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.
Suburban developments have long been the bastion of lush, green, chemical-laden, thirsty and
unsustainable lawns. Now a new development south of Denver is
challenging existing bluegrass dogma in favor of a concept they call "Agriburbia," with ground cover crops like strawberries, sweet corn and herbs.
As the head of a marketing and advertising agency that specializes in green ad campaigns, organic branding, green energy marketing and social change communication, I say to grass, "Your days are numbered." A typical dry climate household today uses about 23,000 gallons of water a month—most of it for lawn maintenance. What a waste. Of time. Of money. And of natural resources.
There is a growing segment (the LOHAS consumer) who are pulling out their wallets and trading in the hassle of sod for beautiful, yet low maintenance plants and shrubs. As one of them, I love the fact that I don't have to water or mow. I just
let nature do her thing. And as usual, she gives back far more than I could ever have imagined. Denverites who buy into Agriburbia are in for a treat.
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.
Today is October 12 and this is the view outside my office door.
Look closely, you'll see a herd of deer running by. But it's not the deer that are surprising. In a season that is generally all about crunching through colorful fall leaves, those of us who live and office near Minneapolis are looking for snow shovels.
J
ust as weather can take us by surprise, so can marketing campaigns. As the head of a green advertising agency with a focus on organic branding, the LOHAS consumer, yoga studio marketing, green energy marketing and social change communication, we strive to create surprise. We live in a media climate that is in continuous hyperdrive. And yet there is a pervasive cookie-cutter blandness that stifles most marketing messages.
Today, an early snow generated national media and shook up millions in my region. Tomorrow, I hope the same is true for
green marketing companies like mine. The stories of our clients are unique. Their messages are relevant. And their potential to generate change is as refreshing—and as surprising—as snow in October.
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 attended the global premier of In the Age of Stupid in NYC last night. This new film addresses the climate change crisis and the need for action we and our world leaders must take in Copenhagen this December. This film is 2009's answer to Al Gore's Inconvenient Truth.
Last night's premier was broadcast live via satellite throughout the globe and was attended by 1 million people—surpassing Star Wars, and is set to break a world record. Already inspiring international action, this film is a testament to the power of media, storytelling and good grass roots marketing. Check out www.ageofstupid.net.
As a leader in green marketing, renewable energy marketing, organic internet marketing and eco advertising, climate change has been a passion of mine since I began working on TV and green energy print campaigns more than a decade ago. I've seen the power of consumer choice. And I've been honored to create messaging that has educated, empowered and created real change.
In the Age of Stupid offers a powerful message about pending disaster, but also one of hope. I am proud to answer writer/director Frannie Armstrong's call to action to join millions of people in reducing my CO2 emissions at least 10% by 2010.
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.
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.
If you ever doubt that the
actions of few can change the world, take a look at the Peace Wall in Prague.
But take a good look, because tomorrow, the wall may look entirely different. This living piece of art, which began as a kind of protest by a few who dared to speak their truth as the Berlin Wall was falling, continues to spread the message of hope, change, self-actualization and empowerment.
Like the
ultimate brand, this wall is alive. Evolving. Responsive. Meaningful. Lasting. Aspirational. Authentic. And unique.
As a leader in LOHAS marketing, environmental advertising, social change marketing, alternative advertising and eco business, I've spent my career creating advertising strategies and campaigns that empower consumers to live in alignment with their values. But just as importantly, my work has been about supporting the growth and profitability of businesses and organizations that create positive change.
The Peace Wall is an organic piece of art. It stands as a testament to the power of the written word. The power of creativity. And the power of the human spirit. Just like a good brand.
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.
Government is often criticized for being too big. Too slow. And too late.
Not the case for the wildly popular
Cash for Clunkers campaign. In fact, according to one of my favorite eco news sources,
Environmental Leader, this program which is one part
green public relations, two parts sustainable marketing strategy and seven parts economy-boosting eco business brilliance—has resulted in a 58% increase in fuel efficiency.As a leader in LOHAS marketing, organic branding, green energy and sustainable marketing arena, I love the fact that
700,000 gas guzzlers were traded in for more fuel efficient models. I also love the fact that this quick cash infusion has meant that many auto industry jobs from salespeople to line workers were saved. At least for now.
