3. JOSH MAILMAN
WAYNE SILBY
Since SVN began, the attitudes of its
founding members have been increasingly
embraced not only by businesses and
nonprofits, but also by the public at large.
“The way that people think about business
and social change is merging,” Mailman
explains. “SVN helped innovate that shift
through its focus on values.”
Co-founded by Wayne Silby
Indeed, thanks to the visions and
and Josh Mailman in 1987, actions of Silby, Mailman and thousands
PIONEERING Social Venture Network of other pioneers and innovators who
A NEW PATH connects, leverages and
promotes a global community
have participated in the network, SVN has
catalyzed fundamental social change during
of leaders working to create its 20-year history. Because of connections
a more just and sustainable forged amongst like-minded members,
SVN has helped launch organizations
economy.
like Investors’ Circle, Business for Social
Today, the concept behind SVN might seem Responsibility (BSR), Net Impact, Business
commonplace, but its genesis two decades Alliance for Local Living Economies
ago was the result of a revelation. “The idea (BALLE), SVN Europe and Social Impact
for SVN came from realizing that there Leadership Coalition (SILC).
was a generation of people involved in the “Rebbe Chuck Blitz once said, ‘There are
business community that had progressive no big people,’” remarks Mailman. “We’re it.
social values,” Mailman says. “We decided
that it was imperative for us to use our
•
Let’s get something done.”
resources to create a new paradigm: one
in which business operates to add value to
society—without compromising the well-
being of future generations.”
SVN started in 1987 as a small group of
values-driven entrepreneurs and leaders who
gathered for a meeting in Boulder, Colorado.
Today, SVN is a support system for a diverse
community of more than 400 members,
including company founders, social
entrepreneurs, investors and key influencers.
4. AMY DOMINI
JOAN BAVARIA
SOCIALLY
RESPONSIBLE
INVESTING
The financial industry isn’t known for being especially
caring, but after years of working with investors, Amy
Domini and Joan Bavaria found that they cared about a lot
more than just money. Socially responsible investing (SRI)
is based on the idea that the way you invest your money
matters, and that investments should be in line with the
values of the individual or corporation that makes them.
Domini, who founded Domini Social Investments in 1991, resolutions with major U.S. corporations. Seven were
began questioning investment practices while working immediately withdrawn after the companies agreed either
as a stockbroker in the 1970’s. “When I was asked to to the terms of the resolutions or to enter into discussion
recommend a company that was on the verge of getting with shareholders. These strong results, and similar ones
a big military contract, I realized I didn’t want to ask the in the following years, indicate a sea change; corporations
caring people who were my clients to invest in killing today are becoming more receptive to consumer demands
machines,” she says. in the form of shareholder resolutions.
Joan Bavaria had a similar experience, leading her to Organizations like Responsible Wealth, a network of
create Trillium Asset Management Corporation, the first socially conscious high-income individuals, are also using
investment management firm solely dedicated to socially shareholder resolutions to advocate for more equitable
responsible investing. Since founding the firm in 1982,
she’s seen SRI change not only the way people invest, I didn’t want to ask the caring people who were
but also the way companies run their businesses. my clients to invest in killing machines. AMY DOMINI
SRI has also emerged as an important vehicle for
consumers to demand that corporations operate ethically. wealth distribution and to ensure that issues like fair
Since 1987 Trillium has filed or co-filed over 200 corporate taxation, living wages, employee ownership,
shareholder resolutions. Domini has filed more than 140 and greater corporate accountability are being addressed
shareholder resolutions since 1994, convincing companies by today’s companies.
like Apple and JPMorgan Chase to adopt more fair and As the number of SRI funds continues to grow, SVN
sustainable policies. “We ask companies the questions that members are at the forefront of change, leading the way
no one else is asking, putting important issues on the table at renowned organizations like Calvert, PaxWorld Funds,
for discussion,” says Domini. Portfolio 21, Winslow Management, and Progressive
In 2003, another SRI pioneer, SVN co-founder Wayne
Silby and his firm Calvert Fund, filed 20 shareholder
Asset Management. •
6. BEN COHEN
In 1988 Ben and co-founder Jerry
Greenfield helped establish “1% For Peace,”
a nonprofit initiative that worked to
redirect 1% of the national defense budget
to fund peace-promoting projects and
activities. Their Peace Pops, introduced that
Once consumers saw examples of
same year, served as a marketing tool for prosperous companies integrating
the foundation, providing information on
social concerns into their business
LEVERAGING the campaign and encouraging action.
