The LOHAS market in total represents $209 billion in consumer sales!

Personal Health: $118.03 billion

• Natural organic products
• Nutritional products
• Integrative health care
• Dietary supplements
• Mind body spirit products

Green Building: $50 billion

• Home Certification
• EnergyStar appliances
• Sustainable flooring
• Renewable energy systems (solar)
• Wood alternatives

Eco Tourism: $24.17 billion

• Eco-tourism travel
• Eco-adventure travel

Natural Lifestyles: $10.6 billion

• Indoor & outdoor furnishings
• Organic cleaning supplies
• Compact fluorescent/LED lights
• Social change philanthropy
• Apparel

Alternative Transportation: $6.12 billion

• Hybrid vehicles
• Biodiesel fuel
• Carsharing programs (pickup pal)

Alternative Energy: $300 million

• Renewable energy credits
• Green pricing

Biggest Market Growth:

• Retail Sales +28%
• Organic foods +15%
• Solar energy +20%
• Eco-tourism +23%

*Information provided courtesy of Lohas.com

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The green movement has no doubt tipped into the public’s consciousness, and yet still hasn’t been consolidated into a feasible, economic starting point. I attempted to unify the myriad of renewable energy and consumption/waste innovations in my last post with the concept of ‘nature to the grid’, and will now attempt to expand on it further. The question is where can the average person start incorporating this concept into their life to not just benefit their ecolistic mentality and environment, but to save and make more money?

In continuance of our nature to the grid dialogue, I’ve come to the conclusion that it starts, from both an ecological and economical standpoint, with people taking a proactive role in turning their home into a renewable power station… turning their home into a ‘tree’ if you will.

This intuition has been a long build for me, from the passion that has developed over my life as an environmental scientist, to my first company doing insurance adjusting assessment and appraisals on homes damaged by hurricanes, to the Powering the Planet event at the World Science Festival in NYC last year where representatives of all areas of green power concluded that the home needs to become a power station, to the West Coast Green conference in Silicon Valley last September, which I thought was going to be filled with crazy energy innovations, and was instead 90% green building companies, not to mention a huge model green home in the middle of the trade floor. When you take all this into consideration and add on the bad debt/mortgages causing the current economic collapse, the realization hits. Our world is dealing with a natural resource crisis in building our homes and buildings, and the place to innovate and make money, the place to really seed this whole green movement is with the home.

Turning the home into an energy efficient power station is the way to take the green/clean/sustainable movement to the world and actually change it… one home at a time. If you use thermoregulated windows and wall materials, energy efficient home appliances, and solar installations and fuel cells, you’re on your way to having a self-sustaining renewable home that doesn’t need energy from the grid. It’s almost like a revitalization of the cottage industry, in which everyone can get involved with their own home, and those that are successful with energy efficiency and renewable energy systems will reach zero energy (needing no energy from the grid), and even produce a surplus to sell back to the grid! Add in growing your own food or buying locally, collecting your own rainwater, recycling systems that pay you for your garbage and prevent materials from heading to the landfill, and you’re home becomes a renewable system that contributes to a renewable community. Think of the home as an individual tree contributing to the forest… it needs to pull it’s own weight by generating its own energy and then sharing that with the ecosystem in a symbiotic relationship. Now that’s nature to the grid.

I had a great time with my friend Doug of Faithful Investments in Philadelphia this past week. Doug is a property investor/developer who likes to buy worn down houses, perform complete renovations, and then rent out to tenants. Say we test out various green building technologies over the coming years, making the homes more energy efficient, allowing us to charge a premium on rent by lowering utility bills for tenants, and upping the asset value of the house… not to mention helping the environment.

This seems likes such a practical solution to restore faith in the banks and the mortgage industry, as it will drastically boost the asset value of the home as well as the passive income potential! It’s investors like Doug that are in a position to make great change, as most people are clueless and aren’t able to afford green consultants to tell them what to do, and certainly aren’t in a position to get a loan with the state of the economy.

So let’s take it a step at a time. Work with real estate investors and developers (who have clout with banks) to implement green innovations that will make homes more profitable, while allowing the economy to gradually recover. Basing off this experience, develop a green building program to help the average person upgrade their home with energy efficient materials and renewable energy systems, which they can capitalize on when the lending industry has restored confidence and is granting loans again.

