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

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

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

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

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

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

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

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

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

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

When it comes to fashion, I’m torn. On one hand, I enjoy a good bargain, and frequently find myself in inexpensive stores, trying to find one-of-a-kind pieces at discount prices. On the other hand, I work in the green industry and I know that choosing inexpensive garments, made overseas, is not the most eco-conscious or socially responsible choice. So what is a girl to do? How do I merry my passion for the environment and social responsibility with my bank account? Luckily there is a solution out there, where unique fashion accessories and social action collide, providing conscious consumers a choice, and the opportunity to look super chic without breaking the bank. That solution is Annie O. Boutique.

Based in Boulder, CO, Annie O. Boutique designs and sources beautifully hand crafted women’s accessories, working directly with female artisan cooperatives around the world. The company creates stunning handbags, embroidered belts, scarves and other accessories using local materials, blending ancient techniques and contemporary design. What is amazing about Annie O., is that through the company’s work with female artisan cooperatives, many women that live in impoverishment and are often victims of domestic violence are provided an opportunity to showcase their artistic skills, make a living and have an improved quality of life. If you ask me, that is an amazing impact, created by one woman (Annie O.) with a passion for design and vision of a better world.

Not only are Annie O. accessories socially conscious, they are uniquely hand-crafted and intricately made.  I guarantee that you will not find as unique pieces as Annie O.’s belts, handbags, scarves and other accessories in your local shopping mall. I personally had the opportunity to wear one of Annie O.’s hand-made belts and use one of her handbags , and I have to say, never before have I received so many compliments!

The Annie O. belt I have worn many times now, is a powder blue, delicately embroidered with vibrant images of floral and detailed bird designs. Hand woven, the belt is made using wool thread and is complimented with a sustainably sourced horn buckle. This belt is not only beautiful, but is extremely versatile and can be worn over long shirts, with jeans, skirts and dresses. I love to wear it with a simple dress, adding a flair of color, or with an oversized shirt and jeans. No matter how I wear it, my outfit is always improved and I leave the house feeling confident and cool. 

The Yuli Clutch is the Annie O. Bag that I have been using on an almost daily basis. A black bag, it is embroidered with vibrant and colorful floral and bird images, and is so bright that you hardly notice the dark background behind the artwork. It’s the perfect size for keys, a small wallet, cell phone and lip gloss – a woman’s necessary items. The bag is as versatile as the belt, dressing up any formal ensemble, or pairing perfectly with any everyday outfit. The best part? Knowing that I am supporting women in need around the world by using, and promoting, this beautiful handbag and amazing company.

What I’ve learned through the discovery of Annie O. Boutique and wearing Annie’s beautiful and socially conscious accessories, is that when it comes to fashion, you don’t have to choose. Before, I was always looking for a bargain, not really thinking about the social impact of the way I was spending my fashion dollars. While I can’t promise that I will never again seek out a deal, I will definitely be more conscious about what I’m buying, where it came from, and how my purchase is helping to make the world a better place. Thanks to Annie O. Boutique, I know that there is fashion out there that I can feel good about, and that by purchasing it I am helping to create positive social change, one handbag at a time.

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!


 

While companies have always engaged in philanthropy, when American Express began raising money for the Statue of Liberty restoration 25 years ago, engaging consumers directly in the fundraising process through a transactional connection was unique. Since then, cause branding has become increasingly prevalent though the benefits of corporate social responsibility (CSR) are sometimes difficult to quantify. One way companies derive Calculated Intangible Value (CIV) is by comparing their three year profits to that of competitors with similar tangible assets.

For Paul Herman of HIP (Human Impact + Profit) Investor, there are more precise measures, and many examples of companies that solve problems and serve human needs experiencing better revenue and tax positions, and lower costs of operation, raising capital and issuing stock. Examples include Toyota’s assent to number one automaker by capitalizing on a new market with the highly profitable Prius, Liberty Property Trust spending 2% more on LEED conpliance reaping 30 – 40% operating cost decreases, Walgreens tax breaks and lower operating costs from installing solar panels on 100 stores, and Burt’s Bees acquisition by Clorox for almost $1 billion. Finally, Herman points to Interface Flor’s re-branding around sustainability resulting in a billion dollar market cap and higher PE ratio than competitors.

