The
Wall Street Journal reported today that 130 developing countries walked out on talks at the
UN Summit in Copenhagen, but
Environmental Leader reports talks resumed after three hours. It is
impossible to overstate how much is at stake here. The world is watching. And as long as leaders are talking, there's still cause for hope. So I'm planting myself firmly in the optimistic camp called "Hopenhagen," and saying 'no' to the more cynical view of "Nopenhagen."
The time for wasting emotional energy on political posturing is over. The time for investing in a sustainable, renewable energy future is now.
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 marks the first day of the
United Nations Summit in Copenhagen. UN Secretary General
Ban-Ki Moon, along with groups like the National Resource Defense Council (NRDC) are
calling for building a global consensus on four critical fronts:
1. To cut the carbon pollution that is dangerously overheating our planet
2. To share clean and sustainable energy technology amongst all nations
3. To put financing in place that will rapidly expand the use of renewable energy and energy efficiency around the world
4. And to help low income people who are already reeling from the ravages of climate change
As the head of a green marketing agency and leader in the field of renewable energy marketing, I urge you to join me in closely following how the next week unfolds. We are at a critical crossroad. The future of our planet depends on the wise, forward-thinking and sustainable choices we make now.
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.
Powered by solar and geothermal energy, this 12-story office building complete with a plant-based water filtration system, is a prototype for the future. It makes so much sense.
Green marketing is another plant-based model. Each ad, message, website, social media campaign, logo and sales pitch is a closed loop. It's a creative and strategic process that guides consumers deep into the soil to explore the root of the message, then back up to the sun where they can see the light and take action. As the head of a green marketing agency that specializes in the LOHAS consumer, green advertising, yoga studio marketing, organic branding and renewable energy marketing, I believe that nature has much to teach. All we need to do is listen.
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.
There is a new proposal to build a transmission link that would connect our nation's major energy grids. New wind energy sources are coming on line, but our lack of
connectivity is making it difficult, if not impossible, to get that clean energy to the homes and businesses who need it.
It's the same with green marketing. Lack of connectivity means your message is not going to get to the eyes and ears of those who need to hear it. As the head of an advertising and marketing firm that specializes in green energy marketing, yoga advertising, green ad campaigns, organic branding and the LOHAS consumer, I know with absolute certainty
the power of connection.
Those of us in the the progressive marketing space are like transmission towers beaming our message of change to millions around the world. Fortunately, we are not intrinsically linked to pole and wire. We send our message through a myriad of ways. Some of us have abandoned the outmoded mass media wire and are marketing in sustainable ways entirely off the grid. Who needs traditional lines when you have resourcefulness, imagination and the courage to go where others have not thought to tread.
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 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.
It's a beautiful thing when green marketing, organic branding and social change communication become supercharged through media.
One of my favorite organic tea brands, Zhena's Gypsy Tea, got a great media hit recently when Jennifer Aniston prepared cocktails at a party using the Zhena's Super Berry Blend. Zhena, the founder of this brand, is an incredible visionary, authentic spirit, green goddess and master tea blender. I couldn't be happier for her.
Mass media has incredible power to educate, enlighten and inspire the mainstream. The organic industry, green companies and progressive businesses have amazing stories to tell. Put them together and you have a force for change. It's
a win for green business. And a win for consumers who are exposed to new ways to live healthier and more sustainably.
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 been a fan of Kripalu yoga for years, but just had the opportunity to visit the center, take a few classes, dine on delicious organic fare and soak in the beauty of the Berkshires.
I wasn't expecting to have an aha marketing moment during yoga class. But today I did. I've
always struggled with a posture called, "the crow." But when my instructor suggested I use a block to learn the pose, suddenly struggle transformed to ease. It's the same with marketing. As a leader of a Minneapolis marketing agency that specializes in sustainable advertising, green marketing services, yoga marketing and environmental marketing—we've found that strategic or creative struggle can be instantly transformed. Sometimes all that's needed is a little help.
Whether that help takes the shape of a new learning, perspective, a walk or a fresh batch of chocolate chip cookies, each represents shifting and refocusing energy. So the next time you find yourself stuck, or feeling like a solution is nowhere in sight, find a way to shift your energy. You'll find the answer was within you all along.
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.
Will sex sell to to apathetic guys? The new eco website www.angrygreengirl.com certainly hopes so.
Targeted at
men who might be cajoled into taking eco action by self-described "hot" babes, this site isn't for everyone. But as a new launch in the green scene, the brand is clearly unique.
As the head of a green advertising agency and an expert in the categories of organic marketing, green online marketing, sustainable advertising, social change marketing and eco communication, I've worked with a lot of eco businesses to create advertising and marketing strategies that build movements and garner millions of media impressions.
But I have to admit, I've never recommended launching a new green site with the offer of free, eco, waterless car washes for hybrid drivers by bikini-clad models. But then, I've never worked on a brand like angrygreengirl.com.
Will this new venture make it? Who knows. But the market will soon decide whether this site is sexy. Or just silly.
