Can Business Protect our Natural Resources?
A New Paradigm of Business – Capitalism as a Tool for Transformation

By Joy Taylor, Wealth of Life Consulting

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Imagine a world where we truly live and do business in integrity with our values. Imagine a world where the most successful businesses are those that not only turn a large profit but also create positive social and environmental change. Imagine businesses taking the responsibility to transform the planet, to advocate peace, global partnerships, and ecological preservation. Imagine companies that promote employee development and family values.

Business is a powerful force on the planet. Can it be used to improve life on earth? Many people blame business for the destruction of the planet and culture. Now a growing number of eco-commerce advocates are pointing to business as the solution, not the problem.

This year at the International Conference on Business and Consciousness over 250 business owners and consultants gathered to discuss the possibilities of change through commerce. Model companies shared inspirational stories. Entrepreneurs reported that enthusiasm is building as consumers are choosing to vote with their dollars and buy products that support the environment. Green businesses are building loyalty and thriving in today’s marketplace. And companies that value people and employees develop deep respect and grow in prosperity. Business and Consciousness Conference organizers state, “Our changing world and uncertain times afford us the perfect environment for visionary thinking, wise solutions and powerful insights.”

While nonprofits and charities offer part of the solution to global issues, business may have a louder voice, thanks to careful consumers. A leading organization, The Co-op America Business Network, comprised of over 2000 businesses, helps small, socially and environmentally responsible businesses emerge and thrive by publicizing the success of these businesses. Some notable companies include: Greenline Paper Company which offers office supplies that are recycled and nontoxic; Ecomall.com, the largest environmental shopping center on line; and Recycline which offers a subscription toothbrush program where members use brushes made of recycled products. Fair Trade coffees and chocolates have become popular commodities that guarantee that the third world harvesters are getting paid a premium for their efforts. We are saving the planet one purchase at a time.

Companies like these lead the way and pioneer a fast growing movement that allows customers to vote with their dollars. Even on Wall Street, socially responsible investing is a valid and popular request. Mutual funds that screen for fair labor practices, nontoxic products and nonviolent companies have proven to be competitive with other traditional mutual funds. Stockholders are voting for conscious business practices, and investing with values makes sense to people who recognize the power of money.

A local Chicago enterprise, HolisticRainforest.com, is another example of this new evolved paradigm in business. Partnering with the Amazon Herb Company, HolisticRainforest.com offers sustainably harvested herbs from the Amazon. Working with fourteen villages in the upper basin of Peru, a relationship based on mutual respect and trust allows the indigenous people to preserve 100s of thousands of acres while proving that the rainforest is more valuable alive than dead. Recent studies show that an acre of rainforest used for cattle grazing is valued at $60. That same acre used for lumber is worth $400; and when used to sustainably wild-craft herbs its’ value increases to $2400, and it remains intact as a living and thriving environment.

"The beauty of our company is that we provide people with not only products to improve their lives, but a means to contribute to the preservation of the rainforest. In this way we use commerce as a powerful tool for positive change," states Judi and Keith Heimpel of Holistic Rainforest. Their products promote better health and vitality for consumers while helping the planet. Judi cites Laura Ingalls Wilder as an early proponent for eco-commerce, specifically referring to an article written by Laura in October, 1919, during her days as a journalist. The following excerpt was taken from the book Laura Ingalls Wilder Little House in the Ozarks, The Rediscovered Writings, edited by Stephen W. Hines. In October, 1919, Laura wrote, “It seems such a pity that we can learn to value what we have only through the loss of it. Truly ‘we never miss the water ’til the well runs dry.’ … People painstakingly raised shade trees on the bare prairies; but where we already had the shade and beauty of the forest we have carelessly failed to preserve it, and now in many places must carefully rebuild what we have destroyed, taking years to replace what was removed in only a few days.” In many parts of Europe the fruit and nut trees along the roads bring enough of an income to keep up the roads so that the people pay no road tax. Rather staggering, that idea of self-supporting roads to a people who spend so much for poor roads as we do. Truly, a visionary thinker for her time, Laura Ingalls Wilder is an inspiration for us all, and now is the time to see her vision realized.

Ray Anderson, a keynote presenter at the Business and Consciousness Conference, challenges corporations to make choices for the planet and watch how profits improve. As founder, chairman and CEO of Interface, Inc., a billion dollar manufacturer of products for commercial and institutional interiors, Ray commands a unique view of the case for corporate responsibility. His recycled carpet is the best selling in his line of carpets. His factories are building towards total ecological balance. He voluntarily controls toxic wastes and improves standards yearly. He leads the way for billion dollar companies to set higher standards.

Other proponents of more evolved business practices include consultants, authors and celebrities. Victor L Hunter has developed tools and processes that change the way businesses are run. He advocates customer-focused marketing, community oriented service and spiritually sound ideals in action. He speaks internationally and consults large companies.

Paul Hawkins, author of Natural Capitalism and The Ecology of Commerce, writes intelligently about solutions to many challenges facing our environment and therefore society. For example, when writing about energy consumption and appliances he notes that the Energy Star labels found on appliances that are more energy efficient can save the typical U.S. household about 30 percent of its energy bills. People are indeed purchasing these appliances with the motive to save money. However, this also helps to protect our energy resources and therefore maintains planetary balance. He foresees a revolution in energy management predicting that appliances will become better integrated with one another and innovative in design. Energy production affects all aspects of our lives. Imagine how using the sustainability model for transportation, building construction, and manufacturing, for a few examples, would positively impact our world.

Paul Newman donates 100% of profits from Newman’s Own to charities. He started Newman’s Own with his friend, the author A.E. Hotchner. The company was founded on two principles: 1) top-quality products without the addition of artificial ingredients or preservatives and 2) all profits would be donated to charity. What began as a joke in 1982 was an instant success and has donated over $125,000,000 to many philanthropic causes from the arts to hunger relief and the environment.

Laurie Beth Jones, author of The Path: Creating your Mission for Work and Life, believes that by following our deepest values we can make a positive impact without personal or planetary compromise. A featured presenter at the Business and Consciousness Conference, she is described as follows. “Using practical wisdom, bursts of humor and reality-based thinking, Laurie has worked with businesses world wide on bringing spiritual practices back into the business world. She lives out her mission to recognize, promote and inspire the divine connection in herself and others daily. A fellow of the World Business Academy, Laurie believes that the business world is one of the most exciting arenas for people finding and living out one’s spiritual calling.”

For any readers that would like to learn more about a green business model, you would enjoy attending the upcoming Rainforest Health and Success Seminar March 22, 23 at the Ramada Inn Plaza O’Hare. Call 1-312-409-HERB (4372)to register. This workshop offers a new paradigm in business and will inspire all present.

Conscious Business is on the rise. You can make a difference by shopping wisely, supporting green business and starting your own enterprises that make our planet a healthy home for all of us and for many generations. As Paul Hawkins writes, “Ironically, business contains our blessing. It must, because no other institution in the modern world is powerful enough to foster the necessary changes.” Use business to our favor. It is not the enemy. Business done correctly is our ally.

Joy Taylor is the president of Wealth of Life, a consulting and coaching company that assists individuals and organizations in aligning work with their values. For more information on her services, products and March Seminar in Chicago contact 1-800-239-5859. For more information on Holistic Rainforest products and the upcoming Rainforest Health and Success Seminar in Chicago contact: 312-409-HERB(4372).

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This book is published by Hay House, Inc.,and is available at all bookstores, by phone 800-654-5126, or via the Internet at www.hayhouse.com.

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