By Deb Robins

Leadership is an extremely important commitment. That is why there are so few truly great leaders on the planet at any given time. Great leadership hinges on a dedication and commitment to learning -- the type of learning that demands a willingness to traverse the divide between success and failure. Leadership provokes thoughtfulness and contemplation so that the knowledge you have acquired can be successfully interpreted and passed forward in service to inspire and uplift others.

When I was named one of the top executive coaches in the country in the field of leadership training, the first thing I did was up my own ante on learning more about myself, the world of which I am a part and what exceptional leadership means. I did not allow my ego to fool me into thinking that I, by any stretch of the imagination, knew it all.

Thus, it is with great humility and gratitude that I accepted the invitation of LOHAS (Lifestyles of Health and Sustainability) to speak with some of the world's top leaders and discover the keys to their individual success: Dan Millman, best-selling author of "Way of the Peaceful Warrior" and "The Four Purposes of Life;" Casey Sheahan, CEO of Patagonia; Gretchen Bleiler, professional snowboarder and Olympic silver medalist; Ted Ning, director of LOHAS; and Freddie Ravel, former keyboardist from Santana.

Casey, Dan, Gretchen, Freddie and Ted -- in your experience, what choices have you made professionally or personally that provided the most growth-knowledge that undeniably lead to your greater success?

Casey Sheahan:

There have been two insights that have propelled Patagonia forward at a faster pace in the last three to four years. First, is the awareness that inspiration is a more powerful leadership tool than motivation because people will do anything for love but can be paralyzed by fear. Second, is the powerful effect of intention versus traditional metrics based goal-setting. If you can create a strong vision of how you want your company to look and feel far into the future, this is like looking at a three-dimensional satellite photo of the planet showing where you want to go, as opposed to a two-dimensional roadmap. Metrics make you focus on short-term outcomes; vision causes you to focus on the process and behaviours that really get you there.

In my talk I will explain how Patagonia's success has sprung from a series of transformative moments in the work and home lives of its leadership team -- from company owners, Yvon and Malinda Chouinard, to myself. I will speak to the challenges and opportunities I face in running one of the most socially responsible companies in the world. Patagonia's mission and values have proven legendary in their power to effect positive change in modern apparel manufacturing. As a side benefit, 1 percent of Patagonia's sales are donated to small activist groups working to preserve the global environment. But for all the company's financial and repetitional success, I intend to show that the company's growth accelerated even faster when it brought total awareness to the full spectrum of its real-world impacts and extreme transparency to its daily operations. I believe that being green and being socially responsible are essential now, but it has become equally important to lead with mindfulness, compassion and soul. What's true in the macrocosm for companies is true in the microcosm for its leaders. There is no global transformation possible without personal transformation.

Dan Millman:

We each make choices according to the unique timing and circumstances we meet on the mountain of life -- so noting my own specific choices may not serve anyone else. As the proverb says, "Maybe the only people who profit from the experiences of others are biographers." But I can share this: As I point out in "The Four Purposes of Life," there is no such thing as a future decision; all meaningful choices are made in the moment, and they are made through action. As E.M. Forrester wrote, "How do I know what I think until I see what I do?" Thinking about doing something is the same as not doing it. So don't think without acting (or act without thinking). Make a choice and stand by it until you have seen clearly where it may lead. Faith is the courage to live as if everything that happens is for our highest good and learning.

Gretchen Bleiler:

When I was a senior in high school, I came to a pivotal point in my life: I could go to college like I had always planned on doing and worked so hard for, or I could take a year off and put everything I had into becoming a professional snowboarder. At the time, being a professional snowboarder was not something a lot of people took a crack at; let's just say that route was obviously not the safe bet! I knew that I could go to school, just like all of my best friends, and live a happy life but I also knew that if I really gave it my all I could live an extraordinary life doing what I absolutely loved. A formal education is invaluable but you can also learn about the world and your place in it in other ways. The reason I choose snowboarding is because I knew that this path was my unique way and my individual gift. Every single one of us has a unique set of talents, gifts and skills and when you have the courage to pursue these no matter what or where they lead you, you will run head first into success. The key is knowing when to take that 'leap' and the answer is within you always, you just have to listen and have the courage to act.

