Page 2 - Green Social Networks

2010 LOHAS Forum Insights

Tuesday, July 6, 2010 by Ted Ning

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.

Pre LOHAS meetup happening at Bombay Bistro Thursday 6/17 at 6:30

Monday, June 14, 2010 by Ted Ning

LOHAS and its sponsors are holding a networking reception for LOHAS conscious individuals and businesses at the Bombay Bistro in Boulder CO this Thursday June 17th. This is a pre-cursor to the larger LOHAS forum that will happen next week at the St. Julien Hotel. Anyone who is interested in connecting with other values based people and have conversations on LOHAS topics please attend.

Sponsors and partners such as:

One of the leading green media outlets in the country

Lifestyle fitness company that embodies LOHAS values

One of the top natural and organic companies out there

An network that connects entrpreneurs and investors

http://twitter.com/gwenbell - A social media goddess and yoga instructor

These groups and individuals will be providing door prizes such as redeemable coupons, yoga products and other shwag. The grand prize is a day pass to the LOHAS forum. If you have not been to the Bombay Bistro this is a great excuse to do so. They have amazing assortment of unique drinks and tasty Indian cuisine.

Please RSVP on the LOHAS Forum facebook fan page. If you are not on facebook - no worries. Just show up and enjoy the company of others. We hope to see you there!

Businesses Coming Together To Help Change The World

Tuesday, June 8, 2010 by Ted Ning

Written eloguently by Ed and Deb Shapiro

In a few weeks time a remarkable event will happen in Boulder, Colorado. Over 500 large and small business leaders will come together to learn how each is contributing to a meaningful and safer world, while still managing to make a profit and even to live a relatively stress-free life.

This gathering is the annual LOHAS Forum, aka Lifestyles of Health and Sustainability, to be held June 23-25.

LOHAS offers a rare opportunity for both business owners and consumers to meet with the decision makers from many large companies, including Coca Cola, Petco, eBay, and the CEO of Ecover, and for those larger businesses, who may not know how to navigate the rapidly changing market, to learn from smaller ones who are making it work. It is also a place to find out about new trends and approaches to engage conscious consumers, who pay close attention to more sustainable and ethical ways of doing things.

With the current economic downturn affecting us all, many business people are asking themselves: “What am I doing and can I do it better, for both my business and for the planet as a whole? Can I, even if only in a small way, make a difference?” Last year we were all holding onto our financial dashboard with white knuckles, hoping we would be able to pull through. But now, LOHAS organizer Ted Ning tells, “People are asking, ‘Why was I in the rat race to begin with? I want to make decisions and spend my money with a greater awareness of the outcome but I don’t know how to do this or where to go.’ LOHAS provides an enormous amount of information to assist those who are making changes so they can understand how to maintain their business and market position.”

Ning believes there is a shift toward more meaningful-based initiatives, which shows itself in a combination of good business and inspired values. “People want their products to have more meaning, as seen in the Tide commercials where trucks laden with washing machines roll into Katrina camps to wash clothes, with a percent of what you buy going to this initiative. Conspicuous consumption, such as designer handbags or massive SUV’s, is on the decline, while more conscious and value-oriented purchases are increasing: I don’t want to just buy detergent but I want it to have other purposes too, like helping the needy. People are taking more care of where their money is going.”

At LOHAS, business owners can see other businesses that are innovative in their ways of reaching people and selling products, while also helping the planet. Green products are getting cheaper and more mainstream, and organic products are now in all main supermarkets as awareness grows of how they affect the planet and our own health: to eat better is to live better. As a result, this year the LOHAS focus will be on the health component with doctors, physicians and wellness experts, and how to make better health a part of both our life and business.

LOHAS provides thousands of dollars worth of consumer data that can really help businesses. The conference is not focused on just one thing, but on all aspects that will support a healthier and more sustainable lifestyle. Information will be available online and all the general sessions will be posted on YouTube. An entire track will be dedicated to social media and how to use this to optimize business. It identifies the market that caters to conscious consumers, and also identifies that conscious consumer base, giving people an understanding of how they fit and ways to connect with others.

“This is not a typical conference,” explains Ning. “It gives people permission to be themselves, as opposed to their business persona. Networking is more like heartworking as people tend to connect on a deeper level. It is really very different to a normal business conference as participants are inspired to turn their insights into actions so they can make real changes. This goes beyond the conference and into our daily lives.” All told, it’s simply the best place to discover opportunities and a like-minded community in the Lifestyles of Health and Sustainability marketplace!

The Globalization of LOHAS

Tuesday, June 1, 2010 by Ted Ning

Originally content by Andy Baker of the Mobium Group

With LOHAS spreading across the globe over recent years, LOHAS Journal thought it timely to reflect on what is driving the phenomenon globally, some of the key differences in interpretation across the world, and what binds LOHAS and LOHASians together—wherever they are.

Businesses the world over are leveraging LOHAS as a way to understand the consumption preferences of a growing number of people who care deeply about personal, community and planetary health and well-being, and are willing to spend accordingly.

While this theme acts as a backbone for LOHAS globally, significant differences exist in the interpretation of LOHAS from one geography to another. Not surprisingly, these differences tend to be largely driven by local cultural, environmental and social nuances.

For example, according to Peter Salmon from Moxie Design Group, LOHASians in New Zealand express their LOHAS values through outdoor experiences, seeking a connection with the landscape and concern about social issues. This differs from U.S.-based LOHAS consumers, who typically have a stronger focus on personal well-being. In Australia, the situation is different again, with environmental issues of drought and climate change hitting many Australians hard in their own backyard. Severe water restrictions are forcing Aussies to change how they think about their much-loved gardens and lawns.

