"The 'less is more' trend continues to resonate with consumers," confirmed Steve French, managing partner at NMI. "Marketers can maintain current and attract new consumers by using less packaging and 'greener' packaging materials. Specifically, 'renewable' and 'plant-based' materials are rated most environmentally-friendly among consumers." Based on these results, he and his team suggested businesses to incorporate new environmental materials where applicable and promote any use of post-consumer recycled packaging. However, while consumers favor eco-friendly options, companies should be careful not to adopt environmentally friendly packaging at the expense of the product or its experience, according to NMI. NMI will be providing more details on thier annual consumer studies at the annual LOHAS Forum June 12-14th in Boulder. The premiere event focusing on the LOHAS market.

I am spending a good deal of time upstate in the Catskills where my boyfriend manages a two thousand acre estate (yes, two and a half times the size of Central Park!). This gilded age estate includes a once grand 20,000 sq ft mansion and riding stables. Needless to say, it is paradise for me, Nature Gal. The abundant wildlife (including bobcat and bear), fresh air, pure spring water, and total lack of light pollution has me ‘blissed out in the boonies' I believe nature is our ultimate healer - it is the reason I incorporate all things natural into my design work. I have never felt healthier or happier in my whole life than this summer enveloped in this magical kingdom.

 We are also very isolated on the mountain with so many acres around us and Andy suggested we have a party for me to meet our community (and vice versa). The party, he said, could be an ‘Old Fashioned Pig Roast’, which took me a little while to get my head wrapped around, being new to the meat eating scene. It would also help his caretaker’s new business venture (pig roasting), as well as support a local farm, and after all, this is the country. I love parties (and have been called the Eco version of Martha many times) and since so many people have never seen this grand old estate it could also serve as its introduction. I found a fabulous online invite and gathered names and emails of everyone I met. I bought a bolt of black and white checkered fabric for the 50’ long table (black saw horses with heavy decking on top). Being the Green Designer I upcycled everything, old metal feeding cans held utensils, giant old wood well covers were tables, many mismatched chairs – total farm charm. For a homegrown atmosphere I gathered dozens of various candles from antique hurricane lanterns, votives, mini star lanterns to Tiki torches that lit the parking field. This was a Big Country Deal and was all-the-buzz in our little ‘neck of the woods’. I wore a vintage black and white handkerchief full-skirted dress with high wedge sandals (very country chic). We planned the party to follow our local town’s Community Day in order to continue the festivities onto our property, which is fairy tale gorgeous. It was also a full moon! After everything was set up and perfect, Andy and I got dressed, nervous and excited (and incredulous that the two of us orchestrated this wonderful event). We began to greet our guests and mingle when a storm cloud gathered and sprinkled a few drops…

 Although the forecast was cloudy with rain expected late that evening Mother Nature had her own agenda. It started raining, a real summer rain, just when everyone was arriving, the food set on the tables – and although everyone said it would pass, it seemed to just rain harder. It was a disaster! I quickly changed my fashion shoes for black boots and everyone grabbed a dish to bring into the large empty room, the old gym of the derelict mansion (luckily I cleaned just in case of rain).

The main table was too large and cumbersome to carry in but we had a few other makeshift tables that guests brought in. People were asking me were to put everything, ice coolers, food, candles (it was now dark!)…I paused, uncertain, “I don’t know, where ever you think best”. Since I invited ‘the world’, we had a very diverse group of folks: farmers, ‘flatlanders’ (city dwellers), locals, plain and fancy all tossed together in one big ugly room, dessert food next to dinner food, everything disorganized… and everyone started mingling! I stood there - soggy, hair flat, with my rain boots on and for some reason I smiled - my control and perfection issues dissolving with the rain.  Perhaps it was all of my yoga and Buddhist studies, or just all the curves life has thrown at me but I was happy. It was heartfelt to see everyone chipping in to help, saying ‘no big deal, it’s the country’, we’re used to this”, and still thanking us for having them.

 And then, it cleared with a magnificent double rainbow. We all came back outside to witness Andy’s firework display, along with his secret paper lanterns that float up into the sky and follow the wind currents to amazed oohs and aahs. The evening ended with an enormous bonfire and the 200 or so guests dispersed into the lawns and fields after hugs, offers to clean up, handle excess food and compliments on the party. It was a success after all! I felt welcomed into this warm and wonderful community.

 I truly believe home is in your heart, it’s not about the perfect sofa, table or lamp (somewhat unique for a designer). The most important ingredient in creating ‘home’ is love: for ourselves, our family, friends and community, and our larger home ~ the planet. This evening was a powerful reminder of all that I believe, what we seek is always already there. I am Home.

  The best laid plans of mice, men… & ‘Martha’., ~ Cheryl Terrace, VITAL DESIGN

 Ring the bells that still can ring. Forget your perfect offering. There is a crack in everything. That's how the light gets in.

Leonard Cohen
 

The 2011 Green Brands Survey recently found that consumer interest in green products continues to increase and has expanded across categories – from personal care, food and household products to automotive, energy and technology goods. Companies across all sectors are rolling out new and or improved products touting eco-friendly attributes. With such a varied selection of products making green claims, how does one make an educated decision on the best products for their family and lifestyle? Seri McClendon, chief executive officer of CLEAN Agency, shares insight on this issue.

What are businesses doing to meet consumer demand for eco-friendly products and services?

Sustainability has become a key business issue for consumer product companies. They recognize that in order to remain competitive they must shift to meet the changing demands of consumers and of the environment. To do this, businesses are taking a critical look at their supply chains and determining how they can produce better products that have a reduced impact on the environment and can still deliver on their brand promise. Some of the ways this is being done include responsible raw material sourcing, more efficient manufacturing processes and reduced, reusable or recyclable packaging materials to cut waste to landfills. Companies are also beginning to highlight such innovations on their product packaging to promote their commitment to environmental stewardship and gain loyalty from like-minded consumers.

When shopping for green products, what should consumers know about “greenwashing” and how can they evaluate eco-friendly product claims?

Greenwashing has received a lot of attention lately as more and more businesses try to capitalize on the growing consumer interest in green products. Greenwashing refers to deceptive marketing used to promote a misleading statement or perception about a product, policy or service.  The first step in making smart purchase decisions is to educate yourself before heading to the store. GreenerChoices.org is an excellent resource for consumers that want to learn more about specific product claims and their meaning. The site provides independently researched, unbiased information on product safety, health and nutrition, updated label claims and other related topics.

Certification labels from reputable environmental organizations can also help consumers choose sustainable products. The Environmental Protection Agency, for example, provides Energy Star certification for energy efficient home appliances and the Design for the Environment label for high performance, cost effective and environmentally-friendly cleaning products. Responsible consumer product companies like Seventh Generation, Patagonia and Aveda also document and substantiate product claims on their web site.

How can consumers further drive sustainability efforts of their favorite brands?

Be vocal! Let the brands you patronize know how you feel about their products and their efforts towards becoming more sustainable. Share feedback on a company’s web site, comment on news stories written about sustainable innovations of your favorite brands and leverage the power of social networking sites like Facebook and Twitter to let companies know what you want from their products and services.

