I'm not necessarily a follower. But  I'm proud to announce that I've joined a cult. Cloud Cult, the indie band, originally from Minneapolis, that now lives on an organic, geothermal- powered Wisconsin farm.

At First Avenue a few nights ago, the venue where rock star Prince first came onto the scene—Cloud Cult played to two sold-out shows and put on a show that was pure magic.

Their new album Love, is beautiful, insightful, mystical, wise and takes listeners on an inner odyssey that is guaranteed to rock your world.

The band's label, Earthology, is committed to greening the music industry, offsets carbon from tours and developed the first 100% post-consumer recycled CD packaging in the U.S. 

As a leader in the LOHAS (Lifestyles of Health & Sustainability) space, and president of firefly180 marketing, I know the power of music as a vehicle for change.

Working with green artists that include John Denver, Kenny Loggins, Jack Johnson and the Dave Matthews Band,  I know that music speaks to the soul and touches the heart in ways that words alone can't.  Music and lyrics are the ultimate integrated marketing campaign. Songs become doors that open the mind to action. And for environmental artists, music can be a platform that becomes a springboard for change.

Cloud Cult doesn't just write and perform music. They literally shower the world with love.  Just like all of us in  conscious businesses. Although not all of us can sing and compose music, our voices are heard just the same.

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

Image from BBMG

Conscious Consumers are an active and growing purchasing segment in the U.S. and worldwide. All you have to do is look at why LOHAS exists to see the potential economic impact of this group (and that doesn't even take into account the social impact). The term “conscious” is three-fold, applying to consumers who consider more than price and convenience when making a purchase decision – they also consider impact on their health, the environment and the greater good.

If you are one of the 73% of companies who has “sustainability” listed as a strategic priority and you are not already thinking about the 70 million Conscious Consumers in the U.S. as a market segment, here are four signs that you should be:

1. Your product or service is more environmentally friendly than your competitors’. Conscious Consumers are sensitive to being green. They do not always make the most green choice available, but they at least consider environmental impact. Whether your product or service is green because it has less packaging, uses less energy or is made more locally than alternatives, they care.
2. You offer a product that makes a healthy difference. With obesity storming on the scene as a public health concern, millions of Americans seek ways to incorporate physical activity and healthy eating into their busy days. Foods are being fortified in new ways (protein in your water, anyone?), treadmill desks are on employee wish lists and even apartment window boxes no longer function as ashtrays, but sprout mini urban gardens. If you make it easy for people to live healthier, Conscious Consumers need you.
3. You aim to “do well by doing good.” Corporate social responsibility programs are now part of most large companies’ strategic plans. Your program may engage all your customers like Target’s multi-pronged “here for good” campaign, or as a smaller company, perhaps you strive for 100 percent participation in an annual United Way campaign or spend a day building a house for Habitat for Humanity. Whatever your effort may be, if Conscious Consumers know about it, they’ll be more likely to spend a few more cents on your product or recommend it to others.
4. You want to reach influencers. At one point, environmentalism and health advocacy were fringe issues for hippies and extremists. The mainstreaming of these ideas has all but eliminated political differentiation – Republicans and Democrats alike turn off the water while they brush their teeth and take reusable bags to the grocery store. Conscious Consumers come from all different backgrounds, but are consistently early adopters who make conscientious purchasing decisions that they share with friends, family and co-workers. If you want people who are likely to increase your word-of-mouth marketing, you want Conscious Consumers.

Conscious Consumers certainly aren’t going anywhere. They’re going to keep making decisions based on what really matters. Are you in a position to help them make a difference?

A friend of mine recently asked if I’ve always been so balanced. And I had to admit it wasn’t always so. Finding my center through life and work has been the most challenging of postures. It’s something I’ve strived for. Worked toward. Meditated about. And then…somehow when I wasn’t striving, working or meditating—it just seemed to have happened. Like magic.

It’s same kind of magic that happens when conscious businesses engage in LOHAS marketing, mission-based marketing, wellness marketing, social advertising and yoga marketing…all the ways, we at firefly180 work to support our clients. There is a Tibetan Buddhist mantra, Om mani padre hom; which translated, means, “the jewel is in the lotus.”

We are the jewel. And our seated posture is the lotus. This wisdom is true as well for brand strategy, messaging, website content and design, advertising copywriting and art direction. The creative is the jewel. The lotus is the strategic foundational work.

So let your light shine in all its brilliance. And keep bringing that light forward into your work—and the world.

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

On June 18th LOHAS will have several pre-event, day long workshops focusing on impact investing, LOHAS marketing, social media and leadership. These workshops provide a deep dive into insights, strategies and best practices that attendees will be able to apply directly to their personal and professional lives. All workshop attendees will also be able to attend the opening sessions and reception of the LOHAS conference. Pricing varies and discounted for LOHAS attendees. Limited space for each.

Impact Investing Collaboratory
The LOHAS Conference in cooperation with The Boulder HUB , will provide a unique opportunity for investors and entrepreneurs to connect, learn and collaborate around the funding challenges and successes in the emerging sector alternately defined as impact investing, social entrepreneurship and sustainable venturing. As the market has matured, and investors are more educated, This workshop provides more sophisticated investors with an experience of unquestionable value, while treating aspiring investors to a dip into the deep end, and supporting qualified entrepreneurs to a rich environment.

What Marketers Need to Know About LOHAS Consumers
This hands-on intensive workshop provides insights for attendees on best marketing and communications practices relating to both conscious consumerism and mainstream markets. Leading edge data will be presented along with case studies of successes and failures on leading LOHAS companies communicating valuable messages including authenticity, transparency and social responsibility. Attendees will gain key insights and ideas to implement into their companies immediately.

High-Impact Digital Marketing for Challenger Brands
For many LOHAS brands, “digital marketing” has become just “marketing” as campaigns increasingly live solely online. Yet many young companies have found it challenging to build a solid digital strategy with limited time, budget and creative resources. This workshop will equip savvy marketers and entrepreneurs with high-impact strategies for best representing their brands on social media along with the trends shaping the way we communicate online. Digital novices and veterans alike will come away with the tools to efficiently drive brand awareness and engage their fans across the major social media platforms.. Get ready to share in a day of digital marketing inspiration!

Breaking the Habit of Being Yourself
Break free from old patterns and emotions, and create a life with creativity, and more happiness, health and abundance, simply by changing how you think. Renowned author, speaker, neuroscientist, researcher and highly-successful chiropractor, Dr. Joe Dispenza combines the fields of quantum physics, neuroscience, brain chemistry, biology and genetics to show you what is truly possible. Now you can access these remarkable techniques in Breaking the Habit of Being Yourself. Rewiring your brain is grounded in scientifically proven neuro-physiologic principles that he explains that is entertaining and easy to understand.

We encourage both LOHAS attendees and other professionals interested in the insights we plan to share to attend one of these events. Register HERE today!

Ted Ning is renowned for leading the annual LOHAS Forum, LOHAS.com and LOHAS Journal the past 9 years Ted Ning is widely regarded as the epicenter of all things LOHAS leading many to affectionately refer to him as ‘Mr. LOHAS’. He is a change agent, trend spotter and principal of the LOHAS Group, which advises large and small corporations on accessing and profiting from the +$300 billion lifestyles of health and sustainability marketplace.  The LOHAS Group is a strategy firm focusing on helping companies discover, create, nurture and develop their unique brand assets.  For more information on Ted visit  www.tedning.com

One of my dreams has been to live in a sustainable self-sufficient house buried in pristine nature. A house with low energy consumption, low service costs, simple maintenance, no connection to municipal drains or district heating, gray water and human waste recycling. Simply, a house with a minimal impact on the environment - in its construction, running and end-life. Does that sound surreal?

Well, it is not. Sweden is where green dreams come true. When I saw their houses, I immediately fell in love with its simple design and complex environmental consciousness. 

EcoCycleDesign, however, goes beyond building new housing. They take the challenge of greening your current construction.

