For purpose-driven companies that strive for a more sustainable business model, the so-called triple bottom line is a foundational concept. Rather than focusing merely on profit, these businesses consider their effect on all stakeholders (people) and their impact on the environment (planet).

The idea, says Kathy Cheng, founder and president of Redwood Classics Apparel (asi/81627) in Toronto, is to meet the needs of the present without compromising those of the future. “I believe it’s a three-legged stool,” she adds of the triple bottom line. All three aspects – people, planet and profit – must be balanced to ensure stability.

“I don’t believe sustainability is a goal,” Cheng adds. “It’s a journey.”

In this Promo for the Planet podcast, Cheng shares Redwood Classics’ sustainability journey and gives tips on how suppliers and distributors can apply the triple-bottom-line framework to their own business models.

Cheng advises promo professionals to strive for “conscious consumption” and come up with innovative ways to cut down on virgin resources. For example, Redwood Classics has done a lot of work with upcycling – transforming landfill-destined denim and vinyl signs into stylish jackets and colorful mesh grocery totes, respectively. In addition, the supplier reuses boxes for shipping whenever possible. Rather than adding company branding to the box, Redwood Classics includes a sticker encouraging the recipient to reuse the box themselves.

“Let’s just be creative,” Cheng says. “We’re in an industry that’s creative.”