Our Ideas

Businesses’ relationships with society are changing: The unmitigated race for profits is no longer to be tolerated if profits must come at the expense of people’s well being, or the planet’s preservation.

For decades, the corporate world’s thesis was that “the business of business is profit”—and nothing else. Yet for decades, an antithesis has grown, coming to be known as the ‘triple bottom line’ imperative: People and planet are as important as profit. Social and environmental preservation and enhancement are as important (or more so) than the relentless pursuit of financial gain.

What does the synthesis of these look like?

Ten years from now (or twenty), we’ll be looking back at the transition from the consumption economy to a sustainable one, and wondering how we ever lost sight of two-thirds of our organizations’ license to conduct business. But what does a successful triple-bottom-line company look like? There are numerous examples, including Patagonia, Interface and others. But one local company has piqued my interest.

Rocky Mountain Flatbread Company recently opened a new restaurant in Vancouver’s Lynn Valley neighbourhood (its second in Vancouver and third overall). The company was “born of a simple desire on one couple’s part to find environmental, social and financial success.”

Our kids love it, because they get to make their own pizzas on Sunday and Monday evenings. My wife and I love it because the food’s really good, and that atmosphere is super-casual. But my professional side loves it because they take an enlightened, non-intrusive approach to sharing their mission.

The company’s social and environmental aspects are built in to all that they do—from local, organic sourcing of ingredients, to beneficial but practical building practices, and their school outreach program. A quick read through their website gives the clear impression the founders are really walking the talk.

Yet they don’t get in your face about their mission and accomplishments.

They lead with great quality food, and then tuck in messaging about ‘organic,’ ‘sustainable,’ and ‘social conscience.’ These themes are there for those who care to engage with them, but aren’t so loudly broadcast as to make the company appear preachy: A mention on the menu. Some signage on the walls.

Rocky Mountain Flatbread simply does the right things. And I wonder if this is what the synthesis will look like, ten (or twenty) years from now….