CERTIFICATION KEY TO MARKET ACCEPTANCE
A key theme emerging from European and Australian studies is consumers’ desire for certification marks or “trust” marks from credible certification bodies, providing independent verification that the product lives up to its LOHAS claims. Supporting this claim are the findings of a recent Porter Novelli report, which revealed that Europeans were 32 percent more likely than American consumers to buy products with such marks, and Mobium Group’s Living LOHAS report, which found similar conclusions among the Australian population.

LOHAS IN ASIA
Despite many similarities, key differences have emerged in the use of LOHAS between Western countries and the countries of East Asia—including Japan, Taiwan and South Korea, where LOHAS is a booming consumer term. The emergence of LOHAS-branded foods and beverages, fashion labels and even LOHAS department stores heralds a new use of the LOHAS term as it crosses from business-speak into the consumer vocabulary.
While most Western consumers would draw a blank if asked for a definition of LOHAS, approximately 70 percent of Japanese adults at least recognize the term while up to 40 percent can articulate its meaning, according to Toshi Ide of the Japan-based LOHAS Business Alliance.

But how is LOHAS really interpreted in Asia? In China, LOHAS has been roughly translated to mean “good life” and has even been picked up by Chinese state radio. And English-language website Chinadaily.com.cn has published several articles referring to “escaping city life” and enjoying LOHAS experiences on the weekends in the countryside surrounding Beijing.

In Singapore, the city state’s Tourism Board markets the country to its Asian visitors as the LOHAS city—focusing on its spa resorts, authentic Nyonya-style cooking and its water recycling efforts (a necessity in such a small island nation, as the key to its LOHAS claims).

The emergence of LOHAS as a consumer brand has brought with it a range of organizations seeking to capitalize on the term, with varying levels of commitment to the values of core LOHAS consumers offered through a wide a range of products and services.

INNOVATION
Small and medium-size enterprises comprise one sector where serious efforts have been made to address the needs and desires of LOHAS consumers on platforms of personal and planetary health and wellness. In many cases, these businesses have been the keys to LOHAS innovation.

One example of this sort of innovation is U.S.-based Terracycle.net, a company achieving mainstream distribution and significant success turning waste streams into value through a range of innovative products and services, including a novel approach to garden fertilizer. With major distribution agreements across North America and licensing interest from across the globe, Terracycle has demonstrated that LOHAS innovation can deliver clear business value.

Another example is Australia-based professional garment cleaners, Daisy (www.daisy.net.au). Daisy has managed to eliminate the harmful chemical, perchloroethylene (tetrachloroethylene) from its dry cleaning process, using a water-based alternative to deliver an odorless dry cleaning solution free from harmful toxins. Such is the popularity of the Daisy service, excess demand currently means a wait of three days to have your suit cleaned! But based on the volume of customers prepared to wait, the LOHAS approach to dry cleaning has again demonstrated a commercial payoff.

Similarly, this year saw the launch in France of Velib (www.velib.paris.fr), a Paris-based commercial bicycle sharing operation that provides bicycles for commuters for a nominal fee. With over 10,000 bikes in circulation across 750 self-service docking stations throughout the city, this model is providing inspiration for cities the world over.
It seems that everywhere you look, there are examples of innovations, often by small and medium enterprises that are working toward more sustainable and healthier outcomes for people and the planet.

CONNECTIVITY
One of the difficulties faced by LOHAS consumers and the businesses that supply their needs is seeking out and finding each other—and connecting.
This key theme is driving the emergence of media platforms that respond to LOHAS consumers’ desire for greater connectivity—to other LOHASians and the organizations that manufacture and retail products and services that meet their values criteria.

Examples of recent activity in this space include Gaiam’s acquisition of Lime.com and zaadz.com, two strongly LOHAS-oriented information and social networking sites. Businesses, including U.S.-based Sustainlane, New Zealand-based Celsias, and a range of other sites across Europe, are springing up across the globe to fill this gap for information, referrals and advice. Discovery Channel recently purchased website Treehugger.com as the online property for its soon-to-be-launched Planet Green program.

Across the globe, mainstream consumer and investor interest in opportunities related to renewable energy, organic food, complementary medicine, low-impact transportation and other LOHAS products and services clearly demonstrates that LOHAS businesses have moved out of the fringes and are now attracting significant investor capital and expertise. Companies and investors that embrace the opportunity that LOHAS presents have the opportunity to take a leading position in the industries that will define the 21st century.

Key Facts: LOHAS in Australia
• Nearly 4 million adult Australians (26 percent of adult population) are LOHAS aligned.
• Individuals with a LOHAS outlook are drawn from all parts of society; their values and world view are not strongly tied to income, geography or gender.
• Australian consumers currently spend $12 billion on goods and services in the LOHAS market segments, with an overall growth rate of 20 percent expected to continue. The market is expected to reach $21 billion by 2010.
• While 8 percent of the population are LOHAS “Leaders” who are highly committed and active participants in fully integrated healthier, more sustainable lives, the LOHAS “Learners” are the largest of the four segments, identified at 46 percent and standing as a largely untapped opportunity.
• Learners would like to do the “right thing” but are not sure where to start. Solving for their key barriers, which include price and availability, are paramount to unlocking this market.
Source: Mobium Group, www.mobium.com.au, Living LOHAS Report, 2007.