By the 1990s, Ben & Jerry’s had become practices, they were emboldened
BUSINESS one of the most popular ice cream brands
to demand the same of other
FOR SOCIAL
in the United States. With their success, Ben
and Jerry had proven that consumers are businesses. BEN COHE N
CHANGE eager to purchase products that are aligned
with their values. From strict recycling rules Working Assets, a wireless long distance,
to the employee-driven Green Team, Ben publishing and credit card company,
Ben & Jerry’s Homemade is and Jerry’s earned the respect of consumers donates a portion of its top-line revenues
a quintessential example of a by walking their talk. “Business is the most to progressive nonprofit groups. In a twist,
company that paved the way powerful force in society,” Cohen says. “It the company allows their customers to
in using business to effect has the highest potential for solving social drive these philanthropic decisions. Each
problems. Once consumers saw examples year, customers choose the organizations
positive social change— a
of prosperous companies integrating social the company supports based on issues that
point they make on every pint concerns into their business practices, they matter most to them.
of their now 40-plus flavors of were emboldened to demand the same For Kieschnick, SVN has been a place to
ice cream. of other businesses. Businesses could no brainstorm and get feedback from others
longer say it was impossible.” who understood what he was trying to
Co-founder Ben Cohen is nationally Michael Kieschnick, co-founder of do. “From the beginning, SVN has been
known as a leader and pioneer in socially Working Assets, is using similar tactics a hothouse of ideas,” says Kieschnick.
responsible business, both from his work to leverage business for social change. “We can share successes and learn from
with Ben & Jerry’s and Business Leaders for the critiques of friends who want us to
Sensible Priorities. From the beginning, he succeed.” Cohen adds, “When SVN was
understood the potential of using business created, the concept of socially responsible
as a medium for social change. “We realized business didn’t even have a name. It was
one of our major assets was packaging,” good to come into contact with people
Cohen says. “It could be used as a form of who felt the same way—to inspire and
alternative media.” learn from each other.” •
7. GARY HIRSHBERG
As Gary Hirshberg, President and CEO of Stonyfield Farm, saw
the demand for organic products grow steadily over the past 20
SEEDING THE years, it was clear that the “organic revolution” was well under
ORGANIC way. But as more and more consumers began to see organic
REVOLUTION foods as the natural choice, Hirshberg knew the revolution
needed to grow to scale.
Beginning in 1983, when Stonyfield was a 7-cow farming school, Hirshberg and his
partner Samuel Kaymen operated the yogurt company using core values of environmental
sustainability. “We were children of the 60’s and had no choice but to question the
conventional models and try to integrate these values,” Hirshberg says.
By putting values first and marketing second, consumers became passionately loyal to
the brand, driving the company’s growth into the largest organic yogurt company in the
world. And there was another side effect: “Our net profits were actually better than our
competitors,” Hirshberg says. “What began as a set of practical steps to change the way
we did business resulted in a better business and a model for other companies to follow.”
Stonyfield continues to set an example through socially responsible practices like donating
Our real mission is not about organics. It is about connectivity. We are
trying to foster connections— with the earth, with our bodies, with the
plants and other animals. GARY HIRSHBERG
10% of profits each year to efforts that help protect or restore the Earth and using yogurt
lids to educate consumers about environmental issues and motivate them to take action.
Based on his experience with Stonyfield, Hirshberg worked with SVN to found the
Social Venture Institute to educate other values-driven entrepreneurs. And as the organic
food market continues to grow, other companies like Organic Valley, SPUD, Kopali and the
Vermont Bread Company continue to thrive.
Ultimately, the power behind the idea of organic food lies in the beauty and balance of
interconnected life. “Our real mission is not about organics,” Hirshberg says. “It is about
connectivity. We are trying to foster connections— with the earth, with our bodies, with
the plants and other animals.”•
8. GIFFORD PINCHOT
ELIZABETH PINCHOT
As Libba explains, “BGI is an incubator
for business education so other schools can
teach these principles. Many faculty from
other institutions immerse themselves in
our monthly residential program and many
schools are asking BGI for help in designing
sustainable MBA programs.”
In the 20 years that Gifford BGI’s network model for social
and Elizabeth (Libba) responsibility and sustainability education
Pinchot spent as consultants is inspired by the practices of SVN.
“Without SVN there would be no BGI,” says
for Fortune 100 businesses,
Libba. “SVN inspired us to believe in the
they found that many possibility of a socially responsible business
executives trained in business school, and instilled the network model
schools held beliefs counter- that makes BGI’s work high-impact.”
productive to a healthy In August 2003, the Presidio School
GREEN MBA environment and a just of Management in San Francisco
began offering an MBA in Sustainable
society. They realized that if
business leaders were ignoring SVN inspired us to believe in the
their broader responsibility to
possibility of a socially responsible
society and the environment,
something about the business business school, and instilled the
school system had to change. network model that makes BGI’s
“The only solution was to reinvent the work high-impact.
MBA,” Libba says. “First by doing it and ELIZABETH (LIBBA) PINCHOT
then by helping other schools.”
