Eco-ethical entrepreneurs are everywhere; most can be found with a simple search on the Internet, others can be found through the growing media outlets covering greener pastures.

A popular website that has grown tremendously is One Percent for the Planet (www.onepercentfortheplanet.org), an organization whose business members donate one percent of their revenues to an accredited non-profit environmental organization listed on their website.

This site has an enormous list of companies who are part of the eco-ethical generation. Some of these start-ups have grown tremendously over the course of time, fuelled by venture capitalists that specifically target socially responsible companies.

Other contributors are government grants, educational resources, business associations as well as business schools such as Duke University’s Center for the Advancement of Social Entrepreneurship.

The smaller grass-root businesses act as a pending model of how companies should and potentially will be conducted in the future. They are confirming the major benefits of sustainability and accountability, such as reaching niche markets, boosting corporate image and as a result increasing profits.

Around 64% of small business leaders say they are developing niche products and/or markets (Grant Thornton, February 2006) with an increasing amount incorporating eco-ethical philosophies. The newest trend within this realm is eco-tourism, such as Dragonfly Expeditions. They specialize in biologically diverse tropical regions with a strict “leave no trace” policy. There are many and wide ranging altruistic companies, some are creating ‘green’ products and a handful support a charity, while others encourage volunteerism.

Owner and designer, Rachel Alexander started her very own clothing collective called Freedom, a store located in downtown Toronto, featuring local designers and artists. She integrates organic fabrics and employs local home sewers to complete all of her work for the store. She says that starting this collective has been the most rewarding experience and is adamant about keeping the collective small and local.

However, even with smaller companies forging ahead, along with governments acting through laws and legislations, it is still the larger private corporations whom remain as major catalysts.

David Suzuki mentions, “The fact of the matter is that today, stuff-selling mega-corporations have a huge influence on our daily lives. And because of the competitive nature of our global economy, these corporations are generally only concerned with one thing, the bottom line.That is, maximizing profit, regardless of the social or environmental costs.” Conglomerates employ numerous individuals, conduct large quantity purchases and control the choices consumers can make through their offerings.

Responsible entrepreneurship is about creating a positive contribution to society while at the same time maintaining a profitable business. In the end, eco-ethical business owners know that money isn’t everything; it’s more important to make a difference and create positive change.

Image, Bucolic Country Lane in Florida, photograph by Randolph Femmer, courtesy of NBII

A trend has emerged among entrepreneurs as well as consumers, an eco-ethical consciousness, being sustainable while at the same time remaining socially responsible. In business, this concept translates into a safe and honest workplace and a product or service that is not only fair to employees but to the environment as well.

Consumers are no longer focusing primarily on price, style and quality; they are now considering the way a product was made, how employees are treated and the impact of their purchases on the planet. As a society, we have come to realise that we cannot sit around and wait for issues at the forefront of the eco-ethical battle such as climate change, depleting natural resources and fair trade, to resolve on their own.

Both consumers and corporations have become aware of their power to consume according to their values. As David Suzuki, Canadian science broadcaster and environmental activist, once said, “Our personal consumer choices have ecological, social, and spiritual consequences. It is time to re-examine some of our deeply held notions that underlie our lifestyles.”

Big businesses have been slow to catch onto the trend; for example Walmart and Levi have recently introduced organic cotton into their product lines, while companies such as Endangered Species Chocolate Co. have been around since 1994. Their organic chocolate gives ten percent of profits toward saving endangered species. Large companies tend to deluge into bureaucratic measures and try to win approval in order to turn their companies around, which is why we are familiarized with smaller businesses taking the eco-ethic reins.

Hopefully, for the sake of our planet and our own existence, the idea of being eco-ethical will not only be a trend, but a movement that will set a standard for all future companies to follow and improve upon.

Stay tuned to Part II of The Eco-Ethical Entrepreneurship Trend, coming this week.

Image: Limahuli Garden of the National Tropical Botanical Gardens, photographed by Randolph Femmer; courtesy of NBII

My concern for the environment began after hearing so many stories about the battle to save sensitive land from unnecessary development near my home in Canada. I learned about the Oak Ridges Moraine (a natural habitat formed during the ice age), and the how housing developments there are destroying the land. This made me think of all the wildlife that depend on that area and the natural resources it provides; thus, inspiring me to promote the awareness of endangered species.

I wanted to use my design skills to transcend my everyday nine-to-five job by spreading this important message . Images are powerful; we see marketing tactics everywhere, but is there not a better usage for eye catching visuals than selling real estate or a can of pop? Each and every one of us has the ability to help the Earth in our own unique way. I have found that using ones own skills and interests is a great way to accomplish this. In doing so, we will not only benefit the present day, but also the future environment our children will exist in.

At first, I didn’t know anything about starting an organic clothing line. I educated myself through books, websites and others in the industry. As my knowledge progressed, I became more aware of how daunting this task would really be. I chose to start of with a simple plan ; a small line of graphic t-shirts, each one raising awareness about a particular endangered animal. These shirts also feature a cute slogan for young adults to gravitate towards. I wanted my t-shirts to take into consideration both environmentally friendly construction and ethical issues such as labor practices.

When I began my research a few years ago, there were hardly any t-shirt wholesalers selling organic cotton and those who did provided no variety of colours, only natural beige. I was left to develop my own custom t-shirts and to source out clothing manufacturers, fabric wholesalers, dyers, label companies, and more! All of this took a great amount of patience, because I did not want to run a sweatshop, or hire one either. I wanted to keep everything in North America. Nowadays, organic fabric has become increasingly popular and is available in a variety colours and fabric blends, such as soy, bamboo and hemp.

The Internet has been a major catalyst for change, popularizing the green lifestyle by providing an endless source of information that has quickly developed over recent years. Therefore, in designing my website I decided not only to showoff my collection, but offer information about the animals featured on my t-shirts; their characteristics, where they live and why they are endangered. I also offer tips on how to live an environmentally friendly lifestyle, and hold a poster contest every Earth Day.

In addition to all of this, I felt the best way to give back to the community would be to donate a portion of my profits to a reputable charity , such as the World Wildlife Fund . In the future I would like to create a foundation, which will give funds to reputable, albeit lesser recognized environmental charities. By helping spread awareness, I believe that a difference can be made and since Endangered Couture is accessible via the World Wide Web, information can be exchanged at a higher rate among more people and across geographical areas, especially among younger generations.

Starting an eco business is just one small footprint in the larger picture of conservation initiatives and the battle against global warming. As an eco business owner, I realize that money isn’t everything and that it is equally important to create a positive change in the world . This idea of mine is an ever-growing vision and not a charity campaign. It takes time to build something great; all you have to do is start small and be patient. There are so many resources available to help you make your dreams a reality, no matter what dream you choose to pursue never forget that you can make a difference, too .

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