Business Going Green

The Greening of Spas

Sunday, March 7, 2010 by Ted Ning

The term “green” and all of its variations—”going green,” “green building,” and “greening your home”—was so ubiquitous in the late 2000's that it received the most nominations for the “Words Banished From the Queen’s English for Misuse, Overuse, and General Uselessness” list. At first this accolade might appear to be bad news, but such recognition indicates that the concept has reached significant market penetration.

Much like the word “green,” the term “spa” has also become completely woven into the fabric of our current society. One in four Americans visited a spa in 2008 reports the International Spa Association. Both green and spa represent a reconnection with the treasure of our natural resources.

Spas and Sustainability
Fifteen years ago the spa movement and industry ignited in unprecedented growth in the U.S. on the wave of increasing awareness of the mind-body connection and alternative approaches to health. The double digit annual growth of the industry brought in new players, elaborate spa facilities and the perception that spa is luxury with no limit on the consumption of resources. Now new wave in spa is providing consumers with a choice to enhance well-being naturally in an environment that values and cares for our planet’s health.

The Green Spa Network and member spas embrace the responsibility of living these values personally and professionally to attain measurable improvements towards full integration on the sustainability spectrum. Cici Coffee of Natural Body International, Inc. provides an example of spa leadership in practice: “In 2004, we implemented a charitable campaign with Georgia Organics in which we sold co-branded T-shirts and donated 100% of profits to the nonprofit, GO. In 2005, we implemented an employee contribution campaign with Earth Share in which Natural Body partially matched such contributions. We are now in our fourth year with workplace campaigns for Earth Share and have pledged in excess of $40,000 to this environmental nonprofit. We reward our eco-ambassador in every location to excite the team to achieve their philanthropic goals, so the store that improves the most is awarded a team party.”

The ultimate goal is to become a zero waste spa by sending nothing to landfills—an audacious goal on the sustainability path. Sheila Armen at the Strong House Spa in Vermont has taken this goal of achieving zero waste to heart. Strong House started the Cosmetic Recycling Program that allows clients to bring in old products that contain chemicals and get a $5 credit toward organic products. “We then recycle not only the containers but the products inside,” says Armen. “All cleansing products go to our recycling company to wash their trucks.”

Such simple changes are proving successful for spa morale and cost savings across the country. Michael Stusser, founder of Osmosis and president of the Green Spa Network, explained that “our spa has had much stronger cohesiveness since we have become a committed sustainable spa. Many favorable stories in the press and awards from local governmental and business organizations have contributed to a good feeling among staff and guests as we all work together to reduce our load on mother Earth. We estimate that the hard cost savings in training and operational effectiveness to be $12,500 per year, and the improvement in staff moral and customer service substantial.”

Highlights of current greening initiatives in GSN member spa operations include:
• Use LED and CFL lighting, lighting sensors, and educate employees about the conscious use of energy.
• Design spa treatment protocols with conservation fixtures and client messaging that prevents water waste. Subtracting only 1 minute per hot shower can save $75 on utility bills and 2,700 gallons of water per year for a family of three. Eliminating water waste in 14,000 US spas is part of the GSN mission.
• Collecting recyclable microfiber linens that can be used in building materials, and other damaged and worn textiles are donated to animal shelters.
• Reduce paper waste through technological options such as online client software and management tools and eliminate need for printed materials.
• Replace single use supplies with items such as durable beverage cups, cloth hand towels, and microfiber body wraps.
• Utilize biologically safe laundry detergents, non-chlorine bleach and energy efficient equipment.

Stusser states, “The GSN is dedicated to creating a culture of merit by celebrating and sharing best practices. We have begun by having our members take realistic steps that can be easily accomplished with the intention of gradually raising the bar for sustainable business practices throughout the entire spa community. The network acknowledges that we are in this together and sharing our individual successes and innovations will bring everyone closer to the possibility of a transformed world.”

360˚ SUSTAINABILITY
The concept of “green” is often thought of only in terms of environment. The GSN has adopted a 360- degree view of sustainability that benchmarks and measures progress. The benchmarks range from startup initiatives to fully integrated sustainability practices within the following categories:

leadership
employee experience
guest experience; treatment protocols
retail products
linens and textiles
food and beverage
community connection
waste
water use
lighting
environment
equipment
sanitation/laundry
linens
energy use
pool operations

SELECTING A PRODUCT
When it comes to a spa’s retail product line, the GSN encourages members to select product lines that correspond with philosophies of well-being, quality, sustainability, and responsibility. The sustainability continuum progresses with these benchmarks:

Incubator level: Whenever possible select retail skincare and other product lines that fit your sustainability goals; communicate your sustainability and ingredient goals to product suppliers; plan to eliminate products that contain synthetics, fragrances and dyes, phthalates, parabens, and triclosan.

Initiative level: Audit retail products from a sustainability perspective; request that supplier(s) employ sustainable practices such as packaging, local sourcing of raw materials; and ensure that at least 20% of products offered are fair trade, organic, sustainable, made with pure ingredients, and packaged sustainably.

Integrated level: 100% of retail skincare products are certified at the highest level [USDA NOP, EcoCert, Natural Products Association, NaTrue, Soil Association, NSF, or BDIH certification] for product quality, purity, and sustainability.

Most GSN member spas are beyond the initiative level in the retail product category and aspiring to the fully integrated level as certifications and verifications are made available.

OSMOSIS SPA IN CALIFORNIA SEES GREENING AS A STEP IN SHIFTING THE IMAGE OF A SPA VISIT AWAY FROM ONE OF PAMPERING INDULGENCE TO A MORE GROUNDED AND HOLISTIC EXPERIENCE THAT MAKES THE OBVIOUS CONNECTION BETWEEN PERSONAL AND PLANETARY WELLNESS.

THE NATURAL BODY SPA IN ATLANTA HAS 100 YEAR OLD RECLAIMED BARN WOOD FLOORING AND SHELVING AND HAS BEEN AN OFFICIAL DROP OFF SITE FOR USED CELL PHONES THAT ARE THEN PICKED UP BY EARTH SHARE FOR RECYCLING

Rhana Pytell is co- founder and director of GAIA Spa in La Jolla CA. Ms. Pytell also founded Amethyst Systems, a company that provides templates and spa management tools in a web-based format. Rhana serves on the board of the Green Spa Network.

What does Green Language look like Today?

Tuesday, February 9, 2010 by Ted Ning

Authored by The SOAP Group

Language shapes the way we think and determines what we can think about,” said linguist Benjamin Whorf. Since advertising is the most read text in our culture (we’re hit with between 300 and 3,000 messages each day), the role that advertising’s language plays in shaping thinking about sustainability should not be ignored.

To look at this issue in a bit more depth, we surveyed 100 green print advertisements from both mainstream and
green-minded publications. The ads were for a variety of goods and services, including building products, food and beverages, automobiles, airlines, investing, electronics, detergents, pet food, and cosmetics among others.

Understanding the most commonly used green words of today, reveals insight into the communications trends of tomorrow. As a marketer, understanding ubiquity and saturation is one of the first steps in identifying what’s next. It is then important to recognize that the pulse of modern language provides the market advantage of differentiation.

Emotion vs. Science
The advertising survey bisected operative words (headlines and positioning content in copy) and word families (e.g.,
carbon, CO2, and carbon offset were grouped as one set) into Emotive (“change,” “progress,” “clean”) and Scientific (“carbon,” ”planet,” ”hybrid”) categories. Hyphenated words, like ”eco-friendly,” were considered emotive. We also looked at language intent: Was the phrase intended to be emotional or scientific? For example, in nearly all cases “green” was used emotionally or aspirationally, not scientifically.

