LOHAS Consumer

As the president and creative director of firefly180, an advertising agency that specializes in green marketing, organic branding, social change marketing and the LOHAS (Lifestyles of Health & Sustainability) consumer, clients often come to me uncertain about where to begin. The answer is easy. Just dive in!

While in Los Angeles meeting with a client, I did just that. Literally. And figuratively. While diving into the Pacific in January may not be for everyone, it's an experience you won't want to miss.

It's the paths less traveled that bring the most memorable results.

And this is one of them. Pure fun. Pure awakening. And pure letting go of what most people would consider. Of course, when diving into marketing, there's aways a plan. At firefly180, we start with brand architecture and strategy and build creative from there. It's the same when diving into a wintry ocean. Only that plan includes lots of towels, followed by a long soak in a hot tub. 

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. 

 I never tire of watching the world below from the window of an airplane. Clouds become desert dunes, highways become human arteries and lakes become rain puddles.

There's always something new to discover. And I found it recently while walking along an Atlantic beach. The ocean created a forest of trees in the sand. It seemed so obvious in the moment and I wondered why I had never noticed before.

The same is true for great advertising and marketing. Sometimes it is the most simple messages that have the most lasting and profound effect.

I've spent my career working with LOHAS (Lifestyles of Health and Sustainability) Consumers, green marketing, organic branding and social change communication. My team and I strive for simplicity amidst the complexity. This is no small task. But the result is worthwhile.

Sometimes it is the most simple message that is most obvious. Even when we've never noticed it before. 

it's no surprise that extraordinary wisdom is found in nature. She has a story all her own. We need only attune our eyes and ears to see the forest through the trees.


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. 

Who says sustainable brands can't be sexy? Not River Moon Coffee, a new brand nestled along the St. Croix River in Stillwater, Minnesota. 

When founder, Geoff Schodde hired me to help his team craft a highly experiential brand that spoke to his passion for perfect coffee, beauty and pleasure—while at the same time supporting small, artisan shade-grown coffee farms, the journey was as delicious as his beans. 

My expertise with the LOHAS (LIfestyles of Health and Sustainability) consumer, green advertising, organic industry and social change communication, served as a solid foundation for the start of this brand. But even more vital were the unflinchingly intuitive and intentional brand touch points that rose to the surface during our brand architecture process.

Brands that want to be a little bit of everything, always amount to a lot of nothing.  Great brands are fearless. And they are truthful. As we dove in, River Moon's unique characteristics emerged naturally and with a voice all its own. One that will speak with clarity, confidence and aliveness. 

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. 

I recently watched research professor Brene Brown's  heartfelt and compelling presentation on TED.com. She speaks to the fact that vulnerability is at the heart of creativity. I couldn't agree more.

As the head of a Minneapolis advertising and marketing agency that specializes in green advertising, organic marketing, yoga advertising, social change communication and the LOHAS consumer, i've found again and again, that it's companies who are willing to peel back the layers and show the world who they really are—are the organizations who end up with strong, memorable and authentic brands.

Let's face it. It's not easy to be vulnerable. But the fact is, everyone and every business has weaknesses or insecurities that they would prefer to ignore...or keep hidden.

But the power of vulnerability and transparency is that those apparent shortcomings make us who we are. They become brand diferentiators. Points of uniqueness. And when we are willing to shine light on those dark places,,,they are the parts of us (and our brands) that make us most loveable.


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. 

Neuromarketing is a new field that uses MRI technology to measure brain response to marketing messages.

And while I'm sure it has much merit, as a marketer and branding expert in the areas of green marketing, organic branding, social change communications, the LOHAS consumer and wellness marketing, what I'm really most interested in is the heart.

Brands create an emotional doorway that open space for consumers to connect with products and services deeply and with resonance. A box of crackers for instance (Annie's Cheddar Bunnies) represent not only cheesy, organic, healthy snacking—they "feel" fun, playful and trustworthy.

The heart after all, has its own intelligence. And at the end of the day, it's an emotional connection that transforms buyers, into brand evangelists. 




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. 

Life can be a swirl. So can work. In the day to day discipline of managing your brand, it can be easy to get caught up in endless rushing, quick fixes and short term goals.

But there is a secret to finding the stillpoint. And that is BEING the rock in the river. No matter how much the water swirls around it, the rock remains firmly planted. And while it is shaped by water over time, it is not quick to give way.

As the head of a green, wellness and social change advertising and marketing agency in Minneapolis, my team and I help our clients to create brands that are as grounded as the largest boulders. And whether we're working on green ad campaigns, yoga marketing, organic branding, or speaking to LOHAS (Lifestyles of Health and Sustainability) consumers, we strive to create rock solid messaging and brand coherence.

Nature has much to teach us. By finding the stillness, we are most open to resting in the flow.

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 wind fills our clothes like sails, tickles the leaves until they laugh and whispers secrets in our ears. I heard and felt the wind while standing on a cliff near the Mayan ruins of Tulum in February and I heard it again today in the kirtan recording, "Into the Wind." 

