The annual LOHAS conference is one that I look forward to. LOHAS is an acronym for lifestyles of health and sustainability. It refers to the substantial market for products and services, ethically delivered, for consumers especially concerned about wellness and corporate responsibility. It is the market at “the Intersection of Personal and Planetary Heath,” as Gwynne Rogers of the Natural Marketing Institute put it.
LOHAS attracts the friendliest assemblage of conferees I have encountered. Perhaps it is all the yoga and healthy eating that makes attendees so cordial. Perhaps it is their determination to make the world a better place. Often when people advocate “change,” what they mean is the other guy should change. At LOHAS, the notion of change is often aimed at oneself.
LOHAS features talented business leaders like Kevin Rutherford, CEO of Mrs. Meyers, and Kim Coupounas, co-founder of GoLite, sharing insights. Douglas Gayeton, author of the Lexicon of Sustainability, is using the power of words to “activate change and transform societies.” His vehicles include billboards, social media, pop up shows, and PBS short films.
And this year, as in previous years, marketing experts, like Suzanne Shelton of the Shelton Group, dissected the “green market” and offered useful counsel on how to attack it. For example, inspire don’t educate. Don’t make the problem seem so big an individual can’t do something about it.
Personal conviction is the trump card at LOHAS, and it this seems to explains the abounding goodwill at the conference.
The conference was held in Boulder, Colorado, which is one of those supremely livable small cities and thus an appealing destination. We were there just before the forest fires arrived. The Mountain West is dry country and, to my thinking, increasingly vulnerable to climate change.
This year, as in previous years, NativeEnergy was the carbon offset sponsor, providing offsets from our signature Help Build™ projects to balance the greenhouse gas pollution from conference-related travel, lodging, and operations.
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