Okay, so we’re at nearly 10 percent unemployment nationally (if you believe the Federal numbers), so many people are without a steady stream of bi-monthly paychecks. Yet, 90 percent of Americans who had a job when the economy tanked, still do. But for some that means being a wage serf, cubicle clone or working in the Dilbert world of dysfunctional corporate America – working hard to make someone else richer (and often, with ecological impacts). There’s too many CEO bonuses and none for the employees who clean the counters, work on the assembly lines (ideally making hybrid vehicles), or take care of customers. The vast majority of education system continues to be committed to helping people find jobs, not make a sustainble life, especially one that doesn’t destroy the planet or exploit people (though more are starting “sustainability curricula”).

What we need is less of an emphasis on transforming less-green jobs to more-green jobs for the plethora of job seekers. There’s nothing wrong with getting a job (there are a few great companies, some that even offer employee ownership and stock, in addition to addressing the development needs of their workforce).

But if you want to gain an upper hand on life, more self-employed or self-owned enterprises are discovered that you can keep more of your hard-earned money by working for yourself. As I write about in ECOpreneuring, doing so allows you to also reinvest our profits in ways that either restore the planet and/or improve the well being of people living in our community, nation and planet. These businesses have a triple bottom line and many have ditched the commute to some office, working, instead, from a home office.

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By contributing guest author Ida Cheinman, Principal and Creative Director of Substance 151, a strategic design agency for Green Printer’s “Design Goes Green” series.

We live in a time when “sustainability” is topping the buzzword charts and a wave of greenwashing is flooding the mainstream. We live in a time of intense competition, gloomy economic forecasts and rapidly disappearing marketing budgets, but also in a time when more and more companies and organizations strive to uphold higher environmental and social values, making the shift to the triple bottom line economic model. Sustainability and social responsibility are the forces that drive many of today’s business decisions; they also change the way organizations re-think their branding and marketing strategies. As marketers and business leaders, we are faced with the challenge of finding differentiation by creating empowering and memorable brand experiences for our audiences in the increasingly crowded sustainable marketplace.

So, What are the rules?

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There’s more to buying that high-tech gizmo or fancy new clothes, especially if you put it on plastic.   If you’re anything like the so-called average American with combined balances on your credit cards pushing upwards of $10,000 per household, then you’re paying a lot more than the purchase price after factoring in an exorbitant interest rate on the unpaid balance.  Just one credit card with a balance of $15,000 and a monthly minimum payment of $300 based on an interest rate of 13 percent would take nearly twenty years to pay off, amounting to nearly $9,000 in interest, according to the website Cardweb.com.

To save or spend?

This raging debate among economic recovery pundits mask the reality that based on our current “free trade” global economic system, what we really mean by spending is consuming.  And in this global free trade system, ecological costs are “externalized” if we use the correct economist’s jargon.  As a result, we pollute, destroy and exploit where ever we can.  If you can’t do this in the United States very easy thanks to national laws and regulations, well then, export your manufacturing and service operations to places that don’t have many, or any, regulations.  Then import these products back into the U.S. to sell at a big box store, plopped down where there used to be viable farmland.  For example, these BIG companies move operations to places where poor people can sort through toxic junk computers for scrap or to places where throwing something away can’t possibly ruin our own clean air or water in our communities.

According to Emily Kaiser’s analysis for Reuters:  “U.S. President Barack Obama needs to convince Americans to spend now and save later in order to get the U.S. economy back on solid footing.”  It doesn’t have to be this way.

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The same holds true for T. S. Designs, the nation’s largest maker of the most sustainably printed T-shirts.  It’s a company that revolutionized the very process of manufacturing.  Isn’t this the kind of innovation and creativity President Obama is calling for?

Ironically, T.S. Design’s transformation was brought about by the North American Free Trade Agreement (NAFTA), championed by the US government under the Clinton Administration, that nearly destroyed their business when their customers shifted to off-shore sources for cheaper T-shirts.

