Recommended LOHAS Oriented Conferences To Consider Attending

Sunday, August 29, 2010 by Ted Ning


 

In my time at LOHAS I have been to a lot of green events. A few years ago there were only a handful of events to choose from and it was a bit of a close circle. However now it seems that green and sustainably oriented events are popping up everywhere. How does one know which are solid and which are just flashes in the pan? I am putting together my travel schedule and like you have to be selective as to where to put my energy and travel budget.


Here is a list of events I have either been to or have heard about that make my list and are organized by month:

September

The International Ecotourism Conference (Sept 8-10 Portland, OR)
The event for the ecoutourism industry that brings a global attendee base.  Eventhough the ecotourism industry is a small section of the overall tourism industry, it is an excellent place to learn what is happening in the space and who’s who. I have not been to this event and have always wanted to and this year is my chance. I look forward to it. Yours truly will be speaking on the future of sustainability trends and the ROI of green travel. Should be fun!

Opportunity Green  (Sept 22-24th Los Angeles Center Studios, CA) – This is their 3rd event and is very green business and design oriented. The speakers are primarily big business with some cutting edge entrepreneurs in the mix. Design conversations range from buildings to automobiles to fashion and the blend of people here is good. The event is really the only national oriented event I know of in LA that is green oriented and it has the LA look and feel. I feel you need to come to this event with a bit of a strategic game plan and set up some meetings to make the most of this event. You can also hear some interesting speakers and chat them up at the cocktail receptions and meals which are quite nice.

West Coast Green (Sept 30-Oct 2nd, San Francisco, CA)
The green building conference for the west coast featuring speakers such as Bill McDonough and an exhibit area of 300. I have not been to the event but I hear great things and if you are in the green building and design market you should go to this or Greenbuild (see below). 

October

Green Spa Network (Oct 3-7, Avon CO)
The Green Spa Network has come from those in the spa industry that are seeking to reclaim the world of wellness from the clutches of pampering and luxury. GSN is a membership organization and looking to get those in the spa world to recognize sustainable product creation and spa properties. This will be their second year convening and are still in infancy but are moving fast and furious to make headway into the spa world. Those in the spa world who truly want to engage green practices should definitely attend this event. 

SoCap (Oct 4-6th, San Francisco, CA)
Honestly, I have not been to SoCap yet and am looking forward to my inauguration to the event this year. I have only heard good things about this event. It appears to have a Silicon Valley type vibe from those that attend from its free form programming and type of people who are there. A great event for start ups and investors looking to match values in socially responsible businesses.

Expo East (Oct 13-16th Boston, MA) 
These are great to get a pulse of the natural products industry. Expo East in the fall is on the east coast (hence the name) and is much smaller than the mega sized Expo West held in the spring (and in Anaheim)  I like Expo East because it is smaller and you can walk the floor without the onslaught of people that Expo West has. You can have conversations in depth at Expo East that are a bit more challenging at West.  Typically the executive teams are at the shows the first few days so if you want to meet top brass you need to schedule meetings or come by booths at the beginning of the shows.  There is also no need to buy meals as only a quick stroll through the exhibit spaces can fill a stomach. Be careful about trying everything you see as sometimes food mixing may not agree with you. I found that out the hard way. Urp!

Bioneers (Oct 14-18 San Rafael, CA)
Bioneers is the gathering of what seems like all the activists, free spirits and dark greenies of California who want to learn about ecology, social justice and indigenous wisdom. It is a public/consumer event so expect to encounter some interesting characters. The general speakers are quite remarkable as they come from all over the globe and the audience can get pretty fired up on issues. They do talk about some of the more difficult issues society faces but I really like this event because the speakers challenge us to question things and help understand some of the issues people don't see in conventional media. If you can't get to the main event there are a few locations that have smaller gatherings and live video feeds into the larger event but they do not capture the energy and the other activities that happen there. As you walk through the crowded parking lot try counting how many hybrids you see or the bumper sticker slogans that have some activist slogan. I don't know which is the larger of the two.

Green Biz Innovation Forum (Oct 19-20th San Francisco, CA)
I have not been to this event but anything that Joel Makeower and his Greener World Media team does I back. They always seem to have the ability to get top speakers and relevant content that makes the event special. I have heard great things from those that have attended and really like the format.  Joel always seems to be on the cutting edge of what’s what in the green business world.

Social Venture Network (Oct 21-24th, Long Branch, NJ)
SVN is a membership organization and has an open door conference in the fall and a members only event in the spring. The members are successful social entrepreneurs such as Ben Cohen of Ben & Jerry’s, Jeffrey Hollander of Seventh Generation and Priya Haji of World of Good. I really like this event as it brings a lot of good and experienced minds together. The matra of this event is bonding and there are men’s and women’s circle meetings to promote this. Expect a lot of hugs and soul sharing which is a good thing to do for us all. Because of the intimacy some of the members feel among peers and get heated in conversations they feel important to them that I see more often here than other events. It is refreshing  especially after seeing many other events that stick to the talking heads format.  The event provides plenty of times to have conversations with members and provide opportunities for mentorship for start ups. Some of these conversations have resulted in future board members and even investment for startups. 

Greenfestivals (Oct 23-24th DC / Nov 6-7 San Francisco, CA)
The Green America Green Festivals as some of the most well attended green consumer events I have attended. Each has a very local focus for the vendors but make sure you go to the speaker sessions because they have outstanding speakers from all over to come and grace the audience with their perspectives. Big hitters such as Deepak Chopra, Dr. Weil, Paul Stamets and a few other TED talk types present and you cant beat the ticket price for a front row seat. I have not been to the DC Greenfest and hear that each of the events reflect the vibe and culture of each city. The SF Greenfest rocks and is packed with all kinds of great booths and events. If you go get ready to be emersed in the dark green side of San Fran - free hugs, poetry, dreadlock and all. Green America is not doing their Green Business Conference this year that typically is right before their San Francisco Greenfest. Instead they have developed a green business pavilion within the San Fran Greenfest that will have business oriented talks. If you have not been to a Greenfestival I highly recommend them as they embody a variety of aspects that LOHAS does – organics, alternative therapies, personal development and social justice elements.

Net Impact (Oct 28-30th, Ann Arbor, MI)
Another event I have heard great things about but have never attended. It is primarily focused on CSR and brings together students and large corporations to openly discuss issues. It is also a great recruiting ground for companies seeking new green talent from recent graduates. The event brings together over 2500 people and has workshops and discussion groups to get down and dirty on complex issues. Their keynote speakers are solid with Majora Carter, Jeffery Hollander and Bill McDonough.

SRI In the Rockies (Nov 18-21 San Antonio, TX)
Anyone who is a financial planner or interested in socially responsible investment nitty gritty must put this event on their calendar. This is a blend of financial jargon and social justice and clean tech orientation. About 800 people attend the event from all over the world and is typically in a mountain setting. Being in San Antonio this year is a stretch.  it is a packed schedule for the most part but they do make time for long networking hikes and excursions . I have seen speakers ranging from Jane Goodall and David Bornstein to Calvert and Domini fund managers at the event. It is a great place to understand how to unravel the complexities of financial issues and know what mutual funds are actually doing as they relate to socially responsible investing. They throw a great evening party and many are not afraid to show off their dance moves.
 
Greenbuild (Nov 17-19th Chicago, IL)
The mother of green building products and originated from the USGBC this is the event for anyone interested or involved in the green building sector. The exhibit area is about 1000 booths and attracts about 25-30,000 attendees from all over the world. The green building industry has really picked up and does not look likely to slow down. I like this event a lot because of the creative energy efficiency exhibits and speakers.

Investors’ Circle (Nov 10-12th Washington, DC)
A membership organization of over 150 angel investors who are looking for solid socially responsible companies to invest in as a group. They have funnelled over $134M into 200 companies addressing social and environmental issues. A great place for LOHAS oriented start ups to present who are seeking seed capital. There is an application process with an extensive screening but nothing too overloading.  The event focuses on vetting good seed capital candidates for an investor audience and mixes in some good quality speakers sucha as Acumen and Ashoka. If you are an investor or seeking funding from a good values base source check out Investor’s Circle.

ISPA Conference & Expo  (Nov 15-18, Washington, DC)
The spa association where everyone in the spa world congregates - green and conventional. If you attend you can see there is a strong emphasis from many about sustainability than ever before but there are still those brands that have their share of green washing along those who just don’t care. Regardless, anyone who is interested in the spa world and creating spa products should attend to understand the trends in the industry. LOHAS has a strong foothold in the wellness and beauty industry and it is a good place to learn macro trends and spa operation techniques. This is probably the most well groomed attendee base I have seen which I have no trouble surrounding myself with.