Concurrently, companies like Mattel, once profitable based on what Herman calls “the China price”, are seeing their sales and stock plummet while “HIP price” products are increasingly popular and profitable. The furniture company Herman Miller, for example, charges premium prices while investing in sourcing sustainable materials, leading to enviable profit margins.

Nike views corporate responsibility as a catalyst for growth and innovation, concentrating efforts on improving conditions in factories, designing for a better world, achieving climate neutrality and unleashing potential through sports. They call the return on these integrated CSR programs “ROI2”. Youth focused community efforts using sports to inspire social change have obvious benefits for Nike by creating future loyal consumers. Nike has also reduced manufacturing waste by 45% since 1998, in part through closed-loop systems, with vendors receiving back waste materials from the shoe-making process to recycle into new materials for Nike.

PR Week and the marketing firm Barkley released a survey quantifying the positive effects of corporate philanthropic activities. According to their results, 72% of consumers have purchased a brand because it supports a cause they believe in. Corporations report positive PR (65.3%), an increase in sales (26.7%) and an enhanced relationship with target demographics (52%) as a result of cause marketing. 56% of companies also report heightened staff morale and retention and 14.7% cite improved recruitment of quality candidates.

According to Barkley CEO, Mike Swenson, program effectiveness is measurable through cause marketing sales (events with product sales involved), cause event visibility (runs, walks, etc.), and cause branding traction (programs that define the company). In 1995, Barkley’s own client Lee jeans, looking to take advantage of trends toward casual Fridays and more casual workplace dress codes, and improve perception of the Lee brand among 24- 49 year-old women, started Lee National Denim Day benefiting breast cancer research. Brand tracking studies report 60% of women have a more favorable impression of Lee and 33% are more likely to purchase the brand based on its sponsorship of Lee National Denim Day. Further, women aware of the sponsorship are more likely to view Lee as a fashionable brand. Swenson also points to the Dove Self Esteem campaign repositioning a commodity product into a brand with a clear point of differentiation.

Other companies, World of Good for example, successfully established entire brands around CSR practices. The 3 ½ year-old company sells international, fair-trade style sourced hand crafts online and through strong partnerships with retailers like Whole Foods. With 300% annual growth, World of Good appeals to traditional venture capitalists and serves as an example of marrying positive impact with bottom line profitability.

According to another Barkely survey, growing evidence shows that cause branding also positively effects Generation X and Y stock purchases. For companies courting consumers and investors in their 20’s and 30’s, CSR is now an important decision point. At the same time, employees looking to find more meaning in their work are demanding that companies get more involved in problem solving and have a positive social, environmental or health impact.

No longer just something a company has to do for PR purposes, corporate social responsibility has become a significant differentiator for consumers, employees, investors and shareholders. CSR companies are simultaneously investing in the greater good and their own good, resulting in an increase in multiple bottom lines.
 

A year ago, our media and marketing firm planted a company garden to deepen our understanding of the challenges facing our clients who produce organic food.

The concept was simple. Our employees worked the soil, split the bounty and shared with people in need; we foot the bill for seeds, land use and wages for others to help tend the garden when we were away. Within months of planting 70 hills of potatoes, we’d experienced the spectrum of gardening, from crop failure (one small bowl of peas) to abundance (400 pounds of tomatoes).

We’re not alone. Gardens in many forms are sprouting up and grabbing attention nationwide at such companies as Aveda, Google, PepsiCo, Kohl’s, Toyota and Best Buy – a trend the New York Times recently dubbed “The Rise of Company Gardens.” The Wall Street Journal called company veggie plots morale builders. HR Executive named our garden among the “Best HR Ideas for 2010.”

The reasons behind the gardens range from the practical (healthy food for the cafeteria) to the philanthropic (donations for food shelves) to advocacy (educating a new generation of locavores). Our garden quickly became one of or most popular benefits, leading us to believe that if more workers nationwide had access to healthy food grown at work, we could all reap reduced healthcare costs.