ABOUT SERI MCCLENDON

Seri McClendon is the CEO of CLEAN Agency. She is an industry veteran with more than 22 years of marketing experience. Seri formed CLEAN, an integrated agency serving the sustainable business sector, from her passion for environmental studies, policy and science. She holds a Masters degree in Geography with an emphasis in Industrial Ecology and a BA in marketing. Seri is a member of The USC Center for Sustainable Cities Advisory Board and was recently recognized as an Outstanding Woman in Environment and Energy Efficiency by the 2011 Women in Business Awards. 

LOHAS: Growth of the Sheconomy

The below article is brought to you as part of elephant journal’s ongoing coverage of LOHAS Forum. For our complete coverage, be sure to follow elephant on Twitter and Facebook.

I was able to sit in on a panel of four impressive women:

Diane MacEachern – Founder & CEO, Big Green Purse (moderator)
Gretchen Bleiler – Olympic Snowboarder
Tina Wells – CEO, Buzz Marketing Group
Margaret McAllister – Co-Founder, Red Kite Business Advisors

I think we all can gather that women are a driving force in the consumer world and have an extreme amount of buying power within the green movement. They strive to “do it all” melding work, play, family, themselves, and all the while wanting to do it all in an eco-friendly way. Hints the growing sheconomy.

Statistics were shared such as,

• 70% of new businesses are started by women.

• Women over 50 are in fact dominating the world wide web and other social media websites (sorry Waylon).

• And the “mancession” has taken effect with 10.5% of men unemployed as of 2010, while only 8.6% of women were unemployed.

More than the information presented, I was completely enamored with the each speaker. They were all strong, succesfull, and smart women who never skipped a beat when speaking. They each had something different to say, their own flavor to add, and own personal style – especially Gretchen Bleiler decked out in her gray Tom’s wedges.

This panel, more than any other I attended that day, encouraged the audience to participate. It was more much more of an inclusive discussion, ranging from topics of marketing to women, how to market to different age segments, and even how men feel about taking more of the “women’s” roles.

It was great to experience, listen, and learn from a group a women, and men in the audience, that had first hand experience.

The Latest LOHAS Consumer Trends

The below article is brought to you as part of elephant journal’s ongoing coverage of LOHAS Forum. For our complete coverage, be sure to follow elephant on Twitter and Facebook.

I walked into the main ballroom at the St. Julien and scanned the dimly lit room for a seat while Steve French, dressed in a large paper bag, and Gwynne Rogers, covered in plastic bags, began speaking on stage. I knew right then this wasn’t going to be just any presentation.

Not knowing much about LOHAS until two weeks ago I was excited to learn more about who the LOHAS consumer is – and who they’re growing to be. French and Rogers took us through various statistics, facts and opinions with humor as well as knowedge.

The first topic on deck was the green movement. French gave the first point stating that green is as strong as ever and the recession has been a good thing in regards the green market.

He gave a number of great points including, that sustainability itself is not sustainable. Businesses must look at why consumers are buying in the first place. Even though he acknowledged it was “an oxymoronic statement,” French insisted we were shopping our way to sustainability.

The greenest product you can buy is the one you don’t buy.

On the opposing side, Rogers stated it was naïve to think that the recession hasn’t had an effect on the green marketplace. Showing that consumption of organic food and natural cleaning products, for example, have fallen at an average of 10%.

Most consumers are taking into account the price of the products and not acknowledging their carbon footprint. 70% of consumers base their purchase decisions on price.

It was great to discuss both positive and negative views, especially when it comes to the green movement. So much information and opinions can be extremely one-sided. And to get the info in costume made it that much better.

Some interesting facts about the LOHAS consumer:

• – Different segments: naturalites, drifters, conventionals, and unconcerned – but we didn’t talk     much about the unconcerned since, as French said, “we don’t like them.”
• – Generally the first ones that try new eco-friendly products
• – High interest and active in social media and gorilla marketing
• – Used to predict upcoming trends
• – Always looking for the “deeper green” – greener versions of existing products

French and Rogers also ran through the positive and negatives of operations for your business.

Is it better to have a green product or to run your operations in a green way?

On one side, the view was that the product itself doesn’t have enough impact and therefor how you make the product should be ethical and green. On the opposing side, the product should be green because that’s what consumers are paying for.

Rogers took both approaches – go big or go home, stating that if you’re going to make the effort to create a green product for consumers, you might as well go all the way in your production as well.

In the realm of how to market to LOHAS consumers, “Keep it simple, stupid.”

There has been an information overload when it comes to the green movement, but some still don’t even know what sustainability means – 15% haven’t even heard of it. Yes, you read that correctly.

The most important things to take away from French and Roger’s presentation:

• – It doesn’t have to be paper or plastic, we have to integrate new products, sources, etc., without alienating others – and people
• – Needs to practical and sustainable
• – Work towards producing green products and operations
• – Think beyond your current geography

Overall, find a balance.

The below article is brought to you as part of elephant journal’s ongoing coverage of LOHAS Forum. For our complete coverage, be sure to follow elephant on Twitter and Facebook.

A panel of four, along with a short video, and one semi-Jerry Spring moment, made up the Movement of Coalition Branding presentation highlighting Ecobonus.com.

The video showcased consumers that were “just like us” looking for the right brands, for the right price, and that had the right recommendations.

Even though it bordered on a slightly embarrassing infomercial, the points they made, as consumers, were valid and relatable – though I thought at any moment one of the actors would start banging a tin can on the counter out of frustration with their can-opener, or battling with 20 pieces of tupperware flying from the kitchen cabinet.

One of the main problems that the panel pointed out, as well as the video, was that consumers can’t find the information they’re looking for, or flat out don’t know where to look.

This is where ecobonus.com comes in – launching in the Fall – their website creates a hub of eco-friendly and environmentally sound businesses. The businesses are rated by users and scientists alike to give consumers the most accurate information.

One of the phrases I heard the most at LOHAS – word of mouth. This is one of the key ways to get your business, product, self, whatever, out in the open.

All of this was well and good. It sounded amazing and I would most likely log onto Ecobonus to check out what people were saying about certain businesses. However, my ears didn’t perk up until a business owner in the back raised their hand…

Calling out Good Guide immediately, you could hear the frustration in their voice when they asked why the company only catered to the big brands and not smaller owned businesses – a very valid question she backed with points as the audience applauded her.

As the tension in the room grew, resonating from the back right corner and spilling all over the stage, they continued to voice their frustration.

Good Guide speaker, Josh Dorfman, sympathized as well as he could but insisted that his company simply doesn’t have the man-power just yet.

This little spat went on for a good few minutes as I delighted in all the drama.

This furthered my respect and overall gratitude to be at such an event. Not only one that brings together like-minded people and business owners, but ones who will openly argue in front of you.

