Being eco-friendly is no longer an option; it’s a necessity. Businesses, big and small, are increasingly embracing sustainability as a core value. To inspire and inform your eco-conscious journey, we’ve gathered insights from six business leaders who have successfully implemented effective strategies to make a positive impact on the planet. Whether you’re a giant corporation or a small startup, you can contribute to a more sustainable future.
1. Think Big and Small:
Business Leader: Diana Birkett Rakow, Senior VP of Public Affairs and Sustainability, Alaska Airlines
In the aviation industry, decarbonization is a formidable challenge. Alaska Airlines created Alaska Star Ventures to invest in emerging technologies like advanced air mobility and green energy. These investments accelerate the path to net-zero emissions. But sustainability isn’t limited to big investments. Even smaller changes matter; for instance, replacing single-use plastic bottles with Boxed Water eliminates 1.8 million pounds of plastic from aircraft in a year.
2. Map Out the Journey:
Business Leader: Elyce Arons, Cofounder and CEO, Frances Valentine
Becoming more sustainable often involves making numerous changes. Frances Valentine, a small company, shifted to biodegradable corn-based product bags. However, there are still sustainability challenges that require expert guidance. The company has joined forces with an organization to determine its carbon footprint and create a five-year roadmap for holistic business improvement.
3. Identify the Root Problem:
Business Leader: Lauren Haynes, Founder, Wooden Spoon Herbs
Sustainability goes beyond just packaging and ingredients. It encompasses the sustainability of workloads and company culture. Lauren Haynes emphasizes the need to address sustainable choices in all aspects of a business. Yet, the cost of sustainable practices can be a hurdle, especially for startups. For instance, women-founded startups receive only 2% of all VC investments, making sustainability initiatives a challenge.
4. Decide the Future Is Worth It:
Business Leader: Danny Charbonnet, Founder and CEO, All Citizens
Product longevity is a cornerstone of sustainability. All Citizens invests in eco-friendly and durable materials and construction methods for their garments. They reinforce stress points to ensure longevity. While these materials and craftsmanship are more expensive, the result is a reduction in consumption as customers buy less due to the longer lifespan of the products.
5. Innovate Now to Win Customers Later:
Business Leader: Jenna Kerner, Cofounder and Co-CEO, Harper Wilde
Harper Wilde’s commitment to sustainability led them to search for a recycling program for bras, a challenging garment to recycle. When they couldn’t find an existing program, they partnered with sustainability experts to develop their recycling initiative. Though it involves a per-piece fee, their customers appreciate the offering, fostering loyalty and setting them apart in the market.
6. If the Answer Doesn’t Exist, Build It:
Business Leader: Lena Korres, Cofounder and Brand President, KORRES
The beauty industry’s history of waste and irresponsibility compelled KORRES to forge its own path to sustainability. They developed the ‘Full Circle’ process, partnering with farmers for organic ingredients, using zero-waste extraction processes, and creating an in-house recycling lab. This innovative approach ensures that every aspect of their products is environmentally responsible, addressing the industry’s historical shortcomings.
In Conclusion:
The journey toward sustainability may seem daunting, but these business leaders prove that every effort, big or small, can make a difference. Whether you’re part of a large corporation or a small startup, you can integrate eco-friendly practices into your business model. These leaders have shown that innovation, determination, and a commitment to sustainability can drive success while benefiting the planet.