In Sweden, sustainability has a long history. Although dependent on heavy industry like forestry and metals, especially aluminum, Sweden was one of the first countries in the world to develop solutions that were environmentally friendly. Somewhere back in the fifties and sixties.

Lars Ling, the Chief Executive of CleanTech Region, who represents those progressive companies, would tell you that “since the early nineties, the nation has run an aggressive campaign to reduce the damage caused by climate change, and its adoption of green technologies is considered exemplary. Among others, Sweden can claim one of the largest ethanol-powered bus fleets in the world. It’s a world- leader in the conversion of waste into power – dozens of municipalities now produce biogas from sewage. And rather than wringing their hands over pollution from road vehicles, successive governments have set an example to ordinary motorists by mandating that nearly all publicly-owned vehicles are ‘flexible-fuelled’ and insisting that petrol stations offer at least one type of biofuel.”

If you look for some inspirations yourself, don't miss this crispy green online magazine - Green Solutions from Sweden. 

Ah, have I mentioned you can touch and feel the Swedish sustainable designs? There are trips organized to the CleanTech Region, so you may want to check those too.

I've been working with business owners for more than three decades.  When I first got started in the business world it was with a company called the Whole LIfe Expo.  We were organizing consumer expositions for those people interested in natural lifestyles and products.  Back then, we referred to it as "new age" - as this was the post-hippie, post-love era.  

As a salesman selling exhibit booths and advertising space for the holistic lifestyle company above, I remember lots of the customers I sold to talking in terms of being more "conscious", participating in "consciousness raising" activities or promoting "higher consciousness".  It all had an airy-fairy kind of connotation to me back then.  After all, I was in business trying to sell something and I was more concerned about whether they were buying what I was selling.  

But, today, the term "conscious" is back in vogue.  I guess we can thank John Mackey of Whole Foods for bringing it back in style.  Today, I know people running organizations and events using the terms of "conscious capitalism", "conscious leadership" and "Consious Life Expo."  

So, what's this all about?

As a business leader, you must remember that the foundation of your business isn't money, it's people!  It's your people who produce your goods or services for sale and it's people who consume or use them.  When you start seeing your business as the function of many people coming together to deliver value, this will enable you to act with kindness, generosity of spirit and even love.

At a dinner I attended recently put on by the founder of Conscious Leadership, the CEO of Patagon, Casey Sheahan, shared a story of a conversation he had with his wife during a difficult period in the company's history.  Here's my paraphrasing of the conversation:

Casey to his wife: I have to layoff employees if we going to be profitable in (the slumping economy of) 2009. Even though I hate to do this, I will present this to the board next week.

CEO's Wife: Are you making this recommendation to the board out of FEAR or LOVE?

Casey: I guess FEAR.  We don't have the losses, but we're projecting them.

CEO's Wife: Well, you always talk about the business being one big family.  Would you do this to your family? What if you came from LOVE, not FEAR.  What would you do?

That got him thinking.  The CEO said that he came up with 10 ways the company could save money and cut costs (e.g., have employees wash the store windows instead of using an outside service) and keep his employees employed. He was transparent with his team about the position they were in.  Nobody was fired. And....

The result was Patagonia's best year ever...and the best 5 years in the history of the business.  

A passion for people is at the heart of business and leadership.  Let it guide your business decisions and help you reap lasting success.

If you have an example of where you let passion, not profits, guide your thinking and it served both masters, please write me.

The sharing trend that became popular with Zipcar is likely to expand to other industries such as tools and baby gear as consumers readjust their spending patterns to focus less on conspicuous consumption and more on making thoughtful choices with their money, says one leading social forecaster.

In the improving but not yet booming economy of 2013, Patricia Aburdene, author of the New York Times bestseller "Megatrends 2000" and most recently "Conscious Money" (Atria Publishing; $16 paperback), predicts priorities and values will play a bigger role in shaping spending decisions.

"Key concepts like practical, quality, meaningful, simplicity, chemical-free, local and sustainable will be what encourages consumers to open their wallets," said Ms. Aburdene, who lives in Boulder, Colo.

For the most part, people are still feeling some financial stress brought on by the Great Recession that started in December 2007, which she says is fueling the popularity of sharing trends such as Zipcar, which allows members of its sharing network to reserve cars for personal use by the hour or the day.

The car-sharing niche created by Zipcar in January 2000 is already starting to see more competitors. Hertz, Enterprise and UHaul have come up with their own versions of short-term car rentals. Regional competitors such as City CarShare in San Francisco, Mint in New York and Boston; and I-GO in Chicago also are becoming bigger players.

"Car sharing is taking off because people are realizing how darn much it costs to own a car," Ms. Aburdene said, adding that car sharing is more of an urban phenomenon.

Other new societal demands and behavior that she expects will gain more traction are transparency, fair trade and third-party verification of products.

Just as the "Good Housekeeping Seal of Approval" helped consumers in past decades put their trust in a product, Ms. Aburdene says more shoppers will be drawn to seals of approval from groups like Greenpeace and the Rain Forest Alliance. "Those product seals will let consumers know the company is socially responsible and the consumer is making a difference in the world when they buy the product," she said.

Fair trade is another growing global movement that will affect spending, according to Ms. Aburdene. Fair trade products -- ranging from coffee to chocolate to wine -- sometimes cost more so that farmers are paid fairly for their efforts.

Gerald Celente, publisher of The Trends Journal in Kingston, N.Y., said he agrees with Ms. Aburdene's analysis of 2013 trends in general. But he says the majority of Americans are on a downward economic path and may not have the luxury of making socially conscious spending choices, especially when there are cheaper alternatives.

"While they can have the best intentions, it's a stomach issue and a pocketbook issue. People are falling out of the middle class in huge numbers," said Mr. Celente, who forecast the popularity of gourmet coffee years before Starbucks became a household name and bottled water decades before Coke and Pepsi got into the business.

Mr. Celente, author of "Trend Tracking" and "Trends 2000" (Warner Books), said Ms. Aburdene's trend predictions for the new year refer mainly to a small segment of people in an affluent society, but do not apply to the masses of Americans struggling to make ends meet.

However, Ms. Aburdene has a pretty good track record of past predictions.

In "Megatrends 2000," which was published in 1990, when many economists warned of tough economic times ahead, she and co-author John Naisbitt instead predicted a booming global economy during the 1990s. The book also predicted the Pacific Rim would come to prominence in the 1990s, and it certainly did, with China and the economies of the Four Tigers (Hong Kong, South Korea, Singapore and Taiwan) expanding at explosive rates.

"When you look at the trends for 2013, the social trends have a very strong economic flavor to them," Ms. Aburdene said. "The way consumers can begin being conscious about money is to start by reflecting on their values and priorities so they spend money in ways that feel right to them."

First Published February 26, 2013 1:15 am by Tim Grant: tgrant@post-gazette.com

Original content from Aupairjobs.com

Whether you’re a nervous driver or a staunch supporter of mass transit as a means of reducing your carbon footprint, relying solely upon public transportation will require you to live in a city with a suitable public transportation system in place. Of all the cities in the United States, these 10 have the best mass transit systems in place and are most well-suited to traveling sans car.