As a leader in green and social marketing and the head of a Minneapolis advertising and marketing agency, I listen to the wind. It's often said that as marketers, we have our ears to the ground. But, just as importantly, we need our heads in the clouds. 

It's there we find inspiration. Dream big dreams. Tap into creative and cultural expansiveness. This is the essence of LOHAS (Lifestyles of Health and Sustainability)  marketing and of the LOHAS consumer. This values driven style of brand development is evident in green marketing, organic branding, yoga studio marketing, social change communication and more.

How do you recognize it? Anywhere you find businesses who are passionate about doing well, and doing good— you'll also feel, hear and touch the wind.

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. 

While I'm not a big sports fan, I am definitely a fan of green. So when friends invited me to a Twins game the other night, I have to confess I was a bit more excited about the green and eco-conscious Target Field stadium than I was about the game itself.

There are all kinds of way to weave green into our daily lives. Sports is one way. Marketing is  another. As the head of a Twin Cities marketing and advertising agency that specializes in green ad campaigns, green energy marketing, social change communications and wellness marketing, I know the power of consumers to create change in the world. Often I hear people say that they feel powerless to make changes. They feel that one person can't make a difference. They're right. And they're wrong.

The perfection lies in the fact that when each of us as individuals says, "yes," to a change, there are others doing the same. They often feel alone, but are actually connected to the whole. Change happens in magical ways. Twenty years ago, who would have ever imagined a green baseball stadium? The world IS changing. All we need to do is get in the game.

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. 

While discs for data storage seem to be on the edge of extinction, there are still times when they come in handy. And when they do, consider EcoDiscs. I got mine as a sample in the mail and have to admit, I'm intrigued.

Fifty two percent less C02 emissions, 50% less polycarbonate, 50% less production energy and no toxic binder...how can you go wrong?

As the head of a green and LOHAS (Lifestyles of Health & Sustainability) marketing agency near Minneapolis, my teams and I are very intentional that the materials we spec for production are as green as our message. For instance, 100% post-consumer, chlorine free fiber paper and soy-based inks are standard.

Why? Because the materials you use are just as much a part of your brand story as the words and images. Now that choices are opening in the world of data storage, here's one more opportunity for extending a mantra of sustainability. After all, what goes around, comes around. 

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 heard the Dalai Lama speak recently. In his wise and loving way, this great spiritual leader shared his vision for world peace. He spoke of those who spend their lives praying for it. But laughed heartily at the thought. Because while he fully acknowledges the power of prayer, he clearly knows that action is required beyond intention.

It's the same for great brands. As the head of a Mpls. based advertising and marketing agency that specializes in green marketing, organic branding, social change marketing and the LOHAS consumer, I know very well that as much as you wish for your message to be heard. It won't be unless you find a way to give it a voice.

And whether your brand whispers or breaks sound barriers, is all in the way you craft your message. The key is to truly, deeply understand and respect your target audience. And to be clear about creating a message that doesn't just inform or educate—but that actually serves.

As consumers, we have developed selective listening. The messages we are most likely to hear are the ones that answer one question: What's in it for me? It's not that we're simply self-serving. It's just that we're mindful about what we're taking in.

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.

If your company hosts a conference or annual meeting, take a break from Orlando, LA or NYC, invite colleagues to a green beach for a change of venue and change of heart. Resorts like Eco Tulum's Cabanas Copal.

On the Mexican Riviera and near stunning Mayan ruins, a venue like Copal may not have the amenities of a resort hotel—like electricity. But you might be surprised at the creativity starlit nights, brightened by torches or candles and accented with the gentle whisper of waves can inspire.

As the owner of a green marketing company and leader in social change communications, organic branding and the LOHAS (Lifestyles of Health and Sustainability) consumer, I've launched countless green ad  and wellness campaigns. When you live and work in this category, it's not only important to walk your talk—it's vital. That's why I'm heading to Copal for my company retreat. And that's where i'll recharge—becoming one with my own source of renewable energy.


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 great green marketing, it's all about flow.

Take it from the Australian blobfish here. This gelatinous creature doesn't hunt. Doesn't bother anyone. And with a body less dense than the surrounding water, it simply goes with the flow.

As a leader in advertising, marketing and branding in the progressive space, I believe there is much to be said for the simple act of floating.

In campaigns we've created in categories that include wellness marketing, yoga marketing, organic branding and social change communications—we've found that less is usually more.

Creative that tries too hard. Uses too many words or images. Or is overly intellectualized simply doesn't resonate. Consumer audiences respond much more enthusiastically when their imaginations are engaged and their hearts are opened.  

So take it from our friend the blobfish. Relax. Float. Be. And remember, sometimes the most effective marketing is all about what you don't do.

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.

It all began with a simple, yet powerful idea.

