Environmental Advertising

 Nature has much to teach us. Even a tree can become an office chair for an afternoon—especially during a visit to the east coast on an uncharacteristically warm winter day.

As the president of a progressive, socially and environmentally. mission-driven advertising and marketing agency near Minneapolis, it's no accident that my Twin Cities office is in a natural setting.

What better way to craft strategy and creative for green energy campaigns, yoga marketing, Lifestyles of Health and Sustainability (LOHAS) marketing and wellness advertising, than with the sky above me (skylights) and miles of native grass and wildflowers out my door.

Nature is all about cycles. While messaging and graphics often change to reflect the "season", each cycle brings new growth and discoveries. 

So let's take it from nature and spend some time celebrating the cycles while approaching marketing fearlessly—even when you find yourself out on a limb.



Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

A striking new peer-reviewed study in Environmental Health Perspectives found that in just three days by replacing canned and other prepackaged foods with fresh, organic meals, the body's levels of BPA and phthalates dropped dramatically.

The same is true when it comes to marketing. As the head of a Minneapolis green advertising agency that specializes in organic branding, yoga marketing, LOHAS marketing and social change communication, my team and I know that a prepackaged approach can be as toxic as chemicals.

Each brand, message and audience is unique. By attempting to apply off-the-rack strategies that may have worked for others, a business or organization could well be cheating itself of a fresh, nutritious and delicious opportunity.

The power of good green marketing is not so much what's visible from the outside—but what's within. So before you go shopping for convenience, consider the quality of ingredients first. Is your approach to marketing a cheap, quick fix? Or is it healthy and designed for long-term growth.


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

Organic marketing packs a punch. But the Organic Center list of foods below with the highest levels of antioxidants per serving, packs a nutritional and planet-saving knock-out.

Blueberries • Cranberries • Blackberries • Raspberries • Strawberries • Red grapes • Apples• Plums • Potatoes • Red grapes • Sweet cherries • Kidney beans • Pinto beans • Prunes • Asparagus • Grapefruit • Peaches • Yellow pepper • Green grapes • Blackeye peas • Cooked tomatoes • Cooked artichoke • Red Cabbage • Red-leaf lettuce • Broccoli raab and • Beets.

As the head of a Minneapolis advertising and marketing agency that specializes in organic marketing, social change communication, environmental marketing and green advertising, I have a passion for all things organic.

Not only do organically grown fruit and vegetables taste better and offer more nutrition than conventionally grown, organically grown food and fibers are sustainable for the Earth and safer for farm workers. So the next time you have a choice between organic and conventional—don't panic, buy organic.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing

 

According to a new story in Environmental Leader, "95% of consumer products claiming to be 'green' commit at least one greenwashing offense." Ugh.

Apparently toy and baby care makers are the worst offenders, which makes this report all the more tragic. Families with small children are often referred to as the "gateway" market to green. It should come as no surprise that parents with new babies are highly incented to not only protect their children from dangerous toxins— but to do their part to restore the Earth.

As a leader in green marketing, organic branding, social change communication and the LOHAS (Lifestyles of Health and Sustainability) consumers, I urge marketers of these products to take a step back and consider what they are losing by trying to win in the short-term.

Once consumers lose trust, there are no buyers. The green market, more than any other can only thrive with absolute integrity and authenticity. Anything less spells disaster—not just for green business, but for the future of the planet.



Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

One of my favorite clients is having a banner year. With two recent and prestigious industry awards under their belt, this fruit and vegetable distributor can hardly contain themselves.We've been working together for nearly two years to create a brand that reflects their long-standing leadership position. And it's working. They are breaking new ground, strengthening existing relationships and creating new ones. 

While awards are great for affirming a job well done, can they translate into increased sales? Absolutely. Consumers and customers ask themselves three questions before opening their wallets:

1) What's in it for me?
2) How is your product or service unique in the market?
3) Why should I believe you?

Awards are excellent credibility builders. They're impressive. They inspire confidence. And they speak to excellence, leadership and innovation. As an organic industry expert, green marketing leader and green advertising agency owner who specializes in working with LOHAS consumers, my team at firefly180 knows how to leverage awards in order to generate tangible results.

After all we wouldn't be doing our jobs if we weren't moving the dial to create financial and environmental change.



Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

The fireflies are back. I can see them by the hundreds flitting about in the meadow behind my studio. Each shines a light. Together they light up the night.

That's the brand promise behind my agency, firefly180 marketing—a firm that specializes in leveraging the power of the marketplace to create social and environmental change. We're experts in organic branding, green marketing, renewable energy marketing, LOHAS marketing and social change marketing.

So whether you're based in LA, Rome, Boulder, NYC, Hong Kong or Timbuktu, let your light shine. At firefly180, we're ready to help you spark change.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

The 40th anniversary of Earth Day, April 22 is fast approaching. Now is the time to focus your marketing department or ad agency around steps you and your employees can take to lighten your environmental footprint.