1. New York – New York has the second-highest rate of mass transit use in the country, with estimates running as high as 54.7% of the population relying solely on public transportation by the United States Census Bureau. The entire region is quite dependent upon the public transportation system, which does not include taxis or other small-scale people-movers.
2. San Francisco – When you think of San Francisco, the iconic image of the city’s charming cable cars probably comes to mind. In addition to the cable cars, San Francisco has the BART subway, along with an impressive network of commuter rail, light rail and buses, making it the best city for public transportation on the West Coast and number two in the nation.
3. Boston – Boston’s place on this list was a given when you consider the fact that it was the birthplace of American subways. The compact layout of the city creates an ideal environment for using buses and trains, spurring a significant chunk of the population to do just that.
4. Washington, DC – The mass transit system in the nation’s capital is one of the best in the country, due in part to the large influx of both tourists and commuting workers that come in each day. Because the transportation’s infrastructure is so sound, D.C. boasts some of the most walkable suburbs in the entire country.
5. Philadelphia – The Southeastern Pennsylvania Transportation System is the fifth-largest in the country with the most comprehensive commuter rail, subway and bus system in the United States. Trolley services run as well, and commuters can access all of them with an $11.00 One-Day Independence Pass or a $28.00 family pass for visitors.
6. Chicago – With the combined efforts of the el train network and the sprawling bus system, it’s easy to navigate the Windy City without a car. In fact, Chicago is the third-largest city in the nation with the second-largest transportation system due to its role as a major transportation hub in the United States.
7. Seattle – In 1962, Seattle built a demonstration monorail, but waited for years to expand much beyond it. Today, the home of Starbucks and grunge is in the process of building and expanding a modern network of streetcars and a municipally-sponsored car-sharing Zipcar program.
8. Miami – With the largest mass transit system in the state of Florida, Miami’s Metrorail, Downtown Metromover, Paratransit and Metrobus systems come together to make Miami a city impressively navigable by public transportation.
9. Baltimore – With 80 bus lines and a comprehensive transit system running throughout the Baltimore-Washington Metro area, Baltimore’s MTA Maryland connects to several other systems in the region, making it easy to travel with public transportation.
10. Portland – It’s no surprise that Portland earns a spot on the list of cities with the best public transportation. As one of the most livable cities, with a high collective focus on reducing carbon footprints, Portland is certainly progressive when it comes to eco-conscious travel. Portland natives and visitors alike take advantage of a rapidly-expanding light rail system, as well as the streetcar lines.

To ensure your safety on public transportation, it’s wise to make sure that you’re comfortable with your knowledge of routes, know how to reach your destination completely and avoid riding buses or trains that are totally empty. Staying awake and aware of your surroundings is also important, as distractions can make you a target for criminals. Taking a few extra precautions can mean the difference between arriving safely at your destination and meeting trouble along the way, so don’t neglect basic public transportation safety.

Author: Cissy Bullock, Awesome LOHASIAN and CEO LOHAS Asia

We’ve got some seriously good news for LOHAS companies, because if you’re working for a sustainable future of our planet as well as your bottom line, there is a new generation of investors looking to help you expand across the globe, improving the lives of even more LOHAS consumers. LOHAS companies are already seeing rapid growth. Success stories like Patagonia and the delicious Innocent Smoothies prove that mission-based companies with LOHAS values embedded at their core, make very attractive investments.

The rise of conscious capitalism,  whereby consumers, producers and investors assess economic decisions based on their impact on the triple bottom line of People, Planet and Profit, rather than just economic growth, is frequently cited as one of the megatrends for this decade. As part of this, more and more individuals are recognizing the benefits of Lifestyles of Health and Sustainability (LOHAS), and are seeking out more eco friendly, socially aware and sustainable products/brands to support a more balanced way of life. Take a look out of your window any morning before work, you’ll see more and more people walking, running and cycling; if they’re putting that much effort into their health, you can be sure that it’s not the only thing they’re consciously doing to improve their lives.

According to research by the Natural Marketing Institute (NMI), 56 million consumers in the US, a massive 18% of the population, are LOHAS consumers and the market is estimated to be worth USD290 billion. Across Asia – the worlds fastest growing consumer market – the LOHAS movement is spreading rapidly amongst cultures who have lived with health and sustainability values, and the importance of balance, in their hearts for centuries. LOHAS Asia was set up in response to this movement, helping good companies grow alongside the Asian LOHAS community.

16% of Asian consumers, approx. 300 million people, are LOHASIANS. Ask a resident of one of Tokyo’s bustling city streets what LOHAS stands for and 70% of them will be able to answer correctly. No real surprises, then, why Coca Cola chose Japan to test launch their ‘I LOHAS’ mineral water in their cornstarch, eco-crush PlantBottle.

Across the rest of Asia, awareness of LOHAS is growing, and in China alone, the number of LOHAS consumers is estimated to be 110 million. As environmental concerns escalate, such as those associated with the recent choking smog in Beijing that led one US embassy employee to famously tweet the message “Crazy Bad” in one of their daily air quality posts, health and sustainability will only become more important factors influencing individuals’ consumption choices.

Sustainable product innovation is being driven by the enormous market opportunity that exists with Asian consumers and increasing numbers of LOHAS entrepreneurs are responding with new and exciting market disrupting businesses. LOHAS Asia has members with a widely diverse range of products like Shokay, a yak down fashion brand which supports the herding communities which supply the fiber, to Saught who makes jewelry forged from old Cambodian landmines while supporting mine clearance programs, and eco-friendly household cleaning products made exclusively from soapnuts, called Soapnut Republic. Last year LOHAS Asia provided funding for Arterro, a sustainable art company.

The investment community is studying these exciting developments with interest, looking for conscious capitalists who are aligning purpose with profit. These investors recognize that good businesses make good investments, music to the ears of LOHAS entrepreneurs looking to scale their business, but concerned that the cost of investment is a lessening of the values upon which their company was founded.

With LOHAS companies looking for investment and LOHAS investors desperate to find the best opportunities within the market place, we put together the LOHAS Accelerator program, a business incubator that brings LOHAS companies together with an extraordinary team of cross-industry experts from Accenture, Google, Ogilvy & Mather, Silicon Valley as well as some of our own successful LOHAS entrepreneurs.

The LOHAS Accelerator team provides LOHAS companies with all the training, advice and support their business needs to develop a business plan into an investment winning pitch ready to present to venture capital funds.

LOHAS companies that are based in Asia, or have an Asian element of their business (supply, production, plans for expansion) can apply to pitch their business to our panel of LOHAS investors. Provided they can make a captivating business case, they could receive investment of anywhere between USD50,000 to USD10 million.

I spoke to one of the LOHAS Accelerators consultants, Chen Ley Ong, a triple-bottom line Silicon Valley angel and Cradle Fund mentor, "It's exciting to be a part of LOHAS Accelerator program because it brings forth the new wave of entrepreneurship – enterprises with a mission that benefit society and environment, i.e. social enterprises. The traditional business model is no longer a sustainable option. The LOHAS Accelerator program prepares entrepreneurs to shape and grow their enterprises in a healthy and sustainable manner."

Our last round saw the successful investment of $100,000 in LOHAS Hub Member, Indosole, who craft a range of fashionable and functional footware from old motorbike tires, which are salvaged directly from landfills, sanitized, and then transformed by the Balinese community who make them. This investment has helped them transition to a larger production facility in Indonesia, allowing them to increase inventory, attract further investment and build their team of quality staff, brand awareness and sales.

“Application to the LOHAS Accelerator was one of the best business decisions I have ever made.” Kyle Parsons, founder of Indosole, “The process was smooth, comfortable and very supportive from start to finish. The LOHAS Accelerator gave me the ability to identify my business model and then put it into action with experienced and professional consultants from Accenture; and all for free! Fortunately for Indosole, we got the funding we needed to grow our business. Additionally, we gained a strategic partnership with a group of people who genuinely care and have the ability to take our business to the next level in SE Asia.”

These are truly exciting times for the LOHAS movement, the companies working for our planet as well as their profit margin and the consumers who are trying to live a little more LOHAS. The unique LOHAS Accelerator program links the new wave of social entrepreneurs to enlightened investors and the skills and experience of experts from some of the world’s top companies. If you are interested in learning more about the LOHAS Accelerator, either as a LOHAS business or a LOHAS investor, please contact Cissy from LOHAS Asia.