Without the disagreements you'll never find the agreements and LOHAS welcomes it all.

by Scott James

This month we took in a conversation with David Batstone, whose current job titles include Professor of Business & Entrepreneurship at University of San Francisco, President and Co-Founder of the Not For Sale Campaign, and Managing Partner of Just Business Fund. Let’s hear what David had to say:

Scott: What country should serve as a model for the U.S. community of CSR professionals and why?

David: Norway. I’ve been impressed with both their government and private sector initiatives. Their largest telecom company – TeleNor – was the 51% investor to bring launch Grameen Phone, the very successful mobile telephone company in Bangladesh. I wish our own country’s administration could begin encouraging business models and investments like this. We’re missing the boat in the U.S. to create local enterprises in other countries which offer both better return and a better chance of success because they are locally embedded. There are real business opportunities for – and with – the bottom billion. Let’s not lament the troubles involved; we must rethink who our market is and expand it to include this group.

Scott: Where are we (the US-based CSR community) succeeding?

David: Our private sector green protocols and investments are working. They represent cost savings, but also bring alternative energy and waste reduction to Corporate America in ways that you are not finding in other regions of the world. For example, last year Intel bought 1.4 billion kilowatts of renewable energy. Think of what that does for both new and existing renewable energy companies in terms of capital flow and attraction of investment dollars.

Intel is just one company; imagine if we were to see 10% of the Global 500 match Intel’s commitment! This is much more encouraging to me than any type of government compliance work around climate change. The private initiatives coming out of a strong CSR commitment are making much more headway than is our government.

Scott: How about our failures, where we are not succeeding as much as we could?

David: There is a real sense of ambivalence about CSR right now. It’s like a trip to the dentist; you know you have to do it but it’s not a pleasant experience. It does not provide inspiration and vision for most companies. But there is hope.

There are a selected few companies that are taking CSR to the very core of their business and corporate identity. It’s beyond starting a soup kitchen here or a HIV clinic there, although those are very important things. It’s about how our employees care and engage with this on a daily basis. They’re not just making widgets but tied to something bigger.

Stonyfield Farms (now owned by Dannon) used to do a lot of diverse philanthropy, but they’ve focused their CSR investments now to help farmers transform their dairy businesses from hormone-based to organic farming. And the small farmers are core to Stonyfield’s supply of high quality healthy products and brand identity.

Scott: Tell me about a company doing something in CSR that is a model for our future.

David: The G-III Apparel Group, which owns the U.S. license for Levi’s jackets and other name brands. As they are converting their supply chain, they’re thinking well beyond just CYA to create a story behind their product. They are reshaping what it means to be a retail brand by enhancing the lives of everyone who comes in contact with their product. G-III is sourcing organic cotton from an area in the Amazon heavily afflicted by human trafficking.

They are working with the Not For Sale Campaign to source from that region specifically to benefit the producers and communities, bringing the material to a Cambodian manufacturer also committed to a fully transparent supply chain. This enables retailers to communicate an authentic supply chain story, creating an emotional link for the end purchaser of the apparel. The new driver is consumer experience, not just price point and distribution.

Scott: What question are we not asking ourselves that we should?

David: Most of CSR today is derivative. We look for the easiest path, the plug-and-play CSR solution for our companies. Instead, we should be asking ourselves, “How do we become the Apple of social innovation?”

Moving into a dorm room can be a tumultuous experience for many college students, especially those unused to such close-quartered communal living. While many things about life will change when they finally move into a dorm, one thing can stay the same — a commitment to living green. There are tons of ways students can make their cramped life greener and get even more out of their college experience. Here are just a few ideas to get you started on your green dorm living.

Shopping

These tips will help you to outfit your dorm room with everything you need while still staying green.

1.     Buy furnishings locally. If you’re going to college far from home, buy your furnishings locally instead of hauling them with you. It’ll save on gas and still give you access to everything you need. Some stores, like Bed, Bath and Beyond, may give you the option of purchasing remotely and picking up at your destination so you don’t have to move a thing.

2.     Shop at resale stores. Not everything for your room has to be brand new. You can be green and save money by shopping used.

3.     Browse Freecycle. Why pay for what you can get for free? Use sites like Freecycle to pick up great stuff for your dorms at little to no cost.

4.     Buy organic cotton sheets. Organic cotton and other natural fibers like bamboo are incredibly soft, durable and don’t require any pesticides to produce.

5.     Look for natural fibers. When shopping for blankets, rugs and towels look for natural fibers. They’re more environmentally-friendly, even though they may cost more to purchase up front.

6.     Get a plant. A plant will not only help your room feel more homey, it will help to clean the air as well.

7.     Look for recycled paper products. When buying paper towels, toilet paper or printer paper, opt for recycled materials.

8.     Avoid disposable furniture. While it might seem like a bargain, cheap, particle-board furniture won’t last and will only end up in a landfill. Higher quality furniture will be a better investment for you and environment in the long run.

9.     Buy things that will last you beyond the dorms. When purchasing things for your room, look for those that will work if you decide to move into an apartment later. That way you won’t have to spend money and resources when you get out.

10. Look for environmentally friendly storage solutions. This can mean getting canvas or metal baskets or looking for plastic bins that are made of recyclable materials.

11. Find or make reusable shopping bags. Don’t bring home loads of plastic bags. Instead, invest in some nice reusable ones. Or make your own.

12. Skip heavily packaged items. Unless it’s something you really, really need, avoid purchasing items that come with way too much packaging. It’s wasteful and will be a pain to deal with once the item is unpacked.

Appliances

From fridges to air conditioning, use these tips to save on energy when it comes to appliances.

13. Look for Energy Star appliances. When buying a mini-fridge or microwave for your room, always do your research to find the most energy efficient models.

14. Use compact fluorescent bulbs. Replace those incandescent and halogen lights with compact fluorescents instead.

15. Turn off your computer when you’re not using it. It saves energy and will help your computer to get a much-needed break. If you don’t want to turn it all the way off, at least make sure it’s sleeping or in power-down mode.

16. Watch out for energy vampires. Chargers for phones, computers and the like suck up energy even when not in use. Use a power strip you can easily turn off to help reduce their impact.

17. Pay attention to the chill factor in your fridge. Keeping your fridge out of the sun and regularly checking its thermostat can help it use less energy over time.

18. Get rid of the AC. Most older dorms don’t have built in AC, but some do allow window units which can be big energy hogs. Forgo the AC if you can handle it, or only switch on to help you sleep or study rather than leaving it on all the time.

Cooking and Eating

Waste less and conserve more when it comes to cooking and eating with these ideas.

19. Avoid plastic water bottles. Instead of stocking up on plastic bottles of water, get a reusable, filtered pitcher. You’ll save tons of plastic from being wasted.

20. Kick the packaged snack habit. Instead, purchase snacks that aren’t individually packaged. Fresher snacks are greener and healthier to boot.

21. Find low-energy methods of cooking. Cooking in a rice cooker, toaster oven or crock pot can mean making delicious meals with much less energy.