Conserve energy, lower utility bills, generate your own power that reverses the grid and puts passive income in your pocket. The home is the testing ground. This is where it begins.

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The clean tech economy is taking off, and it’s going to be very interesting to see what will actually work. What concept will bring it all together?

From a production (energy) standpoint, you’ve got solar, wind, geothermal, tidal, hydro, and ethanol. And with consumption, you have to ask how are we going to create products, how are we going to deal with waste, and where are we going to get our food and water?

When you start looking at all these variables, you seem to get to the root of the sustainability problem… it’s very fragmented. There needs to be a new holistic approach that attacks the whole issue. Where do we get our energy, our food, and a new paradigm for products and waste? To us, the answer is quite clear… it’s found in nature, where the essence is growth. Grow our food, grow our energy, grow our resources. It’s all about growth energy… bioenergy.

Currently, the word ‘bioenergy’ is somewhat limited so I’m going to define how it’s currently perceived and then go into how its meaning has the ability to grow itself.

Right now, bioenergy means the act of using organic waste products and/or algae and other microorganisms to create ethanol fuel or some other type of crude oil replacement. The company leading the way is Coskata, backed by legendary Sun Microsystems founder Vinod Khosla. It was recently voted Hottest Company in Bioenergy. They are doing some incredibly innovative stuff, and claim to be able to produce ethanol for less than $1/gallon with their hybrid gasification and fermentation system. As Khosla says, he is a pragmentalist, not an environmentalist, and his company is surely capitalizing on the growing market for ethanol fuel. Yet, you have to believe that although ethanol burns much cleaner than gasoline, it is only a short term fix… it’s almost like putting a band-aid on a cut that needs stitches. More so, with an electric car infrastructure on the horizon, doesn’t it seem ethanol may not even be a part of our future?

This leads us to our broader concept of bioenergy. The grapethinkers are obviously inspired by nature and have always found photosynthesis fascinating. The method by which the chlorophyll molecule uses sunlight, water, and carbon dioxide to create energy in the form of glucose and oxygen, ultimately the components that power nature and our own bodies. Some incredible scientists at MIT, one of which (Dan Nocera) I was fortunate enough to meet at the World Science Festival in NYC last May, are currently all over this and have invented a contraption that mimicks photosynthesis. The device uses sunlight to split water into oxygen and hydrogen, which can be stored in the form of hydrogen fuel. This is ground breaking because it makes solar energy, more specifically photosynthesis, seem to be the sustainability solution. Right now, solar cells are completely reliant on silicon (and a few other innovations), making them cost ineffective due to the price of materials, and more so because of the inefficiency of the PV cell in converting sunlight to energy and having the capacity to store this energy. By incorporating these new photosynthetic systems into solar panels, homes and office buildings will be able to generate power for their operation during the day and store excess energy in the form of hydrogen fuel in an on-site fuel cell, which can then be used at night for normal usage and electric vehicle recharging.

If you install these photosynthetic solar cells into buildings, use biodegradable innovations like Ecovative Design’s products, and start the process of urban farming, we will begin to grow our homes and buildings into living, breathing, self-sustaining bio-towers that produce enough energy, food, and other bio-materials to supply the inhabitants of that location as well as excess to send/sell back to the grid. With this, we will truly start to model the growth of nature.

Maybe if we can succeed in incorporating this paradigm shift into the way we produce our materials, food, and energy, then the mindset can move into the public mentality. Then we can grow our minds and our relationships and our businesses. Organic growth opposed to the fundamental mindset of immediate gratification and synthesis that has manifested itself in Big Pharma, Big Oil, and all the big consumer product companies. A whole new perception of bioenergy.

I’ll expand more on renewable homes, urban farming/biotowers, bio-materials as well as the ‘growth’ theory in future nature to the grid posts. It comes down to developing a symbiotic relationship with nature and embracing what has evolved over billions of years as inspiration for an ecolistic world.

Nature to the grid!

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Life will always be a mystery, but can’t we agree the point is to be truly happy and free of suffering? And yet pondering this as an intellectual ideal or meditating on a mountain in Tibet for the rest of your life won’t cut it. We have to somehow feel it and incorporate it into the reality of our lives, which for good or bad largely centers around making money to provide a means to function in society. To many, money is perceived as the root of all evil and focusing on making a lot of it couldn’t possibly allow you to connect to something greater than yourself or benefit other people. It’s too competitive and you have to focus only on yourself or else you’ll be exploited by those that do.

