Discovering New Reality Marketing


While sailing off the coast of Auckland, New Zealand recently, I was struck by some striking contrasts. While it was nearly winter in New Zealand, it was spring near my home in the Minneapolis area. And while it was Wednesday afternoon for me, my friends and coworkers were still happily experiencing the unfolding of Tuesday. Reality is truly…well, relative.

Which is very much the case when it comes to advertising and marketing. These contrasts are especially apparent in the areas of green marketing, LOHAS (Lifestyles of Health & Sustainability) marketing, social marketing and wellness marketing. Working with progressive businesses and brands as I do, I’m very intentional about not rushing to make assumptions.

Each of us as consumers has a particular language and belief system when it comes to what we feel is important in making a purchase. While a can of Campbell’s chicken soup may represent “healthy” to many, only the organic comparable by Amy’s would do for others. And yet there’s also a large contingent of shoppers who would never consider buying from a can at all.

Our differences, beliefs, perspectives and contrasts are what shape our experience. As marketers, we have the honor and the opportunity to open pathways for consumers to self-actualize. After all, while reality may be relative, we are all on a journey. Whether that’s sailing around an island or riding a cart through a grocery isle. Both offer the opportunity for discovery.


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.