22. Buy reusable silverware and plates. Instead of going with the disposable kind, invest in some nice cups and plates you can store and reuse in your room. If you’re worried about breaking glass, go for a recyclable plastic instead.

23. Reuse plastic grocery bags. Don’t throw out perfectly good plastic bags. Use them as liners for your garbage cans or find a number of other great uses for them.

24. Eat smart in the cafeteria. Only take what you know you can eat and avoid using a tray if you don’t have to in order to keep your diet and dorm greener.

Community

Dorm rooms are the perfect place to get close to others and spread your green ideas.

25. Start a club. Want to get the word out about greening the dorms? Start a club on campus to promote activism.

26. Go communal. Instead of having your own fridge or microwave, share with others in your dorm when possible.

27. Green your move out. Don’t simply throw out items when you move out of the dorm. Donate them to a resale store or give them to new students.

28. Share with your roomie. There are numerous items that can be shared between you and your roomie, saving space and materials.

29. Get others interested in your cause. Talk to others on your floor about being green. Post flyers and posters to help them understand just what you’d like to accomplish.

30. Talk to administrators about green ideas for the dorms. There are loads of ways to make dorms greener, and many ways that your college can start being environmentally friendly. Talk to them about your own ideas, you might just see change.

31. Embrace the small space. Living in the small space isn’t the worst thing in the world. It will help you use and waste less, appreciate what you have more.

Green Clean

Give some of these ideas a try to keep your dorm room and yourself clean while still remaining green.

32. Forego plug in air fresheners. They might make your room smell better, but they’re not good for the environment. Clean up your room instead or use natural air fresheners.

33. Do laundry in cold water. It will save on the energy used to heat water and will get your clothes just as clean.

34. Purchase earth-friendly toiletries. Toiletries can be full of harmful chemicals, so reduce your exposure by purchasing those that are better for your body and the earth.

35. Clean your room naturally. Ditch the harsh bleaches and chemicals for cleaning. Instead, choose products that are green or natural to tidy up with.

36. Take shorter showers. It might be nice to luxuriate in long showers, but you’ll be wasting loads of water. Instead, keep it short and sweet.

37. Get all natural flip flops for showering. Kick the plastic flip flop habit and go for natural materials instead.

38. Turn off the faucet when brushing your teeth or washing your face. Be kind to the earth by turning off the tap when brushing your teeth or washing your face.

39. Buy chemical-free detergent and fabric softeners. There are several brands out there that make great chemical-free detergents. These options are better for the environment and will leave your clothes wonderfully clean.

Saving and Recycling

Try out some of these tips to ensure your time in the dorms leaves as little impact on the health of the earth as possible.

40. Recycle class materials. Don’t just toss out old notes and papers from class. Put them in the recycle bin instead or use them as scrap instead.

41. Make your own. Rather than going out to buy decorations for your room, make your own using items you already have. There are numerous ideas out there you can use.

42. Never leave the lights on. Keeping the lights on when you’re not in the room is just plain wasteful. Always turn them off when you and your roomie are out.

43. Upcycle old items. Something might not be useful on its own anymore but can be nice when upcycled. Use these ideas to make your dorm room nicer.

44. Take old soda cans and bottles to a recycling center. If you’re like many students and have an addiction to caffeine, you probably have a few soda cans and bottles hanging around. Instead of tossing them out, recycle them.

45. Recycle boxes or invest in reusable containers for moving. Dorms can be pretty wasteful places when students are moving in and out. Do your part to reduce this by recycling and reusing anything you can.

46. Store instead of shipping. Instead of shipping your items back and forth between home and school when you go home for summer, store them locally.

47. Insulate windows. This can help use less energy when both heating and cooling your room.

48. Read online instead of printing. When possible, read your assignments online instead of printing them all out.

49. Buy rechargeable batteries. Devices like remotes and game controllers run through batteries pretty quickly. Instead of simply throwing them out, get some rechargeable ones instead.

50. Print on both sides of paper. When allowed (some professors don’t like it) print on both sides of the paper to use half as much.

1. 50 Simple Things Kids Can Do to Save the Earth: Check out this book that tells kids the many ways they can contribute to saving the Earth.
2. The Giving Tree: Shel Silverstein’s book teaches kids about the relationship between kids and the forest.
3. My Bag and Me!: My Bag and Me! can teach your child to be eco-friendly by using reusable bags.
4. A Drop Around the World: Kids can follow a drop of water around the world in this book.
5. The Great Kapok Tree: In The Great Kapok Tree, a man changes his mind about chopping down a large tree in the Amazon when he hears the pleas of the animals.
6. George Saves the World by Lunchtime: George saves the world with simple everyday actions in this book.
7. The Tree in the Ancient Forest: In this book, Carol Reed-Jones writes about the web of plants and animals in the world.
8. Earth-Friendly Crafts for Kids: Here you’ll find 50 awesome recycled crafts projects.
9. The Forever Forest: Kids save a tropical treasure in The Forever Forest.
10. Charlotte’s Web: Charlotte’s Web teaches animal appreciation, life cycles, and ecosystems.
11. Green Wise Kids: Jean Clausen’s book teaches kids about doing simple things to improve the environment, sharing age appropriate activities.
12. The Empty Lot: This book’s hero sells off an empty lot, but after consideration, learns about all of the natural elements that make the lot more valuable than he thought.
13. My Favorite Tree: Kids can choose their favorite North American tree in My Favorite Tree.
14. One Well: One Well tells the story of water on Earth.
15. The Lorax: The Lorax offers kids an ecological warning about the disregard for the Earth’s environment.
16. We Are Extremely Very Good Recyclers: These kids recycle their toys instead of throwing them away, and they even get their classmates involved.
17. Herb the Vegetarian Dragon: In this book, kids will read about eating vegetarian through Herb, the vegetarian dragon.
18. Oil Spill!: Kids can learn about the ecological damage of oil spills in this book.
19. Earth Book for Kids: Earth Book for Kids has activities to help heal the environment.
20. Wonderful Nature, Wonderful You: Wonderful Nature, Wonderful You tells the lessons of nature and the animal kingdom.
21. What’s It Like Living Green?: Kids teach kids how to live green in this book.
22. The Adventures of a Plastic Bottle: This plastic bottle helps kids learn about recycling from a new perspective.
23. Recycled Crafts Box: Kids can make crafts out of recycled materials using this book.
24. The City of Ember: In The City of Ember, the heroes of the book live in a world run on hydro power.
25. Giggles the Green Bean: Giggles the Green Bean learns environmentally friendly lessons and transforms his stinky town to green in this book.
26. The Curious Garden: The Curious Garden tells a story of a little boy who becomes a city gardener in an urban, factory town.
27. Dear Children of the Earth: Mother Earth writes to children to get their help in this book.
28. World Beneath Our Feet: Kids can read about the world that exists in the soil in World Beneath Our Feet.
29. The Berenstain Bears Don’t Pollute (Anymore): This family of bears learns about why we need to mend our polluting and wasteful ways.
30. Why Are the Ice Caps Melting?: Kids can read about the dangers of global warming in Why Are the Ice Caps Melting?