At this primary grouping, science-derived words were used 168 times as opposed to emotional words at 116. This
represents marketers’ awareness that prevailing consumers are looking for factual data when making purchases in green contexts. That said, most of the science was fairly vapid, relying more on the language of science than on science itself. This means that science, as a brand differentiator, still has unclaimed potential.

More interesting, however, is the emotive side of the ledger. “Green” was toppled as the leading operative word in its
own category of goods and services. “Less” is today’s operative. “Less” represented the most common linguistic turn
of phrase, showing up 28 times in 100 ads (“green” appeared 23 times). The phrase “go green” is all but abandoned
today. “Green” and its variations are telltales of greenwashing. Still, it seems that it has been relegated to serving as a shortcut to define the category, but doesn’t offer much depth beyond that.

Is “Less” the New “Green”?
Maybe. Green marketing often takes the shape of its current cultural condition. When energy (fuel, etc.) prices were
painfully inflated, marketing language (and solutions) turned to saving money and distance efficiency. Way back in
2008, one could be green and indulge at the same time, as long as they drove a hybrid to get there. Today, energy prices have fallen, but less immediately controllable economic hardships have replaced them. The current condition is one of anti-overindulgence, simplicity (noted eight times, it is a form of “less,” but not classified as such in our survey), and doing more with well...less. This is a cultural condition of the economic turn. “Less” is on the lips of CEOs, school administrators, advertising sales teams, governors, and kitchen-table budgeters. And, apparently, green marketers have picked up on this fact. No surprise there. But, “less” in these ads is a factor of economics, not life philosophy. This was the case with “green” too, where it was arguably more about social status and trend than a
change in values.

It’s odd how a phrase intrinsically linked to anti-consumption can become the most popular word in marketing goods and services. Like “green,” this is the co-opting of the LOHAS language by the mainstream all over again.

But advertising has never been accused of being “accurate” language, so in a sense what’s odd is that we expect authenticity to play a role in it at all. Or at the very least, we should.

Most advertising is based on use of the superlative. “Very” lost its meaning through overuse, so we installed “very, very” into the language set. “Yes” has had to become “absolutely.” “Green” is currently interviewing for hyper-replacements, both in terms of movement and language. This is evolutionary language theory at its quickest. It will be interesting to watch “less” become a superlative. And, of course, we await lesswashing — where the consumption of less is a contrived illusion.

Encouraging consumers to consume less is an emerging marketing strategy. Engineering ways for them to have the same reward consumption offers is a sustainability strategy.

Author Edward Abbey said, “Growth for the sake of growth is the ideology of the cancer cell.” In more theoretic terms, according to ecopedagogy, sustainability is not being realized because it represents the antithesis to the political, economic, and cultural status quo of the powerful forces needed to fuel growth. The ‘less’ backlash is a response to this and marks a real milestone along the pathway to culture change and LOHAS ubiquity.

What is a LOHAS Ad?
What’s the difference between a mainstream ad and a LOHAS ad? Maybe a LOHAS ad is a gadfly. A LOHAS ad may be one that challenges the status quo of not just health and sustainability, but of advertising itself. Maybe LOHAS advertising needs to do more than promote and educate. On some level, LOHAS ads have both an opportunity to simultaneously inspire and make a mess.

Shakespeare said, “Past is prologue.” So how can we use these linguistic trends as an opportunity to create more authentic culture change stemming from the LOHAS business community and emerge into the mainstream (as opposed to mainstream marketing to LOHAS)? There are some new frontiers that are ready for marketing to embrace.
• Local as the new niche market (“The 100 Mile Diet” goes mainstream)
• Overwhelming positivity
• Authentic “me” instead of purchased badges of community
• The acquisition of experience over products
• Activist-based marketing (not guerilla, rather marketing that has a purpose beyond marketing)

Advertisements tend to signify cultural trends. They enforce classic structures of economy and politics. But they can also subvert the same. We are advocating for LOHAS marketers to push harder now more than ever to promote their goods and services through the principles and ideals of the LOHAS marketplace, not just the associated signs and signifiers. Move beyond language, go deeper into the trends, and create new levels of business consumer dialogue and engagement.

In 1968, when Garrett Hardin wrote “The Tragedy of the Commons” he was describing a particular dilemma in which individuals acting independently in their own self-interest ultimately destroy a shared resource—even where it’s clear that it is not in anyone’s long-term interest for this to happen. Today’s green ads may be serving the interest in meeting a company’s quarterly bottom line, but few are acting in the interest of communal sustainability.

Unfortunately, advertising shapes American culture; it shapes our image of ourselves. But it is through deconstructing the codes of advertising that we can begin to learn the limits of these codes. And, in turn, improve the odds of sustainability, social equity, and enduring value.

Eva Longoria: A Celeb Who's Green Beyond the Rhetoric

Tuesday, February 2, 2010 by Jennifer Schwab of SCGH

These days it's fashionable for celebrities to hitch their stars to the green movement. Many of them claim to be green, but in my experience, only a few are really doing substantive things to back up the PR flackery. Ed Begley Jr. rides a stationary bike each morning to power his coffee-maker, admittedly on the lunatic fringe. He is certainly the trendsetter in Hollywood, having made a second career out of going green. But a number of others who shall remain nameless don't have much on their resumes beyond a couple of PSAs or donations. I recently found a celebrity who is not only adjusting her personal lifestyle but has embraced the business of going green. Enter Eva Longoria Parker, the not so desperate housewife.

Pictured: Eva Longoria 2009

While attending the launch of Las Vegas' City Center project for SierraClubGreenHome and the Huffington Post a few weeks ago, I had a chance to catch up with the stunning actress. She is owner of Beso, a new Las Vegas restaurant/nightclub which occupies a very prominent spot in the Crystals retail center, across the bridge from the Mandarin Oriental.

Longoria Parker explains how she became an environmentalist: "Growing up on a ranch with lots of land and animals, I came to appreciate the beauty of nature and the simplicity of life. It is because of this that I have an intense love for the earth and mother nature. My father instilled in me the idea of conservation at an early age and it has stuck with me since. He would take us camping for days at a time and teach us how to eat and survive off the land. He taught us how to find water, what berries to eat off trees, how to plant our own vegetables. I remember my dad always walking around the house turning off lights constantly and always yelling at us if we left the water on while brushing our teeth. To this day, I cannot be in a house where there are lights on in a room that is not being used. And I often yell at Tony for leaving the water on while brushing his teeth. I have managed to carry my conservation ideas into my own life. I don't use bottled water in the house, we recycle, and use reusable bags at grocery stores. So when the time came to build out Beso and the Nightclub Eve in Vegas, I wanted to take advantage of the opportunity to do this right for mother earth."

Pictured: Eve Nightclub in City Center

The original Beso is already a successful L.A. restaurant. The City Center edition was created as a green version to meet LEED certification, with upgrades such as: a special $350,000 stove hood and scrubber to filter volatile organic kitchen compounds; Swarovski crystals which were reclaimed from the Oscars broadcast for use as chandeliers; reclaimed woods throughout; recycled wallpapers; recycled and compostable to-go boxes; recycled paper menus; a green cleaning crew; lots of natural light to save power during the day; locally sourced building materials to save on shipping and reduce the transportation carbon footprint.

In case you're wondering, the food is fabulous, portions generous, and the ambience is ultra chic, although the menu is priced accordingly. As neighboring City Center hotel, ARIA, opened its doors for the first time, I watched the fireworks light up the sky from Beso's upstairs club space. Daniel Libeskind's abstract architecture provides plenty of daylight to reduce energy bills, while behind the cantilevered windows, the views of City Center and the Strip make you feel like you're inside a life-sized prism. This is unique to any Las Vegas strip haunt.

