The bottom line reigns supreme in most business operations, but an increasing amount of conscious companies are holding themselves accountable to a triple bottom line – measuring success not just by economic vitality, but by social and environmental strengths, as well. Elemental Herbs, a successful Morro Bay, CA-based manufacturer of herbal-based skin balms, sunscreens and other healing formulas, is one such business.
Named San Luis Obispo Green Business of the Year in 2010, Elemental Herbs is a B Corporation “champion” dedicated to social and environmental responsibility and a member of 1% For the Planet and Green America’s Green Business Network.
Founder Caroline Duell constantly analyzes the ways her company can remain profitable while simultaneously making a positive impact on the planet and its people. She recently spoke on this topic at Natural Products Expo East and shares the following 10 tips to running a responsible business that transcends the bottom line:
1. Be transparent. It’s empowering for consumers to make choices among products when information offered on labels and elsewhere is real. Make sure your marketing tells an authentic, substantial story, without omissions.
2. Don’t shy away from activism. Don’t be afraid to take a company stance and speak out about issues that affect the public. For example, we actively oppose the use of Genetically Modified Organisms, and we support GMO labeling initiatives.
3. Empower employees. Employees are the core of any organization and thus are capable of creating big change. Get the team on board with conscious business goals by offering fun incentives for using alternative transportation, eating organic food or recycling. We adopt an employee-generated “eco-idea” each quarter, offer wellness days and provide a box of organic fruit and veggies from our farm each month.
4. Implement market-driven restoration. When the product you’re selling is inherently helping restore critical habitat or supporting a sustainable process, the business is well on its way to environmental responsibility. Some of the herbs we use for our products are grown on land that was once a junkyard.
5. Support your community. Communities need businesses to help create culture and infrastructure for local families to thrive. We utilize the local community kitchen as our production facility, support local non-profits, and host an annual educational festival at our farm.
6. Practice lifecycle awareness. Ask yourself: What is the impact of making our product? It’s important to study the upstream and downstream affect the product and its ingredients/materials and packaging have on the local and global ecosystem. We research the source of every ingredient we use, prioritize the most sustainable suppliers and use recycled packaging whenever possible.
7. Hold yourself accountable. Always think beyond the bottom line, and extend your personal social and environmental beliefs into your business. Within my family, we approach life with a humble, “leave no trace” mentality that is also reflected in our company.
8. Have fun! A company that takes itself too seriously indicates a swollen ego, which will always get in the way of a green business. Take it easy, and encourage fun and laughter in the workplace.
9. Be adaptable. Change is constant in the operation of a green business, so expect and embrace regular evolution in an attempt to streamline processes. When making an effort to do right by the planet, there is always room for improvement.
10. Partner smart. Strong partnerships with non-profits like B Corporation and 1% for the Planet creates a team approach to running a triple bottom line business. B Corporation offers an assessment that measures a company’s social and environmental viability and provides a measurable score. 1% For the Planet holds partnering companies committed to donating 1% of overall revenues to support direct action environmental groups.