Ditch your pinstripes and don some gardening gloves today. Join us and other companies with gardens planted at the convergence of food, health and corporate social responsibility. If we can do it, so can you. All you need to start your own employer garden are seeds, dirt and some gumption.

Travelers Philanthropy

empower local communities by providing social services, jobs, skills, ownership, education, and environmental stewardship.

Case-in-point: After a trek in Nepal, Dr. Antonia Neubauer, founder of Myths and Mountains, a Nevada-based travel company, asked her Sherpa guide what he would do for his village. “Build a library,” he responded. That library project has since evolved into READ (Read Education and Development), which is today a network of 40 community-owned and operated libraries across Nepal.  Myths and Mountains donates $50 from every traveler to support READ. For about $46,000, READ builds a library; stocks it with 3,000-5,000 books; trains locals; and funds sustainable community projects. The program won the 2006 Access to Learning Award from the Gates Foundation. 
 

"Voluntourism"

Closely linked to Travelers Philanthropy is the movement for “Voluntourism,” active, hands-on, volunteer vacations that address global issues of environmental degradation and poverty alleviation, while fostering understanding between visitors and host communities. Its origins trace back to the days of healers, explorers, and sailors who traveled while offering services to those in need. With growing awareness of global citizenship and social responsibility, it is no surprise that “voluntourism” is booming. According to Peter Yesawich, CEO of America's leading hospitality marketing agency, 6% of all U.S. active travelers took a volunteer vacation last year.



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

Carbon Offsets for Travel:

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

Cases in point:

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

 

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

 

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

 

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

Green Architecture:

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

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

 

Agroecotourism:

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

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


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


Ecotourism:
The International Ecotourism Society
www.ecotourism.org

Global Ecotourism Conference 
www.ecotourismglobalconference.org

North American Ecotourism
www.ecotourismconference.org

Philanthropy:
Travelers' Philanthropy
www.travelersphilanthropy.org

READ Global
www.readnepal.org

Voluntourism:
Coral Cay Corporation
www.coralcay.org

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

Agroecotourism:
Shelburne Farms
www.shelburnefarms.org

Wall Street evaluates companies by dollar figures. LOHAS consumers judge by a different bottom line; whether corporate practices align with consumer values. Is it possible the socially responsible practices LOHAS consumers expect and brand building, revenue enhancement practices investors expect can be one and the same? Some analysts think so.

While companies have always engaged in philanthropy, when American Express began raising money for the Statue of Liberty restoration 25 years ago, engaging consumers directly in the fundraising process through a transactional connection was unique. Since then, cause branding has become increasingly prevalent though the benefits of corporate social responsibility (CSR) are sometimes difficult to quantify. One way companies derive Calculated Intangible Value (CIV) is by comparing their three year profits to that of competitors with similar tangible assets.

For Paul Herman of HIP (Human Impact + Profit) Investor, there are more precise measures, and many examples of companies that solve problems and serve human needs experiencing better revenue and tax positions, and lower costs of operation, raising capital and issuing stock. Examples include Toyota’s assent to number one automaker by capitalizing on a new market with the highly profitable Prius, Liberty Property Trust spending 2% more on LEED conpliance reaping 30 – 40% operating cost decreases, Walgreens tax breaks and lower operating costs from installing solar panels on 100 stores, and Burt’s Bees acquisition by Clorox for almost $1 billion. Finally, Herman points to Interface Flor’s re-branding around sustainability resulting in a billion dollar market cap and higher PE ratio than competitors.

Concurrently, companies like Mattel, once profitable based on what Herman calls “the China price”, are seeing their sales and stock plummet while “HIP price” products are increasingly popular and profitable. The furniture company Herman Miller, for example, charges premium prices while investing in sourcing sustainable materials, leading to enviable profit margins.

Nike views corporate responsibility as a catalyst for growth and innovation, concentrating efforts on improving conditions in factories, designing for a better world, achieving climate neutrality and unleashing potential through sports. They call the return on these integrated CSR programs “ROI2”. Youth focused community efforts using sports to inspire social change have obvious benefits for Nike by creating future loyal consumers. Nike has also reduced manufacturing waste by 45% since 1998, in part through closed-loop systems, with vendors receiving back waste materials from the shoe-making process to recycle into new materials for Nike.

