Social Change Communication

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.

Nature knows how to let go with such grace. Leaves dance their way down from trees. Rain falls with purpose from the sky.  Each gives back to the planet in immeasurable ways.

As a leader in green advertising, social change communication, renewable energy marketing and wellness marketing, I think it wise to take a lesson from nature. As marketers and brand strategists, we often have difficulty letting go of ideas. Letting go of ego. And letting go of the tried and true.

Let fall be a reminder that each season brings change. With this change comes opportunity and growth. Like leaves or rain, creativity is about renewal. I invite you to step outside, find some leaves to crunch through and let nature begin her lesson.

If a town nestled amidst ancient Italian olive groves can create a renewable energy future, so can communities large and small  across the U.S. 

As the head of a Minnesota-based green marketing agency, I know too well that the midwest is often considered the Saudi Arabia of wind. I also know that despite that fact, most of the energy produced here is made from coal.

We've got a long way to go. But the tiny village of Tocco is showing us the way. This kind of bold leap into the future is much like the kinds of campaigns we create at firefly180. With clients in the arenas of the organic industry, renewable energy marketing, social change communications and wellness marketing, our team supports businesses and organizations with creative and sustainable approaches to building brands and revenue streams.

The times are changing. So too is our ability to re-create our energy future.

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.

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.

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. 

How often do you have the chance to share a bottle of wine and have conversations that will save lives? Maybe this is a recipe we should embrace.

The Minneapolis Heart Institute Foundation (MHIF) is doing just that. As the head of a Minneapolis advertising and marketing agency that specializes in wellness, social change communication, LOHAS marketing and progressive causes, I partnered closely with MHIF leaders to craft a movement that is as fun as it is lifesaving.


The result? Launched about a week ago, the movement has already begun. An overwhelming number of those attending the dinner where the initiative was announced have already begun opening their homes and their hearts to educate and activate change around heart disease. To host your own wine dinner, go to the Minneapolis Heart Institute Foundation website or contact Toni Knorr, tknorr@mhif.org.

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 tried the most delicious and nutritious flax seed cracker on the planet, go buy a box now! flackers are the brainchild of Dr. Alison Levitt, a MD with a mission.

I met Dr. Levitt several years ago, when she worked with our family by prescribing a regime of herbs and supplements during a time when my son was in the midst of a health crisis. This wise and wonderful  physician was then in the midst of creating what would soon become the flackers brand by whipping up recipes and using a food dehydrator to "bake" them. They were amazing. Now you can try them too.

As a leader in organic marketing, branding, social change communication and green advertising, I can tell you without a doubt that Alison Levitt is the real deal. Don't forget to check out the flackers website along with Dr. Levitt's blog.

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.

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.

A friend of mine just returned from Copenhagen. While he wasn't there to attend the UN Summit on Climate Change, he did stop by COP15 to take in the vibe, cheer on the protestors and bring me back a smattering of materials he managed to gather.

Perhaps the favorite item in my gift bag, was Ode's special issue, The Solutions We Need Now. Imagine my surprise when I received an email notice courtesy of LOHAS and Ode, offering a digital version of the issue for free!

As the head of a green advertising agency and an expert in green energy marketing, social change communication and green marketing, I applaud this marketing effort. This beautifully conceived magazine issue is getting out to hundreds of thousands without the environmental cost caused by paper and ink, the energy needed to print or the recycling/solid waste realities after the issue is read. The online experience is simple and seamless. Get your free issue now. You'll love it.

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 are concerned about climate change and want to make your voice heard, go to Repower America's Wall now. It's a great way to be part of the UN Summit in Copenhagen without burning carbon dioxide to get there. 

You can leave a text or video message and join thousands of like-minded citizens from across the globe, including luminaries like Stephen Hawking, to mere mortals like me. You'll find my post here. As a leader in green marketing, eco-marketing, social change communication and renewable energy marketing, I love this platform. It's fast. It's easy. And it gives immediate voice to our hopes, fears and vision for our future.

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.

Thanksgiving may be over, but the season for giving thanks has just begun. That's why I plan to spend tomorrow joining a roomful of others in a day-long sitting mediation. Why? To dedicate one day to immersing myself in gratitude.

As the head of just one of the few green marketing agencies in Minnesota, I spend my days creating advertising and marketing campaigns for yoga advertising, organic branding, social change communication, wellness companies and progressive businesses.

It's such a gift to create work that is in complete alignment with my values. I feel such gratitude for my clients. My colleagues. And the good we are doing together. Tomorrow is a day to give thanks. And to be fully present to that gratitude. 


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.

Last month, climatechange.org leveraged the power of the blogosphere to drive action toward fighting climate change. Under the umbrella of Blog Action Day, the group galvanized more than 13,000 bloggers in more than 150 countries to reach more than 18 million readers about the most critical issue of our time.

As a leader in green energy marketing, I have long been passionate about educating and activating Americans to fight climate change. Lucky for me, my career in advertising and marketing has made it possible to be an advocate while making a living. 

As head of a green advertising and marketing agency who has spent her career working with progressive businesses on social change communication, I've created many effective and powerful campaigns—but none have been judgmental or heavy-handed. I believe the fastest way to effect change is to respect your audience. And to remain clear about how change will benefit them—both now and in the future.

Research shows that most of us want to do the right thing. Green marketing is a vital tool in helping shape messages that drive positive 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.

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.

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.