On the Path—Marketing with Purpose.

While hiking on the south island of New Zealand on the way to a mountain vista, I was struck by the beauty of a path constructed to protect the fragile landscape. In so many ways, I felt I was being led to glistening city of Oz. And in many ways I was.

But instead of a sparkling green cityscape, I was heading toward a mountain top crowned with prisms of sparkling light. I felt much the same way as I left a traditional advertising and marketing career 20 years ago. Then, as now I believe that consumers are a powerful voice for change.

Now as president of a Minneapolis/St. Paul based advertising and marketing agency that specializes in working with companies and organizations that combine passion with purpose, I know more than ever how much that is true. Whether we’re offering green marketing, organic promotion, wellness marketing or renewable energy branding and strategy, we as marketers have an extraordinary opportunity to be part of the change we seek.

Passion and purpose are not mutually exclusive. Because when you do what you love, the money will in fact follow. I know because I’ve experienced it myself. And I am honored to have helped hundreds of clients do the same.

While sometimes the path is not as clearly marked as the one I found in New Zealand, the path exists all the same. Just follow your heart. The rest will follow.


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.




About Lisa Proctor

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