 When I tell people we're starting a media company focused on the environment, they generally think I’m nuts. But when I explain that Shift's main goal is to feature all the smart and talented people, beautiful vacation spots, cool cars, delicious and healthy food, stylish clothes, and innovative technological advancements that make up the "new environmental movement" - a funny thing happens: They get it.
Maybe they see the increase in hybrid cars on the road. Maybe they’re already spending a little more on organic food to make sure their families are eating well. It could be that they’re simply feeling the pain of gas prices that have soared past $3.00 a gallon in many areas. Whatever the reason, when I explain that Shift is about a cleaner, greener way to enjoy all the things in our lives without sacrificing style or comfort, instead of shock or disbelief, I get interest and enthusiasm. Talk about times a-changin'.
What once was a fringe movement of radical idealists has become mainstream right before our eyes. The lifestyle of health and sustainability (or LOHAS) is now a $230 billion a year industry -- hybrid vehicles, eco-travel, organic food, renewable energy, socially responsible investing, green building, and much more. Along the way, the options for living a more sustainable lifestyle have even developed some style. Today some of the finest designers, architects, and engineers in the world are producing high-quality, practical, affordable - and yes, even sexy - sustainable products. And some of the most interesting and influential (and unexpected!) newsmakers are embracing the concept of a cleaner environment. All of which proved to us that Shift, like the ideas and people it covers, is a magazine whose time has come.
Yes, Shift promotes being environmentally aware. But that doesn't mean it has to be dull or complicated. So read Shift and entertain, educate, and inspire yourself as you learn about the truly revolutionary people and ideas that are shaping this exciting new frontier. And then see for yourself how easy it is to shift your habits and make a difference.
- Aaron Kenedi
Founder / Editor-In-Chief
|