But what if this is all wrong? What if focusing on spiritual growth, connecting to the force that powers you beyond your ego, and cultivating a sense of importance in benefiting other people, will actually give you an edge? What if the world is going through a dramatic shift from a linear system to a cyclical system, a renewable system, where a more, more, me, me mentality will lose, and a holistic, spiritual mentality will win? What will help traditional capitalism transcend into a new form of governance we like to call ecolism?

Currently, there are 3 types of entrepreneurship in our world.

Classical entrepreneurship is the essence of modern capitalism and engages a mindset of making as much money as possible within your business. Most entrepreneurs with this mindset are driven by status and materialism, and having great wealth to show a symbol of their personal power in the world. They tend to spend their profits on houses, cars, and luxury that they believe will buy them adoration and happiness. Classical entrepreneurs who reach the pinnacle, maxing out material indulgence, are ultimately reduced to the love of the deal and nothing more. Donald Trump is the prototypical classical entrepreneur. This method of entrepreneurship is not necessarily bad, in fact it was necessary over the past few hundred years to get us to the point we are at now. However, it tends to influence spiritual emptiness and results in the individual never truly finding the happiness or the inner peace they are looking for, no matter how much money they make. They always want more and don’t know why, and become confused as they gain more money and less happiness. This is what cultivates greed rather than love in peoples hearts and results in the chaos that our current economy is in. It’s this mentality built into the fabric of capitalism that is leaving our world in ruin with pollution, waste, depleted resources, and a stifled global economy. So to amend, this method has become obsolete and needs to evolve.

Social entrepreneurship on the other hand is driven by those who want to make a difference in the world, and are in a way, turned off by profits. The most practical example of successful social entrepreneurship is micro-credit lending, in which individuals create lending funds/banks solely for the purpose of helping communities and developing countries, while not focusing on profits. Muhammad Yunis and his Grameen Bank is probably the most successful example of social entrepreneurship to date. Yet the Grameen Bank has loaned out $5.72 billion since its inception 30 years ago and has only been paid back $5.02 billion. This type of enterprise is driven by a great social cause and hopefully will fulfill the individual in benefiting the world, but as a new form of economic governance how can it ever last if it doesn’t make money?

This leads us to spiritual entrepreneurship… the spiritual pursuit of profit. These types of entrepreneurs do not seek to make money to buy the fancy home or car or buy status and friends and fame. There isn’t a crave for more and more, but rather a cyclical, ecolistic way of perceiving the world. Instead they pursue money as a means to bring about great change to the world and become connected to the divine power. There’s a term known as ‘tithing’, which means that you give away part of your wealth, whether it be to charities or other projects, because that genuine act of giving will come back around in the form of luck or serendipity to help you gain more profit. But it is crucially important to understand that this doesn’t mean you give solely to make more money and gain more self-benefit. You give so that you can make more money and continue giving. This has to be the drive to truly transcend from classical to spiritual entrepreneurship, and it entails a spiritual growth and humility within the individual in which they feel a connection to a force greater than themselves and their personal ego. They feel one with the world around them.

But, I can’t emphasize this enough… there is no linear procedure to find this authentic will in your life. There’s no secret path. It’s a matter of opening yourself up and feeling the connection for yourself. Think of it as being a medium… you aren’t a closed entity independent of the world around you. You breathe air, you need food and water, you are interdependent with your environment. You are not a separate entity here to amass large amounts of wealth and hoard money to buy material possessions. You are here to take in to simply give back in a better way, and when you can feel that and practice it in your life, you should be surprised by the success that gravitates to you.

A transcendence into spiritual entrepreneurship is quite possibly what our new world needs to get through these tough times. Capitalism needs a major upgrade. My friend Lee Whitfield and I believe it to be Ecolism. Check out his stuff at Ecolism.org

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Religion is losing us because it invokes disagreement and violence, and encourages negative characteristics such as laziness, procrastination, and moral confusion. We have a more unified understanding of the world around us with both scientific and artistic ways of thinking and being. We understand Einstein’s theories, we live for music, we are bio-inspired… we are a very intelligent generation and we love life. And with this one life we’ve been blessed with, why not use it connecting with each other and making positive change? This is the essence of the millennial generation spirituality.

