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At the far left of the continuum from my previous blog (see below) are the traditional businesses that have a mandate to make a profit for its key stakeholders. There are firms here that recognize the consumers demand for a social good, and may retro fit one as a feature and benefit of the product. Consider Brita’s ‘filter for good’ campaign. Here the company makes an argument that every filter a consumer buys reduces the amount of plastic being tossed into landfills in the form of disposable water bottles.

Then there are firms that started out with a mandate to provide good product using socially conscious purchasing. Patagonia and Mountain Equipment Coop (providers of outdoor clothing) lighten their business’ environmental footprint by sourcing and selling responsibly sourced equipment.

Some firms have adopted socially conscious purchasing among their own suppliers. Loblaws (a grocery chain) is pushing its fish suppliers to deliver sustainably harvested fish. Similarly Walmart (a retailer) gave its seafood suppliers a deadline to ensure that all fish sold by WalMart in the U.S. was sustainably caught according to the standards set by the Marine Stewardship Council (MSC).