Sustainability Communications

As the president and creative director of firefly180, an advertising agency that specializes in green marketing, organic branding, social change marketing and the LOHAS (Lifestyles of Health & Sustainability) consumer, clients often come to me uncertain about where to begin. The answer is easy. Just dive in!

While in Los Angeles meeting with a client, I did just that. Literally. And figuratively. While diving into the Pacific in January may not be for everyone, it's an experience you won't want to miss.

It's the paths less traveled that bring the most memorable results.

And this is one of them. Pure fun. Pure awakening. And pure letting go of what most people would consider. Of course, when diving into marketing, there's aways a plan. At firefly180, we start with brand architecture and strategy and build creative from there. It's the same when diving into a wintry ocean. Only that plan includes lots of towels, followed by a long soak in a hot tub. 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

The business of heading an advertising and marketing firm can feel like a competitive space.

So can running a yoga studio. But I've found, along with my friend and client Suzy Schaak, owner of Pure Yoga, that there's always enough clients, business and growth for all. 

We've chosen to reverse our warrior.

Like this elegant yoga pose which opens to the infinite, business in the green, wellness, LOHAS (Lifestyles of Health and Sustainability) yoga marketing and yoga advertising arenas, there is infinite opportunity. Clients, students and customers are naturally drawn toward brands and businesses that speak their language. That align with values and philosophies. And that allow them to feel heard and nurtured.

Businesses that operate in fear and constriction miss the opportunity to expand. But by opening, trusting and allowing, they'll find— along with Suzy and me— that increasing your bottom line starts with increasing your capacity to reach higher.


Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

 I never tire of watching the world below from the window of an airplane. Clouds become desert dunes, highways become human arteries and lakes become rain puddles.

There's always something new to discover. And I found it recently while walking along an Atlantic beach. The ocean created a forest of trees in the sand. It seemed so obvious in the moment and I wondered why I had never noticed before.

The same is true for great advertising and marketing. Sometimes it is the most simple messages that have the most lasting and profound effect.

I've spent my career working with LOHAS (Lifestyles of Health and Sustainability) Consumers, green marketing, organic branding and social change communication. My team and I strive for simplicity amidst the complexity. This is no small task. But the result is worthwhile.

Sometimes it is the most simple message that is most obvious. Even when we've never noticed it before. 

it's no surprise that extraordinary wisdom is found in nature. She has a story all her own. We need only attune our eyes and ears to see the forest through the trees.


Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

 Nature has much to teach us. Even a tree can become an office chair for an afternoon—especially during a visit to the east coast on an uncharacteristically warm winter day.

As the president of a progressive, socially and environmentally. mission-driven advertising and marketing agency near Minneapolis, it's no accident that my Twin Cities office is in a natural setting.

What better way to craft strategy and creative for green energy campaigns, yoga marketing, Lifestyles of Health and Sustainability (LOHAS) marketing and wellness advertising, than with the sky above me (skylights) and miles of native grass and wildflowers out my door.

Nature is all about cycles. While messaging and graphics often change to reflect the "season", each cycle brings new growth and discoveries. 

So let's take it from nature and spend some time celebrating the cycles while approaching marketing fearlessly—even when you find yourself out on a limb.



Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

Who says sustainable brands can't be sexy? Not River Moon Coffee, a new brand nestled along the St. Croix River in Stillwater, Minnesota. 

When founder, Geoff Schodde hired me to help his team craft a highly experiential brand that spoke to his passion for perfect coffee, beauty and pleasure—while at the same time supporting small, artisan shade-grown coffee farms, the journey was as delicious as his beans. 

My expertise with the LOHAS (LIfestyles of Health and Sustainability) consumer, green advertising, organic industry and social change communication, served as a solid foundation for the start of this brand. But even more vital were the unflinchingly intuitive and intentional brand touch points that rose to the surface during our brand architecture process.

Brands that want to be a little bit of everything, always amount to a lot of nothing.  Great brands are fearless. And they are truthful. As we dove in, River Moon's unique characteristics emerged naturally and with a voice all its own. One that will speak with clarity, confidence and aliveness. 

Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing. 

Life can be a swirl. So can work. In the day to day discipline of managing your brand, it can be easy to get caught up in endless rushing, quick fixes and short term goals.

But there is a secret to finding the stillpoint. And that is BEING the rock in the river. No matter how much the water swirls around it, the rock remains firmly planted. And while it is shaped by water over time, it is not quick to give way.

As the head of a green, wellness and social change advertising and marketing agency in Minneapolis, my team and I help our clients to create brands that are as grounded as the largest boulders. And whether we're working on green ad campaigns, yoga marketing, organic branding, or speaking to LOHAS (Lifestyles of Health and Sustainability) consumers, we strive to create rock solid messaging and brand coherence.

Nature has much to teach us. By finding the stillness, we are most open to resting in the flow.

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. 

Friends had a baby recently. As I thought about gifts I could bring to celebrate the arrival of their daughter, I couldn't help but think about the fact that new moms are the gateway to green buying.

So while I know that typical baby gifts include clothes and toys, I thought I would offer them something a bit different. A clean start so to speak. So included in my reusable gift bag, (with clothes and toys) I also added some of my favorite green cleaning products. Why? Most commercial cleaners contain a chemical cocktail that is as harmful to babies and their parents as  the planet. If you want to get your home really clean, start with clean and green products.

I've spent my career in the green advertising and marketing business. It's not just a way of work for me. It's a way of life. I've had the honor to launch and evolve brands using green and eco ad campaigns, work with organic branding, wellness marketing, LOHAS (Lifestyles of Health and Sustainability) marketing and more.

I've won lots of awards and had the honor to work with many amazing businesses and organizations. But I'm most proud of the fact that my work and my life are very much in alignment. After all, at the center of all great brands is authenticity. Why would you hire an advertising or marketing agency that was anything less?

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 wind fills our clothes like sails, tickles the leaves until they laugh and whispers secrets in our ears. I heard and felt the wind while standing on a cliff near the Mayan ruins of Tulum in February and I heard it again today in the kirtan recording, "Into the Wind." 

As a leader in green and social marketing and the head of a Minneapolis advertising and marketing agency, I listen to the wind. It's often said that as marketers, we have our ears to the ground. But, just as importantly, we need our heads in the clouds. 

It's there we find inspiration. Dream big dreams. Tap into creative and cultural expansiveness. This is the essence of LOHAS (Lifestyles of Health and Sustainability)  marketing and of the LOHAS consumer. This values driven style of brand development is evident in green marketing, organic branding, yoga studio marketing, social change communication and more.

How do you recognize it? Anywhere you find businesses who are passionate about doing well, and doing good— you'll also feel, hear and touch the wind.

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. 

While discs for data storage seem to be on the edge of extinction, there are still times when they come in handy. And when they do, consider EcoDiscs. I got mine as a sample in the mail and have to admit, I'm intrigued.

Fifty two percent less C02 emissions, 50% less polycarbonate, 50% less production energy and no toxic binder...how can you go wrong?

As the head of a green and LOHAS (Lifestyles of Health & Sustainability) marketing agency near Minneapolis, my teams and I are very intentional that the materials we spec for production are as green as our message. For instance, 100% post-consumer, chlorine free fiber paper and soy-based inks are standard.

Why? Because the materials you use are just as much a part of your brand story as the words and images. Now that choices are opening in the world of data storage, here's one more opportunity for extending a mantra of sustainability. After all, what goes around, comes around. 

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. 

 As in life, green marketing and social change communications is like a labyrinth.

There is a beginning. There is an ending. But the path is never a straight line. As I walked a labyrinth overlooking the ancient Smoky Mountains of North Carolina last week, ringed with stones, shells and sacred objects—I couldn't help but see the parallel.

As a leader in the LOHAS (Lifestyles of Health and Sustainability) market and head of an advertising agency that specializes in creating meaningful marketing, I've explored and appreciated this meandering journey with clients again and again.