Freddie Ravel, Motivational Maestro, CEO of Tune Up To Success:

From as far back as age 5, I have been utterly fascinated with the raw power of music. By 12, I became so intrigued with the piano that I practiced eight hours a day and that singular focus laid the foundation for the blessing of a music career that has taken me all over the world. I also love to work in the business world where there is a constant search for a more sustainable paradigm -- particularly by sharing music as a multi-tasking power tool for so many of our challenges today such as leadership, collaboration and time management. This has kept me in the mode of service, learning and contribution, which in turn sustains my personal and professional life. I believe that we are teachers sometimes and students ALL the time! This is especially true of becoming a father -- we don't raise our kids, they raise us! Finally, I'd say the most important choice I have made is to call my everyday intention toward living in a state of constant gratitude -- when we can be in that perspective, we can see the potential of light in everything.

Ted Ning:

The choices I have made that have had the most impact tend to be the ones I did wrong.

Find the leader inside of you. It's there!!!
In loving, Deb Robins, M.A.

LAGUNA BEACH, CA – “FORTUNE Brainstorm Green” is probably the number one environmental business conference in the world. A host of top CEOs, heads of NGOs, and a variety of consultants, private equity investors, venture capitalists and journalists descend upon the spectacular Ritz-Carlton Laguna Niguel each April — this was my third annual event — to examine the state of green biz.

There was still optimism in the room on April 4-6, but with a strong dash of reality check. As in, many of these guys are not making the returns they expected by now, and a lot of them have tens if not hundreds of millions invested in “Greentech” companies. That said, they still seem confident that their investments will ultimately pan out, even without federal energy legislation.

Many of the firms represented are major, well-established corporations who seem to be making sincere and in many cases effective efforts to operate sustainably. It is impressive that more and more major companies are adding the title “Chief Sustainability Officer” to the C-Suite, as CSOs from dozens of firms were on the attendee roster.

Not surprisingly, a dominant underlying theme was that unless they’re good business, sustainable policies won’t pass muster with management or shareholders. “The key is cheaper. Sustainability is nice but it’s not the driver,” observed Bill Joy, a founder of Sun Microsystems, now a partner and leading greentech investor with the ubiquitous Silicon Valley venture capital firm, Kleiner Perkins. This sentiment was echoed throughout the conference by various speakers in sessions ranging from “The Future of Climate Policy,” with Environmental Defense Fund President Fred Krupp and James Rogers, CEO of Duke Energy; to “Sustainable Seafood, It’s Not A Fish Story” featuring Greenpeace USA Executive Director Phil Radford and Bumble Bee Foods CEO Chris Lischewski, among many more over two and a half days of speeches, round table discussions, networking and even entertainment.

None other than the Allman Brothers and Rolling Stones keyboardist Chuck Leavell performed with his band, although he was not just the musical interlude. Leavell has written no less than four significant books about the environment, his latest being Growing A Better America, which examines how we can balance population and business growth with the need to offer everybody clean air, water, plentiful food and adequate natural, open land.

A session of particular interest to me was “Urban Green,” which aired out the tremendous population explosion expected in major cities by 2050 and what we can do to keep some semblance of green in the face of crowding and gridlock. “We expect 80 percent of the world’s population to be city dwellers by 2050,” said legendary architect, urban planner and sustainability expert William McDonough. “Beijing will double in size within five years from 20 to 40 million. How do we provide sewage plants? How do we give everyone the basics of clean air, fresh water and adequate food?”

Laura Turner Seydel, Trustee of the Turner Foundation and yes, daughter of Ted, said Atlanta has become a model of the sustainable city. “It takes a concerted effort from government, business and non-profits. Atlanta received matching funds from Coca-Cola and the Turner Foundation, got Atlanta airport to recycle, now the whole city recycles.” This was echoed by Cindy Ortega, Senior Vice President of Energy and Environmental Services for MGM Resorts, developer of Las Vegas’ City Center, the country’s largest LEED-certified development. “Green is being embraced by corporate America, because waste of natural resources is not good for the bottom line.” The overall thrust was that with skyrocketing urban population growth, only a true partnership of city government, NGOs and local corporations will be able to maintain a sustainable way of life.