Pictured: Interior of Eve upstairs, note Daniel Libeskind windows

Beso was not Eva's first blush with going green. Eva and husband, NBA player Tony Parker, personally live in two green homes, one in L.A. of course, the other in Texas (he plays for the San Antonio Spurs). She is the driving force behind HEB Bags, which are green shopping bags to replace plastic for the HEB grocery chain in Texas.

Longoria is also developing the Greenville Project in Portland. This is a refurbished all-green mall that will be converted from an existing building. Greenville is billed as a hip, fully sustainable project that will set the tone for green urban lifestyles. It systems will save 1.2 million gallons of water over the current infrastructure, and power costs will decrease by 30 percent. It is scheduled to come on stream in late 2010. For more information, check out this video.

Longoria recommends that the typical American family do the following things to go green: "I always find that a huge misconception for people is that they feel one person cannot make a difference in the world of conservation. And it is actually the contrary; we can change the world one person at a time. You can make very small changes in your life that will have a huge impact on our future. You don't have to make extreme choices to help make the world a greener place. Plant a tree, recycle, use reusable bags at the grocery store, don't filtered water in reusable canteens, reuse your towels after showers, next chance you get to buy a new car -- buy a hybrid, it will change your life. Every little bit helps and makes a huge difference."

Pictured: Eva toasting the opening of Beso.

There will be more successes if Longoria continues her over-achieving career beyond Hollywood. She is regarded as a very shrewd businesswoman by her partners, and takes a hands-on approach to all her business ventures. Here's hoping that other Hollywood stars follow suit and help lead public opinion toward the need to go green.

Follow Jennifer Schwab on Twitter: www.twitter.com/SCGreen_Home

The story of a LOHAS Pioneer

Wednesday, January 13, 2010 by Ted Ning

If you did not make it to the 2009 LOHAS Forum then you missed a great presentation from one of the green industry business leaders Ray Anderson. If you don't know who Ray Anderson is then you should. Ray Anderson is the founder and chairman of Interface Flooring, the world's largest manufacturer of modular carpet for commercial and residential applications and a leading producer of commercial broadloom and commercial fabrics. He is "known in many eco circles for his advanced and progressive stance on industrial ecology and sustainability." Since 1995, he has reduced Interface's waste by a third, and plans to make the company sustainable by 2020. This is no small feat as the carpet industry and sustainability don't appear to go hand in hand.

He has written several books, spoken at many renoun conferences including TED and has just recently released a new book called the Confessions of a Radical Industrialist which is what he based his speech on at LOHAS. He brings up some good points on innovative green business strategy through the blood sweat and tears he put into Interface and developing it into a thriving successful business that is in touch with roots of capital, community and the environment.

So if you missed LOHAS last year you may want to spend a few moments taking in what Mr. Anderson has to say. It is inspiring indeed.

This presentation is broken up into 5 parts. To continue listening to the speech click here.

It's Greener than You Think Down Under

Tuesday, January 5, 2010 by Jennifer Schwab of SCGH

On a whim, I spent part of the holiday season in Sydney, Australia, one of few major world cities I have never visited. Sydney is a great place to tour, but you better bring lots of money, as prices are very high, more like London or Paris than most U.S. cities. So long as you can afford it, the sightseeing is terrific.

It could be argued that the Sydney Aquarium is among the best in the world, boasting incredible specimens of sting rays, dugongs, giant sea turtles, crocodiles, and many more. The design of the building itself is first rate, great viewing even with big crowds, especially where you walk "through" the huge tanks with giant fish passing over your head - it appears the six inch thick glass is strong enough. The famous Opera House is even more breathtaking in person, and the indoor views are as stunning as the exterior. You can climb to the top of the giant Sydney Harbor Bridge on foot, try that in the States with our lawsuit-happy society. The Art Gallery of New South Wales offers a world class collection spanning the centuries. The champagnes, petit syrah, and shiraz continue to get better and better. The food is generally good, and a growing variety of organic and natural choices are offered. As for the customer service, well, I'll circle back on that in a moment.

To my surprise, I found the folks Down Under are ahead of us in a number of ways when it comes to going green and sustainability management. I stayed in the City Centre area of downtown, which is noticeably clean and tidy. Strange looking "Go Green" passenger-carrying bicycles with full canopies, kind of like the pedi-cabs in Central Park, periodically troll by. A natural gas powered fleet of city buses circulates regularly. Dual-flush toilets are very common in public places. Separate recycling containers are inconsistent but available. Apparently most residential neighborhoods are given three separate bins, for bottles and cans, compost, and regular trash. And unlike many U.S. downtowns, many building lights and signs are turned off at night to conserve power.

What's most impressive are the strict new rules - in an economy at least as compromised as ours - pertaining to energy efficient new construction. All homes must meet stringent energy efficiency standards to receive building permits; each home must also have a rainwater collection system which supplies the toilets. There seemed to be a high level of ecological thinking, awareness and support for these policies, at least among the various citizens I encountered.

Unfortunately, Australian Prime Minister Kevin Rudd has been unable to pass a national cap and trade or equivalent policy to limit carbon output. Like our Senate, the Australians have failed to push meaningful climate change legislation across the goal line. When discussing this with the local intelligentsia, the feeling is that Australia is behind other nations and is missing out on a chance to rebuild their economy around renewable energy and clean tech. Policies such as scrapping their solar incentive program are inconsistent with Rudd's declaration that "climate change is the greatest moral and economic challenge of our time," according to The Australian on December 30th.

My only complaint is that service is "relaxed" compared to our standard in major cities. Even in the heart of downtown Sydney, the pace and intensity is not the same as America. In many cases we couldn't get waited on at all unless we literally grabbed a waitperson. You sometimes felt like you were intruding by asking for someone to take your order. ]To the good, it feels like there is a higher standard of ethics and integrity among the retail trade: I had several salespeople send me up the street to direct competitors if they didn't have what I was looking for. Cab drivers don't try to rip you off. It seemed that in general, a deal's a deal, no strings. Very refreshing.

Globalization is definitely affecting Sydney. You still see the traditional, burly Crocodile-Dundee type guys on the street, but in general foot traffic reveals a melting pot not unlike London or New York. I think I will have to come back to see the Outback regions and scuba dive the Great Barrier Reef.

As always, I'm curious to hear your impressions of how green Australia is, and, whether you agree with me about the service. Thanks for reading. If you are interested in reading more about energy efficiency upgrades and rainwater catchment systems, please click here.

Get a wealth on knowledge on micro and macro money matters

Tuesday, January 5, 2010 by Ted Ning

I assume that many of you are looking at your personal finances due to a new year and the tax man that will soon be knocking. Many may be asking themselves - "How can I do well while doing good in today's economy?" Well this is what I certainly am doing for my own personal reasons. Not only am I an advocate of sustainability management when it comes to business but also when it applies to personal finance. It certainly seems strange to think about investing as the unemployment rate hangs at 10%, foreclosures continue and penny pinching seems to be all the rage. And I find it so peculiar how we all relate to money. Money is supposed to be a unit of exchange for objects and services. It is not something to be a slave to. But why are we such slaves to it? Where does all the emotional baggage come from that surrounds it? What if we look at it money with different perspective? Would that give us some better ideas, attitudes and insight? This is what I have done and here are some great books I have recently read that I would recommend to anyone to read who is considering a new direction to take for their financial future and outlook on what to value.

The Cure For Money Madness - Spencer Sherman
spence spoke at the 2009 LOHAS Forum about his new process for curing what he termed 'Money Madness'. He had sufferred from it and noticed it in his clients, too: those irrational feelings about money that make otherwise rational adults behave foolishly—buying high, selling low, overspending, lying to their spouses, equating their self-worth with their net worth. Money madness stresses us out, poisons our relationships, and keeps us from making as much money as we can. So Spencer invented the cure. Now, in The Cure for Money Madness, he gives us the tools that have helped thousands of people find greater peace of mind—and make more money.

accorind to Spencer, money madness comes from unproductive messages that we received long ago such as, “It takes money to make money.” or “Paying rent is just throwing money down the drain.” “Don’t talk about money.” When you challenge the messages, you can transform all aspects of your money life: earning, spending, saving, investing, giving, borrowing. More money will flow to you. Your relationships will improve. You’ll enjoy your money more. And you’ll be more generous, too.