T. S. Designs, founded by Eric Henry and Tom Sineath, now uses 95 percent American-made organic cotton in their T-shirts. Its patented REHANCE printing process allows them to avoid using plastisol, normally made out of polyvinyl chloride (PVC), thus reducing the harmful ecological impacts of these ubiquitous products. As I write about in ECOpreneuring, T.S. Designs doesn’t just make an eco-effective product; it transformed its business model from a focus on profits to operating by a triple bottom line: people, planet and profits. Instead of selling to the Gap and Nike, it now sells to Whole Foods Market and Greenpeace.

“Although Tom and I have always taken care of our employees and tried to make socially and environmentally responsible decisions with our business, our transition to a triple-bottom-line business was not spurred by inspiration, but by desperation,” admits Eric, about their transition. “We believe that if you go outside your market to source a product that your market is capable of supplying, that is not sustainable. Unfortunately, this is due to NAFTA’s and the World Trade Organization’s missions that are driven solely by consumer price and do not consider environmental or quality-of-life costs.”

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Interview with Studio 7 Designs‘ Aran Down.

You are an award-winning, environmentally friendly design firm. Tell us what your clients come to your company for and what makes Studio 7 Designs different from other ‘green’ design firms.

We started out about five years ago by providing non-profit groups with free consultation and web design. Originally, we focused on helping out local companies ─ it was our way of giving back to the community. After about two years of helping about 50 non-profit organizations, including many universities and UN chapters, we were getting offers for corporate branding through our contacts. At that time, Studio 7 Designs was run by me and some part-time designers, so it was a natural evolution to move towards being a full-time design and development company. Our roots are based in real ethics. Our site doesn’t have a green theme; we wanted to try to capture the beauty of the natural world and use artistic creativity to show who we are as a whole.

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Environmental Management

To begin with, the Army Strategy for the Environment, was developed to serve as a policy guidance document leading the Army to “establish a long-range vision that enables the Army to meet its mission today and into the future.” Their motto? “Sustain the Mission - Secure the Future.” Some may find it trite, but without a vision and goals, it’s hard to get anywhere.

There is also the Army Environmental Policy Institute, which ”assists the Army Secretariat in developing policies and strategies to improve or resolve environmental policy issues that may have significant short or long-term impacts on the Army.” It works towards the Army’s triple bottom line of Mission, Environment, and Community.

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A growing segment of eco-conscious citizens are recognizing how both living green and supporting the local economy are integral to a more sustainable world.

Here are five strategies adapted from a complete action item list at small-mart.org, a web site inspired by The Small Mart Revolution: How Local Businesses Are Beating the Global Competition by Michael Shuman:

1. Buy Fresh. An age-old tradition of supporting local agriculture is experiencing a resurgence. More people are shopping at farmers markets, joining co-ops, and buying shares at community-supported agriculture (CSA) programs. Many such businesses are listed in directories provided by sustainability business networks.

It doesn’t need to stop with buying local produce. Supporting other food operations like the neighborhood baker, cheese maker, or caterer also helps bolster the local economy. All of these local food practices help communities lessen their carbon footprint by forsaking a broader distribution network and the environmental costs of long-distance shipping.

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Under the direction of Philly’s White Dog Cafe, its proprietor Judy Wicks, and other local pioneers, a sustainable business network has served as a prototype for a local Living Economy that advances the triple bottom line (”People, Places, Profit”).  This group has proven that business owners and entrepreneurs can be green and socially conscious and still be prosperous.

Wicks founded the White Dog Cafe in 1983. It subsequently grew from a coffee-and-muffin shop to a full-service restaurant serving organic and locally produced food. Committed to supporting humane farming practices, Wicks continued to search out the right food vendors until she could say for sure that the White Dog featured a cruelty-free menu. Her restaurant continued to reap profits, but she wasn’t content with simply staking out a market niche. She also wanted to share the knowledge she had acquired with other businesses, even if that meant helping out the competition.

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Against the Gods – A worldwide bestseller for the ecopreneur that would enjoy a very interesting, historical perspective on entrepreneurialism and the concept of risk. Google book describes it as a “narrative that reads like a novel, chronicles the remarkable intellectual adventure that liberated humanity from the oracles and soothsayers by means of the powerful tools of risk management that are available to us today. This is a richly-woven tale of Greek philosophers and Arab mathematicians, of merchants and scientists, gamblers and philosophers, world-renowned intellects and obscure but inspired amateurs who helped discover the modern methods of putting the future at the service of the present, replacing helplessness before the fates with choice and decision.”