Key Facts: LOHAS, New Zealand
• 32 percent of population Solution Seekers (NZ Equivalent of LOHAS)
• 57 percent female
• Greatest concentration (29 percent) are in the 45-54 year age bracket
• Slight skew toward rural rather than metropolitan locations
• Income profile of NZ LOHAS is growing over time
Source: Peter Salmon, Moxie Design Group, www.moxie.co.nz
Examples:
1. Media/online:
2. Lime – online portal to information, help and advice on LOHAS lifestyle
3. Zaadz and Riverwired – online LOHAS-oriented social networking sites
4. treehugger.com, Celsias.com – innovative online information sources for LOHAS-related themes and online collaboration
5. lohasguide.de (Germany), Sustainlane.com – LOHAS-related product and service listings and market information
6. Mobium Group – Australian research and strategy business focusing on sustainability and well-being; conducted the first research into Australian LOHAS consumers
7. Macro Wholefoods (Australia) – organic and natural foods retail store chain
8. Eco Age (eco-age.com) – a new store in London claiming to provide “a store, showroom, consultancy and destination that will offer inspiration, ideas and specific domestic solutions for all those who want to lead a greener and more energy efficient life”
9. Terracycle – Innovative company that re-uses waste streams and turns them into value-added products
10. Velib – Paris-based bicycle-share company
11. Flexicar.com.au – Australian car-share business winning support from local governments for their eco-friendly and cost-effective car-sharing program

Ecofriendly Travel

Thursday, April 8, 2010 by Ted Ning

Ecotourism is travel with ethics. It has, in essence, three core tenants: 1) protect and enhance the natural environment, 2) respect local cultures and provide tangible benefits to host communities, and 3) be educational and enjoyable for the traveler. LOHAS and ecotourism are part of the same growing consumer movement focused on sustainable living, social justice, and personal development.

Ecotourism emerged from the environmental movement of the late 1970s. By the early 1990s, it was the fastest growing sector of the tourism industry, expanding globally between 20% and 34% per year. In 2004, ecotourism and nature tourism were growing three times faster than the global tourism industry as a whole (UNWTO). In 2002, LOHAS found that ecotourism was a $77 billion market in the U.S alone.
According to Travel Weekly, sustainable tourism could grow to 25% of the world’s travel market by 2012, taking the value of the sector to approximately $473 billion a year. The following are current trends in the dynamic field of ecotourism:

Travelers Philanthropy

There is a growing source of international development aid, spearheaded by ecotourism companies, to support community projects in host destinations. Increasingly, conscientious companies and travelers are providing “time, talent, and treasure” to further the well being of host communities. Travelers’ Philanthropy projects are helping to empower local communities by providing social services, jobs, skills, ownership, education, and environmental stewardship.

Case-in-point: After a trek in

Nepal

, Dr. Antonia Neubauer, founder of Myths and Mountains, a Nevada-based travel company, asked her Sherpa guide what he would do for his village. “Build a library,” he responded. That library project has since evolved into READ (Read Education and Development), which is today a network of 40 community-owned and operated libraries across

Nepal

. Myths and Mountains donates $50 from every traveler to support READ. For about $46,000, READ builds a library; stocks it with 3,000-5,000 books; trains locals; and funds sustainable community projects. The program won the 2006 Access to Learning Award from the Gates Foundation.

"Voluntourism"

Closely linked to Travelers Philanthropy is the movement for “Voluntourism,” active, hands-on, volunteer vacations that address global issues of environmental degradation and poverty alleviation, while fostering understanding between visitors and host communities.

Its origins trace back to the days of healers, explorers, and sailors who traveled while offering services to those in need. With growing awareness of global citizenship and social responsibility, it is no surprise that “voluntourism” is booming. According to Peter Yesawich, CEO of America's leading hospitality marketing agency, 6% of all U.S. active travelers took a volunteer vacation last year.

Case-in-point: Coral Cay Conservation (CCC) is a not-for-profit organization that uses volunteer visitors to protects tropical marine environments. CCC’s Fiji Reef Conservation project is just one example of a two week trip that trains volunteers to collect scientific information, which is then used to provide recommendations for the sustainable management and conservation of coral reefs and tropical forests.

Carbon Offsets for Travel:

There are increasing concerns about global warming and the effects of carbon dioxide produced from flights, road trips, and other fossil-fuel based recreation. Air transportation alone is believed to produce between 4%-10% of greenhouse gases worldwide. A range of businesses are taking responsibility for reducing their “carbon footprint” by decreasing emissions and donating to tree planting, forest protection, and solar, wind and other renewable energy projects.

Cases in point:

- Carbon Offset Companies: Dozens of companies help travelers calculate the greenhouse gas emissions caused by their travel and then “offset” the impact. Vermont-based company, NativeEnergy, collects “carbon offset” donations to invest in Native American-owned farm projects such as wind turbines, solar arrays, and a manure digester project that powers a 160 kW generator to displace fossil fuel and methane emissions.

- Travel Websites: Expedia and Travelocity have developed programs for travelers to buy carbon offsets when purchasing tickets online. Expedia has partnered with TerraPass to offer “Carbon Balanced Flyer” luggage tags. For about $5.99, travelers can offset approximately 1,000 pounds of carbon dioxide.

- Airlines: NatureAir, based in Costa Rica, is the first airline to pledge to offset all its fights. The airline launched a program to financially support sustainable reforestation in Costa Rica, through a system outlined in the Kyoto Protocol, and is conducting research into alternative energy sources such as ethanol and pig waste.