In The Cure for Money Madness, you’ll discover:

How much your money madness has been costing you
How wealthy you truly are, by using the revolutionary Actual Net WorthTM statement
How “small and boring” can help you outperform the top investors—without watching the market
How to communicate about money in ways that create deeper connections with your spouse, parents, children, friends, and colleagues
How to know what is truly enough

Money madness keeps us from living as richly as we might and enjoying the wealth we have. In these tough economic times, The Cure for Money Madness transforms fear and stress into prosperity and peace.

I like this book because I can relate to it through the emotions that I have experienced that are attached to money and there are very simple steps to follow that Spencer has put together to get to not only the root of the emotions for reprogramming but also a roadmap to financial freedom.

Slow Money - Woody Tasch

Another presenter at LOHAS, the ultimate green conference. Woody has seen a lot regarding asset management. This book talks about large picture and presents the path for bringing money back down to earth- philosophically, strategically, and pragmatically- and with an entrepreneurial spirit that is informed by decades of work by the thousands of CEOs, investors, grantmakers, food producers, and consumers who are seeding the restorative economy.

This is the path toward a financial system that serves people and place as much at it serves industry sectors and markets. To discover this path and to begin to walk down it: That is the mission of Slow Money. This mission emerges from Woody Tasch’s decades of work as a venture capitalist, foundation treasurer, and entrepreneur, whose explorations shed new light on a truer, more beautiful, more prudent kind of fiduciary responsibility—a fiduciary responsibility that is not stuck in the industrial concepts of the nineteenth and twentieth centuries, but which reflects the economic, social, and environmental realities of the twenty-first century.

These explorations take us from the jokes of his father to the insights of his son, from the boardrooms of foundations and start-up companies to the farm fields of Vermont, from gopher holes in New Mexico to the possibilities of an alternative stock exchange, from Carlo Petrini to Muhammad Yunus, from Thoreau to Soros.

    * Could there ever be an alternative stock exchange dedicated to slow, small, and local?
    * Could a million American families get their food from CSAs?
    * What if you had to invest 50 percent of your assets within 50 miles of where you live?

Such questions—at the heart of Slow Money—are the first step on our path to a new economy and a new culture. Inquiries into Slow Money is a call to action for designing capital markets built around—not extraction and consumption but—preservation and restoration. Is it a movement or is it an investment strategy? The answer is yes.

I enjoyed this book because it provides clarity and reason behind alternatives that can happen if we look at our current broken financial systems that chase quarterly earnings instead of measuring full wealth beyond dollars. It put me in a very calm and peaceful state of mind and made me appreciate the simple things more. It has started a movement that I am all behind and am hopeful it will lead the path to sustainable green business.

Your Money or Your Life - Joe Dominguez, Vicki Robin, Monique Tilford

This is a book I read a while back that really gave me the best roadmap to savings that I had ever had at a time when I really need it. I was in a large debt hole and after reading I was able to have a blueprint of a savings plan and goals that I was able to accomplish. Thier program is a simple yet powerful one that I did successfully. And if I can do it anyone can.

Do you spend more than you earn? Does making a living feel more like making a dying? Do you dislike your job but can't afford to leave it? Is money fragmenting your time, your relationship with family and friends? If so, Your Money or Your Life is for you.

If you are looking for a serious, no-bones-about-it approach to simplicity and financial independence, we recommend that you read and follow the nine-step program outlined in Your Money or Your Life, by Joe Dominguez and Vicki Robin with Monique Tilford.

There is simply no better, step-by-step program available than this. It has helped thousands of people simplify their lifestyle and dramatically change their relationship with money.

Joe Dominguez and Vicki Robin took back their lives by gaining control of their money. They both gave up successful — and stressful — careers in order to live more deliberately and meaningfully. Now, in this inspiring and empowering book, they explain their nine-step program that shows you how to:

    * get out of debt and develop savings
    * reorder material priorities and live well for less
    * resolve inner conflicts between values and lifestyles
    * convert problems into opportunities to learn new skills
    * attain a wholeness of livelihood and lifestyle
    * save the planet while saving money
    * and much more

WHY READ THIS BOOK?

Ask yourself these questions:

    * Do you have enough money?
    * Are you spending enough time with your family and friends?
    * Do you come home from your job full of life?
    * Do you have time to participate in things you believe are worthwhile?
    * If you were laid off from your job, would you see it as an opportunity?
    * Are you satisfied with the contribution you have made to the world?
    * Are you at peace with money?
    * Does your job reflect your values?
    * Do you have enough savings to see you through six months of normal living expenses?
    * Is your life whole? Do all the pieces — your job, your expenditures, your relationships, your values — fit together?

If you answered "no" to even one of these questions, this book is for you.

More Than Money; Questions Every MBA Needs to Answer - Mark Albion

I really like this one as it is a quick read with powerful insight for those new grads. Can MBAs, often cast as risk-averse conflicted achievers caught in the MBA trap of "I'll make money now and then...", find their true happiness and achieve their destiny in the midst of societal and peer pressures?

Absolutely--if you recognize that what you thought were your safest career choices actually may be your riskiest. How so? Your safest choices keep you on your destiny path; your riskiest ones take you away from it.

How do you know? More Than Money offers four questions and twelve principles to keep you on your path and tools to help you measure where you are and what you need to do to fulfill your destiny.

I highly recommend this book to MBA students or to those who know new MBA's and give it to them as a gift.

These are a mixed and diverse grouping of books and some may value some more than others. If you have any other books or experiences on personal finance or understanding our societal relationship with money I would love to know about them. Please share.

LOHAS consumer study presentation at the LOHAS Forum 2009

Tuesday, December 29, 2009 by Ted Ning

I get many inquiries on the latest LOHAS market trends from various businesses, students and other organizations targeting the 17-19% of the adult population that makes up those avid conscious consumers who trive on ecological thinking, socially responsible investments, yoga, energy healing and green business.

So here is my quick solution for those searching for LOHAS data. We have uploaded the keynote sessions from the 2009 LOHAS Forum to Youtube and Facebook.

Below is the Natural Marketing Institute's presentation part 1 of 5. I recommend viewing them all. Enjoy!

Remember there are 4 more vids that are part of this so please view them all. If you are looking for the ultimate green business conference then register for the 2010 LOHAS Forum set for June 23-25th in Boulder Colorado.

A Good and Green Marketing Experience

Thursday, December 3, 2009 by Ted Ning

I attended the Good and Green Marketing conference for the second time this last month. It is held at the stunning Chicago Cultural Center and attracts the big wig corporate marketing VP’s such as Clorox, Kimberly Clark, General Motors and many others. I like this conference because it gives me a chance to see what happens in the big company initiatives that relate to LOHAS. I have been to a lot of green conferences that bring in CSR directors but this is one of the more intriguing ones because it attracts marketing executives that can bat an eyelid and change can happen on a massive scale with a green marketing strategy. These strategies engage consumers in mass hence building up the LOHAS movement.

This year was a smaller crowd than last but the intimacy played well into having deeper and more meaningful conversations with people. The sessions were a mix of company presentations which aren’t really my thing. There were some interesting things I did learn from such presentations. Did you know that Clorox owns Kingsford – the company that makes BBQ briquettes? Did you know they have a natural briquette now? And also Glad compostable bags? I hope these are available everywhere and takeover the conventional lines. They also own Brita water filters and that one filter is the equivalent of 300 bottles of water. Who knew Clorox was in on sustainable green business?