Preview it at Google Books here

Triple Bottom Line – Andrew Savitz. If you have not already come across this book, now is the time. A must read for ecopreneurs, business managers, social responsibility managers, and consumers and investors. The Triple Bottom Line illustrates the connection between the financial, social, and environmental bottom lines of any operation and demonstrates that innovative and profitable solutions to the real problems companies face can come from sustainability. This book is becoming one of the essential pieces of literature guiding many of today’s top companies transition into a more sustainable business model.

Preview it at Google Books here.

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• Sixteen Army installations with comprehensive Installation Sustainability Plans in place.
• 78% (301) of FY07 ArmyMilitary Construction projects designed to at least U.S. Green Building Council’s LEED® new construction certification standards.
• 100% (161) installations with an Environmental Management System (EMS) in place with 31% in conformance to ISO14001
• 8.4% reduction in facility energy useintensity (KBtu/gross square foot/per year, since FY03)

Challenges still exist, of course. Among them:

• 35% increase in Hazardous Waste (HW) generation as reported for CY03 to CY06 and an 8% increase in pounds HWgenerated per $1000 net Army cost of operations.
• 11% increase in absolute Toxic Release Inventory (TRI) releases as reported for CY03 to CY06, but a 13% decrease in pounds TRI released per $1000 net Army cost of operations.

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While visiting a good friend in Baltimore, Maryland, my family and I wandered the narrow streets of Fell’s Point, the eclectic and artistic enclave and community that offers a more laid back vibe than the festive and equally bustling Baltimore Inner Harbor, peppered with national franchised restaurants and retail chain stores. As travelers, we recognized how the “buy local” movement echoes the growing ecotravel movement, allowing us to experience an authentic sense of place, supporting the restoration and redevelopment of neighborhoods and preserve one-of-a-kind businesses that create one-of-a-kind communities.

We ended up spending most of our day in Fell’s Point where the somewhat Bohemian community seemed to soak up its reputation not just for its retail district and overall attractiveness to hang out or go jogging, biking, or strolling. It’s one of the places where buying local thrives as Buy Local Baltimore, a project of the Chesapeake Sustainable Business Association. Buy Local Baltimore is an educational and marketing campaign designed to encourage area residents to patronize local independent businesses in an effort to improve the quality of life in Baltimore neighborhoods and enhance the economic vitality of the greater Baltimore region. Baltimore’s take on building a more vibrant local economy with small business entrepreneurship reflects the larger movement afoot nationally which often emerges from such organizations as the Business Alliance for Local Living Economies (BALLE).

We ducked into artisanal shops, learned about the history of the area at the Fell’s Point Maritime Museum and sipped a cafe mocha at the Daily Grind, featuring coffee roasted right in town and served up with a smile and a discount for bringing in my own mug. For dinner we savored locally harvested steamed mussels at Bertha’s — even my young son enjoyed one.

We picked up a card from the Buy Local Baltimore which nicely summarizes some of the many reasons why we could do a little more commerce in our communities (instead of shopping at big box stores where most of the money, especially those profits, leaves our community):

1. Keeping money in the neighborhood.

On average, for every $100 spent at a locally owned business, $45 stays in the community according to Buy Local Baltimore. For a chain store, less than $14 stays in the community.

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Millions of American workers — steady-eddy 9-to-5-ers (or sunrise to sunset go-getters) — are observing how the fine print of their so-called pensions could wipe out their sense retirement security while healthcare costs continue to get larger and their portion of the bills explode. Many are kissing off corporate America before their company goes bust or gets gobbled up by Uncle Sam. They’re managing the crisis rather than the financial crisis managing them by launching the dream green business they’ve always wanted with a triple bottom line of people, planet and (some) profits.

Ecopreneurs, harness our profits to create the changes they desire in their communities, shifting the economy away from the present one based on cheap oil, wasted resources, the exploitation of people, and, as of late, drinking form the bottomless cup of debt (mostly “bad” debt). We operate our enterprise in a way that restores or heals the planet — in the restoration ECOnomy — and fosters more equitable and fair relationships among anything touched by our business. By running our own enterprise, many have discovered just how much we can regain control over our life (even if we can’t seem to influence our representatives in Washington DC much).