On 9/11/2001, Libba was in Ecuador Management. The Presidio MBA provides
when she heard the devastating reports of students the opportunity to work with a
the terrorist attacks back home. Overcome variety of companies and organizations
by the news, she decided she should pursue solving real-time challenges while
her dream of a business school focused they’re learning how to think like
on sustainability. On that same day, sustainable managers. Presidio Provost
Gifford was in Connecticut facilitating an Ron Nahser says, “Through our project-
investment discussion, along with many oriented curriculum, the Presidio MBA
SVN members. After hearing news of the program prepares professionals to lead
traumatic attacks, the group took the next organizations—private, public or non-
four days to flesh out Gifford and Libba’s profit—in ways that are more socially and
idea for a sustainable business school. environmentally responsible as well as
In 2002, Bainbridge Graduate Institute
(BGI) opened, offering the first MBA
•
financially successful.”
program in the U.S. that focuses on leading
socially and environmentally responsible
businesses. Unlike other schools that
offer concentrations in sustainability, BGI
incorporates social and environmental
responsibility into every class, including
finance, marketing and organizational
systems.
9. JEFFREY HOLLENDER
TREAD
LIGHTLY
Jeffrey Hollender witnessed Hollender knew something needed to be done. He took action by beginning a mail order
the effects of an unhealthy catalog business selling environmental solutions. “As we grew and explored issues,” he
says, “we saw that toxic chemicals and the products that use them were hugely important
environment when his
yet were things that few people knew about.”
son was hospitalized after Now the nation’s leading brand of non-toxic and environmentally safe household
suffering an asthma attack products, Seventh Generation is making a difference by saving natural resources, reducing
in their home. An asthma pollution and keeping toxic chemicals out of the environment. “Every consumer who
specialist confirmed the cause buys a Seventh Generation product is making sure that the world their children are
was 100% environmental growing up in will be that much less contaminated,” Hollender says.
and part of the cure included “SVN has connected us to a big storehouse of wisdom as we explore a brave new
business territory that’s largely uncharted,” Hollender says. “The vision behind our idea is
using non-toxic cleaners.
a world where people don’t carry hazardous chemicals in their bodies, the environment
is free of toxic pollutants, and the economy diligently conserves its natural resources for
The vision behind our idea is a world where people don’t carry
hazardous chemicals in their bodies, the environment is free of toxic
pollutants, and the economy diligently conserves its natural resources
for consumers and future generations. JEFFREY HOLLENDER
consumers and future generations. We want to make it easier for consumers to create this
world through their purchasing decisions and everyday activities.”
Other SVN member companies like Clif Bar and New Leaf Paper are revolutionizing
their sector by serving as examples of how companies can tread lightly. Since launching
a dedicated environmental program in 2001, Clif Bar is working to reduce its ecological
footprint in everything it does, from purchasing carbon offsets to sustainable
manufacturing and shipping. Similarly, New Leaf Paper is driving the entire paper industry
to higher environmental standards.
The recent focus on treading lightly has also resulted in the creation of companies
focused on reducing carbon footprint. SVN member organizations like Ecologic and
Carbonfund.org are dedicated to educating consumers about the dangers of climate change
and making it simple for individuals and organizations to reduce their climate impact. •
10. JULIUS WALLS, JR.
BERNIE GLASSMAN
SPIRIT IN
BUSINESS
A student of Zen Buddhism, Bernie Glassman felt he needed
to bring the essence of Zen, which is the realization of the
interdependence of life, to everyone from the poor and
homeless to business people and political leaders. He realized
his vision by creating the Greyston Mandala, a network of
businesses and nonprofits engaged in community development
in Yonkers, New York.
Greyston brings together for-profits, by great people doing great things,” reflects expanded the bakery’s business, making
non-profits and spiritual centers to help the essence of the company. Led by CEO more resources available to the work of the
low-income communities transform Julius Walls, Jr., Greyston Bakery uses foundation. Their ongoing partnership is
themselves. “I honor businesses for what profits to fund the community development one of many collaborations that grew from
they do, I honor nonprofits for what they programs of the Greyston Foundation, SVN connections.
do, I honor government for what it does, such as job training for adults, after-school
and then I invite everyone to the table programs for children, and building I have been called to serve my
so that together we can come up with affordable housing for low-income families. people. It is a privilege leading a
innovative and broad-based solutions They also have an open hiring policy that
that can serve as many people as possible,” provides jobs and training for individuals company that invests in people
Glassman says. “The fewer or less diverse who have struggled to find employment. and community. Greyston puts
voices you invite to the table, the smaller As a founding board member of SVN,
and narrower your solution will be and the Glassman credits the network with directly good values first. I would not have
fewer people it will serve.” supporting his Greyston initiatives. He it any other way. JULIUS WA L LS, J R .