I also liked the talk from Richard Seireeni, author of the GORT Cloud which is a great read. This book that focuses on several LOHAS companies – Seventh Generation, Terracycle, Dr. Bronners and many others. He describes their stories and what is similar among all these companies and how they make up what he calls the GORT cloud. I guess the Ort cloud is the dark matter that makes up the universe and these companies are part of the Green Ort cloud hence the term GORT. Get it? Yea I’m as quick as a slug on these things.

Another fun speaker was John Marshall Roberts who wrote Igniting Inspiration. He talked about the importance of communication and broke down society into various types of personality types based on their psychological maturity. This is a spiral dynamics theory and something I think many people can learn from on how best to communicate with others who may not be on the same page with you. This is so true in the LOHAS space. We so often preach to the choir and are kings of our own lunchbox. Then we go out to Red States and have people look at us like we are Martians. I highly recommend this book for those wanting to overcome skepticism of others.

I also had the opportunity to present and gave people time to break up into discussion groups and talk about challenges they face as marketers. This gave them some time to share thoughts and also start some networking with others. It seemed to work out quite well as many were eager to share their group discussion points. The Good and Green Marketing event was a great event to participate in and I look forward to attending next year.

This Park Is Not So Green

Monday, November 16, 2009 by Jennifer Schwab of SCGH

So I was in Park City, Utah, last week expecting to find a green haven among the pristine white winter wonderland. As one of the world’s most desirable ski areas with upscale communities and lodging to rival Vail and Aspen, Park City is truly a special place. Imagine my surprise, then, to discover that despite an abundance of natural and man-made beauty – not to mention a population of educated, nature-loving outdoors enthusiasts – Park City is seemingly behind the times in sustainability management and going green.

Some of the finest hiking in the world, great whitewater rafting, and of course world class skiing. You’d think those pursuits would transfer over to local policies that are fairly restrictive on development, and an overall culture of green. Certainly everybody I met on the hiking trails and at the river looked the part, and it seemed that they were concerned about all things environmental. It wasn’t until I got to really tour the area, which includes the ski mountain as well as Old Town, the main drag filled with businesses and shopping, that some practices I observed began to raise my eyebrows.

Most of the upscale lodges offer shuttle service from Empire Pass and upper Deer Valley, particularly luxurious parts of Park City near the top of the main ski mountain, down to Old Town. Even when the weather is warmer, they all seem to leave their shuttle vehicles – mostly larger SUVs of course – running, for hours if need be, burning fuel and emitting carbon all the while. Recycling bins are often difficult to locate. Many of the pricier homes in and around Park City are enormous, six to twelve thousand square footers. These palaces often serve as third or fourth homes for their well-to-do owners. We toured some empty ones and while beautiful, I noticed many of the thermostats were set to a toasty 74 degrees despite being empty most of the year (with the exception of peak ski season).

Perhaps most disturbing was hearing about a troubled residential fourplex project that was built to state-of-the-art green standards. According to reliable sources in the local real estate community, it seems that buyers are avoiding it like the plague because they immediately assume the green features add cost not value. The project is very well designed, sets a standard for energy efficiency and thoughtful construction, and it is priced commensurate with similar higher end properties in the area. Yet its designation as a green design property has made it more albatross than swan-you'd think it would be a socially responsible investment. Hard to figure that this would be the case in Park City, Utah, an outdoorsman’s paradise?

Also surprising is to see the huge amount of residential inventory available in

the area, yet there are construction projects planned for what seems like every empty lot. Hasn’t the housing crisis taught us anything? Here’s hoping that a revelation will occur and the developers of these coming projects will at least design and build them using sustainable materials. I am not trying to attack Park City, I actually love the place. But it was a real surprise, and disappointment, to find that this gorgeous resort community has a long way to go before it can claim to be not only a white but green wonderland.

As always, my friends, please post your replies, thanks!

Which Sustainable Business Conference is Right For Me?

Thursday, November 12, 2009 by Ted Ning

If you have been following my tweets or Facebook updates then you know I have been living out of a suitcase for the past few months. It seems like there are a lot of green events and conferences going on this year and you know what – there certainly are. It used to be that there were standard events that everyone attended. Now that green business is all the rage there are more events that bring business leaders together.

I have been to quite a few and still have a few yet to go. Here is a summary of what I have experienced that I hope will help you determine which ones are the most suitable to attend for education and networking.

Conference season – Fall and spring are the times when most of the events happen. Fall is busier than spring so you newbies to the conference scene plan the fall to be traveling.

September:

Expo East – Is the Natural Food and Products show on the east coast. This event brings companies from the organic food and personal care industries together. This year it was in Boston. I didn’t go this year but have been in the past. It is much smaller than the spring west coast show and I like it because east coast companies are well represented. Plus you can actually have a conversation with people at booths rather than deal with a sea of people. If you are located on the east coast it certainly is a good one to attend.

Natural Cosmetic Congress – This is held in Germany and I presented U.S. LOHAS info. It is run by the same organizers as Biofach which is the largest European organic and natural food expo. I enjoyed this because it was about 200 people who focused on the German speaking areas of Europe and organic skincare. Germany has embodied much of LOHAS values into their culture including advancements in skincare. Companies like Dr. Hauschka, Primavera and Weleda are headquartered there. Even though many think Germany is light years ahead of the U.S. in sustainability they are still facing similar challenges such as ingredient listings and certification confusion. Nevertheless it was a great event to get some insight into the happenings of the cosmetic world of Germany.

Health and Beauty Expo – Happens in New York and brings together all the leaders in the cosmetic world. The floor is full of suppliers and manufacturers and well known brands such as Este Lauder and L’Oreal. I have spoken at this event as well which I thought was great. It is always good to get out to new people and educate them on healthy skincare and LOHAS consumer values. If you are in the skincare market this is the big boy of the industry.

International Spa Conference – The big expo for the spa world and wellness. I have spoken at this event and see more and more green products and services every year. All the new information available on skincare and awareness of organic vs. chemical skincare products has many companies wanting to keep up with consumer demands. Also a very well groomed bunch.

October:

21st Century Book Marketing – A new event that was created for people who are looking to write a book and what steps to follow. It was created by people who have experience in the self help world which makes sense since that is the category that sells the most books. There were about 200 people and some great speakers such as Jack Canfield and Debbie Ford. The sessions were packed full of information on marketing practices and a lot of techniques on social media which I found very useful. Lots of energy and networking. If you are interested in creating, publishing and marketing a book this is a great event for you.

Social Venture Network – An member organization of entrepreneurs who focus on social and environmental business as their business mission. The founders of Ben & Jerry’s, New Leaf Paper, Odwalla and Aveda are members. This event brings together pioneers of the LOHAS space with new upcoming start ups and nonprofits and provide great opportunities for creating relationships for mentoring, advising and sometimes even investing. There is a lot of heart at this event and a lot of bonding. For those who are not willing to hug strangers – be wary. I really enjoy this event for the heart that is involved and the heartfelt participation that people provide during the conference. SVN has 2 events – 1 in fall and a members only event in spring.

SRI in the Rockies – focuses on socially responsible investing and brings together financial planners and SRI fund managers to talk about investing and shareholder advocacy. I enjoy this event to get a pulse of financials as they relate to LOHAS. They also have great speakers such as Marc Gunther and Jane Goodall speak to add to the social element. Plus they hold a killer dance party. Those fund managers know how to boogie.

Bioneers – A blend of ecological, social justice and artistic creativity that absolutely astounds me. There are about 3,000 people who come together for this and the speakers are unbelievable. I really enjoy hearing and learning about the earth and struggles that people are experiencing so I can share with others. It is very inspirational to see the line of biodiesel and hybrid cars in the parking lots next to the prayer flags and yoga tents and meet people that have ecological thinking in the forefront of their minds. They also provide satellite events throughout the country that are live feeds of the main event to create more local awareness and community. A great one to get really inspired.