In 2008, PR Week and the marketing firm Barkley released a survey quantifying the positive effects of corporate philanthropic activities. According to their results, 72% of consumers have purchased a brand because it supports a cause they believe in. Corporations report positive PR (65.3%), an increase in sales (26.7%) and an enhanced relationship with target demographics (52%) as a result of cause marketing. 56% of companies also report heightened staff morale and retention and 14.7% cite improved recruitment of quality candidates.

According to Barkley CEO, Mike Swenson, program effectiveness is measurable through cause marketing sales (events with product sales involved), cause event visibility (runs, walks, etc.), and cause branding traction (programs that define the company). In 1995, Barkley’s own client Lee jeans, looking to take advantage of trends toward casual Fridays and more casual workplace dress codes, and improve perception of the Lee brand among 24- 49 year-old women, started Lee National Denim Day benefiting breast cancer research. Brand tracking studies report 60% of women have a more favorable impression of Lee and 33% are more likely to purchase the brand based on its sponsorship of Lee National Denim Day. Further, women aware of the sponsorship are more likely to view Lee as a fashionable brand. Swenson also points to the Dove Self Esteem campaign repositioning a commodity product into a brand with a clear point of differentiation.

Other companies, World of Good for example, successfully established entire brands around CSR practices. The 3 ½ year-old company sells international, fair-trade style sourced hand crafts online and through strong partnerships with retailers like Whole Foods. With 300% annual growth, World of Good appeals to traditional venture capitalists and serves as an example of marrying positive impact with bottom line profitability.

According to another Barkely survey, growing evidence shows that cause branding also positively effects Generation X and Y stock purchases. For companies courting consumers and investors in their 20’s and 30’s, CSR is now an important decision point. At the same time, employees looking to find more meaning in their work are demanding that companies get more involved in problem solving and have a positive social, environmental or health impact.

Authored by The SOAP Group

Language shapes the way we think and determines what we can think about,” said linguist Benjamin Whorf. Since advertising is the most read text in our culture (we’re hit with between 300 and 3,000 messages each day), the role that advertising’s language plays in shaping thinking about sustainability should not be ignored.

To look at this issue in a bit more depth, we surveyed 100 green print advertisements from both mainstream and
green-minded publications. The ads were for a variety of goods and services, including building products, food and beverages, automobiles, airlines, investing, electronics, detergents, pet food, and cosmetics among others.

Understanding the most commonly used green words of today, reveals insight into the communications trends of tomorrow. As a marketer, understanding ubiquity and saturation is one of the first steps in identifying what’s next. It is then important to recognize that the pulse of modern language provides the market advantage of differentiation.

Emotion vs. Science
The advertising survey bisected operative words (headlines and positioning content in copy) and word families (e.g.,
carbon, CO2, and carbon offset were grouped as one set) into Emotive (“change,” “progress,” “clean”) and Scientific (“carbon,” ”planet,” ”hybrid”) categories. Hyphenated words, like ”eco-friendly,” were considered emotive. We also looked at language intent: Was the phrase intended to be emotional or scientific? For example, in nearly all cases “green” was used emotionally or aspirationally, not scientifically.

At this primary grouping, science-derived words were used 168 times as opposed to emotional words at 116. This
represents marketers’ awareness that prevailing consumers are looking for factual data when making purchases in green contexts. That said, most of the science was fairly vapid, relying more on the language of science than on science itself. This means that science, as a brand differentiator, still has unclaimed potential.

More interesting, however, is the emotive side of the ledger. “Green” was toppled as the leading operative word in its
own category of goods and services. “Less” is today’s operative. “Less” represented the most common linguistic turn
of phrase, showing up 28 times in 100  ads (“green” appeared 23 times). The phrase “go green” is all but abandoned
today. “Green” and its variations are telltales of greenwashing. Still, it seems that it has been relegated to serving as a shortcut to define the category, but doesn’t offer much depth beyond that.