The Greyston Foundation has become met Ben Cohen, co-founder of Ben &
a national model for inclusive community Jerry’s, at the founding meeting of SVN in Other SVN members like Tami
development. An important element of Boulder—before it was even called “SVN.” Simon of Sounds True, Tom Chappell
the foundation’s model is the Greyston Sharing similar values, Ben helped Greyston of Tom’s of Maine and Zen business
Bakery, a company that lives its values Bakery become the sole supplier of cookies expert Marc Lesser are prime examples
by prioritizing both profits and social and brownies for Ben & Jerry’s popular of entrepreneurs working to integrate
contributions. Their tagline, “Great desserts ice cream. This partnership significantly spirituality and business.•
12. COREY ROSEN
Employee ownership is a
powerful way for business
leaders to create a more just
economy. From employee
stock ownership at EILEEN
EMPLOYEE FISHER to 100% employee
OWNERSHIP ownership at King Arthur
Flour, smart companies are
In 1996, owners Frank and Brinna Sands
were looking at how best to propagate the
company for the next 200 years. Seeing
embracing this practice for their employees as family and wanting to
the values it represents and give something back to them, the Sands
the added benefit of increased began to transition to an ESOP structure
productivity. under the leadership of CEO Steve Voigt. In
the ten years since, King Arthur Flour—now
The National Center for Employee 100% employee-owned—has grown from
Ownership, founded by Corey Rosen in
1980, helps encourage more companies to Employee ownership is a means
explore employee ownership by providing
to harness the market to provide
accurate, unbiased information and
research on ESOP s, equity compensation for greater equity, in the literal
plans such as stock options, and ownership
and fairness sense, for everyday
culture. As a U.S. Senate staffer in the
1970’s, Rosen helped draft legislation on employees. COREY ROSE N
ESOP’s at a time when very few companies
even knew what an ESOP was. 60 to nearly 200 employees and generates
Successful clothing designer and $55 million in annual sales. Voigt attributes
entrepreneur Eileen Fisher developed a much of this growth to the entrepreneurial
successful ESOP that put nearly a third employee-ownership culture.
of the company in the hands of her 624 Rosen believes employee ownership
employees. King Arthur Flour—America’s has the capacity to create drastic change
oldest flour company—has benefited in the way wealth is distributed. “Around
enormously from employee ownership. the world, the gap between rich and poor
has become increasingly wide,” he says.
“Employee ownership is a means to harness
the market to provide for greater equity, in
the literal and fairness sense, for everyday
employees.” Today, 25 million employees
are owners in the companies they work for,
including SVN member organizations like
VATEX and Mal Warwick Associates. •
13. LINDA MASON
While working for Save the Children in the Sudan in the mid-
1980’s, Linda Mason raised $15 million and served over 400,000
famine and war victims. Upon returning to the U.S., Mason saw
that the United States had its own crisis—poor-quality childcare.
The number of mothers in the workforce was rapidly increasing,
and the supply and quality of existing child-care was inadequate.
In 1986 Mason and her husband Roger Brown formed Bright Horizons Family Solutions,
FAMILY- which is now the world’s leading provider of employer-sponsored child-care, early
FRIENDLY education and work/life solutions. “Our goals were to create an organization that would
simultaneously honor and respect early childhood educators, be a great place to work, and
WORKPLACE be an environment that would allow employees to flourish,” Mason says.
Bright Horizons now manages more than 600 child-care centers for many of the
world’s leading corporations, hospitals, universities, and government agencies. “When
Bright Horizons started, it was difficult to get major corporations involved,” says Mason.
“But now most corporations realize their bottom line is tied to being family-friendly and
respectful of families.”
Mason’s company lives its values by working with homeless children through two
nonprofits, offering profit sharing within the company, and providing a family-friendly
work environment for its own employees. Mason joined SVN when starting Bright
Horizons and sees it as an essential factor in the company’s success. “The friendships
Our goals were to create an organization that would simultaneously honor
and respect early childhood educators, be a great place to work, and be an
environment that would allow employees to flourish. LINDA M ASO N
developed and discussions with other entrepreneurs dramatically influenced the way I
developed Bright Horizons,” Mason says. “SVN was a great source of friendship, support,
ideas, and a great place to really explore challenges and find tremendous community.”
Mason and Brown’s innovative business followed the path set by Arnold Hiatt at Stride
Rite, who pioneered child-care at the work place. In response to families encountering
problems finding both child and elder care, Hiatt opened Stride Rite’s first company-
run day care center in the U.S. in 1971 and then opened its Intergenerational Day-Care
Center in 1990. •
14. JUDY WICKS
For Wicks, this vision grew from the
business she founded in 1983, White Dog
Café, and its mission to serve customers,
community, employees and nature. Food is
purchased from local farms where animals
are raised on sustainably grown pasture
and produce. Long distance purchasing At SVN, Wicks and Korten teamed up
is limited to what is not available locally. with Michael Shuman, author of Going
LOCAL LIVING Operations are powered by electricity from Local, and Laury Hammel, owner of the
ECONOMIES wind power generated in Pennsylvania.
After achieving success with the café,
Longfellow Clubs and a longtime activist
in founding business organizations, such
Wicks had an epiphany. “It wasn’t enough as BSR and its New England predecessor.