Green Spa Network Congress – a fairly new nonprofit attempting to take back spa from the concepts of commercial luxury and pampering and bring it back to is wellness essence. This was a great workshop that had spa and property owners mingle with skincare companies and suppliers to talk about how to create green health spas and sustainable spa practices. Very good people who really care about their businesses and want to do the right thing.

November:

Opportunity Green – a new event held at UCLA focusing on sustainable business and green design. A very high energy event and has about 600 people in attendance. Ther is a mix of eco friendly fashion meeting vibrant upstart green technology. It is a mix of small businesses and some larger corporations. The presentations are go good mix of ‘how to’ for smaller and mid size businesses and case studies from larger corporations that show how much money can be saved by going green. It is also the only big sustainability business conference I know of in LA.

Green Business Conference – held just before Greenfestival, this event is a great one especially for green small and mid size business who really want to be sustainable through and through. They provide a lot of workshops and insight and networking opportunities. Plus it is followed by the largest Greenfestival that has about 40,000 people attend and have wonderful booths, food and speakers. There are also Greenfestivals that occur in Chicago, Seattle, DC and Denver.

Greenbuild – Run by the USGBC and is a massive expo on green building and design. If you are in the design or construction world this is where you get to see the latest innovations in energy efficiency and eco materials. Denim insulation, counter tops of recycled glass, solo tubes, solar panels, energy efficient AC units, LED lighting and everything in between. A very informative event with a lot of momentum that only looks to grow.

Good and Green – held in Chicago and for those interested in learning about green marketing strategy this is a great event. It is also a great place to mix with larger company green marketer and agencies. Companies like Edelman, Martin Agency, Planet Green, Ford, Toshiba and Cotton USA were present last year. I saw a really interesting presentation last year at this event on color patterns in green advertising. Being a marketer myself I find this to be a great event to hear what is happening in larger companies as it relates to their sustainable story. I am to do a presentation this year and it will test me to see if I can play with the big boys.

LOHAS – The grand daddy of them all! Ok I am biased but we are very proud of our event that brings together 600 business executives that are not only interested in the LOHAS market but also have a personal affinity to the movement. I think the difference between our conference and others is that it provides a bridge between large and small businesses and provides content that is informative and soulful. Many events focus on the business aspect and we provide that plus the ability to network at a heartfelt level. It is a bit difficult to explain but once you go you will know. Mark your calendars for June 23-25th to come to Boulder Colorado for LOHAS!

So as you can see Ive been a bit busy. All of these are great events and please go to the websites of the ones you think are most appropriate for you. You really can’t go wrong with any of them. However I do recommend coming into an event with eyes wide open and to read who is speaking and what topics are going to be spoken about so you can manage expectations and have a bit of a strategy. If you have other events that I have missed and worth mentioning please share them. Love to hear what events you think are good to attend.

What Happens in Vegas Stays in Vegas (And Goes Green?)

Wednesday, October 21, 2009 by Jennifer Schwab of SCGH

Blazing neon lights 24/7, the world’s most grandiose fountains, gridlock on Las Vegas Boulevard, frigid indoor air over millions of square feet when it’s a hundred and ten outside … not exactly a poster boy for sustainability. Name the top ten green cities in America – I’ll bet Las Vegas would not make your shortlist.

Well, think again. After meeting with officials from the City of Las Vegas to learn more about their green initiatives for our Sierra Club Green Home Web site, I must conclude that America’s adult playground is making a sincere effort to embrace sustainability. And the major casinos have actually been pioneers in energy saving techniques – with the power and water bills they generate, it makes economic as well as altruistic sense for them. “What Happens In Vegas Stays In Vegas” but it might be beneficial for the casinos to get the word out about their green initiatives.

Sometimes controversial, always quotable and often progressive, Las Vegas Mayor Oscar Goodman is somewhat of a legend on the local and national scene. Under his stewardship, Las Vegas began to embrace green environmental policies before it became de rigeur. Goodman was one of the first to sign the Mayors Climate Protection Agreement, a pledge to green their city which now has over 1,000 mayoral signatures. Currently, Las Vegas has one of America’s toughest consumer watering policies. “Water cops” can fine you if they see runoff on your sidewalks. Outdoor fountains at residential developments have come to a grinding halt. Vegas was also an early adopter of hybrid fleet vehicles and even embarked on a recycled anti-freeze program in 2007 to help power the city fleet. They also have a green building program, which rewards developers with tax breaks for building energy efficient, ecofriendly structures.

Tom Perrigo, Deputy Director of Las Vegas’ Planning and Development Center further enlightened me about how the city has been a pioneer in all things sustainable since 2005. The city government and related buildings all have strict, sustainability management guidelines for power and water usage as well as recycling. They are setting a great example here, and many of the major casinos in town have followed suit with state-of-the-art technology for saving power on laundry, lighting, climate control and water consumption. City Center, the largest real estate development project in the country, is being built to varying degrees of LEED standards with help from prominent consultant John Picard and other leading green architects and designers. Another noteworthy Las Vegas program is Green Chips, which provides free home energy audits for residents of low income housing and loans to consumers and businesses that will use the funds to improve energy efficiency.

Things are not perfect in Las Vegas, for sure. To the average homeowner, recycling is not commonplace. There are several neighborhoods that pick up recycling, but for a city of this size and scope the recycling efforts have a long way to go. Some people have the false notion that the trash companies separate out the recyclables at their facilities. I could not find any proof that this is accurate. And most obviously, sun, sun, sun everywhere, but where are all the solar panels? It is disturbing to think about how much solar power could be generated for residential and commercial applications here, yet solar panels are almost non-existent on the residential side. Hopefully continuing advances in solar panel technology, additional governmental subsidies, and cost reductions will change this. Perrigo also mentioned Nevada’s terrain is primed for generating Geothermal power; he has high hopes that the state will embrace this renewable source in the future.

Sierra Club Green Home.com has staffers from UNLV’s environmental studies program who are committed and enthusiastic about spreading the word on sustainability. These young people are Las Vegas residents who inspire me with their dedication and willingness to help America go green.

The point here is that if an inherently non-green city like Las Vegas can embrace sustainability, so should all municipalities. I urge you to look into what your city is doing to improve the environment. Sierra Club’s Cool Cities program outlines sustainability agendas across the nation. Please take a moment to see what your city is doing at Cool Cities. Let us hear your comments, and if they aren’t doing enough, be sure to urge your mayor and council members to do more.

Pictured Above: Sierra Club Green Home.com employees, Abi Wright and Bridge Barnes, meet Las Vegas Mayor Oscar Goodman.

WE’RE STILL LIGHT YEARS AWAY

Wednesday, September 23, 2009 by Jennifer Schwab of SCGH

Many of the latest and greatest hotel, resort and office properties claim to be sustainable developments– but are they? A recent experience tells me that while recognition of the “need to be green” is all good, we have a long way to go before even the top level of architects and developers really understand how to design and build a sustainable property.

Of course, there are exceptions, and LEED guidelines assure us that a building is truly green. However, developers have a strong sense that the incremental costs required to meet LEED Silver status, much less Gold or Platinum, are prohibitive.

Here’s a real-world example. Recently, a friend’s 50^th birthday in L.A. gave us the opportunity to try out a brand new resort hotel, Terranea, located on the Palos Verdes peninsula at the old Marineland of the Pacific site. This magnificent resort is built on over 100 prime acres of priceless land overlooking the Pacific Ocean. The developer, Destination Resorts, purports to be fully sustainable and offers a “Destination Earth” section on its Web site which details the various energy saving practices employed by the company at the dozens of resorts it owns throughout America.

