Love is in the actions you take for someone other than you, not in the big speeches …
That’s what my vietnamese, ultra conservative buddhist mom taught me.
It’s giving up years and years of sleep so you can use this time to run a business while your kids are asleep and busy thinking about school.
And in a way, it’s what every business is doing when taking real action for sustainability.
In truth, ESG and Impact are practical, procedural background actions that are not newsworthy. Did you know that becoming a B Corp is one of the media topics that garners the less attention today? Actually, that’s untrue if you are a big corporate who’s being questioned on how it’s possible you got it. But regardless, the process is tenuous with over 300 questions being audited thoroughly. One does not simply walk into BCorp.
And when you get to the certification, the impact is mostly for your own account and your own worry to grow. Just like my mother growing soy in our bathtub and wondering where else it could thrive. That’s why I was so excited to get to the B for Good Leaders Summit for the first time this year in Amsterdam. To have a chance to exchange about Best ESG & Impact Practices with businesses from other horizons than the Venture Capital Industry (shout out to the amazing VentureESG Initiative and Impact in Paris whatsapp group).
When I got there, I wasn’t prepared for the culture shock. John Lennon’s 1971 song Imagine played for the opening. I couldn’t believe my ears. This moment brought me back to a bizarre flashback to a COVID pop culture moment that made me think: take a deep breath, let’s get past this early event and actually remember the meaning of this song. It’s only up to me and everyone here to decide if this is a laughable act or an invitation to create change.
And so I did. Putting aside differences of generation. Differences in industry. Of language. Of experience. I have to confess that I had to pinch myself several times to make sure I was really witnessing some of those surreal debates where using tea leaves would have been more efficient to pass a message. Bankers against climate activists. SMEs against Big Corporates. Yet, all subscribe to the values of B Corp so there must be a middle ground somewhere.
I tried to keep an open mind, here are my three main actions points.
1: Valuing things by what we might lose
A traditional investor is interested in things that will bring a clear benefit. What if we also asked ourselves: what would we lose investing in this product? What would we lose if we didn’t invest in it? For example, if everyone consumes this product, is the livelihood of humans improved or endangered? It’s about making the right choice for what we have today may not last much longer if we don’t change our habits.
2: Finding the words that unite us all
Systemic change can only be a reality if the majority of people around the world joins the movement. This starts by speaking the same language in the same room. Big institutions love acronyms. Activists love big words. Less time spent to make a speech beautifully shakespearian to more practicality so that the majority of the room can take ownership of it.
Let’s be like the UK’s National Health Care system initiative.
3: Stop opposing impact and profit
I think that’s where a lot of steam came from. However, I don’t think we can honestly play out the good guy and bad guy scenario when the pitch of the summit is to come together and try to commit actions for a better world. It’s time to prove that you can have a great impact for the world while making money. That’s what we’re trying to do at the Craftory. It’s time to scale up love for the planet, people and society. And for the industries that historically haven’t been so loving? Time to find the transitional technologies for them change and for people in those industries to find meaning in helping shape a better today and tomorrow.
To end, here’s my take on a classic B for Good Leaders moment from this year’s summit
There was this guided group meditation going on during one of the sessions. As a formerly indoctrinated buddhist, you can only imagine my ick being talked into it. Close your eyes. Imagine yourself in 2030. You’re relaxed (really?). You’re happy (what?). Let your wildest hopes and dreams manifest.
At that moment, I just couldn’t do the exercise. I’m thinking, “No way. I’m not going to close my eyes and imagine that perfect future.” As I’m deliberately staring at everyone lost in their dream, I’m realising that there’s a big theme missing in this conference. Among all of the Earth’s activists and happiness managers self help books, where is Society? What is the society that I wish to be part of right now? This society is made of the actions of each individual and it starts now. I don’t want to have a dream, it’s too late for this. Let’s be that society now. Let each action that you make in this life matter for a better society. And if that’s not the case, change. Do something that really matters to you.
“You don’t need a reason but morality itself to do good in your world”.
La Morale De Kant.
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Laura Tran is an Investor, Craft Partner and ESG specialist at The Craftory, the progressive investment fund on a $550M mission to back the world's boldest cause-driven CPG brands.