As a pioneer of the local living to have good business practices within one’s
economy movement, Judy own company,” Wicks says. “We had to The solution is clear – we must
Wicks believes community work cooperatively with other businesses
decentralize business ownership,
self-reliance isn’t just a to build a whole local economy based on
utopian vision, but our very these values.” Taking what she learned to a food production, and energy
higher level, Wicks started the White Dog
survival. “The corporate- Foundation, which uses 20% of the Café’s
production into self-reliant local
controlled global economic profits to build a local living economy, economies. JUDY WICKS
system, based on the continual including connecting local farmers with
growth of large corporations other restaurants. Wicks and Hammel co-founded the
and long distance shipping, David Korten, author of When Business Alliance for Local Living
is using up more natural Corporations Rule the World, came to SVN Economies (BALLE) at the 2001 SVN
as a Visionary Advisor after meeting Wicks Fall Conference, and currently serve as its
resources than the earth can
at a conference sponsored by Yes! magazine co-chairs. Says Korten, who serves on the
restore and contributing to and the Positive Futures Network, which BALLE board along with Shuman, “with
global warming,” Wicks says. Korten co-founded to actively engage over 50 local networks and more than
“The solution is clear – we people in creating a just, sustainable and 15,000 members across North America,
must decentralize business compassionate world. BALLE is starting to change the economic
ownership, food production, story that shapes business and consumer
and energy production into behavior, as well as government policy,
by building awareness of the implications
self-reliant local economies.”
of each choice we make between a global
corporation and a local business.” •
16. AMORY LOVINS
CLEAN
TECHNOLOGY
In 1976, physicist Amory Lovins wrote a famously controversial
paper suggesting that more power plants were unnecessary and
unaffordable. A “soft energy path” that emphasized efficient
use, less-centralized supplies, and renewable sources would, he
argued, work better and cost less.
Investors are now agreeing. Green energy got $71 billion of global investment in 2006,
while central power plants won less than half the world market—beaten by cheaper, faster
micropower and “negawatts” (saved electricity). Rocky Mountain Institute (RMI), which
Lovins co-founded in 1982, continues to lead this and other business transformations that
create abundance by design.
An independent, entrepreneurial, nonprofit think-and-do tank, RMI fosters the efficient
and restorative use of resources to make the world secure, just, prosperous, and life
sustaining. RMI’s 60 staff members have helped corporations design $30 billion worth of
super-efficient facilities in 29 sectors.
One of RMI’s four for-profit spin-offs is E SOURCE, an electric-efficiency information
service that laid the foundation for the multi-billion-dollar negawatt industry. Another,
spun off in 1999 to promote the tripled- to quintupled-efficiency Hypercar® vehicles
that Lovins invented in 1991, now does business as Fiberforge. It’s commercializing a
manufacturing process for near-aerospace-grade advanced-composite structures at
automotive cost and speed. Such ultralight cars will halve their weight and fuel use, be
safer, yet cost the same to make—and save U.S. oil equivalent to finding a Saudi Arabia
under Detroit. Such innovations underlie RMI’s Pentagon-cosponsored Winning the Oil
Endgame—a roadmap for an oil-free America by the 2040s, led by business for profit.
Examples of other great companies working on clean technologies include Verdant Power,
Expansion Capital Partners, and Bion Environmental Technologies. •
17. WILLIAM McDONOUGH
Green building practices have
come a long way since the
advent of solar panels. Now
entire buildings—and the
architecture firms that build
them—are operating with
a focus on sustainability.
William McDonough has been a leader in GREEN make from how we design a building to the
the sustainable development movement
since its inception, designing and building BUILDING final finishes we select. It’s not only good for
the environment; it’s good for business.”
the first solar-heated house in Ireland in Another landmark sustainable
1977 and the first “green office” for the is championing. In his book Cradle to development is underway in Loreto Bay in
U.S. Environmental Defense Fund in 1985. Cradle: Remaking the Way We Make Things, Baja, Mexico. Conceived by the Trust for
Time magazine recognized him as a “Hero he and co-author Michael Braungart argue Sustainable Development, the villages make
for the Planet,” stating that “his utopianism that we should eliminate the concept
is grounded in a unified philosophy that of waste altogether, while preserving Our goal is to become an
—in demonstrable and practical ways—is commerce and allowing for human nature.
international model for how
changing the design of the world.” In the book, they promote upcycling, a
McDonough’s product and process method of recycling in which the products a development can enrich
design firm, McDonough Braungart Design of recycling are as good or better quality
an existing landscape and
Chemistry (MBDC), offers a unique than the original product. Downcycling,
Cradle to Cradle Certification. This stamp in contrast, refers to recycling in which community while remaining
of approval provides companies with a the recycled product loses some of its
profitable and economically
means to tangibly and credibly measure original quality.
achievement in environmentally intelligent McDonough’s work has inspired other viable. DAVID BUTTERFIEL D
design and helps customers identify firms to follow in his footsteps. Bazzani
products that are sustainable. SVN member Associates was founded in 1983 by Guy up the largest sustainable development
company IceStone, manufacturer of Bazzani with the goal of improving the under construction in North America today.
durable building materials made of recycled economic, social, and environmental “Our goal is to become an international
glass and concrete, was recently awarded health of the communities they serve. “We model for how a development can enrich
the certification. use proven sustainable building practices an existing landscape and community while
The phrase “cradle to cradle,” a play on because our clients want us to and because remaining profitable and economically
the phrase “cradle to grave,” refers to the it’s the right thing to do,” Bazzani says. “The viable,” says David Butterfield, Loreto Bay
new industrial revolution that McDonough Triple Bottom Line guides every decision we Company Chair. •
18. BILL DRAYTON
SOCIAL
ENTREPRENEURSHIP
As many of SVN’s members were growing their companies, Bill Drayton was
formulating work around a different kind of entrepreneurial activity—what
is now called social entrepreneurship. “By 1980, there was a new generation
coming up that was tired of the inefficiencies of the older order,” Drayton
says. “We could see that the historical moment had come for transformation.”
