Marketing Matters

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.