- Ski Resorts: With snow melting two to three weeks sooner than it used to in the 1950s, it is no surprise that 46 U.S. resorts are investing in renewable energy sources. Nineteen are offsetting 100% of their energy use through wind-power credits. Leading the industry is Aspen Skiing Company, with a purchase of 21,000 megawatt hours (MWh) of renewable energy credits, the largest purchase in U.S. ski history, Aspen will keep nearly 20,000 tons of carbon dioxide out of the atmosphere.

Green Architecture:

Organic gardens, native landscaping, solar and wind power, waste water composting, rain water harvesting, gray water irrigation, and recycled building material are a few of the signs of the burgeoning field of ‘green’ architecture linked to tourism. Small ecolodge owners and luxury chains are beginning to recognize the ecological and often economic benefits of green architecture.

Case-in-point: Fairmont Hotels & Resorts has a global reputation for environmental stewardship through its Green Partnership Guide, a 17-step process to sustainable best practices in the lodging industry. Each property has developed initiatives that support the corporate commitment to reduce the ecological footprints of its properties. For example, by simply changing 40 watt incandescent to 9 watt compact florescent bulbs, Fairmont San Francisco reduced 351,942 kilowatt-hours with an annual cost savings of $41,564.

Agroecotourism:

Many family-owned farms are tapping into travelers’ interest in rural heritage and lifestyle. Through agroecotourism, farmers generate additional income by hosting visitors, educating the public, and promoting farm products. In Vermont alone, income from farm based tourism activities generated $19.5 million in 2002, representing approximately four percent of the total gross farm income.

Case-in-point: Shelburne Farms is a 1, 400-acre working farm, National Historic Landmark and a nonprofit environmental education center that hosts some 66,000 visitors per year. Originally built in 1886 as a private country estate of William Webb, his descendants have turned the estate into model of agroecotourism. According to Director Alec Webb, Shelburne Farms is an educational center that uses a sustainably managed landscape as a classroom to foster an appreciation for the natural world and demonstrate stewardship in sustainable forestry, dairy-making, and cheese-making. Shelburne Farms received the 2006 National Conservation Achievement Award from The National Wildlife Federation for its environmental stewardship.

These are just a few trends that highlight ecotourism principles of environmental and social stewardship. To further promote responsible travel, The International Ecotourism Society is hosting a Global Ecotourism Conference in Oslo, Norway from May 14-16, 2007 and a North American Ecotourism Conference in Madison, Wisconsin from September 26-28, 2007.

Ecotourism:
The International Ecotourism Society
www.ecotourism.org

Global Ecotourism Conference
www.ecotourismglobalconference.org

North American Ecotourism
www.ecotourismconference.org

Philanthropy:
Travelers' Philanthropy
www.travelersphilanthropy.org

READ Global
www.readnepal.org

Voluntourism:
Coral Cay Corporation
www.coralcay.org

Green Architecture:
Fairmont Hotels & Resorts
www.fairmont.com

Agroecotourism:
Shelburne Farms
www.shelburnefarms.org

Preparing for the Pitch

Thursday, April 8, 2010 by Ted Ning

Preparing for the Pitch:
Tips for Mission-Driven Startups Seeking Outside Capital
By Matt Lombardi

Raising capital for a LOHAS mission-driven venture is exceptionally challenging and is a key element of successful green business strategy. One obstacle that social entrepreneurs face is a scarcity of traditional funding sources. Conventional investors tend to avoid double-bottom line companies for fear that such investments would yield lower and slower returns. As traditional investors dominate the venture capital arena, finding investors with two bottom lines is not an easy task.

While there is no single way to attract mission-aligned investors, there are practical guidelines to help social entrepreneurs locate viable backers, understand their needs, and avoid the most common fundraising mistakes.

Where to Find Mission-Aligned Capital
Angel networks, which are groups of individual investors who provide capital to startups, are a viable option for for-profit socially responsible investment ventures. Individual investors tend to consider a broader range of deals than most venture capitalists. An extensive list of angel groups can be found at the Angel Capital Association’s website (http://www.angelcapitalassociation.org). One of the more established groups listed, Investors’ Circle (www.investorscircle.net), is a national network comprised of individual and institutional investors dedicated to backing for-profit social entrepreneurs.

Several double-bottom line institutional lenders and venture funds have sprung up over the last couple decades. A few examples of these institutional investors include RSF Social Finance, Calvert, and SJF Ventures. A comprehensive list of socially responsible funds can be found on Columbia’s Research Initiative on Social Entrepreneurship (RISE) website located at www.riseproject.org

The U.S. Small Business Administration (www.sba.gov) is a helpful resource for ventures seeking loan opportunities.

Mission-driven ventures that take a non-profit form should consider the extensive list of grant resources found on SocialEdge.org, a website dedicated to supporting social entrepreneurship. A more traditional list of funders can be found at Foundation Center Online at www.foundationcenter.org

Matt Lombardi is the Entrepreneur Services Director for Investors’ Circle, a non-profit national network of angel investors, institutional investors and foundation officers who seek to balance financial, social and environmental returns.

What Do Socially Responsible Investors Look For?

The array of investment criteria is overwhelming in breadth, however most double-line investors zero in on a few key factors when it comes to making the right investment decision.

Before shopping your idea to investors outside your immediate circle, you will want to be confident in the following:

1.) Strong and relevant industry experience. Investors are said to invest in entrepreneurs, not ventures. If your team lacks experience in a specific area, be forthcoming about your plans to fill that gap. Developing relationships with reputable advisors will also help build credibility.