With that, Drayton launched Ashoka: Innovators for the Public.
Drayton focused on one idea: provide Now in operation for more than 25 years,
social entrepreneurs with an entire web of Ashoka’s impact is far-reaching. Upon
resources to help them develop their visions surveying Fellows five years after joining the
into enterprises that fuel long-term social organization, Ashoka found that 97 percent
change. Today, Ashoka provides financial continue to pursue their vision full-time. 90
support to more than 2000 leading social percent have seen independent institutions
entrepreneurs in over 60 countries (known
as Ashoka Fellows) elected to join its Each social entrepreneur is a role
network. With that, it provides a strong
and lifelong community of peers that offers
model. His or her success will
support and advice. Fueled by this powerful encourage many others to stand
mix, Ashoka Fellows bring their enterprises
to scale, and in the process, catalyze
up, care and organize.
structural changes in the communities in BILL DRAYTON
which they operate and around the world.
“The very small investment needed copy their innovation, and over half have
to launch a powerful new idea and changed national policy.
entrepreneur sets in motion a long- Says Drayton, “SVN has been
term change,” Drayton says. “Each social enormously helpful, especially in our
entrepreneur is a role model,” Drayton says. early years. Its belief in the integration of
“His or her success will encourage many, social and business worlds is a view that is
many others to stand up, care and organize.” quite central to Ashoka’s understanding of
history and the opportunities before us.” •
19. PAUL HAWKEN
It’s no secret that our
economic activity is exceeding
the planet’s limits. As “natural
capital” is degraded by the
wasteful use of resources like
energy, water, fiber and soil, the
value of these assets is rising.
That’s why a growing number
of “natural capitalists” are
seeking a change nothing short
of an industrial revolution,
toward a world in which
business and environmental
interests overlap.
20th century and ponder why business and
society ignored these trends for so long.”
Through his Natural Capital Institute,
Hawken works with institutions and
NATURAL individuals to help them better understand
CAPITALISM Natural capitalism is about
making small, critical choices
The book Natural Capitalism: Creating the
Next Industrial Revolution, written by Paul that can tip economic and social
Hawken, Amory Lovins and L. Hunter
factors in positive ways.
Lovins in 1999, was praised by President
Bill Clinton as one of the five most PAUL HAWKEN
important books in the world today. While
the philosophy behind natural capitalism principles and practices leading to social
is firmly based in science and logic, its justice and environmental restoration. As
insights are visionary. interest in natural capitalism increases, he
“Somewhere along the way to free- sees nothing but positive outcomes.
market capitalism, the United States “Natural capitalism is not about making
became the most wasteful society on the sudden changes, uprooting institutions,
planet,” Hawken said in an article he wrote or fomenting upheaval for a new social
for Mother Jones magazine. “Until the order,” Hawken says. “Natural capitalism
1970s, the concept of natural capital was is about making small, critical choices that
largely irrelevant to business planning, and can tip economic and social factors
it still is in most companies. Decades from
now, we may look back at the end of the
in positive ways.”•
20. PAUL RICE
After spending 11 years nearly $85 million in above-market pricing
helping develop cooperatives to farm workers in some of the poorest
countries in Latin America, Asia and
in Nicaragua, Paul Rice
Africa. Every dollar invested in TransFair
believed that something better over the past six years has resulted in $7 of
was possible for farmers additional income for Fair Trade farmers.
worldwide. In 1998, Rice Ashoka took notice of Rice’s extraordinary
launched TransFair USA progress by awarding him a fellowship
from a converted warehouse in 2000. In 2006, TransFair received Fast
in downtown Oakland. Company’s Social Capitalist Award for the
third year in a row in recognition of its
Today, TransFair is the only
groundbreaking work.
US certifier of Fair Trade According to Rice, SVN has provided
products, harnessing the
power of business to avoid FAIR TRADE him with an opportunity to share his story
and encourage more business leaders
exploitation in the global to embrace Fair Trade practices. “SVN
supply chain. By auditing “The impact of Fair Trade goes far beyond members represent a highly influential
transactions between licensed money,” Rice says. “It is dignity, power, community of people,” he says. “I feel
and hope. U.S. consumers have become privileged to be able to inspire them to
companies and Fair Trade
unwilling accomplices because we enjoy make Fair Trade a part of their businesses
producers, TransFair ensures the cheap products brought to us by global and everyday lives.”
that each product bearing the manufacturing chains. We must give Other companies like Equal Exchange,
Fair Trade Certified label has companies incentives and tools to take care ForesTrade, Guayakí Organic Yerba Mate
been produced according to of workers and the environment without and Indigenous Designs are leading the
international standards. sacrificing profitability.”
