Sinking Roots Deep While Reaching to the Sky

Trees have much to teach us. Starting with the fact that they sink their roots deep while reaching to the sky.

This gift for staying grounded while aspiring to achieve more is the key to any successful advertising or marketing strategy. As the head of one of the few agencies to specialize in LOHAS (Lifestyles of Health & Sustainability) marketing, eco advertising, wellness promotion and mission based businesses—my clients aspire to much more than business as usual.

They are running profitable organizations that turn more than a profit; they are profiting people and the planet as well.

This ancient fig lives in the heart of the Sydney. AU business district. Surrounded by towering buildings, it raises its branches in a salute of solidarity. And as the five million people who live here exhale, trees like this one, transform our breath into oxygen we can then breathe again. This act of giving and receiving is at the heart of sustainability. So as you receive, consider how you can give. In your life. Your work. And the world.


Lisa Proctor is the president and creative director of firefly180 marketing—a Minneapolis-based branding and advertising agency that specializes in LOHAS marketing, wellness marketing, green marketing and renewable energy marketing.