Ted Ning is renowned for leading the annual LOHAS Forum, LOHAS.com and LOHAS Journal the past 9 years Ted Ning is widely regarded as the epicenter of all things LOHAS leading many to affectionately refer to him as ‘Mr. LOHAS’. He is a change agent, trend spotter and principal of the LOHAS Group, which advises large and small corporations on accessing and profiting from the +$300 billion lifestyles of health and sustainability marketplace.  The LOHAS Group is a strategy firm focusing on helping companies discover, create, nurture and develop their unique brand assets.  For more information on Ted visit  www.tedning.com

At the 2012 LOHAS Conference Gopi Kallayil, Community Partnerships and Marketing Leader of Google + spoke on a very interesting subject regarding the Internet vs. the Inner Net. The Internet and various devices to connect to it are a constant presence in our life. All the information that comes towards us around the clock demands our attention and response. And yet, the most important technology that we use to respond is a very ancient technology - our body, mind, breath and consciousness- Our Innernet. How can we nurture and manage our inner technologies or our  Innernet in the midst of responding to the needs of all the technology that surrounds us. I thought it was a very intriguing talk that brought 2 worlds together that we all connect with daily. Check out his full talk below.

(Please note that the audio gets better around 1min 15 seconds into the talk.)

Ted Ning is renowned for leading the annual LOHAS Forum, LOHAS.com and LOHAS Journal the past 9 years Ted Ning is widely regarded as the epicenter of all things LOHAS leading many to affectionately refer to him as ‘Mr. LOHAS’. He is a change agent, trend spotter and principal of the LOHAS Group, which advises large and small corporations on accessing and profiting from the +$300 billion lifestyles of health and sustainability marketplace.  The LOHAS Group is a strategy firm focusing on helping companies discover, create, nurture and develop their unique brand assets.  For more information on Ted visit  www.tedning.com

What is genuine prosperity? Whether you are an individual devoted to growing Conscious Money, a LOHAS company committed to delivering value to your customers, or an architect of economic policy, it serves you well to contemplate that question. When you do, you may find yourself wanting to distinguish true prosperity from the mundane variety that may dazzle at first, only to unravel because it is highly unsustainable. Many are tempted to define prosperity in strict economic terms. Metrics are handy and besides, we’re talking about financial matters, aren’t we? 

Whether you are a LOHAS company or a LOHAS shopper, you need to understand the megatrend of Conscious Capitalism—because it represents the larger economic context in which the critical trend of sustainability continues to unfold. If you are a values-driven consumer, you should learn how to identify a Conscious Capitalist company. Why? These are the firms you’ll most likely choose to patronize since they tend to espouse the same values that you do. As a company, you may want to measure your own standards against those of Conscious Capitalism. In this article, I describe what I call the three “Trademarks” of Conscious Capitalism.

The Stakeholder Model Conscious Capitalists embrace a philosophy of free enterprise that honors all the parties who contribute to the success of the enterprise. So, when leaders formulate corporate policies, they consider the interests of all “stakeholders”—employees, customers, suppliers, investors, communities, and ultimately the environment and the planet at large. By contrast, shareholder (or traditional) capitalists typically place the interests of investors over and above those of other stakeholders.

This is a critical distinction. But how does it play in business? Suppose a company’s sales and profits fall. That will probably displease investors. To make investors happy again, the company may decide to cut costs (aiming to increase profits) by laying off employees. Thus, the interests of investors supersede those of employees. That’s the Shareholder Model of capitalism.

Companies that champion the Stakeholder Model might well make another choice. For example, during the Great Recession, The Container Store (TCS) faced dwindling sales, like many other retailers. Yet the company, a prominent Conscious Capitalist, took a different path from that of traditional capitalism. Specifically, TCS adopted a “no lay-off” policy. But how, you might ask, was the company financially able to endure the continued cost of employee salaries at a time when sales and profits were slumping? The answer is balance. The Container Store found a new way to cut costs: it temporarily suspended matching contributions to employee 401K accounts. This policy proved far more acceptable to TCS staff than losing their jobs. And once sales again picked up, 401K matching benefits were back on.

As this example illustrates, the Stakeholder Model of Conscious Capitalism is neither vague, nor ideological. It holds clear operational implications for how a corporation is managed, how people are treated, and how a corporation can choose to generate economic value.

One might be tempted to assume that the Shareholder Model, i.e. putting investors first, delivers greater financial value to investors. In fact, traditional capitalists frequently make that very argument. But as you’ll see from the research cited in this article’s conclusion, Conscious Capitalists often outperform their traditional counterparts—in strictly financial terms.

A Purpose Higher Than Profit Despite their commitment to humanistic principles, Conscious Capitalists very much aim to earn solid profits. But unlike traditional capitalists, they do not consider profit to be the reason for their existence, or purpose. Instead, they choose a purpose that beyond the necessity of earning money, a “higher” purpose such as to “make a difference,” or “contribute to society” or to “sell products that foster good health and sustain the earth’s resources.” So, this Higher Purpose is the second trademark of Conscious Capitalism.

In fact, business always has a purpose beyond making money, specifically to fulfill some sort of unmet need. The heart of any commercial transaction is therefore to generate an exchange that is mutually beneficial. While capitalism celebrates the capacity to earn profit, it is purpose that infuses that profit with the profound mutuality and satisfaction.

A Commitment to Human Values In a world where people and companies alike are tossed about by a variety of intense and conflicting forces, we all need an inner compass to help us make the right choices, those that take us from where we are now to where we want to be in the future. In business as well as personal life, strong values supply the most reliable guidance and direction. The third trademark of Conscious Capitalism is a Commitment to Human Values.

Walk into any shop or store. Almost instantly you can get a very good read on the values practiced there. When values are lacking, you will almost certainly find a poor work environment, one that breeds boredom, gossip, and inattention to customers. On the other hand, when positive values are honored, it’s palpable. You feel and see it in the positive behavior of the staff.

The internet sales giant eBay, for example, is built entirely upon the value of trust. Early on, founder Pierre Omidyar posted this statement on the website: “We believe people are basically good.” Trust became the core of eBay’s policies and eBay technology reinforced that trust, so that considerably less than one percent of eBay transactions result in fraud.

What’s the Bottom Line?

            To the surprise of many, the Trademarks of Conscious Capitalism generate superior financial performance. Raj Sisodia, marketing professor at Bentley College and a co-author of Firms of Endearment with David Wolfe and Jagdish Sheth, studied 28 companies, including Google, Whole Foods, and Honda, whose managements fostered positive relationships with employees, customers, and investors. Over a ten-year period, the stock of these Conscious Capitalists soared 1,025 percent—versus 122 percent for the S&P 500. A second, decade-long study showed that public firms that are “great places to work” outperformed the S&P 500 by a very wide margin.

These studies show that when business possess the values, wisdom, and consciousness to appreciate that employees, customers, suppliers, and not just investors, contribute to the overall success of the enterprise, companies can achieve profound and sustainable success.

Patricia Aburdene is one of the world’s leading social forecasters and an internationally-renown speaker. She co-authored the number one New York Times bestseller Megatrends 2000. Her book Megatrends 2010: The Rise of Conscious Capitalism (EMBED Link for Megatrends 2010: http://www.amazon.com/Megatrends-2010-Rise-Conscious-Capitalism/dp/1571745394/ref=sr_1_2?s=books&ie=UTF8&qid=1353425143&sr=1-2 ), launched a business revolution. Patricia’s new book, Conscious Money: Living, Creating, and Investing with Your Values for A Sustainable New Prosperity, published in 2012, is a finalist is the Green category for the “Books for a Better Life Award.” Read Chapter one of Conscious Money at http://www.beyondword.com/consciousmoney/index.html. Patricia was named one of the “Top 100 Thought Leaders in Business Behavior” and serves as an Ambassador of the Conscious Capitalist Institute. Patricia’s journalism career began at Forbes magazine and she was a public policy follow at Radcliffe College, Cambridge, MA. Her website is patriciaaburdene.com.

The Dalai Lama says kindness is his religion. Wikipedia says that a random act of kindness is: "…a selfless act performed by a person or persons wishing to either assist or cheer up an individual... There will generally be no reason other than to make people smile or be happier."