Clean

Green cleaning begins with all-natural cleansers and household products that are kind to the earth and safe for your health.

1. Salt: Salt is one of the most handy seasonings to have on hand for green cleaning. Regular ol' table salt can be used to polish brass and copper items, clean greasy pans, scrub away stains and much more.
2. White Distilled Vinegar: White distilled vinegar is one of the best natural household cleansers. The acidic liquid is perfect for killing mold, bacteria and germs, as well as deodorizing stinky areas and removing stains in an environmentally friendly way.
3. Baking Soda: Baking soda is a natural do-it-all powder with tons of household uses. Baking soda is an excellent tool for cleaning and deodorizing appliances and surfaces, boosting your detergent and can even extinguish fires.
4. Lemons: Lemons can be used for various household chores. The acid in lemon juice can remove dirt, grease and rust stains, as well as disinfect cutting boards and countertops while leaving a fresh, citrusy scent.
5. Olive Oil: Next time you need to shine stainless steel and brass or polish wood furniture, reach for a bottle of olive oil instead of your harsh cleansers or polishers. The oily liquid penetrates deep into surfaces and conditions wood, leather and other porous materials to give it luster and life again.
6. Borax: Borax may sound like a harsh substance, but this powder is actually a naturally-occurring solution that is perfect for green cleaning. Borax can be used as a general deodorizer, disinfectant and laundry detergent for removing stains and boosting cleansing power.
7. Tea Tree Oil: Tea tree oil can be used for several household chores by adding it to laundry to disinfect and freshen clothes, as well as adding it to other all-purpose cleansers to boost antibacterial benefits. Tea tree oil can be used to freshen up a smelly garbage can and prevent mildew and mold from forming on surfaces.
8. Baking Powder: Baking powder isn't just for baking. This powder can scour kitchen countertops, freshen the air, disinfect vinyl floors and shine stainless steel when mixed with water.
9. Make Your Own Green Cleansers: Natural cleaning products are the best thing for the environment and your health. With these simple recipes, you'll have the tools to clean and freshen up your whole house for way less than the store bought cleansers.
10. Household Product Safety: If you are unsure about the safety of your household products, check out this list and properly dispose of those products that are toxic to your health and Mother Nature.

Donate & Recycle

Unwanted items should be donated or recycled so that nothing goes to waste when green cleaning.

11. Donate Old Clothes: Donating your old clothes is not only a charitable thing to do, but it can also help you organize your belongings without throwing anything away and polluting landfills.
12. Donate Canned Goods: Donating canned goods to a food bank or shelter helps feed those who are hungry and frees up space in your pantry. It's a double bonus!
13. Donate Books: Clean up your bookshelves and donate your old books to thrift stores, schools, libraries or literacy programs, such as the Global Literacy Project. This program collects new and gently used books that are used to teach people how to read.
14. Recycle Plastic Bags: Plastic bags can pile up quickly and become quite the nuisance if you don't use them or recycle them periodically. The best way to prevent this is to bring your own reusable grocery bag, but, if that's not possible, the next best thing is to recycle them at recycling drop off centers or retailers so they can be reprocessed and made into different products.
15. Recycle Magazines: Instead of throwing out your old magazines and polluting landfills, recycle them at your local recycling center or paper bin. You can also donate gently used or never-read magazines to doctors' offices, beauty salons or restaurants.
16. Donate Unused Medicines: If you have unused and unexpired medicines, such as antibiotics, anti-malarials, pain relievers and anti-retrovirals, they can be mailed to the Health Equity Project. Not only will you be helping this organization by providing medicine and health supplies to developing countries, but you'll also get your medicine cabinet cleaned out and put your meds to good use.
17. Donate Blankets, Towels and Linens: Before you toss out your old blankets, towels and linens, see if your local animal shelter or homeless shelter could use them. Animal shelters are almost always in need of soft blankets and towels for animal cages, and homeless shelters could use gently used bedding, as well.
18. Recycle Electronics: Unwanted electronics, such as computers, cell phones, televisions and empty ink cartridges can be recycled at local recycling centers near you. Recycling electronics frees up space in your house, while benefiting someone else's needs.
19. Freecycle Stuff: For everything else you want to get rid of but don't want to end up in the trash, you can freecycle it. Freecycle is a worldwide grassroots network that lets you find a new home for your stuff and find the stuff you need for your own home. Best of all, the exchanges are made locally and free of charge!
20. Start a Compost Pile: If you have a backyard, consider starting a compost pile to get rid of kitchen and yard waste and to add nutrients to your soil. Compost piles significantly reduce your landfill waste, while giving back to the environment in a natural way.

Reduce & Organize

A major part of green cleaning is reducing your clutter and organizing it in the most eco-friendly way.

21. Reduce Your Stuff: Once you've donated or recycled the things you no longer need, it's time to reduce your stuff. Reducing your stuff can be done by shopping less, buying less and embracing simplicity. You have a better chance at keeping your house clean and organized if you declutter and reduce your purchases.
22. Go Paperless: Free yourself from piles of unopened mail and unread newspapers by going paperless this new year. Instead of getting snail mail, you can set up electronic billing and start reading your news online.
23. Repurpose Your Belongings: Things you can't or don't want to part with should be re-purposed. In order to give your belongings a second life, you'll have to put on your thinking cap and get creative. For example, transform egg cartons into sewing organizers, make a reusable sack out of plastic grocery bags or use empty jelly jars as food containers.
24. Use Eco-Friendly Storage Containers: Storage containers make organizing a lot easier, but you want to make sure that these products are eco-friendly. Storage containers made from recycled or natural materials are the best option for green organizing.
25. Go Green Checklists: In order to green clean and stay organized this new year, you're going to need a checklist to remind you of your day-to-day duties. And since it's green, there's no printing needed to check off your tasks.

The 2011 LOHAS Forum is very excited to have the 2010 women’s champion and 4 X-Games halfpipe gold medalist Gretchen Bleiler as a speaker. Why is she a speaker at a business conference like LOHAS? Because she is not only a kick ass boarder but is also a role model for girls and young women wanting to aspire to be successful in athletcis while being conscious of the environment. 

After winning a silver medal in the 2006 Winter Olympics for women’s snowboarding halfpipe, Gretchen decided to use her position as a chance to speak about an issue that is close to her heart - climate change. Gretchen has just kicked off of the “21 Day Reusable Challenge,” an eco-minded call to action asking individuals around the globe to give up single serving disposable plastic water bottles, plastic grocery bags and Styrofoam takeaway containers for 21 days. In addition to wanting to get the public involved, Gretchen has also asked other winter X Games athletes to take the challenge with her going into Winter X Games 15
 
With the idea that it takes 21 days to build a habit, the challenge encourages people to consciously “create a habit” to benefit our habitat. As a speaker at a recent college environmental conference, Gretchen wanted to call students to action. Out of this desire, the 21 Day Reusable Challenge was born.
 