Spring/Summer

LOHAS Regional Events (April TBD, NYC, LA, Atlanta, Minneapolis)
Taking the LOHAS conference on a bit of a roadshow and working to get some momentum build in these areas. Its tough to go to all these events so we have decided to try to make it easier by providing single day events. Stay tuned for more details!

BALLE (June 15-17th Bellingham, WA)
Business Alliance for Local Living Economies celebrates local businesses and local orientation. There are a lot of local loyalists at the event and mostly smaller and mid size companies, non profits and academia. But the conversations are lively and some really interesting networking. A lot of cross over with speakers from the Greenfests and SVN groups. I like the workshops and the networking here. The production of the event is low key as the focus is on the content and type of people who attend which is really nice.

LOHAS (June 22-24th Boulder, CO)
Of course I have to put this one on the calendar as I think EVERYONE should consider this one. Well...maybe not everyone. We have about 5-600 people attend who are business executives, thought leaders, academia and enterpreneurs. As much as many equate LOHAS with the converted dark greens of the world the event is set up to not be an 'Us' and 'Them' atmosphere. Rather we welcome all who are interested in understanding LOHAS and how it applies the them personally and professionally. We set up plenty of networking opportunities and workshops to provide tangible takeaways. To see some of the videos from previous LOHAS sessions visit our LOHAS YouTube page. We work hard to get a solid program together with a great attendee base. If you have any recommendations or tweaks I'd love to hear from you.

These are only a few of the many that are out there and more to come. I truly feel that any conference you attend is what you make of it and how you prepare ahead of time setting up meetings, scheduling and follow up. With that said, good luck with your planning and hope to see you at one of these events. If you have other events you feel should be added I would love to hear about them. Please share!


 

Time to Bag the Bags

Friday, August 27, 2010 by Jennifer Schwab of SCGH

We've all seen images of birds and fish, with plastic grocery bags in mouth. Disturbing indeed, and don't think this is propaganda from PETA. Plastic bags are entering our food chain through oceans, rivers and the stomachs of wildlife. The toxins they carry are nearly impossible to eliminate as we don't really know how if ever they break down naturally.

You might ask well how do all these bags get into our water supply, most people throw them away when they unpack their groceries, right? You'd be amazed how these little wonders of mass production have nine lives, so to speak. They go to landfills, where they blow away due to their zero weight, almost like kites on a gentle breeze. Gulls and pigeons carry them for the food scraps inside. You get the idea. For a compelling visual of how this works, view the video "The Plastic Bag" (trust me it's a lot more entertaining than it sounds, very well done).

There IS one way to stop this madness, and it's called California Assembly Bill 1998. Finally, government is taking action to eliminate this blight on the environment. Governor Schwarzenegger has already pledged to sign this piece of legislation, it needs now to get through the state Senate. Please express your support for this measure, write your representatives. The city of San Francisco passed the nation's first ban on plastic bag in 2007 and today, having saved over five million bags per month, you can see the difference as you walk the streets. Bill 1998 would take effect in 2012. Consumers would have to pay for paper bags if they don't remember to bring their own reusables.

This is not only for the progressive environmental legislation in California. Other states need to follow the Golden State's lead and take action against this costly problem: the Plastic Pollution Coalition.org, a group dedicated to stop plastic pollution and its toxic impacts on humans, the environment and wildlife, says the cleanup costs to pick up and dispose of littered bags is in the billions of dollars.

Buried in Plastic PSA Plastic Pollution Coalition from Dianna Cohen on Vimeo.

If you are among the lucky few who do recycle their plastic bags, or even better yet, bringing your own bags to the grocery store, then thank you! I have stocked each of our cars with a trunk full of re-useable fabric shopping bags, and it is really a no-brainer to get into this habit. Plus, these fabric bags are much stronger and larger than the plastics, they can hold a full load of canned goods, gallons of milk, anything large and heavy, with virtually no danger of breakage. No more driveway full of yogurt while the profanities fly. You can't argue with that.

This kind of reminds me of the stop smoking ban. When it first was passed, it seemed reactionary and maybe even an invasion on our freedoms. Now, most public places in American are smoke-free and for the most part, everybody loves it. As does our indoor air quality.

Let's hear your thoughts on AB 1998. If you are from California, call your state Senator. Everywhere else, be a leader in your community and get the conversation going with your legislators. Your waterways, streets, and landfills will thank you! We appreciate your support.

 

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


Bring on the Night…

Monday, August 9, 2010 by Cheryl Terrace
  One of the things I miss most living in NYC is seeing nighttime stars. I grew up camping and have many wonderful nocturnal memories counting shooting stars and guessing at constellations.  City life detaches us from that primordial nighttime sky connection. As a designer of healthy home environments, Light Pollution is a growing concern for myself, and anyone who understands that our quality of life is directly connected to our natural environment.

Artificial light can be highly disruptive to biological patterns such as sleep, which is critical to our health on many levels. http://www.drweil.com/drw/u/id/ART02755.

 One of the most important factors in creating an optimal bedroom environment is complete darkness, which can be difficult to achieve with a city’s abundant ambient streetlight. I often specify lined drapery in helping to create a womb-like (as well as soundproof and cool) sleeping den. But please make certain your blackout lining is not made of vinyl, a material that has health risks associated with it. There are plenty of non-vinyl curtains to choose from, so be sure to avoid PVC in your blackout curtain. Another tip in creating a peaceful mood is placing all lights on dimmers, and now that vast improvements have been made on Compact Fluorescent Lamps, you don’t need to sacrifice ambience for environmentalism. Light some candles (healthy versions of course in beeswax or soy), and viola - a Zen Den perfect for getting those well needed zzzz’s.

 Besides incorporating practical design solutions I always like to infuse some magic with the mundane!

Cultivating even a basic awareness of the moon cycles we (women especially) can work with powerful lunar energy. New Moons are a time to bring in the new: intentions, projects, goals, while Full Moons are the perfect time to celebrate the success of those goals ~ howling is always encouraged!

 http://www.fwhc.org/health/moon.htm

http://moonwomenspirituality.com/3moon.html

 I believe that understanding and protecting our rapidly vanishing nighttime environment is an important endeavor.

http://ngm.nationalgeographic.com/geopedia/Light_Pollution

http://www.darksky.org/mc/page.do

We’ve come a long way from my childhood camping days, where seeing stars was taken for granted. Our dark skies are becoming so precious that there are now luxury travel destinations to experience them!

http://blogs.nationalgeographic.com/blogs/intelligenttravel/2008/12/dark-sky-destinations-tk.html

http://www.concierge.com/cntraveler/articles/502771

 If you do find yourself stuck in New York City, you can at least stargaze virtually at the Museum Of Natural History’s Rose Center http://www.amnh.org/rose/ which has the most technologically advanced space theater in the world (and some really rocking parties once a month at One Step Beyond).

 There is no denying we are all ‘star stuff’, and like Sting says, ‘Bring on the Night’…
~ Cheryl Terrace, VITALDESIGNLTD.COM, cheryl@vitaldesignltd.com 

 

VivaPrime Receives GMP Certification (Good Manufacturing Practices) for Dietary Supplements by NSF

Monday, July 12, 2010 by Sandja Brügmann
VivaPrime, a line of holistic nutritional lifestyle supplements that recently launched in the US market, receives the Good Manufacturing Practices (GMP) certification for its dietary supplements from NSF International.

The NSF International GMP Certification ensures that manufacturing processes fully comply with the international guidelines on food supplements. Rigorous testing of VivaPrime’s condition specific dietary supplements includes: label and formulation review, GMP plant audits and product testing and safety evaluation. The certification qualifies VivaPrime as a sound manufacturer of dietary supplements ensuring that VivaPrime holistic lifestyle supplement products do not contain unwarranted, toxic or banned substances including but not limited to heavy metals, pesticides, preservatives, artificial colors or flavors.

“As a member of the natural products industry, VivaPrime is committed to providing the highest quality and safety of the products we manufacture. We have invested over $25 million in building a state-of-the-art manufacturing facility with in-house quality testing and R&D capabilities. The NSF International certification will instill additional confidence in our customers.” said Akshay Mehta, CEO of VivaPrime.

All of VivaPrime’s 11 wellness and condition-specific supplement products meet the highest quality standards. The company continues to move forward with additional third party certifications to surpass the highest quality benchmarks and demonstrate to consumers and stake holders that VivaPrime not only practices responsible manufacturing, but is dedicated to providing the best products available on the market.

About NSF International                                                             
NSF International, an independent, not-for-profit organization, certifies products and writes standards for food, water and consumer goods to minimize adverse health effects and protect the environment (www.nsf.org). Founded in 1944, NSF is committed to protecting public health and safety worldwide. NSF is a World Health Organization Collaborating Centre for Food and Water Safety and Indoor Environment.