Security was tight at this green conference, and rightly so, as luminaries such as Richard Branson, former Siebel Systems founder/CEO Tom Siebel (who is now doing a green startup, C3), Wal-Mart EVP Leslie Dach and NRDC President Frances Beinecke, among many others, appeared as speakers and panelists. Even Theodore Roosevelt IV (yes he does look like his great great grandfather) was on hand, he is Chairman of Barclays Capital Cleantech Initiative.

The conference closed with motivational words from pro surfer, fitness expert and all-around-athlete Laird Hamilton, who is otherwise known as the “Force of Nature,” also the title of his book, which chronicles the way to a truly healthy lifestyle (no you won’t look like Laird even if you follow the diet and exercise plan). When asked how the average person can follow his program and achieve true fitness, Hamilton reminded us that the old tenet, “no pain, no gain” is really the answer. “My food often tastes like crap, the workouts are hard, they hurt. But you have to push yourself to the next level if you want to improve your results. Potato chips in, potato chips out … you need to eat jet fuel to do these workouts.”

Indeed, our path to a truly sustainable future will also follow his edict: no pain, no gain. It won’t be easy, it won’t be cheap, and it will take sacrifice on everyone’s part. The conference left me with a feeling that we do have the talent, capital, entrepreneurship, science and dedication necessary to make our society — and the developing world — a sustainable environment with adequate natural resources and energy to meet the needs of all citizens.

Here’s hoping I’m right…

By Peter David of ESquare corresponding from Japan.

I am writing to you from a hotel along the shore of Biwa-ko, Japan's largest lake some 528 km west (and slightly south) of the Fukushima nuclear power station. Fresh snow is covering the landscape in what would, normally, be a very idyllic setting.

Right now, it feels absolutely surreal, as if all the earthquake destruction in Eastern Japan combined with the man-made specter of nuclear destruction were scenes out a Hollywood movie entitled "Twin Disasters." But this is no movie, and whether there will be any form of "happy" ending to the nuclear malaise remains entirely unpredictable.

The Japanese government "cannot" talk openly and honestly to the Japanese public about the potential dangers in a worst case scenario at Fukushima, primarily because of fears of panic in the 30 million population in the world's largest metropolitan area, Tokyo + Yokohama.

Personally, I have over the last 10 years or so repeatedly experienced the attempts of TEPCO (Tokyo Electric Power Co.) to control information on nuclear power in this country. For eighteen months, from 2000-2001, I anchored the main news program at MX TV, Tokyo's local TV station, and was told by the producer that "since TEPCO is a sponsor of our program, I would prefer if you do not openly criticize nuclear power."

On another occasion, I was writing a piece for a well-known publication for 5-6th grade school kids on the environment, this time being told by the chief editor that, "TEPCO is one of the sponsors of our magazine. While I would like you to write on the enviroment, please don't be critical of nuclear power."

On a third occasion, not directly related to TEPCO, I was interviewed by the Yomiuri Newspaper, one of Japan's top two newspapers in terms of circulation, about the 1978 demonstrations throughout Denmark against the possible introduction of nuclear power in which I participated as a child. When the interview appeared in the newspaper, my phrase "demonstrations against nuclear power" had been altered to "demonstrations for renewable energy." This was not what I had said, and when I called the journalist in charge, he sheepishly apologized, saying that "I did not dare to write anything negative about nuclear power lest I should invite the wrath of my editor (boss)."

I feel so very sorry for the people who are, right now, sacrificing their future health, and some of them their immediate lives, working to stop the disaster at the Fukushima Daiichi Nuclear Power Station. They may be described as "heroes" - and surely their efforts as such are heroic - but in a wider perspective they are victims of an industry in which the brainwashing of contractors and workers to believe that what they work with is safe has been pervasive.