So, we check in, and while walking down the hallways, we notice it is about 60 degrees. Why? Nobody knows. We asked the alert and attentive, young staff and they looked at us as if we had multiple heads. It was a full 10-15 degrees cooler in the hallways – and these circuitous corridors are hundreds of yards long – than the rooms, which were plenty comfortable in the mid 70s even without the A/C engaged. Yet the system was just blasting ice cold air in the halls, 24-7, for no apparent reason.

Even in good hotels, a low hot water supply is sometimes a problem. Not at Terranea. Turn on the shower, there is no “H” and “C”, just “H” and “S” … for scalding. Again, think of the extra power needed to drive the hot water heater all day and night while holding the temperature at boiling point. Unnecessary and what if you did want a cold shower?

Also, if you find yourself with an empty soda can or already-read newspaper, there is no place to dispose of it, at least, no place where you know it will end up in the recycling bin. (Admittedly a recycling addict, my husband totes cans, bottles and reading material back home with us in his luggage, to dispose of them in our big blue bin that we know gets properly recycled.)

Meanwhile, Destination Resorts boasts of sustainable practices on its Web site, including use of CFL light bulbs; re-using sheets and towels; sensor toilets; low flow showerheads, and the like. We don’t mean to call out Destination Resorts, so much as point out that if the fourth largest resort company in America still has glaring non-green issues, just think about the other new construction that is still a very long way from being truly green. I had another disappointing experience at the Marriott in Oakland, Calif., at the Berkeley Meeting of the Minds Conference in 2007. This conference was devoted to building city infrastructure systems green, and Steven Chu was the keynote speaker. Although the conference content was top notch, I found it ironic that no one seemed to care that the rooms lacked recycling bins; plastic water bottles were frequently used on-site; and an extraordinary amount of food waste was not being composted, so far as I could tell.
Hotels’ and resorts’ eco-initiatives – especially at green conferences – should be a priority. In fact, I applaud the Ritz Carlton in Laguna Niguel, Calif., for its efforts in making the Fortune Brainstorm Green Conference as sustainable as possible. I never saw a plastic water bottle in sight the whole week I attended; they served organic meals; and recycling bins were readily available. On top of that, carbon offsets were purchased to reduce the travel footprint for the conference.

Local legislation is helping matters by virtually forcing developers to build green. As environmentalists, we are constantly hearing about new buildings and developments that are truly striving to go green. However, Terranea is a wake-up call for us to remember that when it comes to truly living green and thinking about the environment, even the good guys in some cases have a long way to go before really making the grade.

We’d love to hear your experiences with public buildings that are green, but not really. Post your comments, thanks!

Collaboration vs. Competition

Friday, August 21, 2009 by Ted Ning

It think it is a good rule of thumb to adopt Colorado’s love/hate approach to weather when it comes to understanding the LOHAS market. If you don’t like it now just wait five minutes. These past few months have been an extreme eye opener for many in various ways. We have seen jobs and homes disintegrate in front of our eyes. The encouraged spend, spend, spend attitude that has been speaking to us through media has now been muzzled by our inability to do so. The rat race that had many never seeing the light of day as they left for work in the early hours and returning home after nightfall has slowed.

I find that this has many people reevaluating what they hell they are doing all this for. We say we do it for our families and financial security. But I think it is all a matter of perception of where we are at. After all we are the richest country on earth and yet we cry poverty all the time. We easily forget where we are at presently when we are so caught up in the ‘what if’s’ of the future. And in doing this we never get to enjoy the fruits of our labor.

Many people ask me where we are all headed – especially in the LOHAS market or green business development. I see that there is a shift in attitude for many with regards to purchases. The last few years saw a proliferation of green and semi green products and services. The green wave hit big which was what many rejoicing. Yet it really did not change behavior in people’s relationship to spending. Instead of buying a Hummer you bought a Prius. Both are cars but one is just more green. The eco bamboo dress or socks are still another piece of clothing to add to the clutter in our closets.

But now people are thinking more about what they are spending on because they don’t have jobs or homes with closets to hang their eco dress. I see that there is a stronger emphasis on relationships rather than spending. This is true with business as well. Look at commercials and ads and you will see that companies LOHAS and non LOHAS alike still want to make their case as being relevant in the relationship setting and are emphasizing their value as a relationship builder. They are also wanting to portray themselves and the nice guys willing to help out someone in need. This search for relevancy goes beyond the former sustainable reporting and compliance model of old. Google Wave with free applications, Wal Mart with low prices, grocery stores offering giveaways. If you are a business who is not stressing relationship relevance you are missing the boat. Will this last? Who knows. If the economic recovery is slow then perhaps it will. If it is rapid it will not. People are not elephants when it comes to memory. I can’t event remember what I had for breakfast for Pete sake.

This is a great opportunity for businesses and individuals to rethink relationships and explore new approaches to collaboration rather than competition. Dollars are scarce and people still want to be a part of something. As I write I am on the way to a collaborative think tank between two former competitive green mobile applications 3rd Wale.com and GenGreen.com. They have created a forum in San Francisco that brings together 200 thought leaders to share ideas on collaboration in the LOHAS space. The met at the LOHAS Forum and came away with an innovative way to cooperate and share resources thus enhancing both of their products. Why not use this time to make lemonade out of lemons.

Social Media and LOHAS

Thursday, July 30, 2009 by Ted Ning

It seems that if you are not Tweeting, commenting on your restaurant food on your Facebook page or have a LinkedIn profile then you are out of touch with the real world. Everyone from celebs to children are Digging or blogging on just about everything and anything. Although for some it is daunting to enter the cyber world where strangers who are your virtual friends know more about you than your actual friends and family, it appears that this is not going to go away any time soon.

So what implications does this have for LOHAS? According to NMI LOHAS consumers are more likely than ALL others to engage in social media. This is because conscious consumers tend to be very social and participatory in communication. As the popularity of social networking sites increase I also anticipate LOHAS social networks to gain ground in the social media space. There are already plenty ranging from green business strategy focus to emphasis on ecological living.

Companies have a tremendous opportunity to target receptive consumers through this. But this is uncharted waters where conventional advertising does not work. Plus this is an unconventional audience too. How do you stay afloat let alone swim through the turbulent cyber waters? Knowing what motivates your audience in the social media world is key. Here are some basic tips on navigating the cyber seas:

First you must know that people are motivated by 5 key things:

Express Yourself
The assertion of one's own personality through conversation, behavior, writing or art is a driving factor. Finding a promotion that allows people to express themselves such as customizing their Dell laptops or their Nike shoe. This provides expression of individuality or similarity. It could be one of a kind or shared among friends. Providing ways to self express give people tools to do both.

Status
Let's face it, we all brag a bit and we love it. The web has only enhanced this. My LinkedIn LOHAS group is full of boasting postings from members. Getting people to share your information with their network and improve their status among them is a great way to stimulate activity in social media. For example, an ambassador program that provides loyal shoppers with access to new green products prior to an official launch. Special offers to members of a social media group and encouraging them to share with their friends puts them in a position of power among peers gives people the 'I have something that you don't' cachet.

Charity
Even though people enjoy bragging they also enjoy doing good. This is especially true with LOHAS consumers. Social justice issues that are supported by companies that benefit the larger community attract those that want to feel good about being a part of it. The explosion of the Causes campaigns on Facebook are testament to that. They have received over $10 million in donations through 26,000 causes campaigns.

What's In It For Me?
Self serving options such as coupons and discounts motivate people in the offline world but not so much in the cyber world. But this does not mean to dismiss this option it just needs to be reworked a bit. Tapping into elevating status and offering a self serving offer is a good way to maximize results. For example, an intergrative medicine company offerring and affiliate program where a customer recieves $100 gift certificate for forwarding a $20 coupon to 10 friends. Consumer wins big - status among peers and gets a good discount.

