Why Human-centered Commerce
Many of you may be too young to have seen Jim Henson’s?1982 classic The Dark Crystal, but it seems like an apt metaphor for our global economy. The movie reveals a blighted world, where the Skeksis are cruel, power-hungry, and corrupt rulers who exploit the Crystal for personal gain, embodying greed and decay, while the Mystics are peaceful, wise, and harmonious beings who live in tune with nature and seek balance and healing for the world. In the same way, our economy has long been split into a for-profit world driven almost exclusively by profit and a nonprofit sector driven by wellbeing. As the movie comes to an end. we have learned that the Skeksis and Mystics were always spiritually connected to each other, with the fate of one becoming the fate of the other, because they are actually to separated halves of evolved beings that finally into a whole where they must integrate their both sides of their nature. This is what needs to happen to commerce, starting with conjoining of the for-profit and nonprofit motives into a single unified system that serves humanity, combining wealth generation with wellbeing promotion.
Over the last 35 years, thought leaders and entrepreneurs have been working toward this vision. They’ve laid the groundwork introducing ways of doing commerce that prioritize people and planet, not just profit. This movement has been shaped by innovators like Paul Hawken, Amory Lovins, John Elkington, Peter Senge, Ray Anderson, Anita Roddick, and David Korten, who led the charge toward sustainable, responsible, and inclusive business practices. From here, a range of methodologies and movements have emerged that embrace this holistic view of business.
The Rise of “Good Business” in the 1990s
The 1990s were a defining period for the “good business” movement, with pioneers bringing environmental and social values into the mainstream business world. Paul Hawken, author of?The Ecology of Commerce, argued that businesses had a moral obligation to serve the planet and warned of the dangers of unchecked corporate greed. Amory Lovins, an energy efficiency advocate, championed environmental practices that were economically advantageous, showing businesses that doing good could also mean doing well financially.
John Elkington introduced the “triple bottom line” in 1994, a groundbreaking framework that encouraged companies to measure their success not only by profit but also by their social and environmental impact. This “people, planet, profit” approach inspired businesses to broaden their vision, considering their contributions to human wellbeing and environmental stewardship as core parts of their missions. Around the same time, Peter Senge’s work on?The Fifth Discipline?encouraged companies to see themselves as learning organizations, interconnected with their communities and their environments.
Meanwhile, Ray Anderson, founder of Interface, made headlines by committing to create the world’s first fully sustainable company. Anderson transformed his billion-dollar carpet company, setting ambitious goals to eliminate waste and reduce carbon emissions, sparking a shift in how people viewed corporate responsibility. Anita Roddick, founder of The Body Shop in 1976, was also a key figure, promoting fair trade, ethical sourcing, and environmental responsibility long before they were widely accepted. She believed that businesses should serve their communities and protect the environment, practices that helped shape a new, more compassionate way of doing business. Finally, David Korten, author of?When Corporations Rule the World, critiqued global capitalism and argued for an economy that placed people and the planet first, rallying businesses to address systemic inequities and contribute to social justice.
Emergence of New Methodologies and Movements
As these visionary leaders shaped the conversation, new methodologies and certifications arose, formalizing business practices. In 2006,?B Corporation?was founded by Jay Coen Gilbert, Bart Houlahan, and Andrew Kassoy. B Corps must meet rigorous standards for social and environmental performance, accountability, and transparency. Companies like Patagonia, Ben & Jerry’s, and Warby Parker became B Corps, proving that business could thrive financially while prioritizing ethical impact. B Corps often emphasize gender-balanced leadership, recognizing that diverse leadership teams foster more inclusive decision-making and drive greater innovation. It is notable that local to Grand Rapids, Cascade Engineering was certified as a B Corporation in 2010. It became the first company in Michigan to achieve this certification and, at that time, was the largest company worldwide to do so.
