Integrity in Business: Principles Matter at the LOHAS Conference

With over 500 sustainable business executives attending the LOHAS Conference in Boulder, CO (today through Friday), I wanted to make sure to arrive early and begin coverage of the event for 3p readers as soon as possible.  (I will be covering this event for the next three days, so if 3p readers have any questions they’d like to see addressed, companies they’d like to see interviewed, please do not hesitate to email me directly at Scott [at]

The LOHAS Conference has certainly come of age.  While there are still a majority of attendees in the small, green business sector, interest in the consumer segment known as LOHAS (Lifestyle of Health and Sustainability) has risen from the big business community as well.  Among others, this year’s LOHAS conference attendees include PetCo, SC Johnson, and General Mills.

So how do companies appeal to the LOHAS consumer, which, due to its relative affluence and discretionary spending on products and services with social and environmental appeal, is a very powerful demographic?  I spoke with Ted Ning, coordinator and figurehead of the LOHAS conference this morning, whom MC O’Connor will be interviewing later for TriplePundit, and one element that becomes immediately clear about the LOHAS conference is integrity.  The LOHAS consumers may be more willing to vote with their dollars than others, but they are also savvy ingredient label readers with a keen eye for greenwashing.

How this unfolds at LOHAS will obviously make for several interesting stories, so keep your eye on 3p, and keep those comments rolling in!

Scott Cooney, Principal of and author of Build a Green Small Business: Profitable Ways to Become an Ecopreneur (McGraw-Hill, November 2008), is also a serial ecopreneur who has started and grown several green businesses and consulted several other green startups. He co-founded the ReDirect Guide, a green business directory, in Salt Lake City, UT. He greened his home in Salt Lake City, including xeriscaping, an organic orchard, extra natural fiber insulation, a 1.8kW solar PV array, on-demand hot water, energy star appliances, and natural paints. He is a vegetarian, an avid cyclist, ultimate frisbee player, and surfer, and currently lives in the sunny Mission district of San Francisco. Scott is working on his second book, a look at microeconomics in the green sector.In June 2010, Scott launched, a sustainability consulting firm dedicated to providing solutions to common business problems by leveraging the power of the triple bottom line. Focused exclusively on small business, GBO's mission is to facilitate the creation and success of small, green businesses.

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