Is “Less” the New “Green”?
Maybe. Green marketing often takes the shape of its current cultural condition. When energy (fuel, etc.) prices were
painfully inflated, marketing language (and solutions) turned to saving money and distance efficiency. Way back in
2008, one could be green and indulge at the same time, as long as they drove a hybrid to get there. Today, energy prices have fallen, but less immediately controllable economic hardships have replaced them. The current condition is one of anti-overindulgence, simplicity (noted eight times, it is a form of “less,” but not classified as such in our survey), and doing more with well...less. This is a cultural condition of the economic turn. “Less” is on the lips of CEOs, school administrators, advertising sales teams, governors, and kitchen-table budgeters. And, apparently, green marketers have picked up on this fact. No surprise there. But, “less” in these ads is a factor of economics, not life philosophy. This was the case with “green” too, where it was arguably more about social status and trend than a
change in values.

It’s odd how a phrase intrinsically linked to anti-consumption can become the most popular word in marketing goods and services. Like “green,” this is the co-opting of the LOHAS language by the mainstream all over again.

But advertising has never been accused of being “accurate” language, so in a sense what’s odd is that we expect authenticity to play a role in it at all. Or at the very least, we should.

Most advertising is based on use of the superlative. “Very” lost its meaning through overuse, so we installed “very, very” into the language set. “Yes” has had to become “absolutely.” “Green” is currently interviewing for hyper-replacements, both in terms of movement and language. This is evolutionary language theory at its quickest. It will be interesting to watch “less” become a superlative. And, of course, we await lesswashing — where the consumption of less is a contrived illusion.

Encouraging consumers to consume less is an emerging marketing strategy. Engineering ways for them to have the same reward consumption offers is a sustainability strategy.

Author Edward Abbey said, “Growth for the sake of growth is the ideology of the cancer cell.” In more theoretic terms, according to ecopedagogy, sustainability is not being realized because it represents the antithesis to the political, economic, and cultural status quo of the powerful forces needed to fuel growth. The ‘less’ backlash is a response to this and marks a real milestone along the pathway to culture change and LOHAS ubiquity.

What is a LOHAS Ad?
What’s the difference between a mainstream ad and a LOHAS ad? Maybe a LOHAS ad is a gadfly. A LOHAS ad may be one that challenges the status quo of not just health and sustainability, but of advertising itself. Maybe LOHAS advertising needs to do more than promote and educate. On some level, LOHAS ads have both an opportunity to simultaneously inspire and make a mess.

Shakespeare said, “Past is prologue.” So how can we use these linguistic trends as an opportunity to create more authentic culture change stemming from the LOHAS business community and emerge into the mainstream (as opposed to mainstream marketing to LOHAS)? There are some new frontiers that are ready for marketing to embrace.
• Local as the new niche market (“The 100 Mile Diet” goes mainstream)
• Overwhelming positivity
• Authentic “me” instead of purchased badges of community
• The acquisition of experience over products
• Activist-based marketing (not guerilla, rather marketing that has a purpose beyond marketing)

Advertisements tend to signify cultural trends. They enforce classic structures of economy and politics. But they can also subvert the same. We are advocating for LOHAS marketers to push harder now more than ever to promote their goods and services through the principles and ideals of the LOHAS marketplace, not just the associated signs and signifiers. Move beyond language, go deeper into the trends, and create new levels of business consumer dialogue and engagement.

In 1968, when Garrett Hardin wrote “The Tragedy of the Commons” he was describing a particular dilemma in which individuals acting independently in their own self-interest ultimately destroy a shared resource—even where it’s clear that it is not in anyone’s long-term interest for this to happen. Today’s green ads may be serving the interest in meeting a company’s quarterly bottom line, but few are acting in the interest of communal sustainability.

Unfortunately, advertising shapes American culture; it shapes our image of ourselves. But it is through deconstructing the codes of advertising that we can begin to learn the limits of these codes. And, in turn, improve the odds of sustainability, social equity, and enduring value.

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

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

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

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

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

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

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

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

Clean Edge
Your source for Clean Tech jobs.

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

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

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

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

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

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

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

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

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

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

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

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

Yoga Finder
Find yoga jobs and opportunities.