2.) Attractive and realistic financial projections. Enough with the hockey stick projections! Being overly optimistic is a sure way to lose credibility. In the same vein, take care not to be too conservative. While being realistic, make the opportunity compelling from an investment standpoint.

3.) Firm understanding of competition. Refrain from minimizing your competition. Acknowledging your competitors demonstrates that you understand the market and are prepared for the challenges that lie ahead.

4.) Traction in the marketplace. Demonstrating that there is a demand for your product or service is key to peaking an investor’s interest. Documenting letters of intent from strategic partners and potential distributors will also strengthen your value proposition.

5.) Built-in values. Socially responsible investors favor ventures whose mission is core to the company’s business model, rather than just an afterthought.

Fundraising Tips

Investor meetings can vary from a cup of coffee to a full-scale pitch before an investor group. Regardless of the level of formality, keep these tips in mind to avoid common fundraising mistakes:

1.) Keep it simple. Avoid getting lost in non-essential details. Start with a concise encapsulation of your business concept to draw in your audience from the start. Then deliberately hit the key areas of interest to investors (i.e. competitive advantage, market size and trends, business model, social or environmental impact, management team, financials, and the potential exit).
Practice presenting until your delivery time is consistent
and appropriate for the occasion.

2.) Come prepared. When meeting with an investor or group of investors, a concise 5-15 minute PowerPoint presentation is standard. Come prepared with an updated business plan and executive summary. If applicable, bring a prototype or product.

3.) Engage the audience. Avoid text-heavy slides. Presentations should guide viewers through your key points, not serve as your script. If you want the audience to remember verbal points, provide a handout sheet at the end of the meeting.

4.) Attitude Matters. Appearing “too confident” or “egotistical” is a common mistake that entrepreneurs make at investor meetings. While it’s critical to come across as both passionate and competent, an approachable demeanor will help open a dialogue between you and your potential investors. Simple tactics such as smiling and making eye-contact are essential to making a good first impression.

5.) Interview your investors. Due diligence should not be a one-sided process. It’s essential to trust and respect potential investors before signing term sheets. Sharing a common vision of the company’s future (as well as the investors’ exit) will help reduce conflict as the company matures.

LOHAS Venture Fair Not to be Missed!

For LOHAS oriented companies or values based investors please check out the LOHAS Venture Fair. This event is developed from a partnership between Investor's Circle and LOHAS and is a great opportunity for you to interface with likeminded prospects and peers. It also coincides with the LOHAS Forum June 23-25th.

Tips on Giving to Haiti the LOHAS Way

Wednesday, January 27, 2010 by Ted Ning

We have all seen the horrific images from Haiti as more and more detail of the damage and lives lost mount. The outpour from people has been tremendous and the willingness to lend a hand to people in dire times is remarkable. LOHAS would like to point out some of the qualified aid groups that are not bogged down in logistics and be more able to provide immediate aid and awareness of crisis areas. We feel these are legitimate ways that your contributions will make a difference and what are some options that are LOHAS oriented.

The CAN-DO.org organization is on the ground and has been since the quake – their efforts can be seen on www.VirtualVolunteer.tv. The footage is truly unfathomable and aid is not being delivered effectively. They have coordinated a Haitian team with more than 20 water trucks and distribution points and is getting the aid delivered directly to those who need it - hospitals, refugee camps, and more. CAN-DO is also documenting the relief process and will continue to do so to promote direct action, accountability, and results.

They are in dire need of large tents, non-perishable food items, and other emergency supplies. Please forward this to any companies or organizations you know who can contribute, or consider donating towards this. All donations make a direct impact and are tax-deductible. Christie Communications is supporting their efforts in the States by being their point of outreach and contact.

The marketing group Blue Moon has joined forces with Triton Media to help make a difference. Even after people donate money to the cause they still want to try and help. Triton Media is putting together a campaign on their 650+ Loyalty Media sites, including Clear Channel, the Chicago Tribune and CBS where 9.5 million members in their database can donate their loyalty points to help send care packages to Haiti.

Blue Moon will promote this campaign on air, on-line, in-stream via Triton’s 5,000 affiliate terrestrial and internet only stations and via Social Media sites to encourage people to go to haitineedsyourhelp.com to donate their points to purchase care packages and supplies like shelter, water purification systems and communications systems to help those in need.

They have people on the ground in Haiti at the clinic run by Friends of the Children of Haiti to distribute supplies, as well as Soles 4 Souls, the Salvation Army and more. They are reaching out to potential partners to underwrite this program - this may be a company or individual or group and may be in the form of cash to purchase donations or donated supplies - any ideas and suggestions any of you have would be greatly appreciated.
Partners will be included in the following:

–Loyalty program on up to 650+ local media sites
–Loyalty program on Triton’s National promotional site PrizeFrog.com
–Prominent placement on the custom url haitineedsyourhelp.com dedicated to this relief effort
–Minimum of 10 million impressions on Triton’s Digital Media Network
–Inclusion in our Social Media efforts to encourage members to invite their friends and family to participate
–Exposure via video placement where our audience can view a video about you, your company, product and commitment to help. By watching this video, the member will earn more points to donate back to the cause.
–Incentive of points to click a link to donate money
–Incentive of points to click a link to your website to learn more

Investment to make this happen:
o    $10,000 to activate program
o    Supplies (or budget to cover supply costs)
o    Budget for shipping
At the end of the day, this is about helping the people of Haiti but with Triton’s generous media donation, Blue Moon can also prominently highlight those companies that participate. Contact Blue Moon for more details.