The thing is, whether creating messaging around climate change, organic food or even green printing—there is no step-by-step guide to ensure success. Each approach is unique. Each step is new. And every business or organization deserves the same level of mindfulness as a journey through a labyrinth.



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 week, nearly 150 senior level LOHAS (Lifestyles of Health and Sustainability) leaders gathered for the first-ever Twin Cities conference.

As a leader in the category, and one of the first marketers in nation to begin working with this powerful psychographic, I couldn't have had more fun. While there are thousands of LOHASIAN businesses globally that represent this nearly $300 billion market segment, it's rare for those of us who work in the same region to connect. 

But it's events like these with a roster of like-minded, cause-oriented business leaders that spark ideas, bring forward new data and create a platform for new friendships. For me, it's like eating a heaping platter of soul food.

I was asked to host a lunchtime discussion on mindful marketing. (The Buddha advocated mindfulness as a spiritual practice in daily life to maintain calm.) In case you missed it, here's your chance to experience the process now:

!. Close your eyes and take slow, deep breaths. Follow your breath. Notice how your belly expands. Feel the air flow through your nose. Notice any thoughts than arise. Don’t judge them. Just observe. Know you are not your thoughts.

2. Notice how when you breathe there is an equal exchange between the inhale and exhale. You breathe in oxygen. You breathe out carbon dioxide. This in turn is breathed in by trees, which give back oxygen.

3. The very act of breathing is sustainable. You receive as you breathe in. You give back as you exhale. It’s the same with mindful/LOHASIAN marketing.

When we create marketing that effects change in the world, we give. When we are rewarded with the results, we receive. So I ask you:

• How are you currently giving through your professional life? How are you receiving?
• How can you use mindfulness to give and receive more?

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 just returned from Galveston, TX, an island that was quite literally flattened  by Hurricane Ike just a couple years ago. 

As I walked the beach amidst the massive piles of seaweed that had accumulated on the sand, I was struck by the fact that what looks like an unsightly mess to most, is actually nature's way of restoring itself. (When left on the beach the seaweed traps sand, resulting in erosion-controlling sand dunes.)

As the head of a Minneapolis advertising agency and a leader in green marketing, LOHAS (Lifestyles of Health and Sustainability) marketing and wellness branding, I have often experienced the fact that what looks like a marketing mess at first, is actually the beginning of something great. It's only when we deconstruct the tried-and-true, especially when we're working on evolving a brand—that we make space for the beauty and boldness of what comes next.

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 your company hosts a conference or annual meeting, take a break from Orlando, LA or NYC, invite colleagues to a green beach for a change of venue and change of heart. Resorts like Eco Tulum's Cabanas Copal.

On the Mexican Riviera and near stunning Mayan ruins, a venue like Copal may not have the amenities of a resort hotel—like electricity. But you might be surprised at the creativity starlit nights, brightened by torches or candles and accented with the gentle whisper of waves can inspire.

As the owner of a green marketing company and leader in social change communications, organic branding and the LOHAS (Lifestyles of Health and Sustainability) consumer, I've launched countless green ad  and wellness campaigns. When you live and work in this category, it's not only important to walk your talk—it's vital. That's why I'm heading to Copal for my company retreat. And that's where i'll recharge—becoming one with my own source of renewable energy.


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 group of Minneapolis LOHAS (Lifestyles of Health and Sustainability) leaders and I met last week regarding planning a first-ever LOHAS conference in our city. The idea, the brainchild of LOHAS Forum head, Ted Ning, is to bring the annual international conference held in Boulder, to a small number of targeted, LOHASIAN cities. 

Minneapolis and St. Paul are not only creative hotbeds, they are home to a large community of progressive, change-agents who are passionate about making a difference in the world. Over dinner at Heartland, an amazing restaurant that serves local, sustainable and organic, we all shared the vision that as LOHAS leaders, it is far more powerful to grow the movement by encouraging businesses to take small steps toward sustainability now, rather than demanding 100% perfection before they are deemed "acceptable".

