Marketing Matters

Working in an office that's heated and cooled by geothermal energy, with outdoor solar lighting and indoor compact fluorescents, I can't help but be inspired about how easy it's become to live a green and energy-efficient lifestyle.

As a green energy marketing pioneer, I broke new ground a decade ago by helping to launch the first green energy company committed to growing the market for renewables with the goal of shutting down nuclear and coal-fired plants. Our green communications strategy was simple. Empower consumers to make a choice that will benefit them as much as the planet. At the core of our audience base was a market psychographic called the LOHAS (Lifestyles of Health and Sustainability) consumer. 

In the years since, as I've transitioned and evolved into natural advertising, green communications and marketing for organic companies, understanding the LOHAS consumer has been central to my success as a marketer—and even more important to the success of businesses and organizations I've worked with. That won't change. And the businesses who listen—and speak the language of LOHAS— will green the planet as much as their bottom line.