The beauty of good green business strategy is that it is based on a model of inherent sustainability. That means both profit for a business and low impact on the planet. U.S. car makers, buckling under pressure from shareholders, have for too long focused on short term gains. This was not only arrogant. It was bad business all around.
Now that U.S. car makers have been forced to reap what they have sown, I only hope that they have seen the light. And that they launch a course correction that is not about big and bigger. But green and greener.
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.
Ben & Jerry's announced today that they're working on developing an ice cream formulation that can be shipped and sold warm so that the end consumer takes responsibility for the energy required for freezing.
While they haven't cracked the recipe riddle, this is
a great example of a company that's pushing the boundaries. Thinking differently. And pioneering a process that could save millions of pounds of C02. That they're messaging about it now while in the development phase is a praiseworthy approach to green public relations.
As the head of a marketing and advertising agency that specializes in green pr, natural advertising, organic promotion, LOHAS consumers and organic internet marketing, we are often called on to create advertising strategies and pr campaigns that break through media clutter.
One of the best strategies to deepen existing relationships and attract new customers is to
share the back story of your marketing message. Go beyond simply telling your audience what you're doing. Let them know why it matters. Why it's unique. How it will benefit them. And the world.
Ben & Jerry's has built a great brand that speaks to quality, deliciousness and social activism. The warm ice cream concept extends their brand story. How will the next chapter of your brand story read?
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.
It's been raining for days. The meadow outside my office door is green beyond belief. (Sorry this photo doesn't begin to capture the richness of color.) Which got me to thinking about green marketing.
As the head of an agency that specializes in the LOHAS consumer, eco advertising, green energy, organic campaigns, green marketing and yoga advertising, to me
the rain is symbolic for washing the slate clean. Rain brings a new start. New growth. Transparency. And aliveness.
As marketers, one of our central roles is to wash away all brand distractions, so that the light of our clients' messages can shine through. The rain comes by this gift naturally. It's the same for all good green marketers.
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
As the head of an agency that specializes in the LOHAS consumer, eco advertising, organic campaigns, yoga advertising and green energy, it's
critical that the work we create isn't just show-stopping—it needs to get results.
Recently, I've been working with a client on an extensive brand evolution. We've created new market positioning, designed a new logo, ad campaign, direct response material and more. My client was quite certain that they already had sufficient technological infrastructure to measure response. Until they found out that they didn't.
Fortunately, company leadership saw the wisdom in tackling the challenge head-on and a new system will be in place shortly. It's not uncommon for companies to invest heavily in strategy and creative and neglect the information architecture to measure and quantify results, maintain current databases and create a structure that allows the marketing team to better boost sales.
If you are one of those companies, know you're not alone. But I encourage you to take the steps necessary to ensure that your marketing efforts are hitting their target. While a move into the database world may feel like a step back, it will actually help propel you a quantum leap forward.
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
As a leader in LOHAS marketing, yoga advertising and green marketing I've spent much of my career working with the organic industry and progressive businesses to develop green ad campaigns and advertising strategies.
For years we've known that EPA standards for pesticides, mercury and other dangerous toxins have been based on adult-sized bodies. Unfortunately,
it's children who eat lots of pesticide-laden fruit and chew on bisphyenol A laced plastic who are absorbing a deadly toxic body burden—at levels exponentially higher than adults.
The good news is there are
lots of green and organic alternatives for children today. In fact, one website, newbornmom.com (where I just purchased several baby gifts for my niece) is an excellent one-stop shop. But of course, newbornmom is just the beginning. A quick Google search will offer all kinds of great resources. And a trip to your local co-op, green goods store—or sometimes a mainstream retailer—will also offer a treasure-trove of cool, meaningful, safe and healthy options for the children in your life.
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.
