Conscious Capitalism Storms the Capitol

REI represents the best of conscious capitalism. With revenues of 2 billion annually, the retail leader – and lifestyle hub – is the poster child for the highly sought-after triple bottom line of people, planet and profit.

Now, with REI’s CEO, Sally Jewell selected as the Secretary of the Interior for the United States, conscious capitalism is about further its standing in the mindset of America – and impact millions of increasingly savvy consumers.

What Does the Department of Interior Do?

In a nutshell, the DOI works on US energy policy; the department’s main focus is regulating energy development on federal lands and waters. 

With a CEO of a for-profit business running the DOI, it’s clear that honest communication is ready for its close-up, and that the over-used concept of ‘transparency’ is about to flaunt its true and powerful meaning.

People, Planet and Profit

Many companies have embraced people, planet and profit – the triple bottom line – of sustainable business for years. Ben & Jerry’s, Burt’s Bees, Method…products of an upper class that has the cash on hand to ‘vote with their dollars’ to support their values.

Placing the CEO of a profitable, planet-focused company in the role of Secretary of the Interior makes a broader statement about weaving consciousness into business:  it’s okay to be loud and proud about environmental stewardship – and still make a buck.

Communications & Community

Of course, smart and frequent communications and targeted public relations programs have fueled REI’s success story, just as they fuel any company eager to win over the consumer mindset.

REI aggressively uses video for tutorials on a range of topics and offers free in-store events to teach their community on everything from winter camping to bike maintenance. They maintain a lively blog and active social media presence.

As Sally Jewell’s name is heard in the news as the Secretary of the Interior in the coming months and years, we can only hope that REI spurs more companies to recognize the link between people, planet and profit.

These companies, like REI, need to recognize that millions of consumers are waiting to be reached with smart communications that inspire people to actually feel good about their spending – and when it comes to ROI and conscious capitalism, loyalty is baked right in.