LOHAS Consumer

I came across a great natural weed-killing recipe today. It's supposed to work miracles:

• 1 cup vinegar
• 1/4 cup salt
• 1/4 cup dish soap

I mixed up a batch right away. With rain nearly every day, it seems that weeds are sprouting through cracks everywhere. As a leader in yoga advertising, green advertising, organic branding and LOHAS consumer strategy, I know that even the best brands can sprout weeds if left untended.

Great brands start with a clear, consistent message and like a freshly prepared garden, are all neat rows and promise. But over time, weeds sprout. When marketing leaders, clients or advertising agencies get a little lazy or bored, seemingly harmless tactics or graphic diversions end up resulting in a garden that's overrun with noise.

Branding takes patience. Diligence. And discipline. So while it's great to start something new, make sure you're not planting an invasive species. Stick with what's native. You and your garden (I mean brand) will grow in beauty, profitability and sustainability. 


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've worked in the progressive space for 20 years building brands and creating advertising campaigns for renewable energy, the indy press, organic, yoga, wellness and social change initiatives. I've worked in big firms. And I've worked in mid-size advertising agencies. But when I launched firefly180 marketing, I was extremely intentional about three things:

1) My team and I would create strong brands and messaging that empowered consumers to make positive change in their lives and the world.

2) Our work would drive financial and quantifiable results for our clients.

3) I would create a sustainable, low-carbon-footprint model with all the benefit of the best advertising agencies, but without the typical, expensive and often wasteful overhead.

My virtual advertising agency model is an idea who's time has come. It works. It's seamless. It's effective. And it's green. My geothermal, climate-change-fighting office is planted among native grasses and wildflowers near the banks of a protected scenic river, but I travel daily to meet with my team in cities like NYC, Boulder, Houston, Boston and L.A.

The beauty is of course, I don't have to leave my office. And neither do they. We've created the precursor to Star Trek transporter technology—instantly beaming ourselves through the universe to explore, connect and create. Yesterday I traveled to India to meet with a potential client. The resulting carbon footprint? Zero. Quality of the experience? Immeasurable.



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.

Last night, a friend and I went to see Carlos Santana in concert. We started the night with sushi and ended with a sense of expansion. 

As the head of an advertising and marketing agency near Minneapolis that specializes in social change marketing, green marketing, wellness marketing and the LOHAS consumer, our team creates brands that take consumers or stakeholders on a journey. Santana does the same. His performance artfully weaves words that act like threads of philosophy, hope, spirituality, progressive politics and love along with music that takes his audience deeper into the experience.

In marketing, graphics, paper stock, images and video are like music. They attract attention and draw an audience in. It's the words—copy and headlines, that connect the threads that carry the message. Together, they create art.

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. 

Who needs a cabinet full of pharmaceuticals when nature offers its own medicine chest? 

As the owner of a Minnesota advertising and marketing agency and organic industry leader who specializes in green marketing, organic branding, social change communication and the LOHAS consumer, I have long worked with clients to educate customers about how food can heal.

One of our clients, H. Brooks and Company, is an absolute leader when it comes to offering tools that empower and educate grocery stores, restaurants and shoppers about the health benefits of fruit and veggies. Every marketing touch point is an opportunity to create messaging that not only differentiates your brand, but drives sales.

This recent newsletter illustrates how you can combine classic B-B sales strategy with a holistic message. And who doesn't love the fact that a delicious slice of watermelon can promote heart health and help prevent cancer?

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.

If you want action to stop climate change, pick up the phone and call now.

Join Repower America today in their three-day calling campaign. It's easy and tens of thousands are already flooding the phone lines.

Just call our easy-to-use, toll-free Repower America hotline at 1-877-9-REPOWER (1-877-9-737-6937) and enter your zip code. You'll be connected to one of your Senators. 

Once you're connected, remember to tell the staff member you're speaking to that:

• You're a constituent
• You want your Senators to pass strong clean energy and climate legislation this year
• You want a strong bill that invests in clean energy, creates millions of jobs and sets a limit on harmful carbon pollution from all sectors of our economy

Repower America has become incredibly adept at activating millions through digital media. How did I find out about this campaign? It found me through my in-box this morning. Now I'm leveraging new media channels to spread the word farther and wider.

That's what I call green marketing at its finest. Like a dandelion opening to the sun and scattering seeds on the wings of wind, green advertising agencies like mine create social change and harness the power of consumer choice with beauty and high impact. 

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 film, Avatar speaks to a long-buried global desire for a closer connection with the natural world. The beauty of this film is that it speaks not just to enviros and activists, it moves audiences from all political, cultural and psychographic perspectives.

Now, a PRI video report brings the reaction of perhaps the most important audience of all. Rainforest dwellers who now live in the jungles of Ecuador. I spent time a few years ago with the Achuar tribe in the jungles of Ecuador. As a people who have lived in harmony with the planet for thousands of years, it is fitting they are represented in this report.

