit them. And the world.
Ben & Jerry's has built a great brand that speaks to quality, deliciousness and social activism. The warm ice cream concept extends their brand story. How will the next chapter of your brand story read?
Lisa Proctor is the president and creative director for firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
In today's edition of
Environmental Leader about McDonald's creating prototypes for green restaurants, the issue states:
"...The restaurant is treating the 10 locations as “learning laboratories,” said McDonald’s V
ice President of Corporate Social Responsibility Bob Langert, in a Q&A with DailyFinance. One of the green prototype stores, in the Chicago area, uses 25 percent less energy than similar locations. Energy savings and waste reduction are central to McDonald’s corporate social responsibility strategy, Langert said. Globally, the restaurant consumes $1.7 billion annually in energy and it spends another $1.3 billion handling its waste. McDonald’s has more than 31,000 locations worldwide..."
Does this new effort amount to greenwashing? Or a super-sized step forward? While it may be too early to tell, as an expert in natural advertising, organic advertising, organic promotion and LOHAS marketing, I've worked on many leading-edge advertising strategies and attended more than a few green energy conferences.
When a company the size of McDonald's initiates a move in a more sustainable direction, the outcome can only be good. While the franchise is far from perfect and their desire to reduce waste and energy consumption is all about increasing their bottom line—what's wrong with that?
The beauty of green and sustainable marketing is that doing what's right is generally rewarded with doing well. Who knows? Maybe a McOrganic menu is right around the corner. I would be lovin' that!
As a leader in LOHAS marketing, yoga advertising and green marketing I've spent much of my career working with the organic industry and progressive businesses to develop green ad campaigns and advertising strategies.
For years we've known that EPA standards for pesticides, mercury and other dangerous toxins have been based on adult-sized bodies. Unfortunately,
it's children who eat lots of pesticide-laden fruit and chew on bisphyenol A laced plastic who are absorbing a deadly toxic body burden—at levels exponentially higher than adults.
The good news is there are
lots of green and organic alternatives for children today. In fact, one website, newbornmom.com (where I just purchased several baby gifts for my niece) is an excellent one-stop shop. But of course, newbornmom is just the beginning. A quick Google search will offer all kinds of great resources. And a trip to your local co-op, green goods store—or sometimes a mainstream retailer—will also offer a treasure-trove of cool, meaningful, safe and healthy options for the children in your life.
Lisa Proctor is the president and creative director for firefly180 marketing—
a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.
We've all seen the commercials, youtube videos and national media about the quirky blanket with sleeves that's raked in nearly $100 million during an economic period that's seen the near collapse of the mortgage industry, the demise of GM and 15 million jobs lost.
It just goes to show—you just never know. In fact, the next Snuggie success story could be yours. In times of economic challenge, marketing budgets are generally the first to be cut. Our economy operates very much as a flock of geese, with most businesses following the lead of the guy (or girl) in front.
As the head of an agency that specializes in creating advertising strategies and green marketing campaigns for eco business, wellness companies, the organic industry and progressive businesses, I encourage our clients to resist the temptation to follow. And to lead instead.
That's what Snuggie did. Despite the fact that the concept for their product wasn't new. And despite the fact that there were competitors in their field, they led. There are 100 million reasons for you to do the same.
As a president and creative director who creates advertising strategies for wellness companies in the categories of wellness promotion, wellness marketing and green marketing strategy, I do my best to walk my talk.
Often before starting work, I spritz my office with an Intelligent Nutrients aroma called FOCUS. This organic aroma not only smells great, its ingredients are especially blended to instantly bring clarity and focus to the mind. It's never failed me.
In the creative business, we all have our own bag of tricks to help us bring out our best work. Some shoot hoops. Some take a walk. For others, it's a three-martini-lunch.
For me, the beauty and efficacy of essential oils simply makes the most "scents." Although I have to admit organic chocolate, hot-fudge sundaes, sunflower seeds and Tibetan incense come awfully close.
As I prepare to leave for next week's LOHAS Forum in Boulder, I've been thinking about how my area of professional focus has evolved over the last two decades. As the founder of the first green marketing agency in Minneapolis in 1990, I was passionate about leveraging the power of marketing and advertising strategy to create positive change in the world. I still am.
Today however, as a psychographic category LOHAS (Lifestyles of Health and Sustainability) much more clearly reflects my area of marketing specialization. Transcending traditional green marketing, LOHAS speaks to a much broader category of social and environmental change, including the organic, sustainable and wellness arenas.
Now more than ever, business is the most powerful force for change on the planet. Of course, consumers will drive that change. As marketing and branding experts, all of us at firefly180 have the amazing honor to help shape a future where doing well means doing good.
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