The triple bottom line is one of the principles of sustainable business that gives weight not just to making a profit, but also to being responsible for how a business impacts people and the planet. In short, it looks at people, planet, and profit in all business considerations.

The financial component is the one that we are most familiar with, because it has traditionally been the only part that a company has to be concerned about. The concept of natural capital has gained increased attention as we realize that many of the natural resources we take for granted are not going to be around forever. The “people” part is really about human capital – the people who actually carry out the work of the company, as well as the people who are impacted by the company (this is the part that puts the “social responsibility” in CSR, corporate social responsibility).

Putting People First

Many forward-thinking companies look at how to really value their people. Perhaps one of the most important developments has been the emergence of B Corps, which expands the concept of shareholders to consider all stakeholders – basically everyone touched by the business, including employees, customers, suppliers, and community members.

Other examples of companies that are putting people first include:

• Zappos, which CEO Tony Hsieh has famously built around employee happiness.
• Semco, a Brazilian company that has implemented innovative workplace practices, including allowing workers to set their own salaries, as the “Caring Capitalist” video explains.
• Clif Bar, the food company with 5 aspirations, one of which is to “create a workplace where people can live life to its fullest, even from 9-5.”

Companies that put people first realize that it’s good for business. Some early research suggests that green businesses may have happier employees – employee productivity may actually increase when people feel good about the sustainability initiatives of the company that they work for.

What Does This Mean for Your Business?

Remember that your business is all about people. Who is touched by your business? Obviously, employees and customers are, but what about others, such as the people who live in the community where your raw materials are originally extracted? Then ask yourself, “How can my business impact them in a positive way?” Some ways to do this are to implement employee engagement programs, partner with a non-profit in your local community, and ensure that, if you outsource any of your work, it is done in compliance with human rights and labor laws.

The more that you can do this, the more that you will build goodwill and loyalty among the people who make your business possible. In turn, this will help your business to be sustainable for the long-term.

Isn’t one of the ongoing challenges of being a business owner just keeping up with the changes around you?

Your customers are constantly looking for a better value, your competitors don’t let up for a moment, the technology you’re used to becomes obsolete quickly, and you need to run your business while also trying to have some balance with your personal life. No wonder you’re so busy!

However, keeping up with changes becomes especially important in this day and age. In particular, there are two recent developments that have changed the landscape of business and that will affect you now and in the future. All businesses, large and small, will need to incorporate these into their overall strategy in order to be successful in the 21st century. These two changes are the need to become more sustainable and to effectively leverage online and social media marketing.

By now, you probably know that going green and marketing online are important. The question is: are you doing both effectively? Consider that 46% of small businesses don’t have a website (still!) and many businesses are still learning how to integrate sustainability into their overall strategy and operations. If you’re focused on just surviving in the present, you’re missing out on gaining a competitive edge for the future.

If you go green but don’t market, you may not generate enough sales to make your business profitable. Most customers, including older Baby Boomers, are now going online for information. Without an online presence, your business simply can’t be found. Without social media, it’s harder to connect with and educate your customers.

If you market but don’t go green, you will be at a disadvantage in several ways. First, your expenses may be higher than those of competitors who have implemented green practices such as conserving water and energy, which can directly benefit your bottom line. Second, you may be missing out on potential customers who are factoring environmental considerations into their purchases. And finally, you may be unprepared for how changes such as increases in gasoline prices may affect the shipping of your products.

Ultimately, the best way to ensure that your business will survive and thrive for the long-term is to integrate sustainability and the triple-bottom line into your business and market yourself online effectively.

We are fortunate in the Bay Area to have a well-developed green business program. The Bay Area Green Business Program includes Alameda, Contra Costa, Marin, Napa, San Mateo, Santa Clara, Solano, and Sonoma Counties. San Francisco and Monterey also have Green Business Programs. Since 1996, over 2200 businesses have been certified.

In this short video segment hosted by Bill Roth of Earth 2017, Alameda County Green Business Coordinator Pamela Evans talks about “Best Practices for Cutting Costs and Emissions in an Office.” Tips and information for helping businesses to go green include:

• What is the quickest way to reduce energy in your office?
• What uses the most water in your office, and what can you do about it?
• What is the number one reason that businesses go green in Alameda County?

If you’re interested in pursuing Green Business Certification, you can visit the California Green Business Program website and enroll online.

Let’s face it: a lot of the sites for green news tend to focus more on large businesses. The blogosphere is overflowing with posts about everything from Pepsico’s ongoing effort to develop a quieter, compostable Sunchips bag and to the sustainability efforts of companies like WalMart and GE.

It is important for us to understand how large corporations are undertaking and reporting on their green initiatives. However, these sites often don’t address the issues that most small businesses are facing when it comes to going green. Most small business owners aren’t writing CSR reports, implementing sustainability initiatives across multiple business units, or developing sustainability scorecards for suppliers. Instead, the business owners I’ve spoken with are trying to figure out how to grow their business with limited financial and human resources, while also trying to do right by people and the planet.

With that in mind, here are five resources for green news and information that are relevant to small businesses:

1. Greenbiz: As “the business voice of the green economy,” Greenbiz is one of the best all-around sources for green business news. The content is overwhelmingly focused on corporate news, but there is a section that specifically focuses on small business.
2. Green Marketing TV: The mission of Green Marketing TV is to inspire individuals to participate in the green economy. From interviews with entrepreneurs to a series of posts about unique green business ideas, the website provides solid information and resources.
3. New York Times: The standard-bearer of news publications that provides “all the news that’s fit to print,” (or, in this day and age, “all the news that’s fit to publish online”) has not missed a beat in keeping up with the times. Within its “Business Day” section is a section on “Small Business,” and within that, you’ll find the small business sustainability news.
4. Small Business Trends: This award-winning site is a great resource for all small business owners. Posts on the site are written by their Small Business Experts and cover topics ranging from marketing to financial management. While it’s not updated too regularly, they do have a Green Business category that provides some helpful posts.
5. Triple Pundit: This new media site focuses on triple bottom line businesses that value people, planet, and profit. Although it covers its share of corporate news, its comprehensive coverage of all things related to green business on its website is helpful for small business owners as well.

With all of the information out there, I’m sure that there’s a few sites that aren’t on this list. What would you add?