By building social responsibility,
charge by supporting Fair Trade practices. •
environmental sustainability, supply chain
transparency and corporate accountability
into the new global business model,
TransFair has successfully channeled
The impact of Fair Trade goes far
beyond money. It is dignity, power,
and hope. PAUL RICE
22. HORST RECHELBACHER
As we learn more about the
effects of chemicals found in
makeup and beauty products,
the benefits of natural beauty
care seem exponential.
Companies like Aveda, Dr.
Hauschka Skin Care, Dr.
Bronner’s and Warm Spirit practices are equally important. He was
revolutionized the beauty the first to incorporate recycled content
industry by offering products in beauty packaging.
with a health and social “We support values that cultivate
mission. a sustainable economy and culture,”
Rechelbacher says. “We find inspiration
Founded by Horst Rechelbacher in 1978, for doing so in nature and believe that
Aveda has been at the fore of natural nature is not merely something to be
beauty care. As the son of an herbalist cherished and protected, but emulated
and a naturalist, Rechelbacher was born as a model of sustainability.” NATURAL
with a respect for nature and the amazing,
healthful properties of natural plant
Rechelbacher continues his mission
through Intelligent Nutrients, an online BEAUTY
ingredients. As a result, Aveda is one of
the world’s largest purchasers of organic
store offering organic, highly nutritional
food-based products and gifts. He
CARE
ingredients, all of which are traceable from continues to raise the bar on consumer
soil to bottle.
But the natural beauty philosophy Nature is not merely something
behind Aveda goes beyond what’s in the to be cherished and protected,
bottle. Rechelbacher believes responsible
packaging, manufacturing and corporate but emulated as a model of
sustainability. HORST RECHELBACHER
safety by using only organic, USDA-
approved grade ingredients, underscoring
his philosophy that what you put on your
body should be as safe as what you put in
your body. Rechelbacher’s vision is of a
new paradigm in beauty – committed to
health and safety. •
23. SHOREBANK
What if a bank cared as much about improving the community
as maintaining profitability? That’s the thinking behind social
finance. Today, companies like ShoreBank serve as examples
of financial institutions that have been able to build individual,
family, business and community strength and sustainability
through loans and education.
ShoreBank was founded in 1973 by four
SOCIAL small business loan experts who dreamed
of reversing the decline of Chicago’s inner
FINANCE city neighborhoods. They knew fixing the
entrenched problems of urban decay would
require a different approach and a new kind
of institution. In ShoreBank, they created a funders, governments and communities
“development” bank—one that could make around the world provide credit for micro
a profit while transforming neighborhoods enterprise, small and medium businesses
through enterprise. and housing. Starting with its partnership
At first they focused on retaining and with Nobel Prize winner Muhammad
rebuilding the physical environment Yunus of Grameen Bank in the 1970’s,
by providing loans to residents who ShoreBank International has worked with
wanted to renovate the neighborhood’s more than 65 banks and development
deteriorating buildings. Later, they went finance organizations in more than 40
on to solicit “Development Deposits” countries, advancing more than $300
from across the U.S., drawing on socially- million in small business loans to date.
minded investors who wanted to support In recent years, SVN has influenced
community development and still earn ShoreBank to focus on environmental
a competitive return. as well as economic sustainability.
Today, the ShoreBank family consists of ShoreBank is living up to its bold tagline,
two commercial banks, based in Chicago “Let’s change the world,” by proving
and the Pacific Northwest, and ShoreBank that the triple bottom line goals of
International, a consulting company profitability, community development
that helps financial institutions and their and conservation are both compatible
and mutually reinforcing. Other great
organizations working to advance social
finance include RSF Social Finance, UNC
Partners, Condor Ventures, MicroCredit
Enterprises, Underdog Ventures and
Renewal Partners. •
24. MARGOT FRASER
When Margot Fraser traveled
to Germany in 1966, she never
expected to return home
with an answer to the world’s
foot miseries. During a visit
to Bavaria, a yoga instructor
showed her a pair of sandals,
suggesting they might alleviate
some of her foot pain. “The
FUNCTIONAL design made sense to me, the
FASHION outline asymmetrical, like a
foot, the contoured footbed…
it looked like something my
feet might enjoy,” Fraser says.
This was Fraser’s introduction
to Birkenstock sandals.