Being sexy means something is delicious, fun, delightful, it makes us feel good with a smile in our heart. Put that together with kindness, and we have the ultimate feel good action!

We first heard the saying practice random acts of kindness and senseless acts of beauty, many years ago when we were at Findhorn, the renowned spiritual community in Scotland. But there can be some confusion about this: perhaps the receiver of the kindness might not appreciate it, it might make them apprehensive or distrustful in some way. Sadly, this seems to speak more about the suspicious world we live in than about the nature of kindness. If there is such wariness then what is needed are more acts of kindness done by more of us, not less.

Perhaps it is the use of the world random that is misleading, and that it would be easier if we used the word spontaneous instead. Spontaneity means we are acting on an impulse, in the moment, freely; we are moved to do something for someone without any thought of receiving something in return. Such behavior is surely the ground of a healthy and joyful society, where we happily give of ourselves to help another and such an act is happily received.

Be generous. Give to those you love; give to those who love you, give to the fortunate, give to the unfortunate -- yes, give especially to those you don't want to give to. You will receive abundance for your giving. The more you give, the more you will have! -- W. Clement Stone

What stops us from acting this way? Invariably it is our own insecurities, lack of self-esteem and self-love, doubts and inadequacies. And the same qualities also stop us from being able to freely receive. If we feel unworthy then we believe we have nothing to give; if we don't love ourselves then we don't trust why someone would be kind to us. We fear that if someone gives without reason that they actually want something from us, or that they have an ulterior motive.

If we feel uncomfortable with generosity we can get stuck in uncertainty, fear or unworthiness. When we doubt ourselves we fall into an endless pit of self -denigration. When we appreciate the beauty of kindness it takes us out of such self-centeredness; it enables us to let go of self-centeredness and to freely reach out to each other. We can both give and receive. Such egoless moments are exquisite!

Giving spontaneously can have a remarkable affect on all those who come in contact with it. For instance, HuffPost blogger Arthur Rosenfield was in the drive-thru line at Starbucks. The man in line behind him was getting impatient and angry, leaning on his horn and shouting insults at both Arthur and the Starbucks workers. Beginning to get angry himself, Arthur chose to keep his cool and change the negativity into something positive. He paid for the man’s coffee and drove away. By the time he got home at the end of the day, he discovered he had started a chain of giving that had not only continued all that day but had been highlighted on NBC News and within twenty-four hours had spread around the world on the Internet.

Remember there's no such thing as a small act of kindness. Every act creates a ripple with no logical end. Scott Adams

Can you imagine a world where no one gave to each other? Where we all just looked after our own needs but ignored everyone else's? This would surely be a miserable place to live, for ultimately, whether spontaneous or planned, we cannot be happy without being kind, by giving and caring for each other.

Spontaneous kindness is essential to our wellbeing, it liberates us from self-obsession, selfishness, and isolation. True generosity is giving without expectation, with no need to be repaid in any form. This is the most powerful, unconditional, and unattached act of generosity, free to land wherever it will.

Being kind can be as simple as smiling. As Mahatma Gandhi said, Almost anything we do will seem insignificant, but it is very important that we do it.

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COMING SOON: Join 32 inspiring meditation experts and luminaries on a magical mystery journey that will transform you from the inside out. Join Congressman Tim Ryan, Marianne Williamson, neuroscientist Richie Davidson, Tara Stiles, Gabby Bernstein and others, on a meditation e-Conference, March 4-8.

Enjoy our award-winning book: BE THE CHANGE, How Meditation Can Transform You and the World, foreword by the Dalai Lama.

Our 3 meditation CD's: Metta—Loving kindness and Forgiveness; Samadhi–Breath Awareness and Insight; and Yoga Nidra–Inner Conscious Relaxation, are available at: http://www.edanddebshapiro.com
 

Two of today’s greatest megatrends, Conscious Money and Conscious Capitalism, are cut from the same financial cloth. And each of these innovative strategies flies in the face of conventional money thinking—which insists that human values should play no role whatsoever in financial decisions. That view is clearly incorrect. Values powerfully shape our choices (even if we’re unaware of it) and our behavior. Our choices and actions write the story of our lives—and our money lives. I’d go even further: positive values support us make better financial choices. Why? Because values engage the heart in the way that sound financial practices honor the head. When heart and head are in sync, our emotions are steady, our mind is settled, and our direction is clear—all of which enhance our ability to make good economic decisions.

In the “better, but not booming” economy many predict in 2013, shoppers will focus more than ever on what they care about most deeply. So human values will increasingly shape their spending agenda. At the same time, new trends and priorities will inspire consumers to find new ways to take their values shopping. In addition to their abiding commitment to Health and Sustainability, values-driven shoppers will honor values like Transparency, Justice, Peace, and the more practical value of Frugality. Look for these trends to gain traction in 2013:

Non-violence Emerges as Top Value. In 2013 Peace and Non-violence will increasingly shape our financial choices. After the Newtown, CT massacre, a CBS poll found an 18-percent increase in people who favor tougher gun restrictions. This year powerful investors (i.e. the California teachers pension fund) have already sold weapons stocks. There are new consumer calls to boycott sporting goods stores that sell guns. In 2006, Walmart banned gun sales, but reintroduced them in 2011 to boost weak sales. “Boycott Walmart” initiatives now appear on Facebook.

Fair Trade Takes Off. Fair Trade (FT for short) consumers voluntarily pay a little bit more to endorse the value of social justice for farmers and artisans in developing countries. Result: Fair Trade is trending toward $5 billion global market. Fair Trade USA’s “Fair Trade Finder” mobile app helps consumers find FT products.

Third Party Verification Rules. Conscious shoppers favor products bearing a seal or certification from a reputable organization. LOHAS shoppers—80 percent of them—want trusted, independent sources to verify corporate product claims and 40 percent of all shoppers demand a seal or certification, reports a study by the Natural Marketing Institute.

Old-fashioned and Green Cleaning Products Rock. As green cleaners like Method, Seventh Generation, and Green Works gain market share over traditional labels, most mainstream cleaning brands (except Clorox and S C Johnson) still refuse to disclose chemical ingredients, despite pressure from consumers and activists. Meanwhile LOHAS shoppers enthusiastically embrace Grandma’s non-toxic—and ridiculously inexpensive—baking soda and vinegar. Great Recession helped us discover joy of frugality, but it’s unlikely we’ll abandon it as the economy picks up.

If there were a motto for 2013’s consumer spending mood, it might be: “Conspicuous consumption is gone for good; but discerning, values-driven spending never goes out of style.” Key words such as quality, meaning, simplicity, peace, economical, and local aptly describe the value propositions that will encourage shoppers to open their wallet in 2013. Time was, marketers asked, “Who is my consumer?” and defined consumer identity in strict demographic terms. But those who seek to build enduring relationships with LOHAS consumers must instead ask, “What are her values?” then cultivate a strategy for reaching said consumer by authentically embodying her values in all branding messages. 

________________

Patricia Aburdene is one of the world’s leading social forecasters and an internationally-renown speaker. She co-authored the number one New York Times bestseller Megatrends 2000. Her book Megatrends 2010: The Rise of Conscious Capitalism launched a business revolution. Patricia’s new book, Conscious Money: Living, Creating, and Investing with Your Values for A Sustainable New Prosperity, published in 2012, is a finalist is the Green category for the “Books for a Better Life Award.” Read Chapter one of Conscious Money. Patricia was named one of the “Top 100 Thought Leaders in Business Behavior” and serves as an Ambassador of the Conscious Capitalist Institute. Patricia’s journalism career began at Forbes magazine and she was a public policy follow at Radcliffe College, Cambridge, MA. Her website is patriciaaburdene.com.

Saints get headaches. The Buddha had an upset stomach. Oprah has bad hair days. Each one of us, whether a spiritual teacher, film star or homemaker, is simply a human being. As the Dalai Lama said as he stopped us bowing when we greeted him: “We are all equal here.” The search for meaning and real happiness is the same for all of us, although in Oprah’s case she gets to walk the path in public while most of us do it in our living rooms.