In 2007,?Conscious Capitalism?emerged, co-founded by Whole Foods’ Co-CEO John Mackey and professor and thought leader Raj Sisodia. The movement introduced four pillars: higher purpose, stakeholder orientation, conscious leadership, and a conscious culture. Conscious Capitalism champions a stakeholder-centered approach that includes employees, communities, and the environment in a company’s decision-making process. Mackey and Sisodia highlighted the importance of gender diversity in leadership, noting that inclusive workplaces benefit from a range of perspectives, ultimately leading to more effective and compassionate companies.
The?Sustainable Development Goals?(SDGs), introduced by the United Nations in 2015, provided another important framework for responsible business. These 17 goals address global challenges, including poverty, inequality, climate action, and gender equality. The SDGs inspired companies to incorporate these goals into their business strategies, creating measurable impact alongside profits. The SDGs explicitly call for gender equality (Goal 5), pushing businesses worldwide to create gender-balanced workforces and leadership structures as part of a global push for equity and sustainability.
领英推荐
The same year,?integrated reporting?(IR) gained traction through the International Integrated Reporting Council (IIRC). Integrated reporting brings together financial and non-financial data, giving stakeholders a holistic view of an organization’s performance. This method encourages companies to report transparently on their impact in areas like social responsibility, environmental stewardship, and diversity. Integrated reporting encourages companies to consider and communicate how they create long-term value for all stakeholders, reflecting the principle that profits should align with broader societal benefits.
Elkington’s “Recalling” of the Triple Bottom Line
In 2018, John Elkington revisited the triple bottom line concept in a Harvard Business Review article titled, “25 Years Ago, I Coined the Phrase ‘Triple Bottom Line.’ Here’s Why I’m Giving Up on It.” Elkington argued that while the triple bottom line had transformed how businesses measured success, it hadn’t gone far enough in making systemic changes. He called for businesses to move beyond the framework and focus directly on human wellbeing, arguing that achieving sustainability requires addressing inequality, supporting fair wages, and enhancing quality of life. Elkington’s “recall” of the triple bottom line reminded us that metrics and frameworks alone aren’t enough. To truly elevate humanity, companies must create meaningful, positive impacts on people’s lives.
Human-Centered Commerce: Embracing an Evolving Ethos
All these methodologies and movements, B Corps, Conscious Capitalism, the SDGs, integrated reporting, and others, are steps toward what I see as an emerging ethos:?Human-centered Commerce, which isn’t a methodology or a specific framework, but a guiding approach that prioritizes human wellbeing as the most important measure of organizational success. Human-centered Commerce embraces the diversity of approaches, acknowledging that no single framework will be the “right” answer for all organizations. Some companies may find B Corp certification aligns with their mission, while others might resonate with Conscious Capitalism’s principles, or simply with an embedded purpose toward human wellbeing.
For some organizations, the best first step might be to cultivate gender-balanced leadership, appreciating that men and women bring different, complementary strengths to the table. By fostering a collaborative culture that values diverse perspectives, companies can strengthen their ability to serve a wide range of stakeholders. For others, simply adopting an intentional approach to purpose, setting goals aligned with wellbeing and sustainability, may represent a meaningful beginning.
Human-Centered Commerce: An Overview
At its heart, Human-centered Commerce is an effort to guide businesses, nonprofits, and governments, toward intentional practices that improve human lives.
Human-centered Commerce acknowledges each step forward is a step in a larger journey, where organizations strive in their own unique way to balance wealth creation and wellbeing promotion for the betterment humanity.
In the realm where commerce meets the heart, A shift unfolds, a brand-new start. Not for the gain of only one, But for the good of everyone. As the winds in the trees do guide, Let human hands with purpose glide. For profit alone cannot sustain, Without the earth, we break the chain. To center the soul in every trade, Is to honor both sun and shade. In each exchange, a balance found, With nature’s law as solid ground. So let us step, bold and wise, Toward a world where true wealth lies, Not just in gold, but in the seed, That grows when we nurture both heart and need.