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

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

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

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

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

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

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

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

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

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

OceanCareers.com
Explore over fifty ocean-related careers.

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

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

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

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

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

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

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

I assume that many of you are looking at your personal finances due to a new year and the tax man that will soon be knocking. Many may be asking themselves - "How can I do well while doing good in today's economy?" Well this is what I certainly am doing for my own personal reasons. Not only am I an advocate of sustainability management when it comes to business but also when it applies to personal finance. It certainly seems strange to think about investing as the unemployment rate hangs at 10%, foreclosures continue and penny pinching seems to be all the rage. And I find it so peculiar how we all relate to money. Money is supposed to be a unit of exchange for objects and services. It is not something to be a slave to. But why are we such slaves to it? Where does all the emotional baggage come from that surrounds it? What if we look at it money with different perspective? Would that give us some better ideas, attitudes and insight? This is what I have done and here are some great books I have recently read that I would recommend to anyone to read who is considering a new direction to take for their financial future and outlook on what to value.

The Cure For Money Madness - Spencer Sherman
spence spoke at the 2009 LOHAS Forum about his new process for curing what he termed 'Money Madness'. He had sufferred from it and noticed it in his clients, too: those irrational feelings about money that make otherwise rational adults behave foolishly—buying high, selling low, overspending, lying to their spouses, equating their self-worth with their net worth. Money madness stresses us out, poisons our relationships, and keeps us from making as much money as we can. So Spencer invented the cure. Now, in The Cure for Money Madness, he gives us the tools that have helped thousands of people find greater peace of mind—and make more money.

accorind to Spencer, money madness comes from unproductive messages that we received long ago such as, “It takes money to make money.” or “Paying rent is just throwing money down the drain.” “Don’t talk about money.” When you challenge the messages, you can transform all aspects of your money life: earning, spending, saving, investing, giving, borrowing. More money will flow to you. Your relationships will improve. You’ll enjoy your money more. And you’ll be more generous, too.

In The Cure for Money Madness, you’ll discover:

How much your money madness has been costing you
How wealthy you truly are, by using the revolutionary Actual Net WorthTM statement
How “small and boring” can help you outperform the top investors—without watching the market
How to communicate about money in ways that create deeper connections with your spouse, parents, children, friends, and colleagues
How to know what is truly enough

Money madness keeps us from living as richly as we might and enjoying the wealth we have. In these tough economic times, The Cure for Money Madness transforms fear and stress into prosperity and peace.

I like this book because I can relate to it through the emotions that I have experienced that are attached to money and there are very simple steps to follow that Spencer has put together to get to not only the root of the emotions for reprogramming but also a roadmap to financial freedom.


Slow Money - Woody Tasch

Another presenter at LOHAS, the ultimate green conference. Woody has seen a lot regarding asset management. This book talks about large picture and  presents the path for bringing money back down to earth- philosophically, strategically, and pragmatically- and with an entrepreneurial spirit that is informed by decades of work by the thousands of CEOs, investors, grantmakers, food producers, and consumers who are seeding the restorative economy.

This is the path toward a financial system that serves people and place as much at it serves industry sectors and markets. To discover this path and to begin to walk down it: That is the mission of Slow Money. This mission emerges from Woody Tasch’s decades of work as a venture capitalist, foundation treasurer, and entrepreneur, whose explorations shed new light on a truer, more beautiful, more prudent kind of fiduciary responsibility—a fiduciary responsibility that is not stuck in the industrial concepts of the nineteenth and twentieth centuries, but which reflects the economic, social, and environmental realities of the twenty-first century.

These explorations take us from the jokes of his father to the insights of his son, from the boardrooms of foundations and start-up companies to the farm fields of Vermont, from gopher holes in New Mexico to the possibilities of an alternative stock exchange, from Carlo Petrini to Muhammad Yunus, from Thoreau to Soros.

    * Could there ever be an alternative stock exchange dedicated to slow, small, and local?
    * Could a million American families get their food from CSAs?
    * What if you had to invest 50 percent of your assets within 50 miles of where you live?