In its entirety, the present situation in Eastern Japan and the Tokyo Metropolitan area has revealed the amazing fragility of modern civilization. All lifelines - water, transport, electricity, food supplies - have been severed or disrupted in Eastern Japan, and one of the world's largest cities, Tokyo, was yesterday afternoon (March 17th), in danger of a large scale, sudden blackout as a cold spell of weather drove up electricity consumption close to the limit of maximum supply. A good friend of mine, working at Tohoku University not far from the epicenter of the earthquake, called to tell how he finally, after six days, managed to leave Sendai (a city of more than a million on Japan's (Honshu's) east coast), driving to Tokyo in a 16 hour ordeal. No gasoline being available anywhere on the route, he barely managed to reach Tokyo, his gas tank drying up. More frightening than the drive, though, was how food and water were virtually impossible to obtain in the city center of Sendai. "Emergency supplies have been distributed to the schools where tens of thousands of people take refuge, but nothing seemed to reach the city of Sendai and shelves in supermarkets were almost completely empty. For the first time, I had the feeling of a threat to my life because of an inability to buy food," he told me.
My friend made it, but older and weaker people are dying - or will die - as the crucial lifelines of a hypermodern society have been devastated.

The question, obviously, is what we can learn, not only in Japan, but in modern society as a whole, from this experience. It remains to be seen whether we will, truly, learn anything at all. To me, there seem to be at least three major lessons.

The first is the question of how or if lifestyles and values will change. The thing that the Japanese have been praised for throughout the first week of this terrible disaster, has not been "technology" or "financial strength"; it has been the strong spirit, the patience, the human qualities of the people here that has touched many around the world.  Money and shiny goods in temples of consumption have carried absolutely no value for the people here in the last week. Is there a chance that we may, now, see and act on the emptiness of useless consumerism? A chance there must be, I hope, although I do at the same time fear that once things settle down, Japan and the world will go on as if nothing had happened.

The second lesson is the danger of concentration of population into huge metropolises. Although the epicenter of the M9.0 earthquake was hundreds of kilometers northeast of Tokyo, the city was paralyzed, streets clogged, subways inoperational, phone lines dead. The staff at my office could not get home or get in touch with their family.

What if - and this could happen any day - the earthquake had hit Tokyo straight on? I have not the courage to think of the scale of disaster or the number of human lives that would have been lost. As urbanization continues at great speed in the world's population centers, the utter fragility of the 21st century megacity poses serious questions. Is there a way to answer this question in a more humane and sustainable manner than we are experiencing today?

There must be.

The third lesson is the folly of making ourselves dependent on energy production from large scale and extremely dangerous power stations, where no workable plans exist to control worst case scenarios.

Huge costs will be incurred in Japan over the next several decades to clean up Fukushima. Huge costs were incurred to build the plant in the first place. Surely, this money could have been used more wisely. Hopefully, the lesson taken from Fukushima will, finally, make the idea of non-violent, non-toxic, decentralized energy sources the mainstream policy and business choice around the world.

If we can learn the lessons, there is hope for the future.

If you want to assist with relief efforts here is a list of aid groups who are on the ground helping with putting things back together.

The 2011 LOHAS Forum is very excited to have the 2010 women’s champion and 4 X-Games halfpipe gold medalist Gretchen Bleiler as a speaker. Why is she a speaker at a business conference like LOHAS? Because she is not only a kick ass boarder but is also a role model for girls and young women wanting to aspire to be successful in athletcis while being conscious of the environment. 

After winning a silver medal in the 2006 Winter Olympics for women’s snowboarding halfpipe, Gretchen decided to use her position as a chance to speak about an issue that is close to her heart - climate change. Gretchen has just kicked off of the “21 Day Reusable Challenge,” an eco-minded call to action asking individuals around the globe to give up single serving disposable plastic water bottles, plastic grocery bags and Styrofoam takeaway containers for 21 days. In addition to wanting to get the public involved, Gretchen has also asked other winter X Games athletes to take the challenge with her going into Winter X Games 15
 
With the idea that it takes 21 days to build a habit, the challenge encourages people to consciously “create a habit” to benefit our habitat. As a speaker at a recent college environmental conference, Gretchen wanted to call students to action. Out of this desire, the 21 Day Reusable Challenge was born.
 
