Meaden on why small, sustainable startups are forcing big corporations to rethink their practices—and how to keep your voice when partnering with giants
Deborah Meaden, renowned for her role on Dragons' Den and her extensive involvement in sustainability and ethical investing, is a business leader who believes in the power of action. With a career defined by shrewd investment and a passion for environmental causes, Meaden has become a key voice in the world of responsible entrepreneurship. At Blue Earth Summit, Meaden explores the role of businesses in addressing the environmental crisis, where politics is slow to act, and why it’s imperative for businesses to take the lead.
Business Moves Faster Than Politics
Deborah Meaden makes it clear: while politics plays a crucial role in shaping regulations and setting the stage for change, business must take responsibility and move faster than the sluggish pace of political systems. She stresses that businesses can’t afford to wait for politicians to set the pace.
"Politics is very important in creating the right landscape for business, but it can be slow. The time for being slow has long gone. Business can be much more fleet of foot, and when it focuses, things change."
Meaden believes that businesses shouldn't see political lag as an opportunity to delay action but as a call to take charge and be proactive in addressing pressing issues like climate change and sustainability.
The Consumer's Growing Influence
One of the key drivers behind business change, according to Meaden, is the consumer. She highlights the power of the consumer, especially younger generations, in demanding more sustainable and ethical practices from businesses. The shift in consumer expectations is putting pressure on businesses to align with environmental concerns, whether they like it or not.
"Any business that has not recognized how the world is feeling is already in trouble, even if they don’t know it yet.The consumer is acutely aware, and particularly the younger generations are saying it and buying it."
She goes on to explain that businesses can no longer get away with vague claims about sustainability: "The days of being able to say ‘yes, it’s sustainable’ when it isn’t are long gone. Consumers now want to know how and why."
The Role of Small Disruptors and Big Business
In the world of sustainability, Meaden sees a dynamic interplay between small, innovative businesses and larger corporations. While big businesses may be slower to change, they can benefit from the innovation of smaller, more agile companies. She emphasizes the role of disruptors in pushing large organizations to evolve.
"There’s nothing like snapping at big organizations’ heels with new, exciting, and vibrant ways of doing things. That’s how big businesses are shown the change they can make."
However, Meaden also cautions small businesses to ensure they maintain their voice when partnering with larger corporations: "If bigger businesses want to get involved, let them in—but make sure you still have a voice."
Optimism Over Doom: The Power of Positive Language
While the environmental challenges facing the world are urgent, Meaden believes in the power of positive language. She argues that framing climate action as a burden can be counterproductive, and instead, businesses should focus on the opportunities that come with innovation and sustainability.
"We need to switch the narrative from ‘it’s going to cost too much’ to ‘this is exciting, this is innovative,’" she asserts. "The innovation that comes out of the need to fix our planet is something to get excited about."
Meaden also acknowledges the importance of showing consumers the benefits of sustainability in a way that resonates with them: "We need to show people why it’s better for them, not just because ‘the world’s going to end,’ but because it feels good."
B Corp Certification and Striving for More
Deborah Meaden is an advocate for businesses achieving B Corp status, a certification that recognizes companies meeting high standards of social and environmental performance. For her, B Corp status signals that a business is serious about making positive change, but she also believes businesses should always strive for more.
"What B Corp says to me is that a business intends to get it right. But intent isn’t enough—action has to follow," Meaden notes. "It’s a great thing, but we should always be striving for better, for higher standards."
She suggests that B Corp could eventually become the baseline, with businesses aspiring to achieve even greater impact as the market evolves.
Advice for Small Businesses: Find the Right Investors
Meaden offers valuable advice for small, innovative businesses looking to scale. She stresses the importance of finding investors who enable growth rather than control it, warning that some businesses give away too much equity too early for too little cash.
"Be very careful and focus on who you want to raise funds from," she advises. "Find investors who recognize your strengths and want to enable you, not control you."
She highlights the importance of maintaining independence and staying true to the values that drive the business.
The Personal Drive Behind Deborah Meaden’s Passion
At the heart of her tireless work in sustainability and ethical business is a deep personal conviction. Meaden admits that her passion for the environment and for driving positive change is what keeps her going.
"It’s not a question of what keeps me going—it’s what I care about," she explains. "It’s a really powerful thing to care about something. It’s rocket fuel. If you care, it drives you."
This passion is what makes Meaden such an influential figure in the business world, using her platform to inspire others to align profit with purpose.
Deborah Meaden’s message is clear: business must step up where politics falls short, driven by a growing consumer demand for sustainability and innovation. With her characteristic optimism and practical advice, Meaden offers a roadmap for businesses to not only survive but thrive by embracing ethical practices. Whether it's through B Corp certification, partnering with larger corporations, or staying true to their values, businesses have the opportunity to lead the way in shaping a more sustainable future.
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