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First coined by John Elkington and articulated in his book, Cannibals with Forks: The Triple Bottom Line of the 21st Century, the triple bottom line doesn’t drop the idea that businesses should earn a profit. It adds that businesses should do so in ways that take into account environmental and social performance in addition to financial performance. It requires a strong and efficient organization, perhaps even more so. Not only do you need to make a profit, you need funds and resources to reach beyond where mainstream business stops. A triple bottom line means expanding the spectrum of values and criteria for measuring business success to include: the planet, people and profits.

A Planet Bottom Line

Is what is being produced or services provided better for ALL life? A Planet bottom line continually examines inputs and outputs, addressing the materials we use and how we use them as well as minimizing – if not eliminating — waste. Ecopreneurs recognize and incorporate ecological limits into their business models. Many shun the use of toxic chemicals, hazardous materials or processes, or exploitative approaches to nature. A growing number of people are adopting an approach to product development or design that involves biomimicry.

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The other two People bottom lines are vendors/suppliers and investors (if your business has any), addressed below:

(3) Vendors and Suppliers

How a sustainable business chooses and interacts with vendors and suppliers, so-called business-to-business transactions, that provide the supplies and services the business needs to run is one way ecopreneurs are helping grow and magnify our impacts. We seek out like-minded vendors with whom to do business. Co-op America’s Green Pages (greenpages.com) is often our first stop to look for products our business might need, since it lists thousands of socially and environmentally responsible businesses.

A growing number of small businesses are perhaps inspired by the Amish and their collaborative sense of community and shared economic prosperity. Rather than working alone, many Amish provide goods or services to each other, working together on projects that on the surface may benefit only one farmer, but on the whole end up benefiting the entire community. As author Bill McKibben writes about in Deep Economy, there’s greater comfort and security from community membership than individual ownership. This idea is reflected in the business-to-business commerce mushrooming on the Internet and in small businesses, especially the nanocorps, or new forms of interlinked commercial websites, like Sohodojo.com.

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The triple bottom line is not greenwash, a PR campaign or the “principles” part of a Sustainability Report. It’s the DNA of how a green business operates. It’s measured by such things as trees planted, living wages paid and problems solved (not created).

This is the first of a series of blogs that explore various facets of the triple bottom line commitment to operating sustainably and responsibly, starting with people.

People play a fundamental role in the ecopreneur’s business philosophy, realizing four different groups of people have their own sets of needs and priorities: customers, employees, vendors/suppliers, and investors. Many ecopreneurs we’ve interviewed for ECOpreneuring talk about stakeholders, not stockholders. They generate profits by caring for their stakeholders, not trying to crush competing businesses. They’re more concerned with nurturing their community, customers and employees and investors, if they have them. The following are the first two of the four groups of stakeholders (the other two addressed next week).

(1) Customers

Cultivating conserving customers drives ecopreneurial business success. Ecopreneurs view their customers much more as kindred spirits, sharing Earth-based values and priorities. Customer service, product quality and guaranteed services or products are crucial to their business success. Valuing customer communication translates to showcasing honesty, integrity and transparency. A respectful challenge banters between customers and sustainable businesses, much deeper and more personal than in typical customer interactions. Ecopreneurs expect to be scrutinized by their customers, and
likewise, our customers expect candid, honest replies. Customers challenge ecopreneurs with questions like: Do you carry envelopes made with post-consumer waste? Can I get this in hemp? How do you offset your greenhouse gas emissions? Where are your ingredients sourced from? These questions keep our business constantly moving forward toward higher goals and expectations. On the flip side, at our Bed & Breakfast, Inn Serendipity, we must be honest that our guest rooms don’t feature air conditioning or TVs.

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Created by Nadine Storyk Curtis, Be Sweet is one such company that has all those lines covered. While living in South Africa, Curtis became enamored with the local craftspeople and wanted to share in their creativity and resourcefulness.

Working with a rural South African community, Be Sweet offers over 15 different yarns that are hand spun and dyed by women who work within a job creation program. All of Be Sweet’s yarns are made from natural fibers and most are created from using leftover yarn tid-bits and environmentally friendly fibers like bamboo.

