Josh Dorfman is a green-economy entrepreneur, author, and communications expert focused on building mission-driven brands that appeal to mainstream consumers. Josh is best known as “The Lazy Environmentalist,” a media brand he created in 2005 to help consumers discover clever, stylish, and easy solutions to green their lives. No guilt-trips and never preachy, Josh focuses on innovative green products and services that deliver on design, cost, and quality.

The Lazy Environmentalist began as a blog in 2005 and soon after expanded into a book series, daily radio show on SiriusXM, and reality television series on Sundance Channel, for which Josh was executive producer and host. In 2009, The Lazy Environmentalist won “Best Reality Show” at the Environmental Media Association Awards.

In 2011, Josh was recruited by Quidsi, an company, to launch and direct, an e-commerce retailer specializing in natural and organic food. As Site Leader for, Josh developed the overall site strategy and led the marketing and merchandising teams. introduced numerous innovative features including a Shop Local function helping consumers pinpoint products made within 100 miles of select cities and specialty boutiques to curate the customer experience around causes and concerns such as Fair Trade, B Corporation, Cruelty-Free, and Made in the USA. Prior to, Josh was Vice President of Marketing for GoodGuide, a “Fast Company 50” authority on the health, environmental, and ethical impacts of consumer products.

As an advocate for natural and green living, Josh spent four years beginning in 2007 as national spokesperson for Brita’s FilterForGood campaign to reduce bottled water waste, winner of numerous industry awards including a Gold CLIO Award for strategic communications. He was spokesperson for the national launch of Clorox GreenWorks and helped Burt’s Bees and the Natural Product Association introduce the Natural Standard, a set of guidelines that dictate whether a product can be deemed truly “natural.” Josh has also served on Newsweek Magazine’s Global Environment and Leadership Advisory Committee.


Josh’s first green venture was Vivavi, a retailer of modern design green furniture and furnishings, which he founded in 2003. As CEO, Josh built the business around an e-commerce site and showrooms in Brooklyn and lower Manhattan. In 2006, Inc. Magazine named Vivavi to The Green 50 as one of the leading entrepreneurial companies driving the green revolution.

Josh has appeared widely on television and radio including Morning Joe, Fox & Friends, The Big Idea with Donnie Deutsch, and NPR’s All Things Considered. He is also the only guest to have ever ridden a bicycle onto the set of the Martha Stewart Show. As a green speaker, Josh has addressed audiences at Google, Volkswagen, PepsiCo, The Anthony Robbins Companies, The Aspen Institute, The New York Federal Reserve Bank, The Yale School of Management and many other companies and institutions.

In 2011, Josh was inducted into the inaugural class of the International Green Industry Hall of Fame. He is the author of two books: The Lazy Environmentalist: Your Guide to Easy, Stylish, Green Living and The Lazy Environmentalist on a Budget. Josh holds an MBA from Thunderbird, The School of Global Management, and a BA from the University of Pennsylvania.

Josh currently resides in Asheville, NC where he leads Venture Asheville, an initiative to develop and scale Asheville’s high-growth entrepreneurial ecosystem. He is also co-founder and Managing Director of Asheville Angels, a local, member-based angel investor network.

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