Sustainable Business Practices
Sustainability as a Social, Economic and Environmental Priority
Jul 8, 2008
Going green is the current catchword in business, but a lot of that greening is really greenwash, a veneer of eco-speak without any substance or genuine commitment to the wellbeing of the planet. Some businesses, however, are making sustainability a priority, constantly raising the bar when it comes to being sustainable. A good example is Elements, the Patagonia store in Calgary, Alberta.
Business and Sustainable Partnerships
The Stephen Avenue Mall in Calgary is home to Elements. This is a retail store for people who seek quality in the garments and gear they purchase for travel, outdoor pursuits or an active life. Michael Birnie is the store’s manager and devoted to the Patagonia cause of protecting the environment. Elements is a member of 1% for the Planet, an international alliance of businesses that donate one percent of their net sales to support community-based environmental groups.
Cradle to Cradle Sustainable Approach
1% for the Planet is an initiative of Patagonia's founder, Yvon Chouinard, responsible for building a company that makes sustainable practices a feature of every aspect of its operations. With the mantra of do no harm, Patagonia manufactures products that are 100% organic, recyclable or from recycled materials, by 2010. This is a cradle to cradle lifecycle approach that sets Patagonia apart from most other retailers that are dabbling with going green.
In his book Let My People Go Surfing, Chouinard acknowledges that completely eliminating negative environmental impacts is an elusive goal. Employees commute to work in vehicles that use fossil fuels, and finished products must be shipped via CO2-emitting railcars, boats and trucks to retail outlets around the world. Even the most carefully managed of production processes can contribute to environmental degradation. The company is offsetting its negative impacts through contributions to the allaince and raising awareness globally about sustainable business practices.
Raising Public Awareness and Leading by a Sustainable Example
In a recent newsletter for customers, Elements invited readers to purchase green power from Bullfrog Power for their homes, and to seek ways to reduce their impact on the environment. Like other Patagonia locations, Elements is located in a heritage building with the intent of reusing existing space, thereby reducing the use of new construction materials and the store’s carbon footprint. The building's renovation has enhanced the downtown area where it is situated. Elements staff is also involved in a variety of community causes.
Green Labour Force
Hiring the right employees is critical to the store's success. As Birnie points out, "Our best employees are those that are passionate about what they do, and what we do as a company. Finding them can be difficult, but the long-term relationships are rewarding. Former employees are always dropping by the store to catch-up with friends. We extend that sense of community to our customers, many of whom come back to tell us about their most recent adventures, and to ask our advice on getting outfitted for the next one."
Elements is proof that business with an environmental and social conscience can not only influence customer lifestyles, but be profitable as well. This is sustainable development in the broadest sense of the term and a worthy act to follow.
 |