About VivaPrime
VivaPrime holistic nutritional solutions are designed to target specific health concerns, while improving overall health and wellness. The products combine the best of nature with quality science, and are designed with optimum dosages to provide comprehensive, convenient and cost effective solutions. Every VivaPrime product is blister packed to protect the potency of natural ingredients from oxidation and humidity. For more information visit www.vivaprime.net  www.twitter.com/vivaprime and www.facebook.com/vivaprime

Media Contact: Refresh Agency Adriane@refreshagency.com or Sandja@refreshagency.com

Save a Life with just a few clicks

Tuesday, July 6, 2010 by Sandja Brügmann
Together, VivaPrime and Vitamin Angels are working to prevent child malnutrition worldwide, one child at a time

“Like” VivaPrime on Facebook

 An estimated 190 million children in the world suffer from vitamin A deficiency (VAD) and 350,000 go blind from vitamin A deficiency every year. Even more, 1/3 of child mortality is caused by under nutrition. In addition, each year there are 450,000 children under five that die due to zinc deficiency, and there are 136,000 deaths are caused each year due to iron-deficiency anemia.

 VivaPrime is working with Vitamin Angels [www.vitaminangels.org], a non-profit organization dedicated to providing vital nutrition in the form of supplements to developing countries, communities and individuals in the U.S. and around the world, to reduce child mortality and prevent malnutrition across the world. Through the social media ‘Save a Life’ campaign, VivaPrime will donate $.25 to Vitamin Angels for each person that “Likes” the VivaPrime Facebook page. In addition, VivaPrime donates a portion of each sale of VivaPrime products to Vitamin Angels to offer continuous support for Vitamin Angels and their courageous efforts.

 

“Like” VivaPrime on Facebook

 

VivaPrime holistic nutritional solutions are designed to target specific health concerns, while improving overall health and wellness. The products combine the best of nature with quality science, and are designed with optimum dosages to provide comprehensive, convenient and cost effective solutions. Every VivaPrime product is blister packed to protect the potency of natural ingredients from oxidation and humidity. For more information visit www.vivaprime.net  www.twitter.com/vivaprime and  www.facebook.com/vivaprime


 

 

For more information visit www.vivaprime.net



The Black and White on Going Green

Thursday, June 24, 2010 by Jennifer Schwab of SCGH

Needless to say, I try lots of green products. Since we are still in the second inning of America going green, new products are just now entering the marketplace in slightly increasing numbers. I do my quarterly big box runs to examine just how close we are getting to green alternatives of everyday products. Fortunately or unfortunately, I have had the opportunity to test drive many new products and quite frankly the results are mixed.

I worry about this because when curious but non-green citizens are ready to try a green product, it had better live up to its billing. Otherwise, those folks won't try going green again for many years, if ever.

While admittedly lots of the things I try are personal care products, here is an overview of what has worked well -- and what hasn't.

I tried Organic makeup, the Foundation product is just super, easy to apply, feels nice, right consistency. Other Organic makeup products, however, fell short. Especially the pressed powder packaging. While environmentally friendly, the paper containers virtually ripped apart after only two weeks, thus rendering the products useless. Cost is about on par with an average brand like L'oreal but longevity of the product and packaging did not match up.

EcoVer Laundry DetergentEcoVer laundry detergent is a "must" as is their all-purpose cleaner. It is one of the few cleaning solvents that is comparable in results to Clorox Greenworks. Simple Green, I'd take a pass. It left an oily residue on my counters.

As for green shampoo and conditioner, the Burt's Bees items I bought seem better suited for my dog (who will use them as I sure won't) than a long haired woman. They left my hair frizzy and dry. Burt's Bees lip balm, hand cream and other products are really good on balance, it should be mentioned.

Time to dry your hair? Don't bother with an Eco hair dryer. Painfully slow due to reduced power wattage, it takes twice as long, thereby negating the power savings. Next. I tried sustainable cork sandals; they looked reasonably stylish, but the fit and comfort left a lot to be desired. So much so that cork shoes are off my list. And while I buy my clothes at second hand boutiques, I don't really want to wear somebody else's shoes...

We tried to decorate our living room with sustainable furniture. Overall, even from a high quality store like Cisco on the West Coast, we found it to be 30-40 percent more expensive, and the designs were, well, homely. Sorry but this category has a long way to go. On the other hand, we picked up some FSC wood outdoor patio furniture that is great looking, very affordable and seems to be weather resistant. Ours came from Target and other large retailers also carry FSC outdoor lines. Buy these -- a great way to test out some sustainable products that you will be happy with!

We also had to replace our wood deck due to termite damage. We told our contractor it had to be made of FSC wood, period, no options. After an exhaustive search, he finally located a suitable batch of FSC wood, which had to be sanded and sealed. The texture was quite rough. This added cost but otherwise, the raw wood cost was the same as normal pre-treated wood. This took a little extra work and expense but not too much, and the results are fabulous. I highly recommend that if you are building decks, fences, water bridges, and so on, insist on FSC wood.

FSC FurnitureA not so great home improvement experience came when using AFM Safecoat wood sealant. Our home is made of spruce, so, it needs to be sealed every two to three years. We had to do quite a bit of research but identified a San Diego-based firm that makes fully sustainable sealant which is water not oil based. We purchased it at a slight premium price, and upon first application it looked great -- we were thrilled. Then, it rained. And rained some more (we LOVE this in Southern California, the more rain the better!). Lo and behold, the sealant literally rinsed off the wood, which felt dry and looked "naked" after the rain. We had to re-seal the entire structure at great expense, Ouch! Another case of a sustainable product that cannot compete with its non-sustainable brethren. Too bad.

The list goes on but you get the idea. When it comes to green products you can use at home, there is some risk involved. Like most new Clean Technologies, there is still a lot to learn and overall quality will improve. Hopefully, these personal anecdotes will help steer you in the right direction. Comment back to us and we will advise you on which green products to try -- and which ones to avoid.

 

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


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!




We can muse over what can be, but we are living what is.

Friday, June 11, 2010 by Ted Ning
There it was, right in front of me.  Children gathered in groups, in various incarnations of homogenous “uniforms” that are no doubt found in every grammar school across the country.
 
From afar, I could see easily identify the sports-minded, the musicians, the free-styling artistes and the more academically-minded readers -- but as I got closer, the demarcations that distinguished the groups blurred.  There were athletes catching up with school work, dancers changing into soccer uniforms and everyone -- and I mean everyone -- was sporting Silly Bandz on their wrists.
 
Yes, the comfort in commonalities is no doubt why kids instinctively gravitate towards others who share the same interests from a very young age. But the struggle for individuality within the group provides the rich exchange that allows children to grow into adults who appreciate the differences that make us individuals.
 
The sustainability movement has its niches, too. No self-respecting marketer would declare that there is only one type of customer, yet how many distinctive buckets do you need to understand the green market? Furthermore, once you settle on your definitions, how long do you hold onto them?  It has been said that the one constant is change. People are ever-evolving as the marketplace greets us with new standards, new products and services to meet needs that aren’t always obvious even to the consumers who purchased them.
 
As socially conscious marketers we have a puzzle in the paradox of green: we wish to move the needle to a world that is less dependent on “stuff” -- yet our purpose as manufacturers and retailers  is to sell what we make to turn a profit. 
 
One could argue that nothing is really sustainable as long as humans are involved.  We are always taking, making, breaking and shaking up the model -- and along the way, we use or make new components to meet our needs. What is so interesting to me is that we have an unquenchable thirst for the new.  In fact, technology has created new markets and dependencies (think fax, cell phone, now Twitter, Facebook, etc.) that have created a new generation of junkies for products that didn’t even exist but 5 years ago!
 
So how do we reconcile the need to improve ourselves and our surroundings with a mandate to consume less?  
 
It is a conundrum for all marketers, and in particular those who have chosen to make their companies and their brands mouthpieces for the movement.
 
What is the biggest problem we have as promoters of green products?  
 
OURSELVES. We forget who the customer is and why they really are attracted to our solution. We tend to get caught up in the romance of sustainability, the bigger purpose, the mission.
 
Our customers? Not so much.
 
Each of us has a vision of who we are, the bigger group we fit into, and the way we deviate from that group. We buy to meet a variety of needs -- some, vital to our existence (food, shelter, health), who we are as part of a group (suburbanite, executive, farmer, teacher) -- and other needs that are more subjective in nature (fashionable, artistic, knowledgeable, spiritual).
 
If you look at the way most companies group customers in various shades of green -- through the lenses of how we (and our customers) see ourselves, you’ll see how far off the mark we are.
 