Believe nothing, no matter where you read it, or who said it, no matter if I have said it, unless it agrees with your own reason and your own common sense. The Buddha

When Oprah originally aired on television author of A New Earth Eckhart Tolle’s course on spirituality and awareness it was revolutionary. By mixing the spiritual journey and modern media she exposed millions of people to the teachings. Since she began her latest TV series, Soul Sunday, where she gets to explore the journey with different luminaries such as Deepak Chopra, Marianne Williamson, Jean Houston and Wayne Dyer, that search has become louder and more personal. No one of her magnitude has offered such guidelines to awakening wisdom and compassion on the television.

There are only two mistakes one can make along the road to truth; not going all the way, and not starting. The Buddha

The teachers that Oprah interviews can only point the way, no one can do it for us, but in doing so they highlight how many of us crave spiritual guidance of a non-secular nature, often without knowing where to find it. The search for a deeper meaning in life is universal and religion has done it’s best to provide a roadmap. But, as evidenced by Oprah’s success, religious doctrine isn’t enough for many of those who watch her show. They seek universal spiritual answers, without wanting to follow a specific set of ideas.

No one saves us but ourselves. No one can and no one may. We ourselves must walk the path. The Buddha

However, as the Buddha’s quote says so clearly, we have to be careful of blindly believing everything we are told unless we find it be of real import in our own lives. Being skeptical is of value. We wouldn’t marry someone as soon as we meet them, we would take time to know them better. There are egotistical teachers who say they can enlighten us but actually are self-serving. So it’s good to first ensure a teacher is loving, compassionate and wise. The teacher on the outside is there to turn us on to our own inner teacher. Each of us is on a journey and what works for one may not work for another. We need the courage to trust our own insights and awakenings. Oprah is on the cutting edge of this media revolution and she shares every step of her search, but her answers may not always be applicable for all of us.

The only real failure in life is not to be true to the best one knows. The Buddha

One of Oprah’s personal advantages is she has what our Tibetan teacher calls Ding. This means a deep inner unshakeable confidence where we are comfortable in our own skin, just as we are. We can see this clearly in her willingness to be herself. She publicly shares and reveals her dark edges, her confusion and search, as much as her generosity and desire to help others, and invites us all to do the same. She shows that within us all is a reservoir of basic goodness: as in her, so it is also in us. This is seen in our desire to be better than we are, to be kinder, more loving, and more compassionate; it is the impetus to begin seeking answers, to aspire beyond our limitations, to climb our own particular mountain.

A good friend who points out mistakes and imperfections and rebukes evil is to be respected as if he reveals a secret of hidden treasure. The Buddha

Maitri is a Sanskrit word meaning unconditional friendship. When we were alone with the Dalai Lama, who wrote the foreword to our book, Be The Change, at his residence in India, he held our hands as we sat and talked with him. He emanated maitri by making us feel he was our very best friend, as he was so present and caring with us, paying attention to whatever we said. Through Oprah’s informality and willingness to share, she becomes such a friend. She reassures us we are not alone on the journey, not the only one struggling to find answers, and not woo woo to be searching in the first place. It is as good as being in the room with her.

Teach this triple truth to all: A generous heart, kind speech, and a life of service and compassion are the things that renew humanity. The Buddha

We walk, slide, skip, and dance along the path, picking ourselves up each time we fall. We are in this great mystery together, discovering that giving is getting, kindness is awesome, and life is a precious gift. However, as much as we applaud the journey, it is just as important to acknowledge ourselves as finders. Our lives do change for the better, we do become nicer, warmer, kinder, and less fearful. These are important shifts and we deserve every blessed congratulation there is!

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See our award-winning book: BE THE CHANGE, How Meditation Can Transform You and the World, forewords by the Dalai Lama and Robert Thurman, with contributors Jack Kornfield, Jon Kabat-Zinn, Byron Katie and many others.

Deb is the author of the award-winning YOUR BODY SPEAKS YOUR MIND, Decoding the Emotional, Psychological, and Spiritual Messages That Underlie Illness.

Our 3 meditation CD's: Metta—Loving kindness and Forgiveness; Samadhi–Breath Awareness and Insight; and Yoga Nidra–Inner Conscious Relaxation, are available at: http://www.edanddebshapiro.com

Now that the 2012 holiday shopping is behind us it is clear that the early predictions of a strong season of sales was incorrect and actually the worst for retailers since the 2008 financial crisis. As a result, many retailers are left scrambling to get rid of excess inventory.

As retailers ask themselves what went wrong and what they might do differently next year, I hope they will consider the missed opportunity to connect with the growing number of more sophisticated consumers looking for value beyond discounted prices. This growing consumer base are more savvy in understanding and demanding ethical and environmental products that are in line with their personal values instead of just price point value. These conscious consumers are part of the growing Lifestyles of Health and Sustainability (LOHAS) market. According to the annual trend research done by the Natural Marketing Institute, the LOHAS consumer segment is 13-19% of the population of adults and has close to $300-billion in buying power. The LOHAS consumer, which already has a tremendous impact on how companies address issues around the environment and health, is looking more closely than ever at what they buy and where they shop, with a different set of values in mind for their purchasing decisions. Their bottom line is not simply price.

LOHAS consumers are vital to understand because they are the early adopters of values based products and services and bring them to mainstream awareness. They are also willing to put their money where their mouths are, showing tremendous loyalty to the brands that reflect their values. They are the consumers who have demanded products such as hybrid vehicles, cfl light bulbs and organic foods find shelf space in big box stores and will continue to do so.

I see 5 areas where most retailers missed the boat in their 2012 marketing campaigns when it comes to connecting with their customers:

1. Transparency: ‘Green fatigue’ means LOHAS consumers are taking a closer look at where products come from, how and where they are made and transported. They demand a closer look across the supply chain of the products they buy. Transparency is all about being clear about your intentions, actions and impacts. Companies that can share successes and failures and leverage the tools and avenues of social media and engage whole heartedly will succeed. Companies and nonprofits alike can learn from the upstart nonprofit "charity: water." In just 6 years, they’ve succeeded in creating a compelling brand, a track record of results and a tribe of committed, engaged supporters.
2. Balance: Today’s hectic lives don’t look to be stopping soon as work/life balance for many is off. The 2012 Stress in America™ survey revealed that, as it happens year after year, people in the United States suffer from high levels of stress. Research suggests that stress, which has been shown to adversely affect animal brains, is also detrimental for humans. The desire and need for personal time and space is increasing. LOHAS consumers are on the leading edge of living more balanced and fulfilling daily lives, putting their collective buying power toward purchases and experiences that bring balance to their lives against all the craziness in these tough, chaotic times. They have moved from impulse buy to deliberate investment.
3. Personal Development: The ultimate goal of achieving his or her full human potential and living a more aspirational life are of utmost concern to the LOHAS consumer today. Whole Foods, Apple and BMW are a few success stories that provide consumers with items and environments that provide this. People patron these well known brands for different reasons but one common thread is that these companies think way ahead of the curve when it comes to innovations, design and comfort.
4. Community. Building community around your brand is more important than ever as ‘Bigger’, ‘better’, ‘faster’ and ‘more’ have been replaced with ‘shared experience’ and ‘dialogue’. Retailers need to build a strong and devoted community as sounding boards for new innovation and insight into what their customers want and need. Consumers are more skeptical about ads and more interested in word of mouth recommendations. According to a 2009 Nielsen study, 90% of consumers trust peer recommendations, while only 33% trust online ads. Myriad on-line communities and blogs show examples of how brands like Method, Care2, Zappos and Ecomom present a sensitivity to this in their marketing. Make sure to have a distinct personality and strong voice rather than dry response to any feedback you may get.
5. Spirituality: The Mayan prophecy has come and gone but desires for spirituality remain high. Today’s LOHAS consumer seeks a more spiritually rewarding life. The current growth in this market group strongly supports the notion that spirituality is no longer relegated to the New Age periphery but is undeniably migrating to the center of mainstream cultural awareness. This can also be seen in the yoga market.  The 2012 "Yoga in America" study, released by Yoga Journal shows that 20.4 million Americans practice yoga, compared to 15.8 million from the previous 2008 study*, an increase of 29 percent. These consumers seek out and support brands that understand and reflect their spiritual goals.