There has also been an announcement of a Sustainable Haiti Conference March 19th in Miami. Sustainable Haiti will include 25 seminars and over 60 speakers- social entrepreneurs and social investors from around the world, US government officials, NGOs, leaders of the Haitian diaspora + Haitian government officials and faith-based groups.

Treehugger has identified some great green oriented aid services on their website that are green oriented relief organizations working in Haiti.

The Rewards of Being Green

Friday, January 15, 2010 by Leonard Zangwill

   I recently received a mailer from American Express, pitching their ZYNC charge card. It is basically an a la carte version of their Membership Rewards program. The base fee is less than the usual membership rewards programs; however, a cardmember can gain extra rewards by signing up for “packs”. These are merchant groups where s/he will gain extra rewards (2% vs. 1%). The packs are “social”, “go”, “connect”, and “Eco”. Essentially, the cardmember can customize the overall rewards package.

   I found the Eco pack particularly interesting. First, it exists in the first place. I am more used to credit offers for double points at grocery stores and gas stations—not for being eco-friendly per se. Second, of the four “packs” available with the ZYNC card, only the Eco pack comes without an extra fee (The others are around $20-$25.) The no extra fee is definitely an encouragement to add the Eco-Pack. Third, all of the qualifying ECO-Pack merchants have been rated by an independent third party. The idea is to prove their, well, “eco-cred”.

   The rewards network as screened by Amex’s certification vendor Greenopia is impressive. It covers many cities across the country, and also contains numerous categories. In fact, there over nearly 20 main categories (baby food, coffeehouses, grocery stores, airlines) with many more subcategories spread over almost 100 cities. For example, the newest listing in the Philadelphia area (as of this writing) is a compressed natural gas fueling station (operated by PECO, the local electric utility).

   American Express has identified a group of prospective “green” customers who would be attracted to a collection of eco-friendly merchants. I think it is telling that American Express judged “eco-friendly” to be as potentially important to the ZYNC target market as travel, socializing, and communicating with friends--important event to build a merchant grouping around. Hopefully, the eco-friendly aspect will be as prominent in other market segments. I am waiting to receive the next credit card offer from an AMEX competitor that includes its own “eco-rewards” product.

Where to find a LOHAS job

Wednesday, January 6, 2010 by Ted Ning

More often then not I get emails and calls asking if there are any positions available at LOHAS. I also get many emails and meetings over coffee to discuss options with collegues who are between things which is the PC way of saying they too are out of work. The fact that there are more people looking for fewer poistions makes it a competitive arena and intimidating. Plus many don't want to sacrifice their LOHAS values for the sake of food on the table. To aid those in search of a future LOHAS employer we have comprised a list of links that you may find useful to your desired field of work.

GREEN INDUSTRY
Great Green Careers
Great Green Careers lists jobs in renewable energy, the environment and sustainable building.

Idealist.org
A place to find dream job in the nonprofit sector, or find resources to continue growing in career.

Ethical Jobs
Jobs and resumes in ethical fields - Charities, Corporate Social Responsibility, Family & Children and other categories.

Care2.com Job Listing
Care2 is the largest online network for people who want to make a difference.

Greenjobs
"One-stop" site where recruiters and job seekers can interact.

The Chronicle of Philanthropy - Career Network
Employment opportunities in company gift, charity and fund raising programs.

SpiritList.com (Southern California)
SpiritList is designed for all involved in the fields of holistic health and well-being.

Clean Edge
Your source for Clean Tech jobs.

ENVIRONMENTAL/ ENERGY EFFICIENCY
Green Career Central
Green Career Central is a membership website that provides expert career coaching and advice. There is a green job board that is open to everyone as source of green job and career openings.

Green Dream Jobs at Sustainablebusiness.com
Offer opportunities that fulfill society's needs while contributing to the well-being of all earth's inhabitants.

Environmental Career Opportunities
500+ Environmental Jobs in conservation, education, policy, science & engineering and more!

EnvironmentalCAREER.com
Assists individuals and employers in matching potential employees with employers.

EcoEmploy.com
Find environmental jobs in government, companies and non-profits. Includes science, natural and green opportunities.

Green Biz Job Listing
Provides a listing of opportunities in various environmentally oriented businesses.

Envirolink
A grassroots online community that unites hundreds of organizations and volunteers.

The UK Green Directory
Information about the environmental sector in the UK for consumer, professional and business users.

GeographyJobs
GeographyJobs is a job search and job by e-mail service that is focused on bringing together geographers and employers in need of their talents.

WELLNESS/FITNESS
Wellness Jobs
Post Wellness job employment resume or find a Wellness job listing

WellnessCoachCareers.com
Search for Personal Trainer Jobs, Fitness Jobs, and Careers in Corporate Fitness and Wellness.

American Herbal Products Association Job Bank
The AHPA Job Board powered by CPGjobs provides natural health product companies with a specialized tool to assist in the recruitment and hiring of quality candidates.

Yoga Finder
Find yoga jobs and opportunities.

Health and Yoga Community
As the Yoga community grows around the world, Health and Yoga Placements & Recruitments allows Yoga Job Seekers and Yoga Recruiters to find each other.

FitnessJobs.com
FitnessJobs.com is an internet recruitment site/job board that specializes in the health, fitness, recreation and leisure industries.

HEALING ARTS
Healing Schools Job Listing
This listing can help you transition from student to practitioner with a salary. You can also find internships as well.

DIVERSITY/MINORITY
Jobs4.0
The leading source of job opportunities for candidates 40 and over.

Diversity Jobs
Diversity job board and workplace diversity blog with the latest news, articles, opinions and information.