It feels funny to write it, but perhaps it is time we throw out this model and start fresh. (Or maybe “recycle” what works, and be more efficient with our approach.)
 
Green shouldn’t be about denial.
Green shouldn’t be about pain.
Green shouldn’t be about sacrifice.
Green shouldn’t be all about the planet.
 
(Wait a minute! That last one sounds so heretical!) 
 
Truthfully, the planet will continue to exist without us. It may take a long time, but it will heal itself.  It is us who are in trouble. We are arrogant to think that we can continue to support humanity if we destroy the very thing that sustains us.  In that light, sustainability is the ultimate exercise in practicality!
 
Green should be tied to real life expectations.  Not some idealized vision of what should be.  We can muse over what can be, but we are living what is.  How do we improve on the here and now? How do we make things taste better, improve our health, cost less, use fewer resources, give us more time to pursue what interests us? 
 
Sustainability in my mind, is all about balance and the pursuit of happiness. That is how we need to segment our customers: by what they need to achieve their own vision of where they fit into the world. 
 
We must remember that consumers are just like us when we take off our marketing hats and put down the green Kool-Aid. They see themselves as part of a bigger group and they buy products that make them feel good within their means.  Means often refers to money, but time, convenience, access -- they are all “means” as well. 
 
So when we are segmenting our customers and sharing the benefits of products that are relatively (note that term!) better than traditional products, we need to explain how the product makes them happier, more successful, more like the vision they hold of themselves. We need to focus on the reasons why our products let them be the persons that they are.
 
We need to start equating sustainability with plain old common sense.  We need to segment people into groups that make it easy for them to see how our products fit practically into their lives. Only then will the paradox of sustainable consumption be resolved.

Written by
President, Founder earthsense

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!

 



FASHIONmeGREEN launches its new sustainable style site with an Eco-Fashion

Wednesday, June 2, 2010 by Sandja Brügmann



We are globe trotting with a mission!Traveling to the fashion capitals of the world, FASHIONmeGREEN uses local eco-fashion designers to give style influencers from their city an eco-fashion
makeover.

We kicked off this sustainable fashion awareness project and style site with an eco-fashion makeover in Los Angeles, known as The LA Project.Pulling pieces from five eco-designers’
collections; Popomomo, Curatorial, The Battalion, Brigid Catiis and Calleen Cordero, FASHIONmeGREEN chose Lucrecia Chan as the source of LA’s style inspiration for the eco-fashion makeover.

Chan, author of the LA-based fashion blog Fashion Is Poison, fits the bill of a style influencer in every way. With an avid online following and fierce style that is coveted and replicated, Lucrecia had a strong sense of fashion that came through during the FASHIONmeGREEN eco-makeover and photo shoot.

“Versatility, comfort, and the right fit all go hand in hand; wearing clothes that feel like a second skin is very important to me,” states Chan.


So, what happens when you bring a style savvy influencer and the hottest ecodesignerlabels together for a shoot?...Let’s just say that this Fashion Is Poison blogger’s eco-makeover was deadly! Be sure to check out FASHIONmeGREEN’s Shop the Shoot section to scoop up the eco-fabulous pieces worn by Chan in her eco-fashion makeover, and fashion yourself green!

And don’t miss FASHIONmeGREEN’s daily feed called the FMG Daily where of-the-moment celebrity and runway trends are featured with their eco-alternatives.

FASHIONmeGREEN is re-defining eco-fashion, providing a style resource with a conscience!

“For anyones who has ever felt the dilemma of choosing to be eco or chic- FASHIONmeGREEN is their resource for ecofashionwith style standards just as high as the eco ones.” -Greta Eagan, Founder
FASHIONmeGREEN

The Globalization of LOHAS

Tuesday, June 1, 2010 by Ted Ning
GlobalWith 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
 

21 Things You Didn’t Know You Could Recycle

Tuesday, June 1, 2010 by Ted Ning


Recycle logo
For all of you out there who’ve asked us how to recycle or compost assorted items over the years, here’s our list to post on your refrigerator door and copy to share with friends. If you have other resources and information please feel free to share. Enjoy!




1. Appliances:
Goodwill accepts working appliances, www.goodwill.org, or you can contact the Steel Recycling Institute to recycle them: 800/YES-1-CAN, www.recycle-steel.org.

2. Batteries: Rechargeables and single-use: Battery Solutions, 734/467-9110,
www.batteryrecycling.com.

3. Cardboard boxes:
Contact local nonprofits and women’s shelters to see if they can use them. Or, offer them up at your local Freecycle.org listserv or on Craigslist.org. If your workplace collects at least 100 boxes or more boxes each month, UsedCardboardBoxes.com m accepts them for resale.

4. CDs/DVDs/Game Disks: Send scratched music or computer CDs, DVDs, and PlayStation or Nintendo video game disks to AuralTech for refinishing, and they’ll work like new: 888/454-3223, www.auraltech.com. For recycling, see “Technotrash.”

5. Clothes: Wearable clothes can go to your local Goodwill outlet or women’s shelter. Donate wearable women’s business clothing to Dress for Success, which gives them to low-income women as they search for jobs, 212/532-1922, www.dressfor success.org. Offer unwearable clothes and towels to local animal boarding and shelter facilities, which often use them as pet bedding.

6. Compact fluorescent bulbs: Take them to your local IKEA store for recycling: www.ikea.com. Or, order a Sylvania RecyclePak for $15, which is a special lined box large enough for eight average CFLs. Your fee covers shipping to and recycling at Veolia Environmental Systems. To order, visit www.sylvania.com/Recycle/RecyclePak.

7. Compostable bio-plastics: You’ll need to take them to a municipal composter; find one at www.findacomposter.com.

8. Computers and electronics: Find responsible recyclers, local and national, at www.ban.org/pledge/Locations.html.

9. Exercise videos: Swap them with others at www.videofitness.com. (See also “Technotrash.”)

10. Eyeglasses: Your local Lion’s Club or eye care chain may collect these. Lenses are reground and given to people in need.

11 . Foam packing peanuts: Your local pack-and-ship store will likely accept these for reuse. Or, call the Plastic Loose Fill Producers Council to find a drop-off site: 800/828-2214. For places to drop off foam blocks for recycling, contact the Alliance of Foam Packaging Recyclers, 410/451-8340, www.epspackaging.org/info.html.

12. Ink/toner cartridges: Recycleplace.com m pays $1/each.

13. Miscellaneous: Get your unwanted items into the hands of people who can use them. Offer them up on your local Freecycle.org or Craigslist.org listserv, or try giving them away at Throwplace.comm or giving or selling them at iReuse.comm. iReuse.com will also help you find a recycler, if possible, when your items have reached the end of their useful lifecycle.

14. Oil: Find Used Motor Oil Hotlines for each state: 202/682-8000, www.recycleoil.org.

15. Phones: Donate cell phones: Collective Good will refurbish your phone and sell it to people in developing countries: 770/856-9021, www.collectivegood.com. Call to Protect reprograms cell phones to dial 911 and gives them to domestic violence victims: www.donateaphone.com. Recycle single-line phones: Reclamere, 814/386-2927, www.reclamere.com.

16. Sports equipment: Resell or trade it at your local Play It Again Sports outlet, 800/476-9249, www.playitagainsports.com.

17. “Technotrash”: Easily recycle all of your CDs, jewel cases, DVDs, audio and video tapes, cell phones, pagers, rechargeable and single-use batteries, PDAs, and ink/toner cartridges with GreenDisk’s Technotrash program. For a small fee, GreenDisk will send you a cardboard box in which you can ship them up to 70 pounds of any of the above. Your fee covers the box as well as shipping and recycling fees. 800/305-GREENDISK, www.greendisk.com.

18. Tennis shoes: Nike’s Reuse-a-Shoe program turns old shoes into playground and athletic flooring: www.nikereuseashoe.com. One World Running will send still-wearable shoes to athletes in need in Africa, Latin America, and Haiti: www.oneworldrunning.com.

19. Toothbrushes and razors: Buy a recycled plastic toothbrush or razor from Recycline , and the company will take it back to be recycled again into plastic lumber. Recycline toothbrushes and razors are made from used Stonyfield Farms’m yogurt cups. 888/354-7296, www.recycline.com

20. Tyvek envelopes: Quantities less than 25: Send to Shirley Cimburke, Tyvek Recycling Specialist, 5401 Jefferson Davis Hwy., Spot 197, Room 231, Richmond, VA 23234. Quantities larger than 25, call 866/33-TYVEK.

21. Stuff you just can’t recycle: When practical, send it back to the manufacturer (with a copy of our McDonough interviewon p. 26) and tell them they need to close the waste loop. This list was originally created by Green America. For more information from Green America click here.

