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
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.
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."
That's great news for travelers and great news for the planet. When a business as large as Marriott increases their green hotel initiative by 1000%, the impact is dramatic. Why is Marriott suddenly onboard? Because green programs result in energy efficiencies that save money. Plus, the marketing and public relations that will result are an added bonus.
As the head of a green advertising agency that specializes in the LOHAS consumer, social change communication, green energy marketing and the organic industry, I do my best to stay in green hotels while on the road. Typically, hotels like these are smaller, more personal and have stories to tell beyond a 7 a.m breakfast buffet. In fact, one hotel I've stayed in near Napa, California, actually featured an energy meter in the lobby that showed guests how much energy was currently being used and measured the resulting carbon emissions.
While Marriott may not choose to go this far, that's OK. What may seem like a small step by many, is actually a giant step for this chain. I look forward to following their success.
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.
This one is tricky.
Powerful, yet controversial environmental print and TV spots for WWF comparing the 9/11 terrorist
attacks with the 2004 tsunami, were recently entered at Cannes. They've caused quite a stir. Although not the kind the agency DDB had hoped for.
Turns out this agency created what is known in the industry as a
fake or phantom ad. A campaign created and placed often at the expense of an agency for the sole purpose of winning a prestigious award. What's more, WWF claims the first they knew about this spot was when they found it on youtube. http://www.youtube.com/watch?v=tFHeQsOULng
As the head of a green advertising agency that specializes in green marketing, LOHAS marketing, organic promotion, natural advertising and environmental communication, I am all for compelling creative that moves millions to take action to protect the planet.
But unfortunately, this incident uses the brand power of WWF for a cheap shot at a big award. Too bad.
The world needs exceptional advertising and green marketing strategy to wake us up. Shake us up. And to bring about much needed action and change. But to create work that is all about the creative shop, at the expense and credibility of a client, is simply inexcusable.
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.
Walter Cronkite. His name was his brand. Besides being a respected journalist and communicator, he was the most trusted man in America.
While we feel the weight of this loss, Walter has lessons to teach us still. About trust. About integrity. And about connecting deeply with an audience.
Does your brand have what it takes to fill his shoes?
As the head of a marketing agency that specializes in LOHAS marketing, environmental public relations, eco friendly marketing, wellness marketing and wellness promotion, I have long maintained that trust is the most vital part of any brand. I'm not talking about trust as a concept. But living, breathing, undeniable trust. When your customers know that if you as a brand screw up, you'll not only admit it, but make it right. The kind of trust that instills confidence when business is good. And patience when challenges arise.
Trust can't be bought. It can only be earned. Take it from Walter, when it comes to good branding, it's all about trust.
The marketplace is continually in flux. And it is often ruled by fear.
A few years ago the housing market looked like manna from heaven. A money tree. A bubble that
would never burst. Last fall, some economists were predicting depression.
Today, many of my colleagues in the advertising and marketing business have either gone out of business or laid off staff. Why? The easy answer is that their clients stopped spending. But the bigger part of the story is fear.
But good marketing and communications strategy is not ruled by fear. It is fearless. Yes, markets change. But that change often brings unexpected opportunity. When I started my green marketing agency with a focus on LOHAS, wellness promotion, wellness marketing, renewable energy marketing and environmental communication 20 years ago, marketing experts said I would never make it. They were wrong.
Was it easy? Not at all. But with the challenges, came tremendous ability to not only get outside the box, but to burn the box. To throw out rule books and make my own. And most of all, to move outside the fear-based business model and instead of following the swing of the pendulum—to simply observe it. Without fear.
Today Costco announced a new green initiative that is not only a smart proactive move, it shows they know their customer. And they know what their customers want.
Their electronic recycling program which allows customers to trade in and recycle laptops, cell phones, digital cameras and gaming systems, is a smart environmental communication strategy. It's fast. It's easy. And of course, you can always replace what you recycle with the electronic selection offered at the store. But the beauty of the program is that Costco is taking responsibility for the waste caused by products they sell.
When it comes to communication strategies, it's important to walk your talk. And Costco is by offering an ever increasing array of organic food and non-toxic cleaning products. Add to that their new energy-saving solar panel initiative and you've got the makings for a good solid green marketing campaign.
As an expert in green marketing, wellness marketing and wellness promotion, I work with lots of wellness companies and progressive businesses. Is Costco perfect? No. But neither is any other business out there. The fact is, just by getting out of bed each day, each of us causes environmental impact. The best we can hope to do is to lessen that impact and be conscious of taking steps to restore the Earth.
For most of my career, I've lead the way as an expert in green marketing, environmental
communications, LOHAS, wellness promotion and wellness marketing. In short, I've worked with a lot of wellness companies and businesses creating social and environmental change.
Since my work has been very much about protecting the planet, fighting climate change and preserving biodiversity, I took a trip deep into the rainforest of Ecuador to get first-hand experience with the region of the globe considered the lungs of our planet.
I was extremely privileged to spend time in two Achuar villages. This tribe had had no contact with
the Western world until a few decades ago. Their life today is much as it has been for eons. They live in harmony with the forest. Use blow guns for hunting. And subsist on a diet that includes manioc and fruit. These culturally rich and wise people chose to reach out to those of us in the west, because they were directed by their dreams. They "saw" the strength and possibilities for planetary healing when the North American eagle and the South American condor flew together.