We've all seen the commercials, youtube videos and national media about the quirky blanket with sleeves that's raked in nearly $100 million during an economic period that's seen the near collapse of the mortgage industry, the demise of GM and 15 million jobs lost.
It just goes to show—you just never know. In fact, the next Snuggie success story could be yours. In times of economic challenge, marketing budgets are generally the first to be cut. Our economy operates very much as a flock of geese, with most businesses following the lead of the guy (or girl) in front.
As the head of an agency that specializes in creating advertising strategies and green marketing campaigns for eco business, wellness companies, the organic industry and progressive businesses, I encourage our clients to resist the temptation to follow. And to lead instead.
That's what Snuggie did. Despite the fact that the concept for their product wasn't new. And despite the fact that there were competitors in their field, they led. There are 100 million reasons for you to do the same.
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.
You've got to love AMC's award-winning series,
Mad Men. It's great TV. And great fun to watch. And yes, I'm sure you could find agencies staffed with lying, egomaniacal, sell-their-soul-to-make-a-buck and cheat consumers advertising types. But truly, if this were the case, those careers would be short lived.
We live in a culture fueled by instant communication. And one that demands authenticity and transparency. This demand for businesses that are willing to pull back the curtain have opened the door for agencies like mine.
At firefly180 marketing, we're not your traditional advertising agency. Sure we do great work. Sure we win awards. But we specialize in working with progressive businesses and wellness companies where we focus on green advertising, LOHAS, wellness marketing, wellness promotion, organic campaigns, renewable energy and yoga advertising. We believe that business is the most powerful force for change on the planet. And to that end, we are passionate about leveraging marketing as a force for good.
I love yoga. It challenges me. Humbles me. Stretches my physical and emotional boundaries. And it nourishes my mind as much as my soul.
The same is true for my approach to marketing. As the president and creative director for an agency that specializes in wellness marketing, wellness promotion, organic campaigns and yoga advertising, I find that truly great strategy and creative results from being challenged, humbled, stretched and nourished.
Being a leader in the advertising and marketing arena is not an end to itself. It's a practice. It's ever-evolving. It's lifelong. And the moment it's not, is the moment creativity becomes a service to ego—not to clients or the world at large.
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.
Working in the wellness marketing category as a green advertising agency for the last two decades, I have many favorite organic brands. Truly, too many to count. But one of my absolute favorites and most enduring is French Meadow Bakery based in Minneapolis.
When I first began creating green ad campaigns, my office was just a couple blocks from their Lyndale Avenue storefront. It was a favorite destination for clients as well as my family— and a place we could gather to experience the most incredible organic baked goods, entrees, salads, coffees and tea. From their humble retail storefront and grocery distribution beginnings, French Meadow has grown to include organic airport restaurants and has been a pioneer in the art of organic internet marketing. Now a wide array of delicious organic products are available to a national audience of consumers who don't want to sacrifice taste to eat a healthy organic diet. I applaud the success of this amazing company and most of all the vision of Lynn Gordon who had the courage and vision to pioneer a business steeped in practices that are as healthy for people as they are for the planet.
"Be well."
It's a sentiment expressed by millions throughout the world each day—through email, as a parting greeting, or as a heartfelt wish. In that spirit, at the core of Wellness Marketing is the same intention. Marketing in the wellness category speaks most specifically to promoting personal well being. Whether that takes the shape of advocating for yoga or launching an organic campaign that promotes healthy foods free of toxic pesticides.
Consumers are faced with an unending array of choices. What laundry soap to buy? What's better, organic cotton, bamboo or Egyptian cotton towels? Free-range or organic eggs? Low-emission diesel or hybrid?
As marketers, we have tremendous power to help guide, educate and inspire millions to self-actualize through their everyday purchasing decisions. And in this way, we can offer up our own intention to, 'Be well.'
work has been critical to marketers for years. As a leader in Lifestyles of Health and Sustainability (LOHAS) marketing, eco advertising, social change communication and organic marketing, I am considered an expert on the LOHAS consumer. This psychographic group includes one in four adult Americans and a $209 billion marketplace.
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