After two months of wearing the sandals, “Tiny and dainty were the desired attributes movement; it opened people’s eyes to the
Fraser’s feet felt alive in a new way. Sensing of feet,” she says, “Birkenstock certainly mind-body connection.”
she was on to something big, Fraser wanted didn’t fit into that picture!” Fraser’s value-based approach to business
to spread the word to women back home. Convinced of the merits of Birkenstock has brought Birkenstock Footprint Sandals,
Unfortunately, the Birkenstock design was sandals, Fraser began importing and Inc. from a small home business to the
everything that fashion wasn’t in the 1960’s. selling them from home. At first, retailers multi-million dollar company it is today.
told her women would never wear these Her company honors its belief in the power
I knew that this was not a fad, it shoes, but by the early seventies, a cultural of community by sponsoring initiatives like
shift brought along a change in fashion grants, product donations and an employee
was part of something bigger,
sense. The Birkenstock sandals fit right volunteer program that contribute to the
a mind shift that encompassed into the health-conscious style of the new well-being of the recipient communities.
generation. “I knew that this was not a fad, “We were the pioneers and made it easier
more than just dress codes; a new,
it was part of something bigger, a mind for other companies with similar products
different way to look at life, to seek shift that encompassed more than just and ideas to enter the field; the whole
dress codes; a new, different way to look comfort footwear market exploded, helping
a connection with nature.
M A RG OT F RAS E R
at life, to seek a connection with nature,”
Fraser says. “Birkenstock was part of this
everybody to prosper.” •
26. CO-OP AMERICA
EDUCATING
CONSUMERS
address the issue with the speed and power
In 1982, a visionary group it requires and helped launch a solar
of people joined together company to make it affordable.
with one common belief; Another SVN member organization,
that an economy that works ABC Carpet and Home, is educating
Co-op America uses a unique approach consumers on sustainability through a
for the people and the that involves both consumers and
planet was possible. And so businesses. They educate people about how Our publications show people ways
Co-op America was born, to use their spending power to promote
dedicated to creating a just social and environmental sustainability,
to live with social and environmental
and sustainable society by help socially and environmentally concerns in mind. DEN I S E H A M L E R
harnessing economic power responsible businesses emerge and thrive,
and pressure irresponsible companies to variety of innovative initiatives. They help
for positive change.
adopt responsible practices. Hamler says, customers assess their energy efficiency
“Our publications show people ways to live “We need to create and educate a critical through ABC Real Goods Solar, and their
with social and environmental concerns mass of educated and environmental MISSIONmarket program connects
in mind. Our Green Festival events work consumers. SVN brings together the true consumers with charities, helping them buy
to support green businesses and increase social change makers and leaders. These “Gifts of Compassion” in support of causes
the ever-growing population of green are the people and organizations we want like literacy, poverty and the environment.
consumers,” says Denise Hamler, Director to play with.” Other organizations like Rugmark, Global
of Green Business Programs for Co-op Co-op America’s programs have had Exchange, Bioneers and the Rainforest
America and Green Festival. a significant impact on the world in Action Network are among those at the
recent years. Their Community Investing forefront of educating consumers about
program moved more than $1.5 billion
into disadvantaged communities in the
crucial environmental and social issues. •
U.S. and abroad over the past four years;
their Fair Trade Alliance mobilized over
250,000 people to advance Fair Trade; and
their Climate Action program has rallied
businesses, consumers and investors to
27. MOTHER JONES
UTNE
When Mother Jones magazine was
launched in 1976, the country was ready
for a publication that featured investigative
reporting on the great unelected power
wielders of our time—multinational
corporations. Mother Jones reporters have
Smart, thorough, probing consistently broken stories well ahead Utne is a Reader’s Digest for the
media are an essential of the media pack, earning a substantial
readership and the respect of both next generation, and its vision is to
ingredient to a successful
independents and the mainstream. The help make the world a little greener
democracy, but in recent steady support of the SVN community
years steady consolidation continues to be enormously helpful and a little kinder. ERIC U T N E
of the mainstream media, to Mother Jones as it surfs the waves of
“Utne is a Reader’s Digest for the next
together with the recent change in media.
generation,” Eric Utne says, “and its vision
trend of slashing newsroom Utne Reader, founded in 1984 by Eric
is to help make the world a little greener
staffing and budgets, have Utne, has also been a leading voice for the
and a little kinder.” Through Utne Salons,
alternative and independent press, bringing
put corporate agendas far in which readers connect with each other
readers the other side of the story on issues
ahead of the public’s interest. from the environment to the economy
for conversation and inspiration, Utne
To fight this, independent and politics to pop culture. Utne provokes
has spurred the creation of businesses,
schools and cultural partnerships. Utne
media organizations such thought and inspires action by offering
credits SVN with keeping him inspired
as Utne Reader, Mother the best of the independent press as well
and helping with practical concerns. “SVN
Jones, and The Nation are as original writing.
was where I learned business from my
inspiring and informing fellow entrepreneurs,” he says. “Investors,
progressive change by staying advertisers and some of our best story ideas
devoted to journalistic ideals, all came from SVN.” •
often covering stories that
traditional media won’t touch.
SOCIAL
CHANGE
MEDIA
28. Printed on 100% recycled, chlorine-free New Leaf Paper with soy ink
Writing and Design: BBMG (bbmg.com)