It's rare for media to strike such a universal chord. As the owner of an advertising agency specializing in LOHAS consumers, creating green ad campaigns, social change communication and renewable energy marketing, I couldn't be happier.

Thanks to Avatar, blue is the new green.

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.

There are nearly infinite ways to extend your brand. If you have a green or LOHAS consumer brand like mine you can start by:

• serving organic coffee and tea in reusable mugs
• fueling your vehicles with bio-diesel or use hybrids
• buying only 100% post-consumer fiber paper for your printer

Of course that's just the beginning. Another extremely simple and generally overlooked tactic is to extend your brand through your email salutation. Why sign client correspondence with the traditional "Sincerely," "Yours" or "Best Wishes," when you can convey your brand message at the end of every digital communication?

As president and creative director of firefly180 marketing, an advertising and marketing agency that specializes in markets that include; organic marketing, yoga advertising, green energy marketing, social change communication and renewable energy marketing, I know that the power of creating off-the-beaten-path ideas can ensure a brand message resonates and stays with the audience.

Take my agency for example. We work in the progressive space with progressive businesses and non-profits. Our tagline is: building brands that spark change. When we close an email, we sign it enthusiastically, "Shine on!" 

Clients love it. It's playful. It speaks to change, light and forward movement. And best of all, those who receive our emails feel acknowledged for the spark they bring to the world. So the next time you sign an email with "Sincerely," stop to consider how you might be able to extend your own brand with a salutation that speaks volumes. And remember, shine on!

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.

Food that reflects your personality? That's just one of the trends the Food Channel predicts this year, according to a recent Natural Marketing Institute article published in the LOHAS Journal.
As a brand strategist who specializes in organic branding, green marketing, social change communication and green advertising, this trend seems only natural. After all, food is a brand. And like all brands, food has personality attributes.

A common branding exercise invites businesses to choose foods that represent their brand. For instance, a yoga brand might choose miso, edamame and rice—while a produce company might choose fresh lemons and strawberries. It only makes sense that as consumers continue to seek self-actualizing experiences, we begin to choose and serve foods that represent an actual extension of ourselves.

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.

Sadly, for all the talk, hope and political wrangling, the carbon management requirements that many had hoped to see materialize at COP15 did not. For an excellent summary, check out  Joel Makower's greenbiz.com.

We have a couple choices. We can lament the fact that world leaders lack the guts and vision to mandate a clean energy, carbon-neutral future. Or we can see the silver lining and do what we as LOHAS consumers, organic consumers, social change agents and green energy advocates have always done. We become the change we wish to see.

The most important movements of our time have not been legislated, they have risen from the collective consciousness of seemingly ordinary citizens like you and me. Think about the meteoric rise of the organic movement. Civil rights movement. Suffrage movement. And end to the Vietnam War. 

Each came into being—or to an end—because of an outpouring of personal resolve. These movements didn't start at a global summit. They didn't start with a gathering of politicians. Or world leaders. They started, because enough of us believed it was time for change.

It is time for change once again. We can begin today with simple steps like replacing incandescent indoor and outdoor lights with solar and energy efficient compact fluorescent and LEDs. We can build and retrofit homes so that they require less energy. We can buy more fuel efficient cars and drive less. The list goes on and on.

Most importantly, we must not lose hope. Remember your power and capacity to create change. This is clearly a time when actions speak louder than words. 

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.

If you haven't seen Food Inc., move it to the number one position in your Netflix queue or rent it now.

This amazing and engaging documentary lifts the industry's veil of illusion and shines a light on the truth about how food is grown, processed and sold in this country. As a lifelong advocate for organic and locally grown food, I loved this film. And I applaud its makers for being catalysts for change.

As a leader in the areas of organic branding, social change communication and the LOHAS consumer, it's exciting to see this message play out on the big screen. While much has been made of the H1N1 virus "pandemic," it's food related conditions like diabetes, heart disease, and obesity that are killing our family, friends, co-workers and neighbors in record numbers.

Science has long ago established that we are what we eat. The good news is we can vote for change every time we check out at the grocery store. The more we demand locally and sustainably grown fresh fruit, vegetables, whole grains and meats, the more products will become available. And with scale, the price will drop. Making healthy eating available to all. 

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."

The concept of an 'average American' is gone, probably forever," according to 2010 America, a new Ad Age white paper revealing the changing face of consumers.

"The message to marketers is clear: No single demographic, or even handful of demographics, neatly defines the nation. There is no such thing as the American consumer."  To see the full story, click here: adage.com/article

As a leader in green marketing, the organic industry, green energy marketing, social change communication and organic branding, I welcome this thoughtful work. For those of us who work in the progressive creative space, traditional demographic profiles have held little value. That's why psychographic profiles, like the LOHAS (Lifestyles of Health and Sustainability) profiles are so vital to our work. They take into account actual behavior in addition to nuts and bolts data like gender and income levels.

After all, in order to move a consumer group to action, it's imperative to understand not just how your audience thinks, but how they feel. What inspires them. What they aspire to. And what values they embrace.

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.

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.