Here are two simple Earth Day strategies:

1) Create an internal campaign for employees and stakeholders only.
2) Create a further reaching cause that your company can directly impact, then measure your impact and include the results as part of a green marketing or green ad campaign.

To start the process, here are three simple, yet powerful steps we can all make: 

1. I pledge to use a reusable shopping bag. (The average plastic shopping bag is used by consumers for just 12 minutes before it’s thrown away. If everyone in the United States tied their annual plastic bags together in a giant chain, the chain would reach around the earth 760 times!

 

2.  I pledge to ask my energy utility to conduct a FREE energy audit of my home. (Heating and cooling use the most energy. Together they account for 41% of energy used in a typical home. That adds up to more than $600 per year.)

 

3. I pledge to replace at least one light bulb in my home with an energy efficient compact fluorescent. (A compact fluorescent light bulb will save about $30 over its lifetime and pay for itself in about six months. It uses 75 percent less energy and lasts about 10 times longer than an incandescent bulb.)

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

Minneapolis and St. Paul are both hotbeds for creativity. So it's no surprise that there are countless advertising agencies and marketing firms to choose from. But how do you choose one that's right for you? 

If you have a green product, service or mission, it's essential to choose an agency that speaks your language. It's not enough to create a green marketing campaign that expresses the eco-consciousness of your product. Environmentally-friendly attributes alone are not enough to entice your customers to open their wallets.

So take a close look at the work of several green marketing and LOHAS marketing firms. Meet with them. Get a vibe. Talk to their clients. Ask for quantitative results of campaigns they've created. Then dive in. Have fun. And know that you are actively harnessing the power of consumer choice to create positive change in the world.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

A friend of mine just returned from Copenhagen. While he wasn't there to attend the UN Summit on Climate Change, he did stop by COP15 to take in the vibe, cheer on the protestors and bring me back a smattering of materials he managed to gather.

Perhaps the favorite item in my gift bag, was Ode's special issue, The Solutions We Need Now. Imagine my surprise when I received an email notice courtesy of LOHAS and Ode, offering a digital version of the issue for free!

As the head of a green advertising agency and an expert in green energy marketing, social change communication and green marketing, I applaud this marketing effort. This beautifully conceived magazine issue is getting out to hundreds of thousands without the environmental cost caused by paper and ink, the energy needed to print or the recycling/solid waste realities after the issue is read. The online experience is simple and seamless. Get your free issue now. You'll love it.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

The Wall Street Journal reported today that 130 developing countries walked out on talks at the UN Summit in Copenhagen, but Environmental Leader reports talks resumed after three hours. It is impossible to overstate how much is at stake here. 

The world is watching. And as long as leaders are talking, there's still cause for hope. So I'm planting myself firmly in the optimistic camp called "Hopenhagen," and saying 'no' to the more cynical view of "Nopenhagen." 

The time for wasting emotional energy on political posturing is over. The time for investing in a sustainable, renewable energy future is now. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

When it comes to three-ring binders, there are literally thousands of styles, materials and sizes to choose from. So, as the head of a green marketing agency, when a client needed custom binders for a sales presentation, the choice was simple. We chose green.

Earthbinder, to be precise. Made from chipboard that's 95% post-consumer fiber, these binders are not only cool and functional, they send a message that speaks volumes about sustainability. 

Making an intentional choice about green marketing materials is a must for companies in the business of wellness, organic, social change or environmental sustainability. In fact, when it comes right down to it. The choice is only natural.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

The holiday gift giving season has begun. As businesses get serious about choosing gifts for clients and loyal customers, two vital considerations are often overlooked:

1. What does your brand represent?
2. How can your gift extend your brand?

If the answer is environmental sustainability, fair trade,  health or wellness, I strongly recommend giving green gifts. As the owner of a green advertising agency that specializes in organic branding, social change communication, yoga studio marketing, renewable energy marketing and the LOHAS consumer, that's not only what  I recommend to clients, it's a philosophy I practice myself as a business owner.

A couple sites I recommend include: spiralfoundation.org, vivaterra.com, heifer.org and organicbouquet.com. Of course, this is just a start. There are literally countless creative ways you can choose gifts that are not only meaningful and beautiful, but that align with your values as a global citizen. What's important is that you consider ways to give—and give back— far beyond the holiday season. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

The Oregon Sustainability Center, which is being called the first large-scale “living building,” is projected to have a zero carbon footprint, according to a recent issue of Environmental Leader. 

According to Environmental Leader, Marriott says it plans to learn from its “green” hotel prototypes and expand the program by a measure of tenfold over the next five years."

What if we turned our city rooftops into solar power plants? 

The Wall Street Journal takes the city of Austin as a case-in-point in a recent article,  Solar City:  Austin Sees Huge Potential for Solar Power, Thanks to Satellites

For most Americans, energy use is invisible. The only time it comes to mind is when we pay the power bill. We turn on a light and give little thought to climate-change-causing emissions from coal or the radioactive nuclear waste that will stick around for thousands of years. But that may be changing. It's about time.