Ted Ning is renowned for leading the annual LOHAS Forum, LOHAS.com and LOHAS Journal the past 9 years Ted Ning is widely regarded as the epicenter of all things LOHAS leading many to affectionately refer to him as ‘Mr. LOHAS’. He is a change agent, trend spotter and principal of the LOHAS Group, which advises large and small corporations on accessing and profiting from the +$300 billion lifestyles of health and sustainability marketplace.  The LOHAS Group is a strategy firm focusing on helping companies discover, create, nurture and develop their unique brand assets.  For more information on Ted visit  www.tedning.com

Communicating the benefits of “biobased” content, the world’s newest ecological marketing term, is often tricky. Biobased represents all of green marketing’s traditional challenges — including greenwash — but has additional, unique challenges all its own. Happily, strategies and a credible third party label now exist.

Opportunities For Biobased Products and Packaging
There are many reasons for a business to use biobased content instead of traditional petroleum-based ingredients in their products, including:  it helps grow the farm economy, promotes energy independence, and helps manage carbon impacts, providing a useful hedge against potential future carbon taxes. Finally, biobased agricultural and other renewable material can mitigate petroleum’s wild price fluctuations, supply disruptions and geopolitics.

From an image and marketing perspective, a shift to biobased content can enhance reputation with stakeholders, including risk adverse investors. It can boost sales in the B2B and B2C sectors, as well as support and enhance many types of ‘green’ claims. Let’s look at these in more depth.

Selling opportunities are growing in the federal, commercial, and consumer markets. In the U.S., for instance, the federal sector will benefit from an Obama executive order signed in March 2012 to double the amount of biobased purchases.

Initial market research suggests consumer willingness to purchase biobased products and packages. Research commissioned by Genencor in 2011 suggests 40% of Americans are ‘aware of’ the term biobased and 77% will ‘definitely’ or ‘likely’ buy comparable biobased products.

In the consumer sector, biobased content can halo a brand.Coke’s new partly sugarcane-based PET ‘PlantBottle’ (with ‘up to’ 30% bioplastic), reinforces the brand positioning of Coke’s health-oriented Dasani bottled water and Odwalla juice brands. PlantBottle is now being licensed from Coke by H.J. Heinz for its iconic ketchup brand. An image of the bottle is below.

In 2010, 83% of U.S. adults identify with ‘green’ values, with various segments expressing their own reasons for likely interest in biobased. For instance, the LOHAS (Lifestyles of Health and Sustainability) segment represents the deep green consumers who take a holistic approach to all things sustainable and green; Naturalites look for organic food, natural personal care, cleaning and pet foods; Conventionals conserve natural resources; and status conscious Drifters who like to be seen carrying cloth shopping bags and driving a Toyota Prius. (Source: The Natural Marketing Institute).

Together, these consumers fuel a $290 billion U.S. market for natural products, renewable energy and more benign household products. Well-known brands that actively incorporate biobased content include Ford, Seventh Generation, Stonyfield Farm, and Procter & Gamble’s Gillette ProFusion and Pantene brands.

Marketing Challenges of Biobased

1. Unfamiliarity. Consumers don’t know the meaning of ‘biobased’. The term is not in the dictionary and is limited to scientific, engineering and B2B usages. USDA, which introduced a “USDA Certified Biobased Label” in early 2011, defines biobased as made from agricultural materials, forestry and marine based sources; so, even a well-informed consumer needs to learn that biobased products come from more than soy and corn.

2. Risk of Greenwash. Because biobased is unfamiliar but sounds ‘green’, consumers can infer such environmental benefits as “natural”, “renewable” and “biodegradable” which may or may not be the case depending upon the product. Benefits that are too easily and often incorrectly implied or overstated increase reputation risk.

Green marketing lessons of the past still apply. As Mobil learned the hard way, in the early 1990’s, their Hefty trash bags which were marketed as ‘photodegradable’ (although not called biobased) were pulled from the market after seven state attorneys general sued saying that the bags would disintegrate (i.e., break down into small fragments under the influence of heat and/or oxygen) but not degrade in landfills for which they were intended and advertised. (See the recently revised FTC Green Guides for further detail.)

3. Science. The ASTM D6866 scientific test standard upon which the USDA Certified Biobased label is based, helps define ‘biobased’ and accurately measure content.  Even with this credibility, results present communication challenges. Because the test measures biobased content as a percent of total carbon content, minerals and water are excluded. This can make comparisons difficult between products that contain minerals and water versus those with only biobased ingredients.

4. Red flags. Despite its many benefits, biobased content raises some red flags among some segments of consumers. For instance, some biobased products could compromise performance;  a case in point, the first Sun Chips ‘compostable’ bag made from corn-based PLA bioplastic had to be withdrawn because it was noisy; PLA manufacturer Natureworks quickly reformulated.

Also, some consumers take issue with biobased materials made from genetically altered crops (as is the case with most corn and soy grown in the U.S.), or are concerned about the effect agriculturally-based content may have on food prices.

Some may also question the sustainability of the harvesting practices. Finally, some consumers are concerned that biobased ingredients are imported rather than domestic, thus representing carbon impacts associated with transporting the materials from distant shores, or steal business from domestic farmers.

5. Confusion and misinformation. Still, many consumers — and even product marketers — mix up the terms ‘bio-based’ and ‘bio-degradable’. Both these properties are absolutely independent. Biobased refers to the origin of a material and biodegradable refers to the end-of-life. Biobased does not mean a material is biodegradable and vice-versa.

Success Strategies for Marketing Biobased Products and Packaging

To market biobased products and packaging with impact, relevance and credibility consider the following strategies:

1. Promote uniformity to let consumers compare biobased content by adhering to ASTM D6866. Disclose the source of the biobased content and dsitinguish between content that applies to product and package. Understand implications of grammatical constructions of ‘made with’, ‘made from’ and ‘made of’.

2. Follow FTC Green Guides (in the U.S.) and other applicable country guidelines when making environmental marketing claims of or related to biobased content. The recently updated FTC Green Guides provides specific guidance for such terms that biobased products can support such as ‘biodegradable’, ‘compostable’, and ‘renewable’.

Despite obvious consumer associations of biobased as ‘ecofriendly’, avoid what FTC describes as ‘generalized environmental benefit claims’.  Avoid images of ‘planets, babies and daisies’ that could imply the product is greener or contain more biobased content than in fact.
Make sure to portray environmental benefits from a total life cycle perspective.

3. Support claims with the USDA Certified Biobased label and other applicable biobased certifications to underscore credibility. Educate consumers on the meaning of ‘biobased’ and the underlying basis for the label.

4. Consider additional complementary sustainability-related certifications as appropriate. For instance, many products qualify forBPI’s Compostable, USDA Organic, U.S. EPA’s Design for Environment, and the independent Green Seal certification labels. The same is true for certification schemes in a number of other countries.

5. Carefully research and address consumer ‘red flag’ concerns. Reassure about performance and specify product applications.

Jacquelyn Ottman and Mark Eisen are colleagues at New York City-based J. Ottman Consulting, Inc., expert advisors to industry and government for strategic green marketing. They advised the U. S. Department of Agriculture on the launch of the USDA Certified Biobased label during 2011 and are now working with labelers on capturing the value of their participation in the program.

Jacquie Ottman is the author of The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding (Greenleaf Publishing U.K., 2011). Mark Eisen is the former environmental marketing director at The Home Depot.

