While at my desk this morning, a turkey walked past my door. A real, live, wild turkey. 100% organic and free range.
As the president and creative director of a green marketing company that specializes in social change marketing, wellness marketing, wellness promotion, social change marketing and who works with a wide array of wellness companies, that turkey got me thinking. The fact is, there are a lot of turkeys out there.
Are you doing business like a "turkey?" Or are you delivering the real deal? Is your messaging pumped full of artificial fillers, antibiotics and growth hormones? Is it tightly sealed in vacuum-packed plastic? Wild turkeys are quite rare and beautiful. Watch what happens when you let your your brand out of its cage.
In the world of advertising and marketing, there are plenty of buzz words. The latest and greatest marketing guru is always at the ready with his or her brand of can't-lose, sure-fire ten steps to guaranteed genius. Categories like wellness promotion, wellness marketing and social change marketing flutter in google key words searches like sparks from a bonfire on a dark summer night.
Wellness companies and green marketing companies founded with the intent to do well and do good, compete in the broader business landscape amidst the latest marketing, trend-tracking, attitudinal survey, data-driven prophesies that promise quick results.
But the truth is, good advertising and marketing is more than the sum of its quantifiable parts. The best, most effective, most award-winning brands are founded on three tenants:
1. Complete transparency
2. Sincere intention to be of service
3. Knowing, listening and responding to your audience
There you have it. The magic. The formula. The underpinnings for success on personal, financial and planetary levels. Now you know as much as the next green guru.
New research shows that consumers use a plastic shopping bag for only about 12 minutes before tossing it in the trash. And even though I stock my trunk with plenty of canvas shopping bags, the truth is, I don't always remember to bring them into the store. Let me introduce you to my new best friend—the Chico Bag. Made from 99% recycled content (seven plastic bottles), this bag comes equipped with its own built-in carrying pouch so you can tuck it away easily into a purse, messenger bag or pocket.
As a leader in social change marketing who works with green marketing companies, wellness companies, wellness promotion and wellness marketing, I met the founder of Chico Bag at the LOHAS Forum in Boulder a few weeks ago. I can't say enough good about this guy or the bag. Not only do I always have a reusable bag handy, it's really fun when the bagger at the checkout lane says paper or plastic, I now say, "Chico."
I read a great section in
Mother Jones last night, titled, "Waste Not Want Not—We're burying the planet in garbage. Here's how to dig out." As an expert in social change marketing, wellness promotion, wellness marketing and wellness promotion, I've spent much of my career working with green marketing companies and wellness companies to create campaigns designed to inspire Americans to reduce, reuse, recycle, rethink and respond.
In the last twenty years, we've done much to raise awareness and spark action, but as the
mounds of disposables continue to stack up in landfills and incinerators there's still much to be done. One of the unsung vanguards of this movement, New Yorker, activist, classical singer and blogger Juli Borst, who is profiled in the
Mother Jones section, is leading the way. While I'm sure that Juli's dedication, which goes so far as to collect plastic bottle caps from sidewalks and walk them to places like Whole Foods who "take No 5's," strikes most as a bit over the top. I think she's on to something. Besides educating about the fact that tiny recycling numbers are printed on the insides of plastic caps, waste-reduction activists like Juli are stretching the boundaries of basic and fundamental recycling methods like curbside recycling to move us as a culture into a deepening awareness about the consequences of a "wasted" lifestyle.
Several years ago, when hybrids had just begun to enter the market and were very difficult to find, I launched into exhaustive research to determine the best car for me with the least environmental impact. I ended up with a low emission diesel. Was it the best choice? Almost a decade later, I still struggle with that question—even though I worked with several energy-related non-profits to run eco-comparisons for me.
My thinking at the time was that my Jetta TDI did not contribute to climate change, maintained an impressive 50 mpg, could run on bio diesel and the engine was designed to last 200,000 + miles. Plus, I admit I was seduced by the fact that it had heated seats. As the head of a social change marketing firm who works with wellness companies, green marketing companies, wellness marketing, wellness promotion and has an extensive expertise in renewable energy marketing, you would think the decision about what car to buy would come a bit easier. But still, I experience hybrid angst. Did I make the right choice?
Today, Audi ran a tower ad in the New York Times online proclaiming, "Di*sel is no longer a dirty word." All my old questions and doubt came raging back. Which goes to show you, when it comes to buying green, the answers are not always so black and white.
About a year ago, my teenage son decided to clean up his diet by choosing not to eat sugar or dairy. He has stayed true to that commitment. Recently I threw a party for clients that featured an organic chocolate fondue along with organic strawberries, pineapple and raspberries for dipping.
I took it as a personal challenge to figure out a way to prepare the chocolate with no sugar or dairy. Since I've spent my career working in the category of wellness marketing, wellness promotion, eco communication and alternative advertising—and know plenty of leaders in various wellness companies, I figured that I had plenty or resources to draw from. As it turned out, I found the best resources lay within. I did what I normally do. I made it up as I went along.
