“People, Planet, Profit – The future of business is to be socially responsible, environmentally friendly, and make money” – Arlene Dickinson, Dragons Den.

To me, this quote describes the increasingly common trend in the business world of incorporating sustainability and measures to positively impact the environment into business models. I think Ten Tree is a prime example for this framework of sustainability.

Ten Tree is a clothing company, in which their business model is centered around the idea that for each item that is sold, they will plant 10 trees. In partnership with the non-profit organization, WeForest, they plant trees across Canada, as well as in developing countries such as, Ethiopia, Haiti, India, Madagascar, Philippines, Senegal, and Tanzania.

The planted trees contribute to a variety of aspects within the surrounding communities, including: increasing income for farmers, decreasing carbon emissions in the air, providing materials to build homes, and producing food for people and livestock.

In just 3 months, Ten Tree has generated $120 000 in sales and their apparel is sold in over 30 retailers across Canada.

I think this accurately displays the significance of ethics in the business world, and shows how ethics and marketing are intertwined. Moreover, I believe Ten Tree is a model for the growing trend of sustainability. Their business model enlightens us of the willingness for consumers to spend more on goods and services that support an ethical cause and better society.

 
Sources:

http://business.financialpost.com/2012/10/15/dragons-see-the-seeds-of-a-good-company-in-ten-tree-international/

http://www.tentree.com/ca/tree-facts