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 marketers, there are important lessons to be learned from compost.
Listen to this. According to greenerdesign.com, researchers in India have figured out how to turn toxic textile sludge waste into lovely compost. As the owner of an advertising and marketing agency that specializes in environmental advertising, organic branding, green advertising and sustainable advertising, I can relate.
Clients often come to us with a similar problem. Although instead of slimy sludge,
the mess they most want to clean up is their messaging. That's where good brand strategy comes in. Our team takes a look at the sludge and through a variety of creative and strategic filters begins to remove unwanted waste, impurities and artificial ingredients. The result?
Rich, beautiful, exciting and nourishing advertising and marketing that benefits consumers as much as it boosts our clients' bottom lines.
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.
Ugh. I love Sigg bottles. I've bought them for friends. Recommended them as a campaign element in clients' green marketing efforts. And have been a brand enthusiast for years.
Now the brand is up to their eyeballs in a
full-blown media crisis. Why? While its CEO may claim the issue is all a matter of semantics, the fact is Sigg was less than truthful about the presence of BPA in the lining of its bottles prior to 2006. As the head of a
green advertising and marketing agency that specializes in sustainable advertising, green public relations and LOHAS marketing, I feel Sigg's pain.
And I understand their temptation to
walk the fine edge of the truth. After all, they could rationalize that the BPA presence in their bottle lining was a non-leaching presence, so therefore it was no big deal. But it was a big deal. And the fact is, it is NEVER a good idea to tell less than the truth. Because at some point, the whole truth is always revealed.
So the next time you feel the need to dance around the truth. To tell parts of it. To offer less than full disclosure. Consider the predicament of Sigg—a former poster child for eco-consciousness. This once trusted brand no longer has the full faith of its fans. Consumers feel deceived. And damage control, if it is possible, will be immensely costly. Ask yourself, "Was it worth it?"
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.
In today's edition of
Environmental Leader about McDonald's creating prototypes for green restaurants, the issue states:
"...The restaurant is treating the 10 locations as “learning laboratories,” said McDonald’s V
ice President of Corporate Social Responsibility Bob Langert, in a Q&A with DailyFinance. One of the green prototype stores, in the Chicago area, uses 25 percent less energy than similar locations. Energy savings and waste reduction are central to McDonald’s corporate social responsibility strategy, Langert said. Globally, the restaurant consumes $1.7 billion annually in energy and it spends another $1.3 billion handling its waste. McDonald’s has more than 31,000 locations worldwide..."
Does this new effort amount to greenwashing? Or a super-sized step forward? While it may be too early to tell, as an expert in natural advertising, organic advertising, organic promotion and LOHAS marketing, I've worked on many leading-edge advertising strategies and attended more than a few green energy conferences.
When a company the size of McDonald's initiates a move in a more sustainable direction, the outcome can only be good. While the franchise is far from perfect and their desire to reduce waste and energy consumption is all about increasing their bottom line—what's wrong with that?
The beauty of green and sustainable marketing is that doing what's right is generally rewarded with doing well. Who knows? Maybe a McOrganic menu is right around the corner. I would be lovin' that!
As marketers, it's critical that we don't just understand our audience—but that we know them in the deepest, most meaningful way possible. As the head of firefly180 marketing, a green advertising agency that specializes in LOHAS marketing, green promotion, eco communication, wellness marketing, social change communication and renewable energy marketing, I've found NMI's LOHAS segmentation work invaluable.
If you're new to the LOHAS psychographic, here's the quick drill. LOHAS (Lifestyles of Health and Sustainability) reflects a more than $200 billion market in the U.S. That translates into 19%, or 41 million adults. This market segmentation is divided into:
Naturalites: Zealous about personal health; attracted to mind body spirit philosophies; meditate; self-actualize through purchasing decisions.
Drifters: Consumers with good intentions but are price sensitive; younger; not convinced they can make a difference; motivated by convenience.
Conventionals: Mainstream; like to recycle; motivated by saving money; practical; likely to donate to green causes.
Unconcerned: 16% of U.S. population and decreasing yearly.
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
Consumers want to connect with the people behind the products they buy. They want the back story. The inside scoop. And they want to get a sense of personality and passion. This is especially true when it comes to food.
As head of a green advertising agency that specializes in social change communication, eco
communication, green promotion, alternative advertising and LOHAS marketing, I recently worked on a campaign to promote locally and sustainably grown foods. We interviewed farmers, wrote profiles that stores could use in their newsletters and created point-of-purchase signs. It was a simple yet powerful strategy.
I was recently shopping and stopped at a bin overflowing with incredibly fresh sweet corn. Placed prominently at the display was one of the signs I had created. Shoppers were milling about filling their bags while reading the story of the farmer who was profiled. The more they read, the more they filled their bags. Having met the farmer who grew the corn, I knew how incredibly proud he would be. A connection had been made. And that is the essence of great marketing.
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.
Ad Age white paper revealing the changing face of consumers. 
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