Although I've had lots of requests for my sugar and dairy-free chocolate confection (which was a delicious and fudgey sensation) I'm sorry to say I don't have a recipe. The creation, like good advertising, was intentional yet intuitive. I started with organic cocoa, stevia, agave, fruit sweetened concentrate and a bit of Earth Balance butter substitute and the rest is history. I lined up a series of spoons at the counter and tasted as I prepared. Like good market research and a bit of refinement along the way—the taste of success couldn't have been sweeter.
A few weeks ago I met an amazing couple from South Africa who are in the final stages of launching a new organic skin care line. Their commitment to the planet, sustaining indigenous cultures and their passion for a truly effective and plant-based product was inspiring. And best yet, their products were not only beautiful, they were good enough to eat. Literally.
As an expert in alternative advertising, eco communication, wellness promotion and wellness marketing, I've had the good fortune to meet with many progressive businesses and wellness companies. These are organizations run by visionaries who know that a solid business foundation is built upon a solid commitment to sustainability. They wisely model their businesses on a plant-based system—taking nourishment from the Earth, then returning nourishment to the Earth.
Living well is about striking a balance. Personally and professionally. In our professional lives, it can be difficult and sometimes seemingly impossible to take a break, breathe-in a job well done and recharge. But it's necessary all the same. It's about giving—then allowing space for receiving.
The same is true when it comes to eco communication, wellness promotion, wellness marketing, and alternative advertising. At firefly180, we specialize in creating advertising and marketing campaigns for wellness companies. One of my first clients, The Thymes, taught me much about balance. While writing packaging, catalog copy and ads for this company—which creates luxurious, essential oil based products with a commitment to fair trade practices—I would first need to "sample" the products. For instance, if I was writing about a new line of bath salts, I would first take a Thymes bath before I began my work day. If the product was a candle, I would light one on my desk.
This brand is very much the embodiment of creating a richer experience. To write about the experience, I would first take a moment to create an experience of my own. And while it has been many years since I created the Thymes catalog featured here, I continue the ritual of crafting an experience before I begin work each day. It may take the shape of yoga practice, experiencing an aroma, or the crunch of gravel under my feet as I walk the path to my office. Because when you take care to be well—you exponentially increase your ability to do good.
Green Energy Conferences are springing up across the country. Everywhere there is talk of shifting to green energy jobs. This quantum shift couldn't have come soon enough. When it comes to saving jobs and saving the planet, there is no paradox. Business and nature can indeed not only co-exist, they can—and should, thrive.
During my career in social change communication, wellness promotion and wellness marketing, I have had the honor to be among the voices that have fueled this movement. During the 1990s as one of the lead creatives on the Green Mountain Energy brand, our team flooded the east and west coasts with messaging about the power of consumer choice. I shot TV spots featuring our spokesperson Kenny Loggins in the redwoods. And Kenny and I recorded dozens more provocative and powerful radio spots that spoke to the reality of climate change and what each of us could do to fight it.
At the time, few energy companies had the guts to be part of the solution—but Green Mountain Energy, then a funky little Vermont-based company, had the passion and the guts to take on one of the most polluting businesses on the planet. The founder of the company, Kevin Hartley, called our team a ragtag band of eco-warriors. Amazing what a small group of social and environmental change agents can do.
I just ordered a flat of organic strawberries. It's a choice I feel really good about. Not only are those berries going to taste amazing, they are healthier for me and my family, they're supporting the work of organic farmers and keeping the soil and water free from toxic chemical pesticides.
As consumers, we have tremendous ability to effect change at the very deepest level. But unfortunately, all too often we forget we have any power at all. We feel we are at the mercy of "big corporations." But, as an expert in sustainable advertising, wellness marketing, wellness promotion and as an advertising agency owner who works with eco business and wellness companies, it's my job to remind consumers of their true power. Every day we get a chance to vote with our dollars.
So the next time you open your wallet, remember if you want to leave the world a little greener, spend your own green on products or services that serve you as well as the planet.
As an expert in sustainable advertising, wellness promotion, eco business and wellness marketing, I am often surprised that the meaning of sustainability is still so misunderstood. It is not uncommon for instance for corporate executives to balk at the term—since they believe it means their business is about to do something really good but lose a lot of money doing it.
But the reverse is true. Sustainability and profitability are not mutually exclusive. In fact, I believe true sustainability is the measure of how well you do by doing good. It doesn't matter whether you work for a publicly owned company or non-profit, goals and objectives must be met. Money must be raised. Revenue increased. And quantifiable progress measured. (Even if that "progress" means the number of activists who have signed a petition.)
The practice of sustainable marketing brings us full circle. It
sustains us. Sustainability is about giving and receiving. It's like breathing. We breathe in oxygen and breath out carbon dioxide. In return, trees breathe in carbon dioxide and breathe out oxygen. It's reciprocity at its finest. And it's a practice that keeps people and the planet as healthy as our bottom line.
