"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.

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.

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?

For companies seeking green business solutions, investing in health care that connects the dots between personal and environmental health embodies ecofriendly consciousness.  To overlook one of the major investments companies make in employees by relying on "default" health care options, a major opportunity to promote healthy living is missed. Like processed foods, health care options are usually pre-packaged and offered "as-is" with conventional medicine industries taking the lead in credentialing and other mainstream practices.
     

     Credentialing is an administrative process that involves reviewing qualifications, training, and practice requirements, with the significant goals of promoting patient safety and establishing consistent standards within a group of providers.  In conventional medicine, the complexity of the credentialing practice is generally offset by the consistent scope of practice and licensure standards in the dominant health care system. Credentialing relies on those industry practice standards to ensure that users of a specific network are seeking care from appropriately qualified providers.    

To some, credentialing in the CAM sector may seem cumbersome or unrealistic, since many CAM providers maintain medical practices outside of standard medical institutions.  CAM PPO of America, Inc., however, offers a unique solution with a proprietary credentialing process that exclusively focuses on integrative and alternative medicine.  Because state licensure varies so widely for CAM fields, the process sets CAM PPO apart from simple lists and online groups that may use the right catch phrases but lack medical expertise and qualifications. 

     Seeking a CAM provider can be confusing for conscious consumers, and few patients may have the time or resources to investigate practitioner qualifications and backgrounds.  Yet, it's an essential ingredient to seeking appropriate care interventions.  CAM PPO credentialing impacts the caliber of every network practitioner, and communicates our commitment to quality to members, prospective providers, and employers.  Integrative alternative medicine providers often offer comprehensive approaches that encourage healthy lifestyle management and naturally based therapies.

     Few would argue with the claim that choosing healthy and organic living is an important step toward empowered personal health that promotes an ecofriendly awareness.  Similarly, for companies seeking a socially responsible investment in health, choosing a credentialed network of integrative medicine providers offers an effective option for improving employee health. 

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.
 

The rising tide against greenwashing may have swamped the Fiji Water Company.  The issue is carbon offsets.  Is Fiji Water truly “carbon negative” as the company has advertised?  A lawsuit filed last month by the Newport Trial Group, a law firm representing California consumers, argues that it isn’t.  The problem isn’t that Fiji hasn’t tried to account for and offset carbon emissions.  The problem, according to the consumers’ complaint, is that Fiji relies on carbon offsets that are premised on speculative offsets that “may or may not happen in the future.”  Once again, the market is looking closer at green marketing claims – and class action plaintiffs’ attorneys are striking out against vague claims.   Whether Fiji Water has actually deceived consumers with its ecofriendly claims is yet to be determined. 

Certainly, the Fiji Water case isn’t the first consumer class action that alleges deception in the context of greenwashing, but it is another indicator that green marketing can be risky.  And while there has been significant attention to the Federal Trade Commission’s release of new Green Guides for environmental marketing in recent months, the Fiji Water case also serves as a reminder that the FTC isn’t the only stakeholder empowered to challenge environmental marketing claims. 

What did Fiji Water do to provoke this challenge?  According to the complaint, the key issue is that carbon offsets purchased by Fiji rely on something called “forward crediting,” a method of providing carbon offset credits based on future offsetting activities.  The complaint alleges that forward crediting has been discredited by the Stockholm Environment Institute.

The fact that Fiji Water went beyond merely trying to offset its carbon emissions, and claimed that its products are “carbon negative” based on the purchase of carbon offsets equal to 120% of its carbon emissions is also very relevant.  This may be  a case of “no good deed goes unpunished” – if Fiji in fact did purchase bona fide carbon offsets that will materialize in the future.  On the other hand, if the facts show that Fiji purchased speculative or poorly administrated carbon offset credits, expect the California consumers to demand a big settlement.  (The complaint argues that Fiji Water’s “carbon negative” advertising helps the company charge super-premium prices.)

An interesting aspect of the complaint is that while it does not reference the FTC’s new Green Guides, the consumer challenge against forward crediting tracks with the FTC’s thinking.  The proposed new Guides advise that  “marketers should clearly and prominently disclose if [their] carbon offset represents emission reductions that will not occur for two years or longer.”  The Green Guides are not California law of course, but California’s consumer protection statute does actually make reference to the Green Guides and provides a legal defense for companies that can show their marketing claims are consistent with the Guides.  

Regardless of where the Fiji case actually goes, it teaches a couple important lessons to all marketers.  First, remember that the FTC isn’t the only “enforcer” empowered to challenge a green marketing strategy.  Bogus, vague, or speculative claims may be challenged by class action attorneys under state laws, especially in big states like California.  Second, the guiding principle for green marketing claims has to be complete disclosure.  A company can merely claim that it purchases carbon offsets, but that claim is risky without further disclosure of the fine print.

Guest Blogger Joseph ("Jay") Eckhardt is an attorney at Stoel Rives LLP, based in Portland, Oregon.  

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.

Since the recent passing of the Affordable Care Act, many patients, providers, and health care organizations are wondering what will change as a result.  In particular, the Complementary and Alternative Medicine (CAM) community may look with hope, concern, or mindful optimism at several sections of the bill.  

 The utilization of CAM services has grown substantially since the 1980’s in conjunction with the ecofriendly movement toward exploring natural health options.  So it’s no surprise that the new bill makes some notable attempts at the inclusion of holistic alternative medicine, though few without careful caveats. 

Attention to CAM can be found throughout the bill, most notably in the inclusive language that identifies licensed CAM providers within several specific sections of legislation.  Arguably the most significant among these is Sec. 2706, which establishes a non-discrimination provision to include licensed health care providers acting within their scope of practice in group health plans.  Though reimbursement limits and exclusions may apply, this legislation establishes a starting point that at least in theory attempts to increase access to CAM services and level the playing field for CAM and conventional providers.  

Additional sections also reference CAM, such as Sec. 3502, which describes community based  interdisciplinary professional teams delivering patient-centered medicine that "may" include doctors of chiropractic and other licensed CAM providers.  Other Sections that address integrative medicine include Sec. 4206, which discusses individual wellness program pilots that will focus on helping participants establish healthy lifestyles through preventive medicine; and Sec. 5101, which establishes a National Healthcare Workforce Commission that may include CAM providers to help analyze information and make policy recommendations; and a few others that reference integrative medicine explicitly.

Since state scopes among CAM providers vary widely, the expertise of the credentialed network of CAM providers offered through CAM PPO of America, Inc. remains a socially responsible investment for employers seeking to invest in employee health and preventive medicine rather than relying on "add on" approaches to integrative medicine benefit planning.