An Integrated Approach to Health

Monday, May 17, 2010 by Harriet Diamond

Does this sound familiar?

Your week consists of running from business meeting to business meeting, eating on the go, sleeping when you pass out from exhaustion and putting your needs last - until your body demands attention, making you miss that important meeting or robbing you of the ability to focus. As a female executive, you barely have time to take a breath, let alone care for your health.

Poor Decisions = Lost Productivity

According to a recent article in Corporate Wellness Magazine, the CDC estimates that poor lifestyle and health behavior choices are responsible for as much as 70% of healthcare costs. Associated reduced capacity from poor health results in thousands of dollars in lost productivity annually. You can't perform at your best if you don't feel your best.

I Understand Stress

As a vice president at a Silicon Valley investment group, my work, association and family challenges left almost no time for me. I struggled to maintain balance. Luckily, I had a background as a nutritionist so I experimented with all the different products out there to cut through the hype and create a simple routine for fitness, energy and vitality.

Where to Start?

Everyone wants to feel better and experience increased focus. But where to start? I researched all the options out there. I put each product through a 10-step process that included evaluating the source of each ingredient, researching the viability and integrity of the vendor, and rating the experience I had using a product as recommended. I found that the best way to dramatically increase my energy and clarity levels was an integrated approach that addressed the four main health areas:

  • Brain Health
  • Nutrition
  • Fitness
  • Skin Care

Consistently using a 30-minute regimen of organic, certified products, along with specific brain and body exercises, I was able to improve my outlook and my effectiveness at home and work.

Are You Ready to Embrace Your Best Self at Any Age?

Only by proactively taking charge of your whole health, can you achieve the results that will make you a more productive executive and person. That is what I call “youthing.” I invite you to visit my blog at www.youthingessentials.com for more on how to invest in your health for the benefit of your business.

Harriet Diamond is the Founder of Youthing Essentials, a nutritionist and former Silicon Valley executive. She is passionate about helping women embrace their best selves at every age.

VivaPrime, Advanced and Holistic Nutritional Supplements to Launch in the USA

Tuesday, April 13, 2010 by Sandja Brügmann
 VivaPrime, a global expert in promoting holistic healthcare and a leading manufacturer of holistic nutritional supplements will launch in the United States in March 2010. VivaPrime will offer Americans a range of condition-specific holistic nutritional solutions™ that will be available in health food stores nationwide as well as online atwww.vivaprime.net. A true global pioneer, VivaPrime has expertise in the areas of medicine, natural healthcare, nutrition and formulation. They have brought together an expert team of medical leaders and naturopaths to develop highly effective natural supplements to address 11 specific health conditions.

Although Americans are divided on healthcare reform, the public dialogue has increased health awareness for all Americans and has placed an emphasis on how many Americans are at serious risk when it comes to their health. 46.3 million Americans are uninsured. Millions more suffer from costly and debilitating illnesses that could be managed if they were embracing wellness and living a healthy and balanced life. Throughout this healthcare debate, some alarming information about the general wellness of the American population has been revealed, and it is becoming increasingly important for Americans to take an active role in their health.
 

Today, more than 90 million Americans suffer from high stress levels. That's nearly one-third of the population, and with the pressures of a poor economy, that number is on the rise. High stress is linked to cardiovascular diseases including high blood pressure and diabetes, which can lead to strokes and heart attacks. Even more disturbing is the fact that more than 80 million people suffer from one or more cardiovascular diseases.

Wellness programs and attention to prevention measures are becoming paramount. Americans, who have taken a keen interest in mind wellness with yoga and motivational speakers and authors, will need to evolve from "self help" to "self health." An era of self health is needed, and it can significantly reduce the risk of deadly medical conditions. 127 million adults in the United States are overweight and nearly one third of all Americans are obese. These are statistics that cannot be ignored, and the reality is that a new healthcare bill and tax dollars will be crippled under that weight. Every American is going to have to do his or her part in creating a healthier tomorrow. A holistic approach to a balanced diet, exercise and proven natural supplements can help to set Americans in the right direction.

VivaPrime's innovative product line is the brainchild of the company's CEO, Akshay Mehta, and developed by a multi-disciplined expert team of doctors, nutritionists, dieticians, pharmacists, herbalists and chemists. The team brings a profound understanding and decades of experience in scientific research, knowledge of human health systems, and nutritional requirements. The VivaPrime team is passionate about ongoing research to improve products with new knowledge and scientific discoveries from around the word delivering the most cutting edge solutions.


VivaPrime is dedicated to bringing the most efficacious health formulas to the market, and they do this through resource commit¬ment, state of the art research, high quality ingredient sourcing, advanced manufacturing and testing processes and new product formulation. All of the ingredients used in VivaPrime's formulas are evidence based with human trials. The formulas are designed with optimum dosages of each carefully identified ingredient—which means the amount of each ingredient is ideal to address specific health conditions. The formulas also offer comprehensive cohesion between the selected ingredients in each product to enhance and transform your body's ability to attain and stay at the peak of health. By offering products for optimum wellness, as well as products specifically designed to meet the nutritional needs for specific health conditions such as heart health, eye health, healthy blood glucose levels, brain health, healthy weight management, optimal immune health etc., VivaPrime makes it convenient to take charge of your health. Consumers can feel confident that they are taking a nutritional supplement that delivers the best-in-dass of self health care.

"Through our ongoing commitment to all areas of natural science research, the VivaPrime line of condition-specific supplements marries ancient, natural herbs that have been around for thousands of years and innovative science and technology to aid in the maintenance of a healthy and well balanced lifestyle," says Akshay Mehta.

The new VivaPrime products launching in the USA in 2010 are:
Vision Maintains healthy eyes and vision
Cardio Supports heart health
Beauty Promotes youthful, radiant skin, hair & nails
Neuro Supports brain function and memory
Glucozone Helps maintain healthy blood glucose levels
ImmuPlus Advanced support for healthy immune function
Trim Supports healthy weight management
Digest Promotes digestive health
Relax Eases stress and supports sleep quality
Ultiman Advanced daily nutrition for men
Ultiwoman Advanced daily nutrition for men

Our Charity Partner
One in three children world¬wide is undernourished. VivaPrime has partnered with Vitamin Angels, a non-profit organization, who reduces child mortality by providing infants and children under five with essential nutrients. They help children attain good health and the opportunity to lead meaningful and productive lives. VivaPrime donates 1 % of every sale to Vitamin Angels towards ending malnutrition in children,
www.vitaminangels.org

About VivaPrime:
VivaPrime is a cutting edge leader in advanced scientific and holistic nutritional health products. We believe that wellbeing is a universal right and a worldwide need. Guided by industry experts, VivaPrime's Indian based mother company Mission VivaCare Limited has been in the healthcare business since 1992, establish¬ing itself as a company that produces breakthrough, high quality, efficacious healthcare products; promoting wellness of body, mind & spirit. VivaPrimes׳ products will be available in more than 20 countries by mid 2010. More information about VivaPrime and Mission VivaCare Limited is available at
www.vivaprime.net

VivaPrime Benefits at a Glance
• Evidence based Natural Ingredients in Optimum Dosage
• Created by Team of Experts
• Breakthrough Innovative Holistic Solutions
• Multi Ingredient Condition Specific Nutrients for Overall Wellness
• Backed by High Science, Manufacturing and Testing
• Combines the benefits of groundbreaking Science and ancient traditional wisdom
• Individual blister packed to protect potency
• Individual Blister Packed • Vegetarian • No Preservatives
• No GMO • No Dairy • No Gluten • No Nut s • No Eggs
• No Fish • No Added Sugar/Sweetener • No Aflatoxins
• No Artificial Colors /Flavors • No Sulphites • Halal Certified


The Conscious Shift in Consumer Behaviors

Sunday, April 11, 2010 by Ted Ning
The global economic downturn has not only affected many people’s wallets it has also caused a dramatic shift in the way people look at the choices they are making in their lives. In the U.S. there is a strong desire to be self reliant and to conserve resources as people prioritize their spending and behaviors towards more purposeful decisions. Choices as small as bringing meals to work rather than eating out, taking public transport instead of spending on gasoline and garden grown foods rather than store bought foods are some examples of trends that are picking up. These are changing the way companies approach green business strategy.

Today not only LOHAS consumers but ALL consumers are demanding a greater value from products and services. This value is derived from a strong desire to make the most of everything that a person has. Considerations including investment, functionality and cost are being assessed and are creating new dimensions of ROI that are increasingly a part of the emotional and social values a brand typically provides.