Gretchen says, “Every single one of us has a unique opportunity to create awareness and influence change, so the 21 Day Reusable Challenge is a chance for people to stop using harmful disposable products, and inspire their friends and families to do the same by simply posting videos and photos through their social network.” From there, Gretchen’s Facebook followers vote on the most inspirational stories and the top five individuals with the most liked stories will win products from Gretchen’s sponsors Oakley, K2, Mission Skin Care, ALEX Bottle, and Holga Cameras. 
 
She is also working with sponsors Oakley and K2 Snowboarding to create a signature eco friendly clothing line and products. Gretchen has also started her own sustainable stainless steel reusable water bottle company, ALEX Bottle, with husband and former Oakley Marketing Manager, Chris Hotell.

In collaborating with other industry snowboarders and X Games athletes, Gretchen hopes to spread the message and encourage people to participate in the challenge, incorporating reusable living in their everyday lives while also raising awareness to the amount of disposable waste we are still exposed to on a daily basis. “Our winters depend on how we manage our consumer habits, and since most of these athletes already practice sustainability, this is a chance for them to show it and encourage their fans to do the same” says Gretchen.

It is because of her eco-awareness, creative initiatives with outdoor lifestyle brands and her unique position as a role model for women that we feel she will have a lot of insight into connecting with women. Women comprise a majority of the LOHAS market. Gretchen will be speaking on a panel discussing the growing Sheconomy and ways best to communicate to the female consumers of LOHAS products and services. We look forward to hearing her unique perspective.
 

Green Building Construction for 2011

The U.S. green building market has defied the economic downturn and has a strong outlook for 2011. According to McGraw-Hill Construction’s Green Outlook 2011: Green Trends Driving Growth report the value of green building construction starts was up from $42B to $71B from 2008 to 2010 which is approximately 50% increase and represents 25% of all new construction activity in 2010. According to projections, the green building market size is expected to reach $135 billion by 2015.

Nonresidential Growth

Nonresidential buildings construction has proven to be the strongest sector for green building and represents a $54B market opportunity. Today a third of all new nonresidential construction is green. In five years nonresidential green building activity is expected to triple, representing $120 billion to $145 billion in new construction (40%-48% of the nonresidential market) and $14 billion to $18 billion in major retrofit and renovation projects.

Health Care Construction

Health care construction this year is expected to grow its green share to as much as 40% (valued at $8 billion-$9 billion in 2010) — phenomenal growth in just two years. Education (valued at $13 billion–$16 billion in 2010) and office green construction (valued at $7 billion–$8 billion in 2010) also remain strong sectors, showing high increases in market share, due in part to the fact that bigger projects are the most likely to “go green.” This year, the U.S. Green Building Council’s LEED specification is mentioned in 71% of all projects valued at over $50 million.

Primary Reasons for Green Building Growth

* Reduction in operating costs of 13.6% on average for new buildings and 8.5% for retrofits;
* Increase in building values of 10.9% for new buildings and 6.8% for retrofits; and
* Increase in return on investment (ROI) of 9.9% for new buildings and 19.2% for retrofits.

California will add to this growth because on January. 1st California's CalGreen building code takes effect, mandating eco-friendly practices that were previously voluntary.

Green Housing Trends for 2011

The current housing crisis means fewer new homes being built. But are those that are being built designed based on what the crisis has shown us? According to Green House there is a new emphasis on smaller homes with fewer luxuries. The median size of new single-family homes fell from a peak of 2,268 square feet in 2006 to to 2,100 square feet in 2009, says the study by Paul Emrath, vice president for survey and housing policy research at the National Association of Home Builders He says part of the current decline may also be recession-related but he sees other factors at play, such as the desire to lower energy costs and less emphasis on homes as investments. "Not all of these trends are likely to reverse themselves immediately at the end of a recession," he writes. Jenny Sullivan, a senior editor of BUILDER, calls this "portion control." She cites nine other trends for 2011.

Glitz is gone (for now)

Simple and honest architecture is what is in demand as homeowners look to simplify and manage their lives easily – and their houses. Simple beauty will be the focus of interior design with a modest ‘Zen’ approach. Natural finishes, clean lines and less frivolous embellishments will be in style.

Healthy Homes

As people become more aware of wellness aspects more will want to surround themselves with healthier home options such as low VOC paints, stains, and sealants. There will be an increased demand for natural furnishing products made of hay, wheat, bamboo, aspen and other natural fibers that bring more of the outdoor elements inside.

Multigenerational Homes

As more families rely on each other for financial support including mortgage payments multigenerational households are proliferating. These types of homes are increasing for various reasons: boomerang kids moving home to save money; elderly parents who need family support; young parents relying on grandparent care for their kids; and rapid growth among immigrant families for whom shared living is a cultural tradition.

Urbanizing the Burbs

Along with the trend toward smaller homes is the growing interest in urbanism. City planners and developers are creating ways to create artisan shops and walkability into existing hotspots.

DYI Alive and Strong

Homeowners will continue to take care of their own leaky roofs, remodeling projects and other home improvement projects themselves. The value of homeowner improvements is on track to top $117.6 billion in 2010 and $133.7 billion in 2011, according to IBISWorld. Retrofitting existing homes to meet energy-efficient standards is expected to be a boon to business. According to Entrepreneur.com, the aging population's desire to "age in place" is fueling an uptick in universal design. More boomers are bypassing assisted living facilities--for their parents and themselves--and renovating their homes to be tastefully functional and accessible.

I scanned the web for some of the latest food trends and here are a few that caught my eye. They are from a variety of sources including Rachel Ray, Mintel, The Food Channel and Good Food World.

Organic Gardening and Urban Agriculture
Canned, tinned and frozen foods are likely to benefit from consumers’ bunker mentality and the search for stability in a tumultuous world. Certainly there is greater awareness that freezing foods early locks in their nutritious benefits. The continuance of record setting seed sales from garden centres and supermarkets indicates the continued trend towards self-sufficiency such as organic gardening and herb window boxes. Market research firm Packaged Facts in January 2009 estimated that the organic lawn and garden sector reached $460 million in retail sales in 2008, a gain of 12% over 2007. This trend is also created from the foods scares we saw in 2010 of contaminated tomatoes, peanut butter and eggs. People want to take control of what they have on their tables. This also develops self-customization of food. Home canning lets you control the amount of sodium, sugar, or spice. You can season those fruits and veggies to suit your own taste or dietary needs. You can make salsas or pasta sauces that are as spicy or mild as your family likes them, or as low in sodium as your doctor advises. Plus – homemade handmade treats are great inexpensive gifts to others in a time when money is tight.

Role Reversal in Kitchens
The economic slump has hit men hard in traditionally male dominant fields such as finance and construction. Women in the workforce are now better qualified, command higher salaries and work longer hours – which mean men need to do more of the shopping. Plus, many women are employed in fields that are expected to thrive the next few years.  This is leading to a new balance of power and the rise of the “Sheconomy”. About a third of women outearn their husbands according to Reach Advisors. Men will do a lot of bread buying instead of bread winning. Compared to 1970, men have tripled the amount of time they’re spending in the kitchen. The rise of the male metrosexual in recent years may have something to do with it as well. With the success of cooking shows featuring male cooks or hosts have made it more than permissible for men to don an apron; it’s actually become quite fashionable to do so while chopping vegetables and experimenting with obscure spices and exotic ingredients. But as the jobless rate continues to hover near 10 percent, look for more men to cook, not just for fun, but also because their wives will be working late to help fuel the Sheconomy.