Having grown up on the Internet, running our lives through social networks, and using our PDAs as a ubiquitous connector to the cloud, we’re innocently cultivating a true sense of connectedness among each other. Technology is becoming much more than silicon chips and software algorithms… its transcending the boundary betwewen art and science and influencing a unified spirituality.

I find when millennials connect, no matter the color, nationality, ethnicity, culture, language, or any other label, we tend to feel much more in touch with each other. We know that we’re all experiencing a similar since of technological spirituality in our lives, and thus feel our similarities greatly outweigh our differences. We see ourselves as global citizens above anything else and are becoming in touch with the force that connects us all. Call it whatever you want, energy, divinity, technology… I call it love.

Some see love as a human emotion that you feel for family and friends. However, love is so much more. It is gravity, breath, chance… it’s that divine infinite energy beyond the quantifiable reality that we perceive on the surface. ‘For example, a house has a set square footage, a car has a specific make, model, year, and color… all physical objects are limited and can be measured. And yet the deeper layer of existence has no specifications. It is inherently infinite.’ This is what love is, that feeling we have inside that we can’t explain, we can’t define. This is a real force that technology is helping us cultivate in our hearts. It’s something greater than ourselves and as a generation, we feel it. Call it the millennial generation spirituality… the millennial zen.

We don’t look at this selfishly or arrogantly though. We feel it’s a gift given through the use of connected technologies throughout our lives, and we believe anyone has the ability to tap into it. You have to let go of your personal ego, national ego, cultural ego, religious ego, and incorporate technology into the spiritual growth of your life. Become motivated to connect with something greater than yourself and to benefit others and the world around you.

“When the power of love exceeds the love of power, the world will know peace.”

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A holistic philosophy on products, services, businesses, organizations, and humanity as a whole that advocates growth and change through systems thinking. I recently found an amazing write up at the LOHAS website about how this philosophy will help the business culture of the future.

Here’s my favorite excerpt:

“For the last 250 years, we have been living in what Peter Senge calls the ‘industrial age bubble’, based on a ‘take, make, waste’ worldview. Behind this way of life has been a set of attitudes and beliefs about economics, wealth, and business. We tend to think of these beliefs as “common sense”, or even as objective natural law. But in fact, they are received knowledge, the inheritance of centuries of cultural, political, and philosophical tradition. Our way of business is based on learned behavior, not natural law.

With this worldview, we’ve created unprecedented wealth, knowledge and communication. And, we’ve created environmental toxicity, cheap throw away products, denatured industrially-produced food, and a culture of low self-esteem and spiritual poverty.”

So how do we change? How do we grow?

Bio-inspiration is very interesting to us. Recognizing that many of the solutions to our worlds’ most urgent problems are right in front of our face, in nature. Anything from how plants use water and sunlight to produce energy to natural supplements being the preventative medicine to perceiving businesses as living systems much like forests, and even to feeling a oneness with nature that fills that spiritual void many of us feel inside. The answers are right there, we just have to see it and feel it, and take action. If we can incorporate this way of feeling and thinking into our own lives as well as our products, services, and business operations, we can work toward helping the planet become what it was meant to be and pretty much already was until humans arrived… a living, breathing, renewable system in itself.

There is no doubt a groundswell forming behind this message and when it reaches critical mass, it will sweep the world and help bring about the unity we need to start healing. So who’s gonna do it? Who is going to help bring about this change? Well, for starters, we’ve just elected a great man to the presidency of the United States. He is a symbol of unity and as he surrounds himself with more and more incredible advisers, his message will be honed, and he will be able to deliver it to the American people and the world in a way that touches their hearts and inspires them to find their own answers inside.

On our end, we see ourselves as bio-inspired marketers and technologists. The grapethinkers incorporate this understanding and awareness into our own personal lives, and now feel ready to build an organization that incorporates it as well. I talked about similar philosophies in a previous post on biodynamic agriculture and anthroposophy. The idea of a living system where people are simply parts of the whole. This is why I love wineries so much because I think that they’re physical locations that people can touch and be a part of, that gives tangible meaning to the words behind the message. It’s the essence of Zen… you can’ t just contemplate these things as intellectual ideas, you have to experience the world and feel it for yourself. I had to go all the way to Alaska this year and then ride a motorcyle to LA to start understanding what it is and start feeling it… everybody obviously can’t do that, so wouldn’t it be cool if you could go to a biodynamic estate and get the holisitic experience?

