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.

Baby Steps & Marketing Locally Grown

Locally grown has created quite the buzz the last few years.

Is it better to buy organic? If your fruit and veggies have been grown locally, but conventionally, are they better than crops in transition? And just what does “local” mean? The same country? State? City? Neighborhood?

As the head of a Minneapolis/St. Paul based LOHAS (Lifestyles of Health & Sustainability) advertising and marketing agency—and a creative who has worked in this category for more than two decades, I invite you to take a lesson from my wise but young friend here (wearing the “Locally Grown” onesie and Seventh Gen diapers) and try to relax.

What’s important is that we all try to the do the best we can. Even baby steps matter. So whether you’re buying organic produce from out of the country, or organic that’s been shipped in from the next state, or if you’re supporting your local farmer by buying local and conventional, it’s your conscious choices that are important.

And while yes, buying local and organic is best, for most it’s not always possible. That’s a fact. And on this beautiful spring day as I walked with friends to their local neighborhood urban farmer’s market, I felt so grateful for the array of choices we are offered. And for the fact that while I work in the green, organic and wellness space I don’t feel the need to draw a line in the sand and proclaim everyone on the “other” side as wrong somehow.

Callum’s green “Sustainably Grown” shirt speaks volumes. So does my white tank. While the word’s aren’t visible, it says “Peace Warrior.” So consider resisting the urge to point fingers at those who are “wrong”, join me in celebrating what’s right…then encourage even more right action.

 

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.