Economic sustainability is integral for any society. Vibrant and growing economies are better for everyone. In the first part of this series, we discussed the need for consumers to become more conscience of why they buy and what they buy. Consumers can impact sustainability by focusing on quality aspects of living and when they need to consume, consume only that which they truly need or want. Buy the best they can afford, thereby increasing overall satisfaction.
For corporations, the focus is similar: Show your responsibility and commitment to your employees, customers and shareholders. Corporations can express their values to the world and show that they care about people, community, and environment. One way to demonstrate this commitment is to become a B-Corp. A B-Corp is a new form of corporation that publicly and transparently sets higher standards for the company. It is a small yet growing community of corporations that are raising the bar on how to operate in the business world. The momentum is growing, and several states are recognizing a B-Corp as a legal entity with new legal and potential tax benefits.
What is most important is the promise, the statement, a company makes when it raises its hand and says I will hold myself accountable to higher standards of business. In doing so a B-Corp can attract a more loyal customer base and shareholder base who share similar commitments and business will prosper.
A great example of how this is working is a furniture manufacture here in the Bay Area. Furniture is a tough old-line business that has never been too environmentally friendly. They use a every kind of wood, rare exotic woods, volatile and hazardous finishes, synthetic fabrics and foam cushions all treated with heavy doses of flame retardant and spill resistant chemicals, wasted packaging and shipping materials, etc. (It is no wonder that most abandoned furniture factories are Class II environmental hazard sites.)
This company decided to tackle these toxic issues one by one. It cleaned up its act and used simple ideas that brought significant change and helped the business proper. First, it announced its intent to its employees and its customers, and laid out simple ground rules: They would only use renewable resources. That alone almost stopped the production line. What 
woods could they use? What about the cool veneers that all designers wanted? After they sourced wood from sustainable mills and forests, they found veneers like Eucalyptus and bamboo and ten other renewable and sustainably grown species and showed what could be done with these woods to make them attractive and be not only appealing but cool and hip. Designers also liked the idea and the pitch the natural and renewable resources idea to their customers, who also cared about sustainability. But that was just the first step.
Trying to find finishes that were water-based and non-toxic and held up over time was a challenge. Some were found and some came from an old solution from 400 years ago: Rubbed wax finishes. A bit more care and time is needed, but the beauty is real. The use of natural fabrics caused issues as the selection was limited, but as the awareness grew of how good a natural sustainably grown fabric is for people and the environment, clients embraced the selection.
After accomplishing these changes, the company went further by inspiring its employees to take part in the effort by finding innovative ways to reduce costs and waste. Recycling was integral but so was the idea of doing more and using less. The company challenged employees to be cost effective and resourceful with the packaging of shipped in materials and shipped out product. It would incentivize (read “give part of savings to”) the employees to continually make progress toward sustainability. Suppliers where asked to use less plastic, cardboard or use nothing at all to ship items. If palates were used, they were shipped back on the spot. Once suppliers saw the savings, the idea took hold. Any time an idea worked towards the sustainability goal, even if it didn’t save the company money, they would give an award to the employee.
It didn’t take much to create a new spirit and vibrancy in this company, now being recognized for its innovative ideas and thoughtful service. This effort to transform the company is only half way to its total goals but the focus and effort remains. This is one small example of starting change and watching it snowball.
Sustainability and environmental responsibility builds a community of interest by doing the right things and driving results, and this is the direction of change corporations need to move towards. The values a company expresses are reflected in their interactions with customers and shareholders. Companies can empower their employees, customers, shareholders and constituents to spread this effort and we all benefit.
