Consumers care now more than ever about supporting mission-driven brands. How can your business make a difference in the world? A triple bottom line strategy – also called “shared value” – is a business model focused on people, profit and planet.

Studies show that your triple bottom line strategy can even boost your sales. 74% of consumers would tell someone else to purchase from a purpose-driven company (2019 Porter Novelli/Cone Purpose Biometrics Study).

How can your business show shared value?

People – Genuine care for your employees and customers. Some examples include paying fair wages, prioritizing company culture, and offering great customer service.

Companies in action: Patagonia makes sure the people in its entire supply chain have just working conditions.

Profit – The pursuit of financial profitability allows you to positively contribute to your local economy.

Companies in action: Greyston Bakery in Yonkers uses its proceeds to benefit its nonprofit Foundation that funds workforce development training, community gardens, and housing programs in their community.

Planet – Reduce your carbon footprint in your production process or donate/volunteer with organizations to create a more sustainable planet.

Companies in action: New Belgium Brewery diverts 99.9% of its waste away from landfills.

Inspiration from companies like Patagonia, New Belgium Brewery, and Greyston Bakery is on the Certified B Corporation website. Becoming a Certified B Corporation is one way of taking your Triple Bottom Line to the next level. The certification is a legal obligation to consider the impact of your decisions on your workers, customers, suppliers, community, and the environment. You may already buy from B Corps like Chipotle, Ben & Jerry’s, or Danone North America.

Are you trying to amplify your company’s shared value or a B Corp looking for a marketing partner? Get in touch!

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