Such questions—at the heart of Slow Money—are the first step on our path to a new economy and a new culture. Inquiries into Slow Money is a call to action for designing capital markets built around—not extraction and consumption but—preservation and restoration. Is it a movement or is it an investment strategy? The answer is yes.

I enjoyed this book because it provides clarity and reason behind alternatives that can happen if we look at our current broken financial systems that chase quarterly earnings instead of measuring full wealth beyond dollars. It put me in a very calm and peaceful state of mind and made me appreciate the simple things more. It has started a movement that I am all behind and am hopeful it will lead the path to sustainable green business.




Your Money or Your Life - Joe Dominguez, Vicki Robin, Monique Tilford

This is a book I read a while back that really gave me the best roadmap to savings that I had ever had at a time when I really need it. I was in a large debt hole and after reading I was able to have a blueprint of a savings plan and goals that I was able to accomplish. Thier program is a simple yet powerful one that I did successfully. And if I can do it anyone can.

Do you spend more than you earn? Does making a living feel more like making a dying? Do you dislike your job but can't afford to leave it? Is money fragmenting your time, your relationship with family and friends? If so, Your Money or Your Life is for you.

If you are looking for a serious, no-bones-about-it approach to simplicity and financial independence, we recommend that you read and follow the nine-step program outlined in Your Money or Your Life, by Joe Dominguez and Vicki Robin with Monique Tilford.

There is simply no better, step-by-step program available than this. It has helped thousands of people simplify their lifestyle and dramatically change their relationship with money.

Joe Dominguez and Vicki Robin took back their lives by gaining control of their money. They both gave up successful — and stressful — careers in order to live more deliberately and meaningfully. Now, in this inspiring and empowering book, they explain their nine-step program that shows you how to:

    * get out of debt and develop savings
    * reorder material priorities and live well for less
    * resolve inner conflicts between values and lifestyles
    * convert problems into opportunities to learn new skills
    * attain a wholeness of livelihood and lifestyle
    * save the planet while saving money
    * and much more

WHY READ THIS BOOK?

Ask yourself these questions:

    * Do you have enough money?
    * Are you spending enough time with your family and friends?
    * Do you come home from your job full of life?
    * Do you have time to participate in things you believe are worthwhile?
    * If you were laid off from your job, would you see it as an opportunity?
    * Are you satisfied with the contribution you have made to the world?
    * Are you at peace with money?
    * Does your job reflect your values?
    * Do you have enough savings to see you through six months of normal living expenses?
    * Is your life whole? Do all the pieces — your job, your expenditures, your relationships, your values — fit together?

If you answered "no" to even one of these questions, this book is for you.





More Than Money; Questions Every MBA Needs to Answer - Mark Albion

I really like this one as it is a quick read with powerful insight for those new grads. Can MBAs, often cast as risk-averse conflicted achievers caught in the MBA trap of "I'll make money now and then...", find their true happiness and achieve their destiny in the midst of societal and peer pressures?

Absolutely--if you recognize that what you thought were your safest career choices actually may be your riskiest. How so? Your safest choices keep you on your destiny path; your riskiest ones take you away from it.

How do you know? More Than Money offers four questions and twelve principles to keep you on your path and tools to help you measure where you are and what you need to do to fulfill your destiny.

I highly recommend this book to MBA students or to those who know new MBA's and give it to them as a gift.

These are a mixed and diverse grouping of books and some may value some more than others. If you have any other books or experiences on personal finance or understanding our societal relationship with money I would love to know about them. Please share.
 

I get many inquiries on the latest LOHAS market trends from various businesses, students and other organizations targeting the 17-19% of the adult population that makes up those avid conscious consumers who trive on ecological thinking, socially responsible investments, yoga, energy healing and green business.

So here is my quick solution for those searching for LOHAS data. We have uploaded the keynote sessions from the 2009 LOHAS Forum to Youtube and Facebook.

Below is the Natural Marketing Institute's presentation part 1 of 5. I recommend viewing them all. Enjoy!



 

Remember there are 4 more vids that are part of this so please view them all. If you are looking for the ultimate green business conference then register for the 2010 LOHAS Forum set for June 23-25th in Boulder Colorado.