We have much to learn from the Achuar as well as other indigenous people. After all, it would be wise for all of us to acknowledge and trust the power of our dreams.
As an expert in environmental communications, environmental marketing, wellness marketing and award-winning communications strategies, I've learned a thing or two over the last 20 years.
1. Know your audience
Where do they live. What kind of car do they drive. What do they aspire to. Get inside their heads and hearts. Think about how your product can serve them and design your communication strategies in ways that speak to clear, tangible benefits.
2. Hide nothing
Always be transparent.
3. Build trustConsumers have had the experience of being lied to. Why should they believe you? Use testimonials, independent research, person on the street interviews and case studies to back up your claims.
4. Position unique qualities
There are a limitless array of products in the marketplace. What makes yours unique? Special? One-of-a-kind? What are your product's unique benefits and attributes? Share them.
Environmental marketing is not about spin, greenwashing or anything less than 100% transparency. I wish the marketing team behind Solo's new,
bare launch would get a clue.
Marketed as "eco forward" with "environmentally preferable materials like bamboo and
sugarcane," these single-use plates could well be a better alternative. While I applaud the company for greening their line, I wish they would have given consumers more credit. Savvy green and LOHAS consumers want to be more than "marketed to." Solo's ads and packaging do not reveal a breakdown of their product's content. And on the product's site, there is no mention of content on product pages—instead you have to drill deep into the FAQs to find that this line contains just 20% post consumer fiber. Why is this information buried? It's not necessarily bad. It may not be perfect, but it's definitely a step forward.
Also missing is information like how much bamboo is included? How much sugarcane? Why sugarcane? Was their virgin paper content sustainably harvested? And why are they now front-and-center with post-consumer content?
As an expert in wellness promotion, wellness marketing, communication strategies and environmental communication, I've seen campaigns like this implode once consumers start to dig for answers. Without Solo revealing vital product information, consumers are left to ponder, "What are they hiding?" Maybe nothing. But "nothing" is worse than talking down to your market, especially when you're hoping to get a premium price.
Green Energy Conferences are springing up across the country. Everywhere there is talk of shifting to green energy jobs. This quantum shift couldn't have come soon enough. When it comes to saving jobs and saving the planet, there is no paradox. Business and nature can indeed not only co-exist, they can—and should, thrive.
During my career in social change communication, wellness promotion and wellness marketing, I have had the honor to be among the voices that have fueled this movement. During the 1990s as one of the lead creatives on the Green Mountain Energy brand, our team flooded the east and west coasts with messaging about the power of consumer choice. I shot TV spots featuring our spokesperson Kenny Loggins in the redwoods. And Kenny and I recorded dozens more provocative and powerful radio spots that spoke to the reality of climate change and what each of us could do to fight it.
At the time, few energy companies had the guts to be part of the solution—but Green Mountain Energy, then a funky little Vermont-based company, had the passion and the guts to take on one of the most polluting businesses on the planet. The founder of the company, Kevin Hartley, called our team a ragtag band of eco-warriors. Amazing what a small group of social and environmental change agents can do.
When I worked as VP Communications for The Organic Center, a non-profit that provides free, peer-reviewed, credible science that explores the health and environmental benefits of organic agriculture, organic internet marketing was vital.
Our mission was to offer cutting edge science proving the health and environmental benefits of organic available to as many scientists, organic food brands, green advertising agencies and consumers as possible.
As a green ad campaign expert with a solid track record in wellness marketing, I worked intently on making sure our science was as accessible as possible to a diverse audience base. Of course accessibility never means talking down to your audience. And in the case of The Organic Center, we often generated excitement and interest with solid writing and excellent graphic design.
This report cover, for instance, reflects serious, credible content, yet appeals on a visual level to an audience that ranges from scientists to consumers. When it comes to communication, we relate very much to messaging the way we perceive a person the first time we meet. While we may notice their appearance first, it's what's inside that draws us in.
In a market where each new day brings the next self-professed advertising guru. Where there's always a latest and greatest new trend to follow. Methodology to adopt. Or 10-sure-fire-steps-to- marketing-genius to follow. It's important to keep in mind while sorting through the clutter, that labels like these simply represent a point of view. There is no substituting your own expertise, experience and passion in the way you tell your story.
Whether you're looking for green marketing strategy, social change communication, environmental communication. Or if you're launching a green public relations campaign. The key is to know your audience.
This ad that I created for progressive indy magazine,
Utne Reader was designed to drive subscription sales at a Green Festival. We knew the audience at this event was green, that was a given. But instead of positioning the magazine simply from an environmental perspective—which it has—we chose to be bold. Truthful. Provocative. And a bit self deprecating. But perhaps most importantly, this ad conveyed the depth and breadth of the magazine. It offered more reasons to buy. And it doesn't talk down to its audience. The result? Record subscription sales and current subscribers who felt even better about their magazine choice.
When I worked as a lead creative on a national advertising and marketing campaign for a company called Green Mountain Energy, I attended many green energy conferences. A decade ago the concept of clean energy was new. Education then, as it is now is key to change. Our agency created that change by crafting a campaign rich in eco communication and wellness marketing with a message that spoke to personal and environmental change.
We grew this tiny Vermont-based company from zero to 500,000 customers is just a few years. How? By harnessing the power of consumer choice and educating millions about the fact that making electricity causes more air pollution than any other industry—not to mention climate change. Knowledge is power. And in the case of renewable energy, the color of knowledge is green.
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