Like many, I began my yoga practice in my basement with the help of Yodney Yee DVDs and videos. It was convenient, it was meaningful and it was incredibly beneficial.
Today, I practice in a studio where I continue to explore the rich depths of yoga. And as a marketer with a long history of working with wellness companies, wellness marketing and wellness promotion, it is not surprising that one of my favorite clients is Yoga Alliance—the largest professional yoga organization in the world. I'm working with Yoga Alliance not only on developing new messaging strategy, yoga marketing and yoga advertising—but an entire brand evolution.
Evolving a brand is much like the practice of yoga—which is to unite body, mind and spirit. Because all good brands at their core are the embodiment of the physical, the emotional and the intellectual. Just like all of us. That said, branding is less an intellectual excercise and more about exploring our own humanity.
Not many agencies that specialize in LOHAS marketing, green advertising, organic promotion and wellness marketing can say that fireflies dance outside their office door. But we can.
Based near the scenic St. Croix river, our office is surrounded by acres of rolling hills covered in native prairie grasses, wildflowers and woodlands. It's a place where clients make excuses to visit.
Last night during a heat lightning storm, the fireflies were out by the thousands. The night sky was alive with the flashing of lightning and the flashing of tiny winged creatures. It was magic. It was nature at its finest. It was unforgettable. And it spoke directly to the kind of work we create at firefly180 marketing.
Every time a purchase is made a consumer asks themselves three questions:
1) What's in it for me?
2) How is your product unique in the marketplace
3) Why should I believe you?
When it comes to organic advertising, environmental marketing, social change marketing or sustainable marketing—each of these three essential questions needs to be addressed before a consumer will buy.
Here's the good news. Each of these questions is easier to address when you have a product or service that speaks to personal or environmental health. Whether you're promoting organic produce, green lawn care, sustainably made furniture, an eco spa or energy efficient appliances, you have a story to tell that more conventional products can't touch.
It gets even better. Consumers of products like yours (generally LOHAS consumers) don't want to be sold. They don't want to be advertised to. They want the back story. They are hungry for data, information and proof. They want to know they can trust you. They are leery of being green washed. So you don't worry about "selling," your job is to "share." Remain fully transparent. Be authentic. And the sales will come.
One of my first clients became one of my best friends. Laurie Brown, founder of Restore Products, is an innovator, thought-leader and green entrepreneur. We began working together in 1990 when she launched the first green retail store in Mpls. And I became a key part of her messaging team as we chartered new territory in green pr, green promotion, eco and wellness marketing.
Today Laurie's company has transcended the walls of her retail store with a revolutionary new refill station that is saving millions of plastic bottles from landfills—while saving customers $1 each purchase. The quality and effectiveness of her products are not only stellar, they are completely plant-based and non-toxic. Check out her website at http://www.restoreproducts.com.
Now as in the early days of marketing her products and refill station, we found that eco promotions were key. At the heart of our strategy were in-store demos. As is often the case, consumers find it difficult to believe a green cleaning product can do the job of a conventional cleaner. Of course seeing is believing. This high-touch, experiential marketing foundation has been vital to the decades long growth and success of Restore Products.
"Be well."
It's a sentiment expressed by millions throughout the world each day—through email, as a parting greeting, or as a heartfelt wish. In that spirit, at the core of Wellness Marketing is the same intention. Marketing in the wellness category speaks most specifically to promoting personal well being. Whether that takes the shape of advocating for yoga or launching an organic campaign that promotes healthy foods free of toxic pesticides.
Consumers are faced with an unending array of choices. What laundry soap to buy? What's better, organic cotton, bamboo or Egyptian cotton towels? Free-range or organic eggs? Low-emission diesel or hybrid?
As marketers, we have tremendous power to help guide, educate and inspire millions to self-actualize through their everyday purchasing decisions. And in this way, we can offer up our own intention to, 'Be well.'
While some who have worked in the eco advertising and environmental trenches for decades express concern about organic going mainstream, I couldn't feel more optimistic.
The movement toward eco awareness has been an organic evolution. The explosion of curbside recycling programs in the '90s was one of the first indicators that mainstream America was beginning to understand not only how empowered they felt by a simple act like recycling a bottle, but how GOOD they felt. In fact, while working as one of the lead creatives in Mpls. on a national advertising campaign to promote renewable energy, we leveraged that "feel-good, what's-in-it-for- me," desire to craft a direct response piece shaped like an aluminum can with a headline that read, "If this makes you think of recycling, have we got an electric company for you."
Would this strategy be considered alternative advertising or sustainable advertising? Not really. It was simply good, solid advertising. Chinese General Sun Tzu, in 500 B.C. said, "Know your enemy." When it comes to paradigm-shifting advertising, I say, "Know your audience."
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