Rise in Food Oriented Apps
As smart phones become commonplace more apps will be available for people to find local organic restaurants and grocery stores, Open Table helps reserve a table at a restaurant. Groupon provides specialty coupons to your email inbox, Facebook or Twitter profile from local stores. With the recession not likely to change soon consumers are hungry for bargains, and the new deal-oriented apps let you find them without the need for clipping coupons. It’s the new weapon of choice for the bargain hunter stalking his dinner prey. New apps allow customers to scan barcodes on products for instant savings or by checking in on social networking sites like Foursquare and connecting with other shoppers we’re becoming rewarded in more ways than ever!

Supporting Local growers and Specialty Shops
More people want their local economies to succeed and are choosing to support local farms and restaurants. For many of us, eating honest, fresh and real food has taken on a higher priority in our lives. More consumers are willing to take the time to visit specialty shops for foods of a higher quality and relationship with the merchant. There is a movement that is returning to neighborhood butcher shops, specialty bread stores, and boutique shops for buying food needs. Grocery stores aren’t going away but there is a surge in farmer markets with one-on-one relationships. These may cost a bit more but is attractive for people with the time and money to do it, such as empty nesters and those young singles we used to call yuppies. This trend is about growing and tending—if someone, somewhere, is personally growing and tending to this product, as opposed to packing and sorting on the assembly line, then it’s local. It means someone is personally committed to it. Someone has made sacrifices to bring it to market.

Rise of Superfoods for a Healthy Active Life
Boomers will be seeking natural solutions for energy, health and even sex from cultural foods such as acai, gogi berry, mangosteen and nutmeg.  Many boomers will continue to work—and they’ll demand foods that provide the energy and vitality to get them through the day. And, as sales for Viagra prove, boomers want to stay in shape for nighttime activities, too.  People are working longer into retirement, there is a greater need for products geared towards vitality and health in a more senior workforce. Products such as energy drinks so far have been targeting the younger demographic. Get ready for them and others to be targeted to an older crowd.

Obesity is the New tobacco
We all know the obesity epidemic is rampant in the U.S. More awareness of issues have been brought up by efforts from Jamie Oliver and The Biggest Loser. But despite these efforts it doesn’t look like it is slowing down. There is more social pressure on people to eat healthily. Obesity is being called “the new tobacco” as people are unhappy about their taxes being used to pay for gastric band surgery. Fast food restaurants are facing a decision as to whether they cater to it, or try to counter it with healthier alternatives. We may see some brands embrace gluttony as we saw with the KFC Double Down sandwich. However doing too much of this can damage a brand. Other companies like McDonalds are re-designing their restaurants to have a healthier appeal but they still revolve around essentially unhealthy burgers. But there have been some noticeable changes in food options in places like airports where they are providing healthy food options such as salads, fruits and vegetables and organic chocolate. We are also seeing the rise of natural sweeteners such as agave and stevia in brands such as Fanta and Odwalla We will see fast foods adjust to the demands that their foods are unhealthy in order for them to stay relevant to consumers.

GMO Awareness
With food scares continuing many people have taken it upon themselves to investigate sourcing and ingredients of products and have become more aware of genetically modified foods (GMOs). Despite the claim from companies like Monsanto that GMOs are sustainable and are the only way to feed the world’s growing populations, opponents contest that they do more harm to the environment, farming economies and our health than good. Books such as the Unhealthy Truth and websites such as the Non GMO project that provide scientific data and ways for consumers to identify and shop for non GMO foods. Companies such as Horizon Dairy, Whole Foods 365 private label, and Natures Path are now using labeling to identify themselves as non GMO ingredient products. Unfortunately it is an uphill battle. However there has been a rise in superweeds – weeds resistant to pesticides – and increasing evidence of biotech companies inflating yield estimates and the industry on its heals and plummeting stock.  But GMO products are currently ubiquitous in our food supply. If you are not choosing organic or if it doesn’t say non-GMO on the label, chances are your food contains GMOs, as it is estimated that 80% of conventional grocery products now contain GMO ingredients.

Organic Acreage Continues to Grow
Compared to overall acreage dedicated to conventional agriculture production, the amount of land under organic production is still very small. But it is growing. In the first wide-scale survey of organic farming, published this past year, USDA counted 14,540 U.S. farms and ranches that were under organic production, comprising 4.8 million acres of land in 2008. Certified U.S. organic cropland acreage between 2002 and 2008 averaged 15% annual growth. Globally, organic acreage grew by 9% in 2008, with more than 35 million hectares in organic production. The highest increases came in Latin America and Europe, according to the Research Institute of Organic Agriculture (FiBL) in Switzerland.


BPA Awareness
2010 saw a rise in concen with BPA (Bisphenol A) used in containers for food and drinks - mostly canned goods. BPA was developed in the 1930s, and commercial uses exploded in the 1950s after scientists discovered its ability to make plastics more durable and shatterproof. BPA is used in thousands of consumer goods, including compact discs, dental sealants, and credit card and ATM receipts, but health advocates say they are most concerned about BPA's presence in plastic food containers, bottles and the epoxy linings of metal cans because it can leach into food and beverages. It is found in the urine of more than 90 percent of the U.S. population, according to federal estimates. Recent FDA research has linked the chemical to cancer, heart disease, Type-II diabetes, obesity, sexual dysfunction and early-onset puberty. FDA officials said they are especially concerned about its developmental  impact on fetuses, infants and young children. Various indepented tests have shown that there are higher levels of BPA exposure than the FDA reports in canned goods. Despite these findings there is resistance by Congress to ban it. As consumers and new parents become more aware of BPA they will seek alternatives to plastic and canned goods such as glass bottled or frozen foods.  Concerns such as BPA will also drive people to freeze and can their own foods and shop locally as previously stated.


Sustainable Packaging on the Rise
Despite the failure of the biodegradable but ultra-loud SunChip bag, there is more interest in biodegradable packaging options and less packaging to emphasize sustainability.  Pike Research estimates that eco-friendly packaging will nearly double in revenues between 2009 and 2014, rising from $88 billion to $170 billion. According to Mintel there will be a greater focus on reduced packaging that promotes environmental responsibility in combination with uniqueness, such as boxless cereal bars or more cereals without the inner bag. Paper Mate recently introduced biodegradable pens with compostable outer shells that break down into organic matter within a year. Following a more traditional route, Kraft Foods plans to reduce its carbon footprint in 2011 by decreasing waste from its plants, eliminating 150 million pounds of packaging material, and cutting CO2 emissions by 25 percent.