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Which brings me to my dream. It combines two of my favorite things, graphic design and the environment. My goal is to start my own graphic and web design studio that focuses on projects that have a positive impact on people and the environment. This is why I wanted to become a designer in the first place. Good design has the power to communicate in ways that nothing else can. It can educate, open minds, inspire thought, and incite change. An image is truly worth a thousand words, and I want the graphics that I create to have real meaning and a positive message. It would be nice to make a living doing it, too.

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Fair Trade is proving that an economic system that focuses on a triple-bottom line (considering people, planet and profit as equally important outcomes of business operation) can work, and work better, for everyone and everything involved. October is Fair Trade Month and Global Exchange’s Fair Trade Month page says it best: this is indeed "a great opportunity for people throughout the United States to support, promote and celebrate a socially responsible system of trade that prioritizes the needs of human beings and the environment over the drive for profits."

So this is the month to get involved and make some collective noise about economic justice and sustainability. One great way to shout out is to direct a video about Fair Trade for the Connect with Fair Trade Video Contest. Doing so could just end in your visiting a Peruvian Fair Trade farming co-operative courtesy of TransFair. If you make a great video and end up winning, I also suggest you write to GO editor Jeff McIntire-Strasburg and offer to do a write-up of your experience in Peru.

According to TransFair, 56% of people who are aware of Fair Trade make a point to purchase Fair Trade certified products whenever available. Help increase awareness and availability of Fair Trade products by encouraging your local grocery market to carry Fair Trade and participate in the Fair Trade month celebration. TransFair makes it easy with educational marketing materials and contest promotions to intrigue customers.

Perhaps my favorite Fair Trade month promotion joins activism and a great holiday, Halloween. Order your Fair Trade Trick or Treat action kit from Global Exchange, and you’ll have everything you need to tell others just how boo-tiful(!) trade can be: tasty chocolate from Equal Exchange, and knowledge of a better way to trade.

At the very least, talk to your friends and family about this idea, email this article around, whatever little bit you can do to just keep the Fair Trade buzz growing.

I’ve heard of many things being "the new black" but now the question seems to be, "Is green the new gold?"

At least that’’ the question posed by the organizers of the upcoming Opportunity Green Conference. Developed through a partnership with UCLA’s Sustainable Resource Center, the conference is also sponsored by many well-known names, including Clif Bar and Treehugger.

The conference will bring together those involved in all aspects of green business, from visionaries and entrepreneurs to executives and investors, all of whom are dedicated to building socially conscious, sustainable, and profitable enterprises.

To be held on Saturday, November 17 at UCLA, the conference features several speakers well-known in the socially-conscious world of business, including:

• Jonathan Greenblatt, Co-founder of Ethos Water
• Josh Dorfman, Author/Producer of The Lazy Environmentalist
• Max Schorr, Publisher and Founding Editor of GOOD Magazine
• Graham Hill, Founder of TreeHugger.com
• Gunther Lie, Director of Interactive Media for Method products
• Ellen Strickland, Founder/Owner of Livingreen

The "emerging agenda" (I love it!) features a plenary session on Marketing and Trends plus many options for break-out sessions, including Green 2.0: Connecting to Our Community, The Clean Tech Revolution, Opportunities for Green Investment Capital, and Business Blogging 101 (you can bet I’ll be at that last one). There are also significant opportunities for networking, including the Wrap-up Party, billed as a "spectacularly green event."

Organizers have developed an aggressive list of objectives and learning points for the conference. Of course, connecting those working within the sustainable community is key — there is much to learn from each other. Thus, the conference will provide a forum for collaboration on how to grow a profitable company that is focused on the Triple Bottom Line.

This is of particular interest to me. The profitability piece of the Triple Bottom Line is easily measured, having always been a staple of business metrics. And as the saying goes, "What gets measured gets done," but the measurement of the people and planet aspects tends to be more difficult. I’m curious to see how others approach this challenge.

Also, participants will discuss what has and hasn’t worked in growing socially conscious businesses, including viral marketing and growth tactics, plus tools you can use to build and scale your business, like online networks.

With more than 500 expected to attend, this conference is certain to help business people learn how to make gold from their green.