According to Brandweek.com a new survey by firms Landor Associates, Penn Schoen Berland and Burson-Marsteller, transparency and corporate responsibility have become far more important to consumers in a tough economy. It found that despite the recession, 75% of consumers believe social responsibility is important, and 55% of consumers said they would choose a product that supports a particular cause against similar products that don't. The most surprising findings pointed to the fact that nearly 50% of 18-24 and 25-34 year olds said they are more likely to take a pay cut to work for a socially responsible company—a much higher percentage than any other age group. This may be because this is a year where there seems have been so much social responsibility expressed, especially in light of the earthquake in Haiti. But the report also said only 11% of Americans say they’ve heard corporate CSR communications.


Redefining Luxury

The shift in values in not only from those ages 18-34 but also affluent families who are redefining luxury. A recent study called "The New Face of Affluence," from Dwell Strategy and Research focuses on attributes that drive purchase decisions of newly affluent U.S. households, whose average age is 45 and income of nearly $200,000. These people are called “New Affluents” and claim, "luxury" brands, are no longer important to them, or even relevant; neither is "overall social status." These people have the economy and the environment top-of-mind when making purchase decisions. The study found that most are shunning "conspicuous consumption" in favor of brands that represent quality, aesthetics and authenticity. These attributes, along with uniqueness, integrity, design and performance, represent today's "prestige" for these high-end consumers. There is a shift occurring in society that demonstrates how a brand does not have to be expensive to attract customers. What consumers are now demanding from brands is a new and different kind of relationship. And, as supported by these findings, the days of controlled, top-down brand marketing are over, especially for this sector. These wealthy and would-be elites are actually looking for brand interaction -- a dialogue -- based on integrity, authenticity and performance. And not only are they equipped for interaction, they're demanding it. In fact, Dwell compiled a visual so that brand representative could see, clearly, how the top 50 companies named by the surveyed group compete against one another. The size of the text in the following word cloud connotes its ranking:





So what brands do New Affluents find meaningful, authentic and relevant? Apple, Sony, BMW and Ralph Lauren, unsurprisingly. But Crate & Barrel, Ikea, Whole Foods and Levi's, too. Porsche, Lexus, Chanel and Viking. And Target, North Face, Volkswagen and The Gap. Missing from this segment's 75 favorites list are classic luxury brands like Cadillac, Gucci, Louis Vuitton, Armani and Versace who have yet to demonstrate how they are keeping up with emerging trends.


People Want to Simplify

There are growing desires for purity and simplicity. Companies should respond with a move to simpler inputs, focused messaging, cleaner labeling, streamlined design and easy delivery of goods and services. Society is also demanding the removal of the layers of complexity – a change desired because it becomes easier to determine the true fit of products and services with personal values. This “less is more” trend is resonating with consumers everywhere – purity and simplicity is now the ultimate sophistication! Indeed some companies are doing this. For example the beverage ‘Innocent’ from the UK has an ingredient list of 6 items that are all recognizable fruits with no additives or preservatives. This is very different from typical soda or juice ingredient lists we commonly see in conventional stores. 


Green is Recession Resistant

Green products still appear to maintain their value among shoppers despite the recession. According to a survey on “green” living from market research firm Mintel research firm Mintel 35% of U.S. consumers say they would pay more for environmentally-friendly products. Mintel found the green market outperformed the economy as a whole, growing more than six percent in 2008, followed by flat growth in 2009. The report also finds that the market took a hit from tighter consumer budgets due to the recession and trading down from high-end green brands. Even though the green market grew about 41% from 2004 to 2009 the report finds that the number of consumers purchasing all categories of green household consumer goods declined slightly in 2009, primarily due to the recession with household cleaners and paper products still the most frequently purchased green products.


The Future is Now

We find ourselves facing a complex set of problems that threaten the global population, economy and environment. The recession has sped up the inevitable evolution of our society and economic system that puts businesses and consumers in the driver seat of change. People are paying more attention to what they spend money on and demand a new definition of sophisticated value from companies. Those companies that cannot keep up with the progression of LOHAS consumer demand risk losing market share. Those companies that do respond will not only provide superior LOHAS products but also provide a better company overall for society and the planet. Together we can help transform the problems we have today to the solutions of tomorrow.

 

Light at the Edge of the World for LOHAS

Monday, March 15, 2010 by Ted Ning
For anyone who wants to loose themselves for a bit I highly recommend taking the time to listen and watch this video of Wade Davis who spoke at the LOHAS forum in 2009. This presentation is both visually and verbally captivating in a way that is hard to describe. He is a National Geographic explorer and ethnobotanist that is spellbinding. A much better type of talk that speaks to the human side of things rather than the corporate sustainability aspects most see highlighted at green conferences. Enjoy!




To continue viewing the presentation on Youtube click here.

A Purpose Driven Career

Sunday, March 7, 2010 by Ted Ning
CAREER EXPERTS PROVIDE TIPS ON HOW TO OBTAIN YOUR DREAM JOB

As consciousness about environmental and social issues rises, so does the number of people who would like a job with purpose. But how do you become Director of Sustainability or Chief Environmental Officer at a Fortune 500? What is the best path to becoming VP of Strategic Marketing and Fun or Head of Innovation and Ecology at an environmentally friendly company?

Experts say there’s no one way to land a job that reflects your values. Chances are that no matter what you have been doing in business, you have transferable skills that can help you find a position in sustainability or corporate social responsibility (CSR). Companies built around principles of sustainability need to fill all of the roles of traditional companies: sales, finance, marketing, operations, etc. Traditional companies looking to become more sustainable need people that are passionate about the issues while skilled in business practices. Individuals in these roles must also demonstrate how more than ever sustainability affects the bottom line though energy efficiencies and cost savings.

Aaron Frank, Director of Environmental Affairs at Disney Corporation, suggests that you carefully think through where you fit into the organization. “Corporations are looking for a strong team of people,” says Frank, “there is room within sustainability for people with expertise in external communications, research, operations, internal communications, and the like. If you don’t have direct experience in sustainability but you have strong business skills, look for companies with departments large enough to require and accommodate people with your skills.”

Salaries vary based on size and location of the company. Martin Kartin, who runs a boutique retained search firm, says most Director of Sustainability salaries are in the $100,000 to $175,000 range.

According to Chuck Bennett, Vice President of Earth and Community Care at Aveda, while people need to have an interest in their area of responsibility, a business background is very valuable. Previously, Bennett served as Head of Environmental Safety at Nabisco and Head of Environmental Affairs for Coors Brewery. He maintains that people coming out of the business world with an interest in environmental issues can be very effective even if there is a learning curve on the issues. “A lot of being successful is knowing how to get things done as much as it is knowing what you want to get done,” Bennett says.

Kartin concurs. “For a company that wants to be sustainability conscious, give me the business mind with the environmentalist heart,” he says and adds that LOHAS companies looking to compete with traditional companies need to hire people who understand those competitors.

Frank advises to consider the size of a company. “Larger corporations have the opportunity to make a larger impact, but it takes longer to create change,” he says. “At a smaller company change can happen more quickly.”

Roy Notowitz of Generator Group, an executive head hunting firm in Oregon also has some suggestions for the eco-job seeker. “The key is identifying transferable skills, finding connections, and understanding your competencies in order to convince employers you will be successful in a position.” Notowitz recommends getting involved with interest groups and organizations working on initiatives globally that you would like to work on at a corporate level in order to meet like-minded people who may eventually need to hire leaders and managers.

Demonstrating a history of innovation and learning ability helps, too. In some cases, a person stepping into a sustainability or CSR management position will find themselves having to define their job and their role within the organization while navigating a corporate culture that may not be completely receptive to change.

In these difficult economic times, it is critical that sustainability activities benefit a company’s bottom line. “In many cases, increasing efficiency has economic benefits,” says Disney’s Frank. “In cases where there is an initial cost, there’s often some long-term value to the company.” Notowitz agrees that enhancing a company’s profitability and helping move the corporation toward its goals is crucial. Sustainability and CSR departments that cannot demonstrate cost reduction or brand enhancement run the risk of being rolled into more traditional marketing and communications departments or completely cut during economic downturns.

For those who might be looking to enhance their education before looking for a job, Bennett has some thoughts. “We love MBAs with a strong commitment to environmental sustainability, like those coming out of the University of Michigan or the Presidio Green MBA programs.”

“Those just beginning their career in a sustainability or CSR department need street smarts and a strong work ethics in addition to a broad educational background,” adds Bennett, who suggests getting some internship experience, too. “Commitment and willingness to work is important because these jobs tend not to be easy,” Bennett warns. “People who come in thinking everybody will totally align with them and help them get things done will be really disappointed.”

