Over	the	past	20	years,	the	members	of	Social	Venture	
Network	have	turned	their	values	into	action	and,	in	the	
process,	...
JOSH	MAILMAN
                                                              WAYNE	SILBY




                               ...
AMY	DOMINI
JOAN	BAVARIA




                                   SOCIALLY	
                                   RESPONSIBLE	
 ...
Domini Social Investments founder Amy Domini
BEN	COHEN




                                                In 1988 Ben and co-founder Jerry
                           ...
GARY	HIRSHBERG




               As Gary Hirshberg, President and CEO of Stonyfield Farm, saw
               the demand f...
GIFFORD	PINCHOT	
ELIZABETH	PINCHOT
                                                              As Libba explains, “BGI i...
JEFFREY	HOLLENDER




                                                                                                   T...
JULIUS	WALLS,	JR.
BERNIE	GLASSMAN




                                                SPIRIT	IN	
                         ...
Greyston Bakery CEO Julius Walls, Jr.
COREY	ROSEN




              Employee ownership is a
              powerful way for business
              leaders to cre...
LINDA	MASON




            While working for Save the Children in the Sudan in the mid-
            1980’s, Linda Mason r...
JUDY	WICKS




                                   For Wicks, this vision grew from the
                                   ...
White Dog Café owner Judy Wicks
AMORY	LOVINS




CLEAN	
TECHNOLOGY
In 1976, physicist Amory Lovins wrote a famously controversial
paper suggesting that mo...
WILLIAM	McDONOUGH




Green building practices have
come a long way since the
advent of solar panels. Now
entire buildings...
BILL	DRAYTON




SOCIAL	
ENTREPRENEURSHIP
As many of SVN’s members were growing their companies, Bill Drayton was
formulat...
PAUL	HAWKEN




           It’s no secret that our
 economic activity is exceeding
 the planet’s limits. As “natural
     ...
PAUL	RICE




After spending 11 years                                                        nearly $85 million in above-m...
Founder of TransFair USA Paul Rice (center)
HORST	RECHELBACHER



As we learn more about the
effects of chemicals found in
makeup and beauty products,
the benefits of...
SHOREBANK




          What if a bank cared as much about improving the community
          as maintaining profitability?...
MARGOT	FRASER




                                                                                                 When Ma...
Birkenstock Footprint Sandals founder Margot Fraser
CO-OP	AMERICA




EDUCATING	
CONSUMERS	
                                                                                  ...
MOTHER	JONES
                                                                                  UTNE




                  ...
Printed on 100% recycled, chlorine-free New Leaf Paper with soy ink
Writing and Design: BBMG (bbmg.com)
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20 Ideas F I N A L Web

  1. 1. Over the past 20 years, the members of Social Venture Network have turned their values into action and, in the process, changed the way the world does business. We hope this list–and the individuals behind the ideas– inspires you to keep innovating while putting your values and spirit at the center of all you do. Here’s to the next 20 years of change and growth! SVN co-founders Josh Mailman and Wayne Silby
  2. 2. 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.
  3. 3. 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. •
  4. 4. Domini Social Investments founder Amy Domini
  5. 5. 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.” •
  6. 6. 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.”•
  7. 7. 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.
  8. 8. 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. •
  9. 9. 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.•
  10. 10. Greyston Bakery CEO Julius Walls, Jr.
  11. 11. 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. •
  12. 12. 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. •
  13. 13. 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.” •
  14. 14. White Dog Café owner Judy Wicks
  15. 15. 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. •
  16. 16. 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. •
  17. 17. 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.” •
  18. 18. 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.”•
  19. 19. 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
  20. 20. Founder of TransFair USA Paul Rice (center)
  21. 21. 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. •
  22. 22. 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. •
  23. 23. 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.” •
  24. 24. Birkenstock Footprint Sandals founder Margot Fraser
  25. 25. 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
  26. 26. 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
  27. 27. Printed on 100% recycled, chlorine-free New Leaf Paper with soy ink Writing and Design: BBMG (bbmg.com)

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