As the owner of a green marketing agency who specializes in green energy marketing, organic branding, social change marketing, green advertising and the LOHAS consumer, I know I'm as much a part of the problem as I am part of the solution. But I am conscious of my power use. That's why both my home and office are heated and cooled with geothermal energy, solar lights keep outdoor paths lit, compact fluorescents reduce our energy use and I drive a car that gets 50 mpg.

Each of us leaves an environmental footprint. But it's up to us how light or how deep it will be.


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

It used to be that the world of calculating pollution levels was reserved for those who were: A) Nerdy B) Academic or C) True Blue Enviros. But no more. 

Thanks to a marketing climate that increasingly emphasizes transparency, so called green geeks are now mainstream. Fueled by concerns about climate change, more and more businesses are looking to track, measure and reduce their environmental footprint through life cycle assessment. And they're sharing their results with consumers through product labeling and environmental assessment reports. 

As a leader in the field of green energy marketing, social change communication, organic branding and the LOHAS consumer, I've worked with a lot of green and progressive businesses. Being at the forefront of this segment has very much been an exercise in rewriting long-established marketing rules.

Green marketing companies like mine have long known that the surest path to success is to run every aspect of your company in the most sustainable manner possible. In the best models, green companies take a lesson from nature so that waste from one aspect of their business becomes food for another. 

The good news is, the idea is catching on. Why? Because sustainably run companies are profitable companies. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I just bought a new laptop bag and it's safe to say that I am in love.

Not only is it totally cool and extraordinarily functional—it's green. New from Urban Junket, the fresh t.o.t.e (to observe the earth) collection is made from 100% organic canvas coated with azo-free dyes. The interior lining is made from recycled plastic water bottles and saturated with bright turquoise vegetable dye. Plus $1 from each sale is used to offset the climate-change-causing carbon from the manufacturing process.

As the head of a Minneapolis marketing agency that specializes in green marketing, yoga advertising, the organic industry, renewable energy marketing and social change communication, I know firsthand how important it is to walk your talk. Now I've got a laptop bag that lets me wear my environmental commitment.

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

According to treehugger.com:

"A new study by the University of Rochester found that after looking at nature scenes, people feel closer to their community, are willing to give more money to a charitable cause, and care more about social outcomes than they are after looking at man-made scenes. The reason, the researchers state, is communing with nature helps people also commune with their basic values."

Of course, those of us who have pioneered green marketing categories like  LOHAS  (Lifestyles of Health and Sustainability) and environmental marketing, discovered this fact long ago. But it's always great when research quantifies what we've arrived at through intuition, experience and proven success.  

As the head of a Minnesota marketing agency that specializes in yoga advertising, green ad campaigns, organic branding, social change communication and eco marketing, I have long believed that the reason an image from nature resonates so strongly is that while most of us live in cities, we are intrinsically connected to the natural world.

Even if we see a dandelion poking through cement, sunlight rippling over a fountain, or a moon rising over a cityscape, we can't help but be entranced. We are drawn to all that's green, living and alive. That's the essence of being human. And it's only natural. 

Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I head a marketing agency in Minnesota and was at a photo shoot yesterday. Since I've worked for years creating green ad campaigns, eco promotions, environmental advertising and green marketing services, I know the power of images to convey excitement, beauty, inspiration and message.

Yesterday as I watched the shoot and the images unfold, this understanding resonated even more deeply. Consumers are extraordinarily attuned to what they experience through their senses. Shapes, colors, images, shadow and composition are all viewed, processed and cataloged through their eyes.

When working to develop green marketing strategy, I liken the photos or images we use to a beautifully wrapped gift. These images attract consumers. Cause excitement. Anticipation. It is the wrapping that entices consumers to "open" the box. But it's the gift of the "message" that your customers will thank you for. 


Lisa Proctor is the president and creative director of firefly180 marketing—a branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.

I'm attending the world premier of, The Age of Stupid in NYC tonight. It's being launched from a solar powered cinema tent to more than 400 theaters nationwide. The film is about a man living alone in the devastated world of 2055, lamenting why we didn't do something about climate change when we had a chance?

As the head of a an advertising and marketing agency that specializes in green energy marketing, environmental advertising, green ad campaigns, eco promotions and green event marketing, I couldn't be more excited about attending this premier.

The team on this film got it right. Not only is the topic of the film vital, but the NYC solar powered cinema tent and "green" celebrity carpet is an excellent strategy to garner media attention and drive ticket sales.

Green marketing is about so much more than "selling." It's about creating a lasting and meaningful experience. Inspiring action. And creating positive change. I'm hoping that The Age of Stupid becomes not only a catalyst for change, but a film that move others to use to power of media for good.

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.