Michael Dupee started out with Green Mountain Coffee in an entry-level position and also led the internal environmental Committee. After leaving to earn his MBA then working as an investment banker at Goldman Sachs, he returned to Green Mountain in a newly created position, Vice President of Corporate Social Responsibility. “It’s great to spend my days focused on issues of social and environmental impact,” says Dupee. “The challenge of integrating those issues into a profitable growing business is terrific.”

As far as job satisfaction goes, Kartin says it’s important to remain patient. “Those people at companies where sustainability is not a new paradigm—Ben and Jerry’s, Burt’s Bees, and others—reap the job satisfaction in spades. But for people at companies where sustainability is a new approach, the jury is still out based on how effective these people are really going to be in these newly created positions.

Mike Duppee adds, “Many people have romantic notions about jobs like mine but it’s important to remember it is still a job—some amazing days, some really tough days, but most of it is great.”

Leslie Berliant is a partner at BLU MOON Group, a marketing and communications firm that specializes in cause marketing, and co-founder of BLU MOON Foundation.

The Greening of Spas

Sunday, March 7, 2010 by Ted Ning
Green SpaThe term “green” and all of its variations—”going green,” “green building,” and “greening your home”—was so ubiquitous in the late 2000's that it received the most nominations for the “Words Banished From the Queen’s English for Misuse, Overuse, and General Uselessness” list. At first this accolade might appear to be bad news, but such recognition indicates that the concept has reached significant market penetration.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Organics can feed the World

Sunday, March 7, 2010 by Ted Ning
by Seleyn De Yarus

THE UNITED NATIONS AND LEADING RESEARCHERS CONCLUDE THAT ORGANIC FARMING IS A VIABLE OPTION FOR GLOBAL FOOD SECURITY, ECONOMIC DEVELOPMENT, AND SUSTAINABILITY.

There are an estimated 6.9 billion humans on planet Earth. Of those, there are an estimated 3 billion people living on less than $2 a day. Access to healthy food, housing, and drinkable water challenges nearly half of our species. However, evidence is mounting that organic agriculture can feed and provide income and sustainability to a growing number of the world’s poor while also ensuring healthier ecosystems and more nutritious food.

A shining example of how organic agriculture provides sustenance on many levels is the Tigray Project in Ethiopia.
Local and national experts have cooperated with farmers in the Tigray region and tapped the rich knowledge of the farmers to understand and utilize local ecosystem elements rather than depend on fertilizers. Tigray has achieved higher yields, higher groundwater levels, better soil fertility, increased household income, and stronger livelihood opportunities for farmers than previous efforts with conventional agriculture. The Ethiopian government has now adopted this approach to mitigate soil damage and alleviate poverty in 165 local districts in the grain producing parts of Ethiopia.

A report showing further evidence that organic farming can feed the world was presented in October 2008 by the United Nations Environmental Program. In a statement to The Independent, the head of the UN’s Environment Program, Achim Steiner, said the report “indicates that the potential contribution of organic farming to feeding the world may be far higher than many had supposed.”

The report analyzed 114 projects in 24 African countries and found that yields had more than doubled where organic or near-organic practices had been used as compared to conventional crops. Additionally, the study found that organic practices provided environmental benefits such as improved soil fertility, better retention of water, and resistance to drought. The research also highlighted the role that organic farming could play in improving in areas such as local education, agro-ecological knowledge, leadership training, adult literacy, computer knowledge and experimental farming programs. The report can be found at www.unep.org.

Out With The Green Revolution, In With The Organic Revolution

The Green Revolution, so named in the 1960s and 1970s, offered a package of hybrid seeds, farm technology, better irrigation techniques, and chemical fertilizers and pesticides. It was successful at meeting its primary objective of increasing crop yields and augmenting aggregate food supplies. Yet, despite its success, the Green Revolution as a development approach has not necessarily translated into benefits for the lower strata of the rural poor in terms of greater food security or greater economic opportunity and well-being.

Research shows that the latest scientific approaches in organic agriculture offer developing countries affordable, immediately usable, and universally accessible ways to improve yields. Rodale Institute is a 60-year-old research and education nonprofit with the longest ongoing comparative agricultural field trials in the world.

“Yield data just by itself makes the case for a focused and persistent move to organic farming systems,” explains Dr. Tim LaSalle, CEO of the Rodale Institute. “When we consider that organic systems are building the health of the soil, sequestering CO2, cleaning up the waterways, and returning more economic yield to the farmer, the argument for an Organic Green Revolution becomes overwhelming. These methods also build the soil, increase drought and flood resistance as well as adaptability to climate change,” LaSalle says.

Remember the high yield goal of the Green Revolution? The quest for maximum yield in conventional agriculture has often resulted in declining nutritional quality, says Dr. Donald Davis of the University of Texas, Austin. He and his team analyzed 50 years of USDA nutrition data. According to a study published in 2004 in the Journal of the American College of Nutrition, 13 major nutrients in fruits and vegetables tracked by USDA from 1950 to 1999, six showed significant declines—protein, calcium, phosphorus, iron, riboflavin, and vitamin C.

Dr. Davis noted that over many years of using yield potential as the dominant criterion in developing improved varieties, while average yields have risen, plant root systems have not been able to keep pace in drawing more needed micronutrients from the soil. When breeders selectively breed for one resource, using a selected trait like yield, fewer resources remain for other plant functions, the study explains.

Organic fruits and vegetables on other hand, are on average 25% higher in 11 key nutrients than their conventional, chemically produced counterparts, according to research published in March 2008 by The Organic Center. Organic fruits and vegetables also are 30% higher in antioxidants when compared to their conventional counterparts. The higher levels of antioxidants in organic food may also contribute to better taste, according to a 2006 Organic Center report.

Both international and national research is substantiating that food security, human health, economic development and ecological sustainability are better served through organic agricultural methods than previously recognized. The increased recognition of the downsides of chemically intensive agriculture combined with the growing body of evidence for the benefits of organic agriculture provides new momentum for more sustainable agricultural practices to be adopted globally. This is good news for the burgeoning populations of the developing world and their local environments.

Seleyn DeYarus is the development director of The Organic Center and has been an advocate of organic farming and ecological sustainability for 25 years. For more information, visit www.organic-center.org.

Relationships, Relevance, and Results

Tuesday, February 23, 2010 by Ted Ning


8 PRINCIPLES FOR EFFECTIVE MULTICULTURAL COMMUNICATION


Every day, thousands of businesses, nonprofit organizations, and public agencies encounter the challenges and the benefits of working in an increasingly multicultural society. From reaching out to potential customers, clients, donors, and taxpayers to providing critical products and services, every organization in today’s society must make effective communication in a multicultural context a key priority. It is an absolute necessity for organizational success and for building healthy communities.

Taking a multicultural approach to communication increases the relevance and impact by recognizing, respecting, and engaging the cultural backgrounds of all stakeholders and framing communication in ways that invite real participation and dialogue. Effective multicultural communication unlocks new resources and brings additional perspectives and talents to the table to develop innovative and sustainable solutions to our most challenging social, environmental, and economic issues.

An analysis of the raw data highlights the significance and growth of our nation’s increasingly multicultural population. Take ethnicity statistics alone: ethnic and racial groups account for 30 percent of the U.S. population, or more than 90 million people. By 2050, communities of color will make up 49 percent of the U.S. population, or more than 209 million people.

Through our work with leading businesses, nonprofits, and public agencies, we have distilled eight principles for effective multicultural communication. You will see that many of the principles make great sense for communication to all audiences and are built upon well-established communication and social marketing theory.

1) Check Your Assumptions at the Door: Begin With Yourself
Before beginning to work with any group that is culturally, ethnically, or racially different from your own, it is critical to step back and identify any assumptions, preconceived beliefs, or stereotypes that you might hold about that population. Your best intentions may be undermined by old assumptions or isolated experiences that can impact your ability to develop a sound strategy that effectively achieves the behavioral, attitudinal, or systematic change you seek. It is also essential that you not assume a particular group holds the same set of values or beliefs as your own.

2) Understand the Cultural Context(s) of Your Audience: Do Your Homework
The goal of any communication is creating shared understanding. As communicators, when we relay a message (language, symbols, images), it is with the expectation that the receiver can interpret as the sender intended and has the ability to take action accordingly. This is not always the case. Various cultural groups have unique ways of perceiving, organizing, and relating to information. They may have different needs, values, motivators, and behaviors. The norm for one group may not necessarily be relevant or appropriate for another group. The message must fit the cultural context (the norms, ideas, beliefs, and totality of meaning shared by a cultural group) of the audiences you want to reach.

