Sustainability Communications

 Celebrities lend their names to everything from designer gowns to dish detergent. But can they help sell wellness? It depends. When it comes to speaking the language of health and wellness, they need to well...speak the language. 

Nothing but absolute authenticity and transparency will do. So when one of our clients, the Minneapolis Heart Institute Foundation wisely chose actress, author and wellness guru Marilu Henner as their keynote at an upcoming annual fundraising gala, the gates of messaging opportunities opened wide. 

As a Minneapolis advertising and marketing agency that specializes in wellness marketing, social change marketing, organic branding and LOHAS (Lifestyles of Health and Sustainability) marketing, we strive to build campaigns that create rich audience experiences.

Heart disease kills more Americans than any other illness. Almost twice as many as cancer. Shockingly, virtually no one knows this. But Marilu Henner does. Her father died from this condition. And he died far too young. His death transformed her life. And in turn she is transforming the lives of others through her work in the wellness arena. Actions speak louder than words. So if you're thinking about hiring a celebrity endorser, you need to see beyond their looks. Their personal passion, knowledge in your category and commitment to change are worth far more than what they bring in at the box office.





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 can't sell what you don't believe in.

Nowhere is this more true than in the categories of LOHAS (lifestyles of health and sustainability) marketing, green advertising, organic marketing and wellness marketing. To reach this audience and to move the dial, you need to live it. Believe it. And love it. 

So when I broke my foot recently and was told that I wouldn't be able to walk or drive for about six weeks, I called in my healing guru support team. It was time to walk my talk, even if that meant walking with crutches for a while. My team includes:

• a kinesiolgist and nutritionist
• a homeopathist and MD
• an energy healer
• plant remedies and organic essential oils (like the helichrysum pictured here.)

I'm now healing at lightening speed. In fact, my progress is about twice as fast as normal. I feel such gratitude for the healers in my life. And even more gratitude that my life's work is helping talented, innovative and off-the-beaten-path professionals like these, grow and prosper—as they heal people and 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.

Many things in life teach us balance.

But I have never had such a keen appreciation for this elusive state of being, since I broke my right foot a few days ago. Now camped on my couch, pretty much immobilized, I've forwarded my office phone home. And I am appreciating my left like never before. Eastern thought teaches us that our left speaks to our ability to receive. To our divine feminine. Intuition. And connection to Spirit. 

Our right, represents our masculine. Our ability to get things done. To activate the aspiration of the feminine. (I've always loved this side of myself.) I can get things done like no one else. But for now, I'm taking a "break" from my right-side-ways. And I'm appreciating my left like never before.

As the head of a green and LOHAS (lifestyles of health and sustainability) advertising and marketing agency in Minnesota, I have worked with clients to create green ad campaigns, yoga advertising campaigns, organic marketing initiatives and an endless array of messaging that activates consumers to create change in the world.

All that "doing" required my right side. Now I'm coming into balance in the most unlikely of ways. I'm learning to lead from my left. Starting with receiving the generosity of a friend who stopped by this morning to brew me a cup of organic green tea.

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 came across a great natural weed-killing recipe today. It's supposed to work miracles:

• 1 cup vinegar
• 1/4 cup salt
• 1/4 cup dish soap

I mixed up a batch right away. With rain nearly every day, it seems that weeds are sprouting through cracks everywhere. As a leader in yoga advertising, green advertising, organic branding and LOHAS consumer strategy, I know that even the best brands can sprout weeds if left untended.

Great brands start with a clear, consistent message and like a freshly prepared garden, are all neat rows and promise. But over time, weeds sprout. When marketing leaders, clients or advertising agencies get a little lazy or bored, seemingly harmless tactics or graphic diversions end up resulting in a garden that's overrun with noise.

Branding takes patience. Diligence. And discipline. So while it's great to start something new, make sure you're not planting an invasive species. Stick with what's native. You and your garden (I mean brand) will grow in beauty, profitability and sustainability. 


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 worked in the progressive space for 20 years building brands and creating advertising campaigns for renewable energy, the indy press, organic, yoga, wellness and social change initiatives. I've worked in big firms. And I've worked in mid-size advertising agencies. But when I launched firefly180 marketing, I was extremely intentional about three things:

1) My team and I would create strong brands and messaging that empowered consumers to make positive change in their lives and the world.

2) Our work would drive financial and quantifiable results for our clients.

3) I would create a sustainable, low-carbon-footprint model with all the benefit of the best advertising agencies, but without the typical, expensive and often wasteful overhead.

My virtual advertising agency model is an idea who's time has come. It works. It's seamless. It's effective. And it's green. My geothermal, climate-change-fighting office is planted among native grasses and wildflowers near the banks of a protected scenic river, but I travel daily to meet with my team in cities like NYC, Boulder, Houston, Boston and L.A.

The beauty is of course, I don't have to leave my office. And neither do they. We've created the precursor to Star Trek transporter technology—instantly beaming ourselves through the universe to explore, connect and create. Yesterday I traveled to India to meet with a potential client. The resulting carbon footprint? Zero. Quality of the experience? Immeasurable.



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 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 

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. 

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.

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.