Inspiring a Movement: 

Ted Ning gives us a look at this year's LOHAS Forum

LOHAS (Lifestyles of Health and Sustainability) describes nearly 41 million people—or 19% of the US adult population—that believe there is an interconnection “between global economies, cultures, environments and political systems” as well as an interconnection between “mind, body and spirit within individuals.” While always on the cusp of what is on the horizon regarding the green space, LOHAS now represents more consumers and more businesses than ever before.

“LOHAS not only talks about green, but goes beyond green,” says Ted Ning, executive director of LOHAS Conference and executive editor of LOHAS Journal and lohas.com. LOHAS “Social justice, healthy living, personal development, the environment—it’s a larger umbrella that embodies all these different facets.”

And nowhere are all these different facets more clear than during the annual LOHAS Forum, an event that brings together top-level business leaders, entrepreneurs, celebrities and non-profit executives to discuss how to successfully approach the LOHAS consumer with their products and services. Says Ning, “It expands upon how do you connect with green consumers via green marketing. How do you bring yoga practices into business? Where is the organic food industry going? How do you enhance your overall company vision and provide your staff with that vision?”

This year the conference is set to take place June 17th-19th in beautiful Boulder, Colorado. The conference offers various learning experiences and presenters including Majora Carter, The Coca-Cola Company’s April Crow, Wade Davis, BBMG’s Raphael Bemporad and Mitch Baranowski, and Adam Werbach. Last year’s conference attracted more than 500 attendees with an audience representing areas such as health and wellness, sustainable business and social consciousness. “Leaders from all LOHAS sections are going down parallel tracks but never really talking to each other. We are all targeting the same consumer—we are just reaching them at different touch points.”

One of the highlights of the conference will be a presentation by John Marshall Roberts, author of Igniting Inspiration a book that shows “marketers, business leaders and activists how to design messages that systematically overcome cynicism and inspire others to act.” “People are inspired by different things. What moves one person to act may not work for another person” says Ning. “It’s about appealing to their aspirations while not forgetting about their reality.”

An idea that goes perfectly with the LOHAS movement. “There has been a lot of fear tactics used in the green movement and what we are trying to do is get people to act—not act out of fear, but inspired by what is happening.”

SPECIAL RATE FOR GOOD AND GREEN E-SSENTIAL READERS: Good And Green E-ssential readers will receive 20% off the full registration price for the 2009 LOHAS Forum. This special rate only applies to full registration and does not include single day or nonprofit. Simply use the code LF20 when registering.