The Benefits of Seeing 'Big Picture' and Selling 'Small Business' - Sustainable Operations Can Provide an Economic Edge in Today's Economy

By Cheryl Saito

GLOBE-Net, December 20, 2011 - No matter which side of the border you are reading this from, with the hype of Black Friday behind us, the biggest shopping season of the year is approaching faster than a toboggan on a snow-packed hill.  For many consumers, this means getting the best bargains on heavily discounted items at large department and electronic stores.

When people shop at local small businesses, however, the community experiences sustainability through the generation of new jobs and economic growth. And consumers also reap the rewards. Stellar customer service, unique one-of-a-kind items, and nearby
locations often within walking or biking distance are just a few.

Small businesses with 5 to 100 employees are the heavy weights of Canada's economy.  They make up 98% of all businesses in Canada.

Many of these owners have decided to think, and act, outside the box.  Literally.  What they cannot offer in heavily discounted bulk merchandise like that of big box stores, they can offer in new and innovative operations creating an experience for customers that make a difference to people, planet and profit.

Through their sustainable operations they are taking their businesses to the next level. But do they have an economic edge on the big department and chain stores?

Rob Grand, owner of Grassroots Environment Products in Toronto, Ontario, first opened his doors in 1994 and offers environmentally-friendly products that allow people to make positive choices for themselves, their communities and the earth.  The business appeals to the "deep greens" - the people who are environmentally aware, are early adopters, and who want authentic "green" products. 

But he didn't just want to sell environmental products.  He wanted to operate a sustainable business that would separate him from the pack and be a supporter of green power, carbon neutral shipping, and recyclable/biodegradable packing materials.

Now with two locations, the stores also offer green-themed workshops such as organic soap making and green decorative gift wrapping.

"Our ongoing focus on environmental and social responsibility, our work on market formation, and our commitment to product research and authentic products has helped us develop trust and respect with our customers," says Grand.

This is not to say that the business has been unaffected by today's economy.  "We are consistently raising the bar with innovative projects focused on environmental and social
sustainability to create a competitive advantage in the marketplace."

Small business owner Annie Cole shares a similiar sentiment. She owns and operates Muttley Crue, the only 100 per cent organic and sustainable dog-grooming facility in Calgary, Alberta.  When asked if she feels the sustainability of her business is important to her clients, she answers with an emphatic YES. 

"The sustainability factor has helped our business immensely and is definitely important to our clients who love the fact that any service they choose, or any product they buy, has been rigorously researched to ensure that it meets the highest in environmental standards.  We've taken the guess work out of finding true, eco-friendly products and
services."

The business model of Muttley Crue is based on the belief that eco-friendly, sustainable services can be affordable and accessible to everyone.  "We are also firm believers in supporting as local as possible," says Ms. Cole. 

"Knowing who makes your products and where they come from adds a human element
and a connection to items you buy.  It's the best way possible to drive local economies."

Independent programs are also being put in place to help businesses succeed on the sustainability front.  Bridgewater, a thriving town nestled in the heart of the LaHave River Valley, Nova Scotia created the Community Sustainability Network to allow local businesses, organizations, and individuals to collaborate on sustainability initiatives and share information on relevant topics. 

It contains a directory of local business and organizations who are interested in sustainability, a calendar of sustainability-related events and workshops, local success stories, and membership-driven email, blog, and information pages.

Leon de Vreede is a Sustainability Planner who manages the program on behalf of the Town of Bridgewater.  "We have excellent support from our local Chamber of Commerce, which represents many businesses," says de Vreede.

"Their board of directors has always been very supportive of our program and
regularly sends out our community sustainability information to their members."

They are seeing the big picture when it comes to small business.

Cheryl Saito is a Toronto based freelance writer and a regular contributor to GLOBE-Net