3) Invest Before You Request: Create Community-Centered Partnerships
Historically, there has been a tendency to reach out to organizations serving special populations at the point when businesses, issue advocates, or other organizations need help accessing a community or seek to expand service or products to a community. Too often the first introduction is a request for assistance in conducting outreach, sharing information, facilitating market research, or referring participants to programs. In many cases, communication has been one way and self-centered—what can this person or organization do for us? By investing in the community—learning about organizational needs, attending events and community forums, and participating in community-based efforts—you can build trust and the foundation for long-term engagement. By taking this step first, before you have a specific programmatic request, you invest in building connections that lead to long-term partnerships.

4) Develop Authentic Relationships: Maintain a Long-Term Perspective
Authentic relationships are those that engage community members in idea generation, feedback, and decision making. Such a relationship is patiently developed because there is no need to rush to get to know and understand each other. The relationship is based on a true sense of shared values and shared mission and is focused on ongoing collaboration rather than a specific project. Communication, contribution, and commitment are all two-way.

5) Build Shared Ownership: Engage, Don’t Just Involve
As you seek to engage the community in your work, look for opportunities for the community to become vested in the mission that drives your work and its outcomes. Identify opportunities for leadership roles for members of the community and engage them as decision makers and owners of strategy. Actively seek their guidance and input in evaluating and refining strategies and messages. When there is more than one cultural group that you wish to engage, identify the needs, values, and motivators that the groups have in common and use these to develop messages and strategies that help unify the groups. This approach helps build community, ensure that groups do not feel they are in competition for attention or resources, and also helps to identify and elevate shared community needs and values that help shape ongoing community dialogue.

6) Walk Your Talk: Lead By Example
All of us have had experiences in which the message conveyed by an organization is inconsistent with its actions and behaviors. The classic example is a retail business with a huge welcome sign in the window and a staff that ignores you. This is just a manifestation of the challenges audiences experience when the message doesn’t match the experience. If you say that your programs are flexible, open to all members of the community, and based on community needs, then that must be what your audience experiences. If you commit to collaboration, then you must behave collaboratively. If you are committed to providing services to “everyone” in the community, your organization’s staff, governance, and partnerships need to reflect the community, and your resources need to benefit that community.

7) Relate, Don’t Translate: Place Communication Into Cultural Context
Successful multicultural communication requires more than just translating English-language content. It requires embracing the social nuances of diverse cultural groups and markets and actively engaging them in the creation of relevant communication strategies, tools, and messages that have the best opportunity to achieve the desired action. When existing strategies are deemed effective, the process of adaptation for new audiences is much broader than the words on a page. In fact, more important than deciding which language to use in your materials is ensuring that the content resonates with the culture and identity of your audience.

Effective multicultural communication entails appropriate interpersonal communication dynamics, the right context, and appropriate usage of culturally relevant imagery, vocabulary, vernacular, metaphors, or slang. Translation makes things readable, not necessarily relevant. A better approach is to make a conscious choice between translating existing concepts that work, relating existing concepts into new images and words that convey ideas more effectively, or developing completely new creative (message frame, copy, imagery).

8) Anticipate Change: Be Prepared to Succeed
Bringing new people and new perspectives into your organization, especially those from a cultural group that has not been previously engaged—be they staff, volunteers, clients, customers, members, investors, donors or community partners—will naturally change the dynamics of your organization. It may change how the organization is structured, governed, and staffed. It may impact how consensus is built, how meetings are managed, and how decisions are made. It may impact how a product is reformulated or how a marketing campaign is planned and executed. When conducting multicultural communication, answer the questions: “Are we prepared to succeed?” “Are we ready for change?”

Cases Study Examples:

The YMCA offers many examples of community-centered partnerships.

Issue: The YMCA of the Columbia-Willamette in Portland, Oregon, was interested in connecting with the fast-growing Latino population in the area. It wanted to increase Latino participation in programs and encourage that community to volunteer and become potential donors to the organization.

Strategy: The YMCA’s president was new to the area, recently relocated from Los Angeles, where he had worked extensively with Latino youth and families. He reached out to a local Latino-led community organization that served children and youth through a variety of programs. He offered transportation, access to facilities, and staff to lead nutrition and fitness classes free of charge.

Results and Impact: The pilot program sparked multiple on-site programs and joint fundraising efforts over several years. The Latino organization gained access to quality facilities, expert staff, and curriculum about health, fitness, and nutrition to supplement its educational and workforce development programs. Hundreds of children and teens benefited from year-round health and fitness programming. Over time, this relationship led to new Latino board members, an increase in Latino volunteers, and an increase in the number of Latino youths and families attending YMCA programs and services (the original goal).

New Seasons Market is a good example of investing before requesting.

Issue: New Seasons Market is a chain of Oregon grocery stores committed to building strong communities and supporting a healthy regional food economy and environment. Unlike many stores that carry a wide array of natural and organic foods, New Seasons has opened several stores in underserved neighborhoods that include the established African-American community, a growing Latino population, and many new Southeast Asian and Eastern European immigrants. These stores are in locations that were abandoned by traditional grocers decades ago. New Seasons needed to establish community support to build the stores and a strong customer base in neighborhoods other grocers had considered unprofitable.

Strategy: New Seasons’ CEO and other leaders began attending neighborhood meetings prior to siting new stores. They learned from community members that a major need and priority was bringing a grocery store with healthy food into the neighborhood. They garnered community feedback on store location, product mix, and service needs. They began hiring and recruiting from the neighborhood for jobs in their other stores while new stores were in development. They participated in priority neighborhood projects, from street tree plantings to sponsoring a youth entrepreneurship program at one store. They advocated as an ally of the community for improved transit and other needs.

Results and Impact: New Seasons opened two large stores in neighborhoods without a grocery store and hired staff at all levels that reflected the local community. The diverse customer base from the neighborhoods has made both stores very successful. New Seasons has forged strong community partnerships and relationships, providing it with allies on priority issues of food policy. In turn, New Seasons has been engaged as an ally for community development and economic equity priorities. Further, local communities have pointed to New Seasons as an example of the expectation they have for other companies that benefit from doing business in their neighborhood.

The Lee y serás campaign (an initiative of the National Council of La Raza, Scholastic Inc., and Verizon) is a good example of “relate, don’t translate.”

Issue: Currently, 86 percent of Latino fourth-graders and 91 percent of Latino eighth-graders in the U.S. read at or below basic skill levels. Fewer than 25 percent of Latino 17-year-olds can read at the skill level necessary for success in college and the increasingly high-tech workplace. This achievement gap actually begins before children enter kindergarten. A major goal of this national bilingual early-literacy initiative is to empower parents and childcare providers to play a first teacher role.

Strategy: As the education system has increasingly encouraged learning English, non-English speaking parents do not receive encouragement for and may even be discouraged from reading to their children. Also, the traditional message of “Read to your children so they will be better prepared for school” does not resonate as well in the Latino community due to a belief by some segments of the community that learning begins in school, not at home. Clearly, traditional literacy frames would not work with this audience. New materials and a unique creative approach were needed in Spanish and best developed within a cultural context that the various Latino subpopulations could relate to.

The campaign’s focus group research guided the development of a message framework that centered on succeeding in life, rather than the dominant literacy message frame, “Read to your child so they can succeed in school.” Latino cultural strengths such as storytelling, rhymes, and singing were emphasized. Further, based upon an understanding of the work-life demands (another cultural context factor) of the primary audience, the message frame highlighted how talking, telling stories, and singing to children could be incorporated into parents’ daily activities. 

By recognizing that many parents have multiple jobs and cannot meet the demands of traditional messages that call for a set amount of time spent reading each day, the campaign created a culturally relevant frame that was effective with parents and primary caregivers. Six pilot campaign markets were selected to reflect cultural needs of specific subpopulations such as Chicanos and Mexican-Americans in Los Angeles, Cubans and South Americans in Miami, and Puerto Ricans and Dominicans in New York.

Results and Impact: Initial impact assessments in the six markets show very promising success. Parents involved in the program clearly and enthusiastically articulate and act on their first teacher role and articulate the core messages of the campaign in their own words when describing what is important for their children to succeed. Cultural aspects of the program such as rhymes, stories, and songs have been particularly well received.

Conclusion
Effective multicultural communication is a critical factor in engaging and garnering support from the full spectrum of voters, donors, customers, constituents, and stakeholders that make up the American mosaic. By applying the eight principles, your organization can better advance your goals and help create a stronger and more equitable society. While there are many nuances, approaches, and perspectives to learn and apply, ultimately it all comes down to what we like to call the 3Rs: Relevance, Relationships, and Results.

Metropolitan Group is a full-service social change agency that crafts and integrates strategic communication, resource development, and creative services that empower social-purpose organizations to build a just and sustainable world. More information is available at www.metgroup.com.