Making a difference has become essential to building a brand. Consumers are shopping their values, and businesses are rethinking their value proposition. The triple bottom line-people, planet, profit- is a new business model that represents a fundamental shift in how businesses measure success.
Historically, the purpose of business has been to create shareholder value. The new imperative integrates economic prosperity with protecting the environment, and demonstrating care for communities and employees. For many, sustainability will require radical innovation: retooling what they make, how they make it, and how it is distributed. A new generation of companies envisions sustainability as the core purpose of their brand promise. Authenticity is critical. Social networks quickly broadcast brands that don’t stand true to their promise.
Questions worth asking when defining a sustainable business
- Do we really need it?
- Is it designed to minimize waste?
- Can it be smaller or lighter or made of fewer materials?
- Is it designed to be durable or multifunctional?
- Does it use renewable resources?
- Is reuse practical and encouraged?
- Are the product and packaging refillable, recyclable or repairable?
- Is it made with post-consumer recycled or reclaimed materials? If so, how much?
- Are the materials available in a less toxic form?
- Does it come from a socially and environmentally resoponsible company?
- Is it made locally?
Sustainability touchpoints: where businesses can make a difference
Sustainability touchpoints: where businesses can make a difference
Patagonia
The Footprint Chronicles is an interactive mini-site that allows you to track the impact of Patagonia products from design through delivery.
Herman Miller
Embody is 95% recyclable, has 42% recycled content, and contains no PVCs. Adheres to the McDonough Braungart Design Chemistry (MBDC) Cradle-to-Cradle protocol.
ShoreBank
ShoreBank is a pioneer in demonstrating that a regulated bank can be instrumental in revitalizing underserved communities and encouraging sustainable economic development.
Seventh Generation
The leading brand of green cleaners offers people avenues to express their idealism, passion, and commitment to causes larger than themselves at ever point along its supply chain from suppliers and partners to shareholders, customers, and its own staff.
TOMS Shoes
TOMS was founded on simple premise: With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for One.
B Corporation
A new type of corporation that uses the power of business to solve social and environmental problems. They are unlike traditional responsible businesses because they meet comprehensive and transparent social and environmental performance standards.
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