I’ve come to believe that another big part of this understanding sweeping the world is an acceptance of evolution and what evolution really is. That the planet has grown over time and that people and other life are simply extensions of the one life force that is our planet, our galaxy, and ultimately our universe. Just as our life force as human beings is comprised of all the individual living cells that make up our bodies. Seeing the recurring pattern in nature. However, many devout religious sects have trouble believing in evolution, for many reasons… it takes away the crave for afterlife, it’s below them to think we evolved from apes, or most significantly it implies a lack of belief in God. But what if evolution is simply the force of God? Human beings didn’t just appear one day, did they? It’s a humility that I think the world needs to find, a beautiful insignificance if you will. When we see a mountain or a tree or another person, we feel one with that ‘other’ object. We overcome the dualism and delusional developed sense of self that has evolved, and find unity within ourselves and with the world around us. Yet, it’s only when we find and feel this individually that we can form organizations that feel it as well.

What lies ahead is unknown, and it may take great hardship and struggle over the coming decades to reach this point of enlightenment in our world. We’re currently in the middle of one of the greatest economic crises ever, and are fighting multiple wars in the middle east. The world is reaching a boiling point, and I don’t know if it’s going to spill over, or if the movement can gain enough momentum fast enough to calm things down and begin the healing. It’s important to keep spreading the message and working together, but yet sometimes creative destruction is necessary.

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They’re already pioneers in the practical use of renewable energy and organic growing. Couldn’t they become the model for sustainability that spreads to the cities?… nature to the grid. Producing healthy food and renewable solar, wind, and bio-energy that power the earth. These places could become some of the most spiritual, environmental, and profitable organizations in the world.

Biodynamic wine gets into the holistic approach to agriculture, which is a step beyond organic. It’s built on the philosophy of Rudolf Steiner known as anthroposophy, which includes understanding “the ecological, the energetic, and the spiritual in nature.” Sometimes I feel insanely ideological about this type of stuff, especially bc I was into renewable energy before I ever even thought about wine, but for some reason I see the worlds merging together. There’s something real to this… something tangible that people can touch.

Image via Wikipedia

We know that the crises facing our world are calling for a transcendence in consciousness, but what does that mean? How do people touch that… how do they feel it? I believe wineries that incorporate these philosophies into their practice will create environments that inspire people. International winery tourism is already an astounding figure as is. What if they grew into biodynamic environments that help people feel enlightenment rather than just contemplate it as an intellectual idea. They taste the organic food that’s grown, they see the renewable energy that’s generated, they feel how they’re a part of a greater living system.

I’m still not feelin the word ‘wine’ tho… there’s just too much whining goin on in the world. I do like Elixir. Also, here’s something practical that a friend shared with me. It’s called Outstanding in the Field.

Read More: Our Sustainable Future

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This product represents so much, from the health benefits, to the social cohesion, to the lifestyle, to bioenergy, organic growing, and ecolistic spirituality that vineyards represent. Wine seems to be a unifier of the world in the emerging sustainable global economy. I like to call it the Human Elixir.

Travel & Leisure magazine recently contacted us about info on green wineries for an article they’re writing, which was really exciting for us. Mostly because we started this company with a passion for the sustainable movement. With our connections in the wine industry and our limited business experience, we found an avenue with wine to be a natural fit. Now, after a few years and a few brands, we’re ready to connect with companies doing amazing things to change our environment and change our health. We want to work with cutting edge wineries and vineyards above all, as well as other sustainable businesses to help create a new type of sustainable marketplace… a millennial marketplace… a taste marketplace.

Seriously tho, can’t you see vineyards and wineries becoming the poster child for the green movement? And not just a marketing ploy, but actually turning these beautiful places into the pinnacle of harmonization between man and nature that can then spread around the globe. You’re already seeing wineries pop up in every imaginable country and state — lets heal the earth, right?

What if we started planting more than just grapes… organic fruits and vegetables… terraform the soil with mycelium making it ultra healthy and inhabitable. Algae farms and the power of solar and wind on the vast expanse of beautiful land that encompasses a winery… more so, create an explosion of tourism to these spiritual meccas, where people come to feel their oneness with nature… to have an experience and to embrace a new global spirituality we like to call ecolism.

With all the great liquid, energy, and tourism, these estates could be quite profitable and could help wine emerge as our world’s elixir of life!

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