MinorityJobs.net
Free Resume posting & Job listing site, with Career guide, civil rights, legal & government news archive, plus scholarship links.

DiversityWorking.com
The largest diversity job board online, career opportunity and news source resource and job search engine for the cultural diversity marketplace.

Women on Hire Job Listing
National career fair and diversity recruitment information as well as career advice for women including: job interview questions, resume example and cover letter.

Women’s Job List
Over 2000 companies and organizations link to this site, providing employers with exclusive access to highly qualified candidates.

OUTDOORS
Outdoor Adventure Professional Network Job Listing
Free job search and posting site for outdoor adventure professionals.

OceanCareers.com
Explore over fifty ocean-related careers.

Wilderdom Job Listing
Current outdoor education jobs and employment opportunities - links to adventure education positions around the world.

NON-LOHAS SITES (but information on LOHAS jobs available)
Juju
Speed up your job search and find better jobs! Juju searches millions of jobs from thousands of sites.

Simply Hired
Search over 5 million job listings and thousands of jobs sites to find a job you love.

Craigslist
craigslist provides local classifieds and forums for jobs, housing, for sale, personals, services, local community, and events.

CareerBuilder.com
Search 1.6 million Jobs on CareerBuilder.com. Find new employment or work. Fresh job listings posted daily.

Indeed
Search millions of jobs from thousands of job boards, newspapers, classifieds and company websites.

If there are any others you wish to add please let me know. There are a ton out there and Id like to know which ones are good and bad. Good luck in your search!

Which Sustainable Business Conference is Right For Me?

Thursday, November 12, 2009 by Ted Ning

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

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

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

September:

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

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

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

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

October:

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

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

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

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

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

November:

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

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

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

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

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

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

LOHAS, Baby Boomer Men, the Next Marketing Frontier

Tuesday, September 1, 2009 by Brent Green

From their ranks came the leaders of Ben & Jerry’s, Whole Foods, Starbucks, Silk Milk and Celestial Seasonings.

Their vision for prosperous businesses sprang from idealism they had embraced in the 1960s and 1970s. Their names are synonymous with Lifestyles of Health and Sustainability, long before LOHAS had a name.

Cohen. Greenfield. Mackey. Schultz. Demos. Siegel.

They tapped into an anti-plastic food zeitgeist that would shatter complacency and move markets toward healthy, natural, organic, ecofriendly and socially responsible products. They were the visionaries who first grasped and then capitalized on the changing moods of a generation.

They are Baby Boomers. They are men. And they launched an industry.

That’s why farsighted LOHAS marketers are taking another look at these men, both the innovators and the legions who buy their products. Millions of men, infused with idealism and health-seeking values, constitute an enormous segment that’s only going to become more lucrative in its aging.

Steve Demos, founder of WhiteWave and NextFood, already foresees the next giant marketing opportunities to target a generation. Simplistically, they are still Boomers, and they are aging, and they are changing aging.

They’re in play for new products that deliver substantive health and chronic disease mitigation benefits. So Demos has launched GoodBelly, a line of stomach-soothing probiotic juice products developed for Boomers. He’s made a good decision, even if it’s daring.

The market rewards daring. The market rewards clarity about the market.

Why This Generation, Why Men?

Never before in the history of this nation have so many men entered the 50+ lifestage. Nearly six thousand Baby Boomer men turn 50 every day, and a Boomer male turns 60 about every 15 seconds. This generational march to 60+ will continue for the next seventeen years.

Demography by itself does not predict the future course for this generation. The idiosyncratic Boomer value set, inspired by the social and cultural revolutions of the 1960’s and 1970’s, adds dimension to future scenarios. How so for Boomer men?

First, this generation of men has experienced the consumer power that came with being at the top of the nation’s traditional social hierarchy. When they were young adults, Boomer men were favored with jobs, wage and salary advantages, and access. Social status influenced them to resonate with heroic marketing archetypes such as the Marlboro Man and the Shelby Ford Mustang. They like mythologies around conquering individualists such as Ben & Jerry.

Second, they remember standing side-by-side with female peers during long months of struggle to achieve greater economic and social equality for women. Many protested for greater racial inclusiveness. A man coming of age in the sixties and seventies learned to empathize with the underdog and challenge authority. An iconic magazine ad campaign for the Volkswagen Beetle – “Think Small” – embodied the underdog achieving celebrity status. The movement toward local growers of organic foods is thinking small but with big implications.

Third, Boomer men have a feisty history, and they’ve transformed every lifestage they’ve occupied. For example, they ushered in the yuppie and gravitated to products such as the BMW sports car and Mont Blanc pen, reflecting their well-honed sense of technology, design and luxury. Starbuck’s and Whole Foods executives understand how to create the “being places” that cause Boomer men to linger…and buy: holistic, healing, eco-green places, down to earth.

Powerful Influences of Gender on Attitude

Natural Marketing Institute (NMI), based in Harleysville, Pennsylvania, has been conducting consumer research into the Boomer generation mindset since the beginning of this decade. Boomer men and women share many core values. For example, based on NMI’s Healthy Aging/Boomer Database, 81 percent of Boomer women and 78 percent of Boomer men strongly or somewhat agree with taking responsibility for health matters: I’m very concerned about my personal health and am actively managing it.

Both sexes strongly or somewhat agree that exercise is a primary way to promote healthy aging (94% of women and 92% of men). Both sexes strongly or somewhat believe vitamins and nutritional supplements promote healthy aging (75% for both genders). Both sexes believe that maintaining independence as they age is of highest priority (98% of women and 96% of men).