As the head of a green marketing agency that specializes in social change communication, organic branding and green energy marketing, I know that LOHAS is not about drawing a line in the sand. But about reaching out to all kinds of businesses and encouraging changes large and small. We live on a little blue planet. Each of us leaves a footprint. If we are to collectively lighten ours, sometimes we need to lighten up. The fact is, we can effect a lot more change by inviting it—not demanding 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

Organic marketing packs a punch. But the Organic Center list of foods below with the highest levels of antioxidants per serving, packs a nutritional and planet-saving knock-out.

Blueberries • Cranberries • Blackberries • Raspberries • Strawberries • Red grapes • Apples• Plums • Potatoes • Red grapes • Sweet cherries • Kidney beans • Pinto beans • Prunes • Asparagus • Grapefruit • Peaches • Yellow pepper • Green grapes • Blackeye peas • Cooked tomatoes • Cooked artichoke • Red Cabbage • Red-leaf lettuce • Broccoli raab and • Beets.

As the head of a Minneapolis advertising and marketing agency that specializes in organic marketing, social change communication, environmental marketing and green advertising, I have a passion for all things organic.

Not only do organically grown fruit and vegetables taste better and offer more nutrition than conventionally grown, organically grown food and fibers are sustainable for the Earth and safer for farm workers. So the next time you have a choice between organic and conventional—don't panic, buy organic.

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 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.

It all began with a simple, yet powerful idea.

To bring women together over glasses of heart-healthy wine to educate, empower and save lives.
Now the The Minneapolis Heart Institute Foundation (MHIF) Wine Dinner Kit is gaining support from Hanoi, Vietnam to Hastings, Minnesota.

As the head of a Minnesota marketing agency that specializes in wellness marketing, organic branding and  the LOHAS consumer (lifestyles of health and sustainability), it has been such an honor to be the creative force behind this movement.

Marketing after all is about effecting change. Moving the dial. Inspiring action. And being of service. 

I raise my glass to the health of women around the world and my client MHIF, who has the vision and commitment to bring health and healing to 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.

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.

I was reviewing a new client's website today and it occurred to me that their home page looked as if someone took a handful of pebbles and tossed it at the computer screen. There was such chaos, not only in terms of message, but the content was graphically weighted so that the eye couldn't focus on the page.

What happened? The number one rule of branding was broken. BRANDS WHO WANT TO BECOME A LITTLE OF EVERYTHING AMOUNT TO A LOT OF NOTHING. 

I know it can be tempting to want be everything to everyone. But the fact is, no one—or no business can be. And you wouldn't want to be. Each brand is unique. And it's that uniqueness that keeps clients coming back.

As a leader in green marketing and organic marketing in Mpls, I know first hand the value of not only differentiating your brand, but of making a difference while you do it. In working with clients on campaigns ranging from wellness marketing, LOHAS (Lifestyles of Health and Sustainability) marketing, green energy marketing, organic branding and more, we urge our clients to be fearless about embracing their "differences," and to let go of the idea of "fitting in."

Customers appreciate authenticity. So be yourself. Be fearless. And stay true to your message and your brand. The marketplace will prove that you're rock-solid.

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 I visited my homeopath this week, an extraordinary woman who is also a MD, it struck me how much alignment exists between the modalities of healing and branding.

Like a homeopathist, at firefly180 we begin the brand process by looking for patterns, past history, current perceptions and challenges. We look at what's working. What's not working. We look at tangibles like products and services delivered. And we look at intangibles like how an end-user "feels" when they receive that service. 

As the head of a green Minneapolis advertising and marketing agency, who specializes in working with green marketing companies, the organic industry, wellness marketing and the LOHAS (Lifestyles of Health and Sustainability) consumer, I always knew our approach was holistic. But I didn't fully make the connection that our organic and sustainable branding approach is as holistic as the clients we serve.

Funny how seemingly everyday experiences can bring new insight and depth of understanding.

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.