Do you have others that you feel I have missed or wish to add? I’d love to hear them.

LOHAS (acronym for Lifestyles of Health and Sustainability) provided three days of insightful panels and networking opportunities attended by thought leaders across industries, government, non-profit organizations, research organizations and academic institutions including Faith Popcorn, Joel Makower, Dr. Alan Greene, Philippe Cousteau, U.S. EPA’s Stephanie Owens, Coca-Cola’s Tom LaForge, eBay’s Elisabeth Charles, Edelman’s Henk Campher, Alex Bogusky, Dr. Larry Dossey, 1% for the Planet’s Terry Kellogg, Mother Jones’ Madeleine Buckingham, Malika Chopra, Ode Magazine’s Jurriaan Kamp, among others.

 

Key insights from the LOHAS 2010 Forum include:

“Learning from the Past to Shape the Future”
• “We are in the midst of an evolution of our Cultural mindset from a ‘me’ mentality to a ‘we’ point of view.  This transition is a response to a society where economics, ethics and environment are collapsing simultaneously,” said Faith Popcorn, founder of BrainReserve and best-selling author of EVEolution, Clicking, The Popcorn Report, and most recently Dictionary of the Future.

“LOHAS and LOHOE: How Health & Sustainability are Complemented by Hedonics or Economics”
• The mainstream is more often motivated to act upon hedonic reasoning (i.e. seeking pleasure and avoiding pain) and their choices are constrained by economic realities. 42 percent of the population considers buying eco-friendly or ‘green’ versions of big-ticket items if the price is about the same as conventional versions.
• “Frankly, there is a little HOE [hedonics or economics] in everyone.  It is natural human instinct to gravitate toward those things that bring us both temporal pleasure and long-term satisfaction.  We are all able to act upon our desires within the constraints of our personal economic situations,” said Wendy Cobdra, president of Earthsense.

“The Situation in the Gulf”
• “We spend 1,000 times more money every year in our federal budget for space exploration than we do to understand our oceans,” said Philippe Cousteau, environmentalist and founder of EarthEcho International.  “Knowing whether there was ever water on Mars – not critical to surviving on this planet.  The oceans are.”
• “There’s a lot of talk about boycotting BP while a lot of [BP] gas stations are owned by small business owners…it hurts those people.  What we need to be boycotting is our dependence on oil, single use plastic bags, plastic bottles, coal; shutting off the power; and living in more reasonable houses,” said Philippe Cousteau.
• “The type of dispersant that was chosen, Corexit, was only proved 56 percent effective in a lab.  There were 12 other EPA-approved dispersants, and two were 100 percent effective and they were not chosen.  That was an inside oil industry thing because Corexit is produced as a by-product from the refining process,” said Charles Hambleton, producer of Oscar-winning documentary The Cove.

“Where are the Green Jobs?”
• The Obama administration has made it a priority to connect low-income communities to green jobs based on the billions of dollars placed into the Stimulus Bill.  For example, the U.S. Department of Labor put out $148 million of green job training grants through its Pathways Out of Poverty grants. 
• “The economic business case for sustainability is being made every day by companies as diverse as Patagonia and Walmart. Their effort to green their supply chains is driving the economy and creating new business opportunities, innovations and jobs in support of sustainable business practices,” said Andre Pettigrew, executive director of Denver’s Office of Economic Development.

“Phood and Kids”
• The Center for Disease Control (CDC) has stated that children born in the year 2000 in the U.S. will be the first generation in our country’s history to have a lower life expectancy than their parents due to a projected 33 percent of Caucasians and 66 percent of African Americans and Hispanics contracting diabetes in their lifetime as a result of poor diet.  “We are actually killing our kids with food and this must stop,” said Ann Cooper, author of Lunch Lessons: Changing the Way We Feed Our Children, chef and educator.
• One in three American children now have autism, allergies, ADHD or asthma.  “As we work together, to inform and inspire each other about ways in which we can protect our children from toxins like growth hormones, pesticides, synthetic dyes and genetically altered ingredients in food, we realize that there is so much that we can do together to create the change that we want to see in our food supply,” said Robyn O’Brien -- author of The Unhealthy Truth: How Our Food Is Making Us Sick and What We Can Do About It and founder of Allergy Kids.

“Understanding the Carbon Economy”
• The US represents five percent of the population yet emits 25 percent of the world’s carbon.  “We need to reduce our energy use now and promote renewable energy to offset the remaining energy we consume.  If we all do our part today, we can create a bountiful, healthy future together,” said Margi Gardner, CEO of Bonneville Environmental Foundation.

“Spirituality and Health: What the Fuss Is All About?”
• In 1993, three of the 125 medical schools in the U.S. taught courses in spirituality and health and now 90 schools have such courses.
• In 1997, the Joint Commission on Accreditation strongly recommended that every healthcare institution have a vehicle in place to assess the spiritual history of incoming patients, which is now a requirement.

“Global LOHAS”
• Mobium Group data shows that the Australian consumer market for LOHAS products and services has grown from $12 billion in 2007 to $19 billion in 2009 with 2011 projected at $27 billion.  (Source: Mobium Group)
• “LOHAS in Asia is a brand rather than a movement and, as such, offers a great opportunity for LOHAS companies trying to enter the markets.  By using LOHAS on their marketing material, they are appealing immediately to their target audiences in Asia,” said Adam Horler, founder of LOHAS Asia.

“Convincing Mainstream Consumers to Go Green: What really motivates them to make sustainable choices?”
• Conversations matter – when kids talk to their parents about green issues, it results in behavior change 68 percent of the time.  Those conversations with neighbors and co-workers result in behavior change 56 percent of the time. (Source: Shelton Group)

 

“New Paradigms in Health & Sustainability: What's Working and What's Not”
• Mainstream consumers comprise the majority of users for many LOHAS products such as compact fluorescent light bulbs (CFLs), organic food, natural personal care and natural household cleaning products. There has been an increase in usage of many LOHAS products despite the recession, such as organic foods.  (Source: Natural Marketing Institute)

“The Social Currency of Social Media”
• If Facebook were a nation, it would be the third largest in the world with 50 percent of users logging in daily and over 70 percent of users outside the U.S.  “Measuring ROI with social media marketing is tricky, but the consensus is that more engagement correlates to achieving more marketing objectives.  So your goal should be to cultivate customer communities,” said Joey Shepp, founder of Earthsite.

“The Storytelling Value of Location-based Services”
• “Location-based social media is rapidly increasing in value, popularity and relevance.  LOHAS businesses will benefit from experimenting with tools like Foursquare, Gowalla and Twitter Places to get a feel for how these applications can help engage consumers and grow business,” said Nathan Rice, interactive director for Haberman Group.

Promoting lifestyles of health and sustainability, the annual LOHAS Forum brings together entrepreneurs, government heads, Fortune 1000 executives, investors, research institutions, academics and media for a program designed to inspire innovation and further expand the LOHAS market share.  The 2010 Forum was held from June 23rd to 25th at the St. Julien Hotel in Boulder, Colorado.