However, upon closer study of NMI data, noteworthy gender differences emerge. Steve French, managing partner of NMI, believes many attitudes have distinct gender influences that marketers can use to construct and target commercial messages.

“NMI research follows the opinions of 10,000+ Boomer men and women, and our survey data is revealing surprising gender insights,” said NMI’s French. “For example, Boomer men are more likely to aspire to live very long lives, but they are less likely to embrace the behaviors that correlate with longevity, such as prioritizing a healthy diet and pursuing supportive social networks. Differences between men’s aspirations and reported behaviors create opportunities.”

When asked if they would like to live to 100-plus years old, 61 percent of Boomer men strongly or somewhat agree, while 53 percent of Boomer women hope for such advanced old age. Concerning a belief that the best years of life are still ahead of me, 77 percent of women strongly or somewhat agree while 68 percent of men share this degree of confidence in the future.

A large percentage of Boomer men aspire to long lives; yet, many do not have faith that bonus years will be so golden. A gap between ambition and outlook is an underdeveloped opportunity for marketers promoting products that empower Boomer men in their quest for self-directed health care and healthy living.

Organic products. Natural products. Nutriceuticals. LOHAS products.

Boomer men are more prone to spend discretionary dollars during the economic crisis. They are more likely to make impulse purchases than women (25% men versus 9% women). They are more apt to spend than save (37% versus 28%). They are more self-directed on investment decisions (70% versus 46%). At the grocery store, they are more willing to buy national brands over generic store labels (46% men vs. 26% women).

Research and market observations point toward a new sociological construct for maleness after 50. It's a construct that includes awareness of natural and organic products, ecological living, holistic health modalities, social accountability, and integrative alternative medicine.

Boomer men are changing the meaning of aging and masculine identity and will expect more, acquire more, challenge more, and give more than their predecessors.

Founders of the LOHAS movement, many of them Boomer men, already know this, and they’re acting on it.

Social Media and LOHAS

Thursday, July 30, 2009 by Ted Ning

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

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

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

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

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

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

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

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

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

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

Reflections on LOHAS Forum 2009

Tuesday, July 7, 2009 by Ted Ning

Innovative Business Panel Discusion at the LOHAS Forum

I have finally surfaced from being a bit buried from aftermath paperwork and loose ends that are associated with putting on the LOHAS Forum. (Whew!) I have to say that I feel this event was the best LOHAS yet. We had over 550 people attend who were representing 360 different companies. The green eyes of the world descended upon Boulder Colorado the Longmont Times claimed as people came as far as Australia, New Zealand, Europe, and South America to attend the event.

It appears that many enjoyed the LOHAS Forum’s speakers and sessions. Rob Delwo, a scholarship recipient for the event stated in his blog, “It was an incredible conference that brought together pioneers of the green industry, such as Ray Anderson from Interface, with the new emerging class of green thinkers, such as eighteen year old Carly Wertheim , Co-President of Teens Turning Green. The topics discussed included everything from Engineering to Yoga.”

There is uniqueness to the event that is hard to describe. As ecopreneurists.com states, it brings together companies wanting to attract "conscious consumers, green capitalism and and great connections." There is permission to be connected beyond business but at a soul level. Anthony Zolezzi has seen this also. As an opening session speaker he states in his blog “From what I observed, the attendees seemed to want to hug, network and truly get to know each other, right from the opening session.”

LOHAS is such a large all encompassing concept with the goal to create relationships that may not occur at other events. I had stated in my opening address for the event that many of us get caught in the groove of our daily grind that indirectly places blinders on us. We cannot see the opportunity that is right next to us if we engage with others. We wanted people to take those blinders off and be able to connect with each other on a heartfelt level to establish beneficial relationships. These connections are not only for green environment but also to understand our social accountability and maintain a sustainable economy.

The buzz generated from various companies being in one location such as Mr. Ellie pooh to Wall Mart and MINI Cooper. “It was a huge learning experience for me,” said Kate Alini, marketing communications manager for Mini USA, a division of BMW in a Colorado Daily news article. Alini said because she represents the automotive industry, she thought she would be “ostracized by tree-huggers,” but she found a unique cross-promoting network at the conference. “The automotive industry is not moving fast enough sustainability-wise,” she said. “I thought they were going to think I was the plague, but everyone wants know how they can help each other.”

Brent Green author of the Boomers Blog agrees with most that the keynote sessions such as Ray Anderson, Wade Davis, NMI and Carly Wertheim were well received by attendees. Based on the feedback we received, the favorite was Hunter Lovins of Natural Capitalism Solutions. "She is one larger-than-life tour guide. Cowboy hat, long hair, and booming voice she seems like she should be herding cattle rather than wrangling opinions." says Ecoscene.com. SolveClimate.com summarized Hunter's session as the business case for climate protection. She gave several cool eco facts that stuck with many. Wade Davis was a close second who was tremendously inspiring and according to Belief.net has the ‘best job ever’. Some other speakers were interviewed by Elephant Journal’s Waylon Lewis.

It is difficult to describe the energy and the diversity of the LOHAS Forum to those who do not experience it. To have green fashion specialists next to socially responsible investment brokers who both find common ground with holistic alternative medicine businesses is quite exciting and unique.

We were also able to connect live via Skype to a German LOHAS conference occurring at the same time. Themed Karma Consumption, it demonstrate the growth and internationalism of LOHAS.

According to the Boulder County Business Report the LOHAS Forum provided a good boost for the local economy too.

I want to thank the LOHAS team, sponsors and attendees for contributing to such a successful event.