1%FTP: Meet the Vermont-Based Global Network 1% For The Planet

Today, not only are more and more individuals focusing their efforts on environmental issues, but whole universities, cities, and businesses are also beginning to work toward a more sustainable future. The idea behind a sustainable business model is to eliminate or decrease environmental harm in the production process. Burlington, Vermont-based 1% for the Planet (1% FTP) is a powerful example of a globally-networked organization making strides towards sustainable models, creating a network of businesses and nonprofits that share similar values and are working towards adopting more sustainable practices. Since 2002, 1% for the Planet has raised more than $100 million to give towards environmental issues, and with over 1,200 member companies, 1% continues to grow and expand their mission to not only provide money to environmental issues, but to enable businesses to share their concerns about current business models and collaborate within the network, helping transition into a market that incentivizes sustainable business models (One Percent for the Planet, 2016).

Founded by Yvon Chouinard, founder of Patagonia, and Craig Mathews, owner of Blue Ribbon Flies, 1%FTP’s mission is to “build, support and activate an alliance of businesses financially committed to creating a healthy planet.” This organization is taking environmentalism a step further, working within the system to allow businesses to make transitions towards becoming greener, while providing funding to support current efforts being made in the environmental field. 1%FTP is creating a positive relationship between businesses and the environment, rather than working against large corporations, it provides consumers with the power to buy from businesses they know are giving back. It is also creating a much-needed relationship between businesses and nonprofit organizations, allowing for these two groups to have a mutually beneficial relationship and learn from each other’s expertise.

In 2002, the official launch of 1%FTP at the Patagonia store in San Francisco saw the signing of twenty-one businesses – these member businesses included a guide service, a coffee company, and a winery. The first local chapter was launched in 2006 in Jackson, Wyoming -1% for the Tetons – adding 50 new member businesses to 1%FTP. Due to the large growth of the organization, two years later, the headquarters made its move to Burlington, Vermont aiming to become one of the largest funders of environmental work in the world. The initial framework of 1%FTP is very simple: businesses sign up as a member signing the climate pledge and 1% FTP approves nonprofit partners that are primarily focused on environmental issues. The donations from members are given directly to sustainability-oriented nonprofits of the business’ choosing. As Chouinard says, “For me it’s an earth tax, taxing ourselves for being polluters for using up non-renewable resources.” Thousands of nonprofit organizations are supported by 1%FTP, from nonprofits protecting forest and rivers, to making agricultural and energy production more sustainable. This global network allows for businesses to become more conscious of their impact on our environment and use this 1% of their sales to work with organizations solely dedicated to a specific cause.

Being a conscious consumer is difficult in this day and age because every business is trying to market themselves in a way that will make you buy their product. “The consumer is smart enough to know that when he buys his bottle of tropical fruit juice and on it it says a percentage of the price of this product will go to saving the rainforest, what does that mean… what does a percentage mean, it means nothing and they know that,” says Chouinard. “But when you say 1 percent of sales, you can’t fake it. It shows a true commitment.” The transparency of 1%FTP is very appealing to both member businesses as well as consumers, because the 1%FTP brand is not pretending to be something it is not. The logo is becoming more recognizable all the time, and is seen as a sign of sustainably-focused camaraderie and hope, connecting the consumer directly to the ethics of the business from which they buy.

Highly visible pop star Jack Johnson became a 1%FTP member in 2004, along with his music and film companies, Brushfire Records and The Moonshine Conspiracy. As the 50^th member of 1% FTP, Jack helped the organization widen their audience to include people outside of the outdoor industry.  In 2005 he released his album, In Between Dreams, publicizing 1%FTP’s logo, which sold more than five million copies internationally. Jack Johnson uses music as an inspirational and education tool for environmental awareness. Collaborating with 1% FTP, Johnson is able to leverage his musical talent and fame to inspire his audience. In the same year Chouinard’s book Let My People Go Surfing, was also published, which culminates with 1%FTP’s founding story. This publicity led to a spike in member businesses signing up for 1% FTP.

Caudalie, an all-natural cosmetics company based in Paris, became a member of 1%FTP in 2012, expanding their sales to the US in 2014. Although Caudalie does what it can to minimize its environmental impact, they are still aware that as a cosmetics company they have an impact on the environment. Already committed to global reforestation, Caudalie wanted to plant trees in its ‘new home’ and turned to 1%FTP for advice and assistance. Caudalie launched a formal partnership with the National Forest Foundation (NFF) in 2014, along with a social media campaign that encouraged customers to post an Instagram of their favorite holiday tree with the hashtag #BeautyGrows and in turn, Caudalie with NFF would plant a tree on the Chippewa National Forest. In 2015, Caudalie committed to planting one million trees in US National Forests by 2018. This is just one example of the relationship that member businesses are able to form and the positive impact they can have on our environment through 1%FTP.

1%FTP’s most impressive accomplishment to date is the creation a network of businesses that are aware of their environmental impact and understand that they need to give back to become a member. Now that 1%FTP has created the network and has the momentum they are using this network to instigate positive change. With an ever-growing network of more than 1,200 member companies and 3,300 nonprofits, these High Impact Partnerships allow these businesses to not only give money to causes, but rework their businesses models with the support of other businesses to create a more sustainable business model. The backstory: in 2012, 1%FTP decided to use their network to educate and inspire internally through ‘High Impact Partnerships.’ This new approach enables businesses and NGOs to analyze and identify environmental issues that are of concern to them and collaborate with other members of 1%FTP to use their resources and varied expertise to think of innovative solutions.

It is overwhelming to think about the magnitude of environmental issues that we are dealing with today. Climate change, habitat fragmentation, loss of biodiversity and extinctions, climate justice and equity, food deserts, natural resource management, water resources, environmental justice – the list goes on. The difference between 1%FTP and other environmental organizations is that they are able to tackle multiple environmental issues at a time, rather than just one. Each individual business is able to target a specific environmental problem, meaning that there are a broad scope of issues being addressed simultaneously. For example, 1%FTP member Salt Spring Coffee works with the landmark Great Bear Rainforest Agreement, Shake Shack supports the WaterKeeper Alliance, Patagonia supports the Conservation Alliance, and Amazonas Explorer supports Ecoan.

One of the biggest challenges we are facing today is battling with this feeling of hopelessness that consumes many when hearing about climate change and the threats we face as a society. People are told to do their part, but to many, the small-scale changes they have the power to make may not be worthwhile making, because, they think, the situation is too enormous. This is where we need to adopt a different attitude and turn to organizations like 1%FTP for inspiration. Before they began this venture, both Chouinard and Matthews had been donating 1% of their annual gross sales to different environmental causes. 1% from each individual may not be much, but the passion and dedication shown by that individual can spread like wildfire to create something that truly can make a difference.

Roisin Low in a student at the University of Vermont.