To bring women together over glasses of heart-healthy wine to educate, empower and save lives.
Now the The Minneapolis Heart Institute Foundation (MHIF) Wine Dinner Kit is gaining support from Hanoi, Vietnam to Hastings, Minnesota.

As the head of a Minnesota marketing agency that specializes in wellness marketing, organic branding and  the LOHAS consumer (lifestyles of health and sustainability), it has been such an honor to be the creative force behind this movement.

Marketing after all is about effecting change. Moving the dial. Inspiring action. And being of service. 

I raise my glass to the health of women around the world and my client MHIF, who has the vision and commitment to bring health and healing to 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.

You've got to check out this story about how an artist-in-residence in Cambridge, MA came up with the idea to include illustrations of yoga poses to help offset the anger and anxiety drivers feel when they receive a parking ticket.

The move provoked outrage in some. But as a leader in the arenas of yoga advertising, green marketing, organic branding, social change communication and the LOHAS consumer, I think the concept has merit.

The fact is, if your messaging doesn't provoke thought—it's not going to get much of a response. Clearly this creative execution provoked much. What I love is that the city of Cambridge was willing to take a risk. To think outside the lines. To completely re-imagine the tried and true.

What's so great about the traditional red-bar-through-the-center, off-the-rack ticket anyway?

There's always plenty of room for innovation and inspiration. And what matters here is not so much if the illustrations actually help to calm the receiver (which I hope they do) but that the city had its heart in the right place. Who knows, yoga is well documented to relieve stress, anxiety and depression. This "strange" new concept may become the new global standard.  

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 I visited my homeopath this week, an extraordinary woman who is also a MD, it struck me how much alignment exists between the modalities of healing and branding.

Like a homeopathist, at firefly180 we begin the brand process by looking for patterns, past history, current perceptions and challenges. We look at what's working. What's not working. We look at tangibles like products and services delivered. And we look at intangibles like how an end-user "feels" when they receive that service. 

As the head of a green Minneapolis advertising and marketing agency, who specializes in working with green marketing companies, the organic industry, wellness marketing and the LOHAS (Lifestyles of Health and Sustainability) consumer, I always knew our approach was holistic. But I didn't fully make the connection that our organic and sustainable branding approach is as holistic as the clients we serve.

Funny how seemingly everyday experiences can bring new insight and depth of understanding.

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.

Many things in life teach us balance.

But I have never had such a keen appreciation for this elusive state of being, since I broke my right foot a few days ago. Now camped on my couch, pretty much immobilized, I've forwarded my office phone home. And I am appreciating my left like never before. Eastern thought teaches us that our left speaks to our ability to receive. To our divine feminine. Intuition. And connection to Spirit. 

Our right, represents our masculine. Our ability to get things done. To activate the aspiration of the feminine. (I've always loved this side of myself.) I can get things done like no one else. But for now, I'm taking a "break" from my right-side-ways. And I'm appreciating my left like never before.

As the head of a green and LOHAS (lifestyles of health and sustainability) advertising and marketing agency in Minnesota, I have worked with clients to create green ad campaigns, yoga advertising campaigns, organic marketing initiatives and an endless array of messaging that activates consumers to create change in the world.

All that "doing" required my right side. Now I'm coming into balance in the most unlikely of ways. I'm learning to lead from my left. Starting with receiving the generosity of a friend who stopped by this morning to brew me a cup of organic green tea.

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.

Join a gentle revolution and celebrate the launch of Green Lifestyle Film Festival, 7/30, 6pm at the XAI Verandah Lounge in LA. And while you're at it, check out Green Lifestyle TV. This global citizen journalist movement is out to transform media so that it reflects the beauty of the human spirit.

As the president of a Minneapolis based marketing and advertising agency that specializes in working with businesses and organizations that effect change on the planet, I love this concept. Green Lifestyle's mission is to be solution-oriented and inspiring. Just like great green marketing, social change marketing, LOHAS consumer marketing, yoga marketing and organic marketing.

Thought creates reality. And whether we're watching a film, TV show or reading an ad or website, it's our brain that processes the information. But it's our heart that inspires and compels us to take action.

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.

At firefly180, we specialize in building progressive brands. This brand work can be found at the core of our green ad campaigns, health and wellness campaigns, LOHAS consumer campaigns, yoga marketing and social change messaging in the music industry.

At the center of each brand is a clear and cohesive messaging platform. It serves as a rock-solid foundation from which to jump or dive into the marketplace.

A messaging platform will appear extraordinarily simple, yet it's a simplicity that emerges from a swirl of complexity.

It encompasses the essence of who you are, who you serve, and how you do it. It includes concepts and ideas that most closely represent your organization and its core values. It should resonate on an intellectual and emotional level so your platform can be developed into key words or phrases that become part of your conversation every time you describe what you sell or do.

Your messaging platform shouldn't change from month to month or year to year. So invest the time. The money. And the expertise to get it right. You wouldn't set sail in a boat, blindfolded, with no map, compass, fuel or means to communicate—so why would you launch your brand without being anything but fully prepared.

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.