Gretchen says, “Every single one of us has a unique opportunity to create awareness and influence change, so the 21 Day Reusable Challenge is a chance for people to stop using harmful disposable products, and inspire their friends and families to do the same by simply posting videos and photos through their social network.” From there, Gretchen’s Facebook followers vote on the most inspirational stories and the top five individuals with the most liked stories will win products from Gretchen’s sponsors Oakley, K2, Mission Skin Care, ALEX Bottle, and Holga Cameras. 
 
She is also working with sponsors Oakley and K2 Snowboarding to create a signature eco friendly clothing line and products. Gretchen has also started her own sustainable stainless steel reusable water bottle company, ALEX Bottle, with husband and former Oakley Marketing Manager, Chris Hotell.

In collaborating with other industry snowboarders and X Games athletes, Gretchen hopes to spread the message and encourage people to participate in the challenge, incorporating reusable living in their everyday lives while also raising awareness to the amount of disposable waste we are still exposed to on a daily basis. “Our winters depend on how we manage our consumer habits, and since most of these athletes already practice sustainability, this is a chance for them to show it and encourage their fans to do the same” says Gretchen.

It is because of her eco-awareness, creative initiatives with outdoor lifestyle brands and her unique position as a role model for women that we feel she will have a lot of insight into connecting with women. Women comprise a majority of the LOHAS market. Gretchen will be speaking on a panel discussing the growing Sheconomy and ways best to communicate to the female consumers of LOHAS products and services. We look forward to hearing her unique perspective.
 

Have you ever felt guilty about watching your favorite sporting event or drama instead of the documentary that you should be watching?

CNBC has created two environmentally relevant docu-reports covering the worldwide water shortage and trash/landfill problems that are so good you won't mind missing the other stuff. Liquid Assets: The Big Business of Water and Trash Inc: The Secret Life of Garbage are in-depth original shows developed in-house at CNBC that will reward you with insights, interviews and data. Both shows move quickly and will leave you wanting more.

The water piece is downright scary, articulating what we all know deep inside: the Western U.S. is so beholden to the Colorado River that if anything goes wrong with it, and/or, we don't as a nation learn how to truly conserve water, a crisis will be upon us and before we know it. Did you know it takes 3 gallons of water to make one piece of paper? Or that 118.8 gallons of water are used to process one six-pack of beer? How about 12.69 cups of water to produce one plastic water bottle?

A little-known but relevant case history is Chile. Reporter Michelle Caruso-Carbrera takes us there to see the driest place on earth, where not surprisingly, an old small town is dying by the day. Contrasted with, a truly free market for water which Chile claims is a big success for landowners, holders of water rights, business and consumers. CNBC raises the idea that markets not governments should control the flow of water, a provocative idea indeed.

   
    Photo By: Tomas Munita as seen in the New York Times

The trash expose isn't just trash talk, either. We see the largest trash removal operation in America, Manhattan, and how it disposes of 12,000 tons of trash per day. A lot of which is actually taken to landfills in other states by truck or train. Apparently Manhattan does a good job with its $1.3 billion annual budget, there just isn't any place else to put the waste...

   
    Pelham Bay Landfill, New York

A genuinely disturbing investigation of trash accumulating unabated and unregulated in and around Beijing, China shows us one of the unfortunate byproducts of hypergrowth in a booming new economy. In general, a lack of adequate landfills and the difficulty in preventing seepage of trash and methane gas into the water table is explained clearly and succinctly by CNBC reporter Carl Quintanilla, who traveled to Beijing for the story. It makes you wonder how they managed to get this report past the Chinese government, which usually does not concern itself with "first amendment" rights when the publicity is negative?