Have a Conversation
You can also collect information from social media participants more readliy than conventional surverys. Gaiam recently ran a competition called the 'Compost Off' that allowed people to vote on their favorite composter. The top voted product would them be sold in their catalog. Those who participated had a change to win one. LOHAS consumers want to share thier thoughts and opinions - especially when it comes to products. Give them the opportunity to do this and you will see results.

Social media is on a supersonic evolutionary pace. Because of this, the nature of why people use it and how is also changing. But even using these concepts how does one define success? I'd love to hear your thoughts.

International LOHAS or Not

Tuesday, July 14, 2009 by Ted Ning

For those of you who don't know, LOHAS has a tremendous following internationally. If you attended LOHAS 2009 you saw us connect live to a German LOHAS green business conference. There is also a LOHAS Japan, MyLOHAS magazine in Taiwan and even a LOHAS Park in Hong Kong. The problem is that there seems to be some delution in the overseas translation specifically in Asia.

Take for example the new ILOHAS water from Coca Cola Japan. The 'twist' on this product is that once you finish it you can crumple up the bottle and reduce the space it takes up in the recycle bin by 40%. The twist factor for the bottle seems to have the same hypnotic pull as does bubble wrap. Other than that I don't see how this is a LOHAS product. Where is the water sourced? What message other than crumpling up a bottle are they sending? Where does the plastic go once it is in the trash or recycle bin?

The other example is the new LOHAS Park being built in Hong Kong. This is a 1.4 million sq ft residential development with 40% designated as a common greenery area. 21,500 apartments will be available in 50 residential towers. The project is being built by Hong Kong's transit system MTR so there will be a train station under the park. The LOHAS specific aspects touted are the planned 440,000 liter recycled water system for the gardens a 19,000 sq meter park and walkways that are not near traffic. I think all of these are nice but there could be SO much more. What about the green design options for the residential units? What about the power used for the apartments and park maintenance? What about education for others on recycling, gardening or otherwise?

Are these true examples of corporate sustainability plans in action or are they green business strategies that are naive and taking hold of trends in Asia? I personally think there are a lot of opportunists in the world who jump on the LOHAS bandwagon. In my travels I have seen LOHAS labelled beer, coffee shops and LOHAS branded department stores sales that really don't have anything to do with sustainability and healthy living other than a minimalistic type of display. Yet one could argue that this is a demonstration of LOHAS orientation of doing less with more and a good start for those new to green understanding. Ahh the curse of knowledge. If they only knew what we do eh?

My goal is to educated those that are interested in learning green business solutions and the true essence of what LOHAS is and why it is important rather than just make money selling a different product. We all need to take care of the planet, ourselves and each other. Healthy and organic living can mean a lot of different things to different people. There is so much potential and momentum that has been built. It is now a matter of channeling it all and creating new sustainable green business opportunities.

Trend Tug-of-War—Sustainable vs. Disposable

Monday, July 13, 2009 by Abby Caran

Green is the new black, and that is a good thing. Even a handful of years ago, who among us would have predicted the near-mainstream acceptance, at least on some level, of sustainable ideals? “Green” is so pervasive, in fact, that we now need to arm ourselves against potential abuse of the word and its synonyms to tout everything from produce to building materials to the business practices of behemoth corporations, lest we be taken advantage of. All of this, at least, is moving in the right direction, and it seems that while there are still kinks to be worked out, new, green, businesses are sprouting up everywhere, and any company that wants to stay in business is at last embracing some green practices, if for no other reason than to protect its bottom line, and to appeal to a consumer base that is becoming increasingly conscious.

Or is it?

There is another trend, on the opposite end of the spectrum, with a firm hold on the American psyche—competing for every mind and every dollar in the marketplace.

In order to illustrate, I bring your attention to Lunchables. You know—those ready-made kids’ lunches sold in the lunch-meat section of the supermarket. Take Lunchables Mini Burgers for instance (newly redesigned, mind you, to be “wholesome and nutritious”). Neatly packed into a colorful cardboard box is a plastic tray divided into sections, containing: two sickly patties of “meat” (with, let’s face it, enough preservatives to take the things to lunchtime at room temperature), two white mini-buns, two postage-stamp-sized slices of Pasteurized Prepared American Cheese Product, two packages of ketchup, a Nestle Crunch bar and a Capri Sun Fruit Punch, with plastic-wrapped straw. All of this is sealed in still more plastic. The idea is that after your kid spends, say, twenty minutes assembling his “burgers” and eating them, the box, the tray, the plastic wrapper, the Nestlé’s wrapper, the foil Capri Sun packet, the straw, the plastic for the straw and the foil ketchup wrappers all go into the trash.

While Americans are buying into the idea of sustainability in record numbers, there is a simultaneous obsession with the idea of convenience, and with it, disposability. At the supermarket, everywhere you look are individual, plastic-encased portions of just about everything: pudding, yogurt, fruit cups, fruit snacks, cereal, oatmeal, chips, cookies, raisins, nuts, candy and drinks of all kinds. Soup, which used to come in a 4-serving can for 99 cents, now comes in a plastic single-serve container for $3.49, as do various rice and pasta dishes. Then there are the cleaning products. Thanks to the success of products like Swiffer, you can now buy plastic or metal poles with replaceable attachments for the floor, the furniture and the toilet. (Price of a gallon of Clorox: $2.79. Price of a Clorox Toilet Wand with disposable heads: $11.69, plus $6.49 for refills. Little mystery as to why these products have sped to market.) You can buy individual cleansing cloths for everything from your face, to your countertops, to your baby, and you can even buy—I just discovered—small plastic tubes containing a single use of toilet paper.

Then there is the coffee culture, which arms commuters, shoppers and students, even in the midst of economic decline, with a four-dollar cup of chi or cappuccino—along with a carrying sleeve, lid, a stir stick or straw, packets for sugar or sweetener, napkins, and often a bag or cardboard tray to carry it all. You might also pick up several bottles of water during the day and toss those out too (or in a best-case scenario, recycle them). Which might explain why in 2008, bottled water sales reached over $11.7 billion, and why, in 2006, the industry spent $162.08 million on advertising.

Our increasingly mobile lifestyles mean that nearly everything we come into contact with throughout the day is disposable. Food eaten on the go trails reams of paper and plastic products destined for the garbage can. Then there are the electronic devices that fuel the mobile economy, which become obsolete the minute they hit the market: cell phones, iPhones, blackberries, laptops. Airlines, if they provide food at all, no longer serve meals in reusable trays. Now they sell individual packets of assorted snack foods in disposable plastic bags and boxes with plastic utensils. Even reading materials—newspapers and magazines consumed in a sitting—are sold with the goal of temporary diversion, fated for the trashcan.

While the world seems to have embraced certain green ideals, it is still clinging hard to the idea of convenience above all else, and to disposability. Biologist Edward O. Wilson said that if the rest of the world consumed at our levels, with existing levels of technology, we would require the resources of four more planet Earths. In reality, we’d need many more than that if they also disposed the way we do.

So the question is, in the LOHAS marketplace, how do we address the powerful urge towards convenience and temporary or fleeting use in our sustainability efforts? Or alternatively, how do we begin to change the mindset itself that links convenience and mobility with disposal on a wholesale level?

I believe we must answer these questions in order to fully realize the potential in the marketplace for sustainable products, services and practices, and in order to achieve a true—and viable—sustainability.

Abby Caran worked for many years in the advertising industry in New York City, where she saw behind the curtain of some of the world’s most powerful corporations, and where she became increasingly alarmed by the cost of business as usual to the environment. She has since gotten her MFA in the writing program at Columbia University and now writes about marketing trends from an ecological perspective while working on a collection of short stories, a childrens’ book and other projects…including improvements to her karma.