Outdoor Retailer - Summer 2016 - (Page 24)

THE PULSE THE BIG PICTURE Power of the Purchase Feeling cynical when it comes to the way corporations operate solely for shareholder profit? B Corp certification gives companies the chance to legally prioritize doing good alongside doing business. by Elizabeth Miller DAVIS SMITH, FOUNDER OF COTOPAXI, GREW UP IN LATIN AMERICA, WHERE POVERTYWAS AS apparent as the unclothed children he saw sharing the same sidewalks he did as a kid. He says that, instead of breaking him, that experience motivated him to craft a business with a mission, which is what Smith has made of Cotopaxi-an outdoor gear company that funds opportunities for refugees in Salt Lake City and grants to fight poverty. "That's the way business should be built," he says. "If every company just thought a little bit more about how they can use their business to improve their local community and the world, I believe that it's possible to eliminate poverty worldwide." Smith incorporated Cotopaxi as a "benefit corporation", or B Corp-one with a legal commitment to make doing social and environmental good as important as profit-against his attorney's advice. But even more rigorous than that legal process, he says, was passing the B Corp certification, which scores companies on their effect on the environment, community, and employees. That process is overseen by B Labs, an independent nonprofit with offices across the U.S. The ranks of B Corp-certified businesses include outdoor icons Patagonia and Klean Kanteen, household names like Seventh Generation, Method, and Ben & Jerry's, natural food grocery stores and online retailers, as well as Kickstarter and Etsy-a total of 1,713 companies. That number grew by 450 in 2015. Fast Company listed B Corps as one of "20 moments from the past 20 years that moved the whole world forward," alongside, Napster, Amazon.com, mapping the human genome, and the iPhone. "This really aligns with a growing consciousness in American consumers in particu- http://www.Amazon.com http://www.enonation.com http://www.enonation.com

Table of Contents for the Digital Edition of Outdoor Retailer - Summer 2016

Outdoor Retailer - Summer 2016
Contents
The Pulse
Nitty Gritty
Case Study
Big Picture
Global Perspective
Ideas
The Voice
Thom Hill
Brian Jones
National Parks
Half-Moon Outfitters
Mountain Crossings
Bread+Butter
Standup Paddleboards
Know Your Customer
Yoga Pants
Up Front
The View
How I Got Here
#Replife
From the Road
Closer

Outdoor Retailer - Summer 2016

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