Additional Blog Posts on this Topic:

• USDA Certification Raises Bar for Biobased
• The Rise of the Biobased Economy - and Why Brand Owners Need to Develop a Strategy in 2012

We are a country divided, as the past election showed us, driven by conflicting viewpoints and approaches to problems. Essentials of life, such as finances and healthcare, have very different meanings to different people. And with a split government, such differences tend to end in gridlock. All of which implies that, as a whole, we are looking at drawn out economic problems, endless healthcare arguments, and an abiding sense of uncertainty in our lives. We hesitate to contemplate what the future may bring.

Such uncertainty, added to with opposing views on climate change and constant global tension, can create fear, turmoil and even panic. So how do we live with this? How do we live with the unknowing and insecurity? In fact, when everything seems hopeless is the very time we have the chance to grow into something better. Remember, what the caterpillar calls the end of the world, we call a butterfly! But, like a butterfly, the journey to such growth can be difficult, including having to possibly transform ourselves as completely as a caterpillar does.

Perhaps the best way to adjust is by recognizing that if constant change is inevitable, as it is fundamentally the essence of all life, then that doesn’t mean it has to be negative, for there is equally the potential for positive change in every moment. Here are 4 ways of surfing the waves of change that work for us:

1. Recognize that nothing is permanent

Nothing lasts, whether money, jobs, thoughts, feelings, or loved ones; everything is constantly changing, life never stands still. As Yoga Master Swami Satchidananda said, “Life is all about coming and going.” Everything that is happening now will change into something else, every structure will one day collapse, and new forms will be created, just as the cells within our bodies are constantly dying and recreating. Without change in ourselves we become stifled and stagnant; without change in the world we will not survive. Such impermanence means that every difficulty, challenge, joy, or success will, at some point, be different: this too shall pass.

2. Be With What Is

Even when times are tough, resistance is the quickest route to further discomfort and unhappiness. When we resist we put up walls or try to push the anxiety away, but this inevitably leads to unfulfilled desires and further discontent. Acceptance enables us to be with what is, to create spaciousness and room to breathe. Then we can make friends with our circumstances, instead of longing for things to be other than what they are. Being with what is means we release any need to know what the outcome of a situation might be.

3. Know that each day is a new beginning

Just as palm trees transform muddy water into sweet coconut milk, so we always have the opportunity to transform fear into courage, selfishness into kindness, and loss into a new beginning. We are capable to creating a new life for ourselves with every breath, word and action. We just need to put one foot in front of the other.

Nobody can go back and start a new beginning, but anyone can start today and make a new ending. -- Maria Robinson

4. Stay grounded and calm

As every wave has both a crest and a dip, the clue to surfing is being able to paddle in the dip so we are ready to ride the next crest. Two of the best ways that we have found to help ourselves cope with the dips are yoga and meditation. Yoga releases physical and mental stress and relaxes the body, while meditation develops a peaceful and joyful mind. They enable us be present with what is, as well as to accept and live with change.

Here’s a meditation to help you stay calm and present. It is based on the flow of breath, which is like an anchor that gives us stability and steadiness. And just as the breath comes in and goes out, so it is like the coming and going of all aspects of life. Practice for a few minutes or as long as you like.

Sit upright and relax. Breathe in and out gently, simply watching the natural rhythm of your breathing. Follow the flow of your breath and let your mind relax into the rhythm. With each in breath silently repeat, “May I be well, may I be peaceful, may I flow with the changes.” With each out breath let your heart smile gently.

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See our award-winning book: BE THE CHANGE, How Meditation Can Transform You and the World, forewords by the Dalai Lama and Robert Thurman, with contributors Jack Kornfield, Jon Kabat-Zinn, Byron Katie and many others.

Deb is the author of the award-winning YOUR BODY SPEAKS YOUR MIND, Decoding the Emotional, Psychological, and Spiritual Messages That Underlie Illness.

Our 3 meditation CD's: Metta—Loving kindness and Forgiveness; Samadhi–Breath Awareness and Insight; and Yoga Nidra–Inner Conscious Relaxation, are available at: www.edanddebshapiro.com

All that we are is the result of what we have thought. Buddha

Yes, he did it! Despite oceans of money and hours upon hours of backbiting, slander, and lying, the power of the people won out. Now President Obama has the time and support to make good on his vision for a caring and humane nation. But it appears it will not be a smooth ride. The opposition, at least in the Congress, is virulent.

To keep him focused on what is right for the people, we looked at what the Buddha said that might advise him at this time.

When people speak badly about you, you should respond in this way: Keep a steady heart and do not reply with harsh words. Practice letting go of resentment, and accept that another’s hostility is the spur to your understanding. Be kind, adopt a generous standpoint, treat your enemy as a friend, and suffuse your world with affectionate thoughts, far-reaching and widespread, limitless and free from hate. Buddha

The Buddha spoke these words, or some just like them, 2,500 years ago, yet they are just as relevant today. His teaching is based on our intrinsic interdependence and interconnectedness. In a very broad sense, the role of the president is similar -- to recognize how we all affect each other: our basic interconnectedness. As President Obama said four years ago: "Change will not come if we wait for some other person or some other time. We are the ones we've been waiting for. We are the change that we seek."

Just as treasures are uncovered from the earth, so virtue appears from good deeds, and wisdom appears from a pure and peaceful mind. To walk safely through the maze of human life, one needs the light of wisdom and the guidance of virtue. Buddha

But the differences between us can be huge. Although Obama pledged bipartisanship, in the last four years we actually saw the worst partisanship ever, with the Republicans determined to say no to whatever was proposed and to make Barack Obama a one-term president. To find unity, we have to go beyond those differences; we have to surrender our own needs for the benefit of all. In the process, our enemies can teach us great patience and even compassion!

Hatred does not cease by hatred, but only by love; this is the eternal rule. Buddha

It is a man's own mind, not his enemy or foe, that lures him to evil ways. Buddha

There have been some great achievements in the last four years as well as promises that haven’t been kept. But perfection is knowing ones own imperfections, which gives us the ability to get up each time we fall.

Teach this triple truth to all: A generous heart, kind speech, and a life of service and compassion are the things that renew humanity. Buddha

The President’s support of gay marriage is an example of this, as it reflects the desire that all beings be treated the same. We all breathe the same air, drink the same water, eat, sleep, and want to be happy. Love is not determined by gender. Why should anyone be denied the right to live the life they want, as long as they are not creating suffering for another?

When we first met with the Dalai Lama at his residence in northern India we bowed to him, as is the custom. He quickly lifted us saying, "We are all equal here."    

Love and compassion are necessities, not luxuries. Without them humanity cannot survive. Dalai Lama

One of the reasons that President Obama probably won this election was because Mitt Romney was unable to relate to or inspire the middle classes, as well as his infamous closed door 47% speech. And so the one thing President Obama can be inspired by in the next four years is the equality of all.

A good motivation is what is needed: compassion without dogmatism, without complicated philosophy; just understanding that others are human brothers and sisters and respecting their human rights and dignities. That we humans can help each other is one of our unique human capacities. Dalai Lama

We recommend, as the Buddha does, to meditate, in order to pacify the negative aspect of our egoic monkey-like mind. Meditation is fast becoming part of many peoples lives as it alleviates stress, clears the mind, and inspires us to be kinder and more compassionate, even to people we have difficult times with. It could be a great friend to President Obama.

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See our award-winning book: BE THE CHANGE, How Meditation Can Transform You and the World, forewords by the Dalai Lama and Robert Thurman, with contributors Jack Kornfield, Jon Kabat-Zinn, Byron Katie and many others.

Deb is the author of the award-winning YOUR BODY SPEAKS YOUR MIND, Decoding the Emotional, Psychological, and Spiritual Messages That Underlie Illness.

Our 3 meditation CD's: Metta—Loving kindness and Forgiveness; Samadhi–Breath Awareness and Insight; and Yoga Nidra–Inner Conscious Relaxation, are available at: http://www.EdandDebShapiro.com