There is hope, as evidenced by some of the scientists, students and entrepreneurs who are hard at work developing solutions for these problem areas. A surprise is former Secretary of the Interior Bruce Babbitt, who served the Clinton administration, when he says we have plenty of water to sustain us indefinitely. I was aghast at this, although he does redeem himself somewhat by saying that farmers in particular need to be much more efficient in how they irrigate, as they are wasting almost 50 percent of the water used at present. Babbitt also favors free market pricing of water, which he thinks will eliminate water waste in a big hurry. Another surprise is the favorable treatment given to trash removal behemoth Waste Management, Inc. that is portrayed as a company spending major research dollars to make landfills better. Also featured is BMW's Spartanburg, S.C. plant that devised an ingenious way to provide power from methane gas, which runs through a 10-mile-long pipeline, from beneath a landfill all the way to the plant's generator.

So what can you do to help remedy these critical environmental problem areas? The answers come clear in both shows: conserve water, and recycle every bit of waste material possible. Recycling of plastic water bottles in particular is absolutely critical as only five percent of bottles consumed are currently recycled. There are a number of new companies that have made a business out of transforming used water bottles into tiny plastic chips that ultimately become fabric and other materials -- plastic water bottles, for instance. And don't forget home composting, which is not mentioned but is also critical in our waste reduction efforts.

CNBC typically airs these special shows a number of times so check your local cable company and/or the CNBC website for broadcast times. And again, kudos to CNBC for putting material like this on the air when unfortunately, middle America seems to prefer "Housewives of Orange County" and "Celebrity Rehab" to this type of programming.

The Outdoor Industry Association (OIA, home to such brands as Adidas, Levi’s, and Nike), recently launched its benchmarking Eco Index worldwide, hoping to cement it (and itself) as the leading sustainability measurement tool for apparel and more. In fact, this group clearly has its sights set on taking this tool beyond its own industry boundaries to others seeking better understanding of a green marketing strategy.

Although the site is gaining momentum while still in beta, it is not moving fast enough for some. The folks at Timberland have a competing rating system called the Green Index they launched in 2007, complete with a snazzy website and social media-friendly branding. Getting end purchasers to recognize and use the index is crucial. I discussed this with Tom De Blasis, Global Design Director for Nike Soccer, while he was on a road trip recently. He observed ”the third party nature of the Eco Index can cut through the corporate noise and terminology clutter that has lead to consumer confusion.”

The products within the OIA are diverse, from footwear to filters for water, all aimed at getting us out from behind our desks and into the great outdoors. But when you dig deeper into this toolset, you can see how it could be applied to a number of different industries.

I asked Kim Coupounas about it. She’s the Chief Sustainability Officer of GoLite, past chairman of the OIA board, and a current member of OIA’s Eco Working Group, which launched the tool. Coupounas explained “the Eco Index is completely open-source and available for use by all companies, not just those in the outdoor industry. While it’s rooted in the outdoor industry, it has the ability to be applied within most other industries and sectors.”

While companies can score points for fairly dubious “improvements” – Levi’s gets points for telling me to wash my jeans in cold water to save energy (duh) – the majority of the categories for scoring points are environmentally solid. For many companies, the Eco Index will become a serious motivational tool, applicable to everyone from the CEO to the unpaid intern. Dan Marriner, a designer for Element Skateboards, commented, “for companies that have been performing well in terms of environmental sustainability, the Eco Index is a positive motivation to continue fine tuning the way products are made. For others it is a kick in the pants that will either motivate them, or separate them from an increasingly conscious market.”

But the version 1.0 of the Eco Index falls short is one major area, when looking at the human rights aspect of our supply chains. As we all know, you measure what you want to improve. The Eco Index is the best collaborative effort I’ve seen to date that measures eco-related areas ranging from land use intensity to how the chemistry of the products interacts with human beings. But it falls short of measuring additional impacts on the humans involved in the production process.

If one defines true sustainability as having components related to profit, planet, and people, then the Eco Index is well on its way. For the next version of the Eco Index, I’d love to see the human rights impact better measured, perhaps by marrying it to an existing system such as Transfair USA’s Fair Trade certification or an updated version of OIA’s own Fair Labor measurement system. Then we could truly call this index “sustainable” for the profit, planet, and people.

How do you define “sustainability” in your industry?

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!


 

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.”
 

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
 

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