A few ideas from the soup I swam in yesterday. First and foremost the tenor of LOHAS is one of action. It vibrates with the feeling that doing good is great but that even great isn’t good enough. It’s about constantly examining your practices in the name of green, sustainability, and holistic health. This mindful way of being is perhaps the opposite of leading an unconscious existence whether corporately or individually. This is why the sustainability movement often takes on spiritual tones. There is meditation in the search for a truer, higher path. But make no mistake this is a rigorous exercise that takes equal parts left and right brain. Maintaining the status quo may be easier and more profitable but it is also fraught with danger as the natural world and consumer consciousness crush in on the “way things were”.
The gusher in the Gulf only fuels the fire of innovation. What I am seeing here is a very Jedi like attempt to channel the rage / fear / confusion into kindling for a bonfire of solutions. Call it the fire under our collective ass. You get it, metaphor extended. Yesterday the entire conference sat in a room with Stephanie Owens from the EPA, Charles Hambleton producer from The Cove film (who is now working the Gulf region camera in hand), and Philippe Cousteau via Skype. The dialogue was very real but carried reason over reaction. It was heart wrenching to hear Philippe describe his dives into the spill site. “Looking up from under the plumes, the sun shines through, turning the sea a red color and outlining dead sea life.” He then spoke of visiting the Exxon Valdez spill site and spoke of the ongoing devastation to the ecosystem these many decades later. The takeaway – this isn’t going away in our lifetimes. The conversation then turned to action – Charles and Stephanie both made a great point about not punishing private owners of BP stations saying that it only hurts locals, not the company who trades fuel anyway. My take – retribution made in individual acts that curb personal consumption of petro products is the first order. Use this as a personal call to action. First look within, then look out. We finished this session with a moment of silence guided by Dr. Larry Dorsey. I prayed that I would have the perseverance to make personal change and the wisdom to teach my children a better way.
This takes me to the last thought on yesterday which spawned while listening to a man named Tom LaForge, whose company puts a drink on the lips of billion people everyday. Tom is Global Director of Human and Cultural Insights for Coca Cola. You can follow and inspire him on twitter at @otama Tom is smart and affable. He carries a massive corporate line on his shoulder when he comes to a conference like this. He tows it well. Coca Cola does some good. Does plenty of harm too. Not going to get granular here but I will share what I believe the most powerful thing Tom shared with us. It felt more like a poker tell then a direct call to action but still he said it though I am paraphrasing here – “the most important thing consumers can do is organize and speak to companies in a compelling collective voice.” The mandate for massive change will be an external force. Seems to me like he was asking for help, blinking morse code at the audience.
“Dave Evans is from the future.” 
I unknowingly participated in the National Farmers Market Week last week while vacationing in Lake Tahoe. After picking up a local rag in Tahoe City I was excited to see mention of a market taking place on Thursday AM commensurate with USDA Secretary Tom Vilsack’s 
