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Just Good: Fostering Conscious Capitalism

     
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“The higher the number of people consuming at the table we call planet earth, the faster we must change the menu.” – Stuart Williams

Just Good embodies the ideals behind a concept called “conscious capitalism” throughout every aspect of its business. They are a part of a new breed of companies that think business can be a force for good, not bad.

Just Good supports businesses with a shared purpose and is an online marketplace of conscious products that really are Just Good. That deeper purpose includes treating employees well, holding suppliers to a higher standard, fostering good governance, and positively affecting the planet and its people.

“In the absence of people who care (and take action) — unethical, unsafe, environmentally unfriendly, and toxic business occurs.  At Just Good, we want to reward the companies that care about you and want to co-create a future we all want to live in,” says Brian Weinberg, Founder. “This was no sudden epiphany, but the outcome of a wide range of events that challenged me to refocus my energy on a topic that desperately needs attention.”

At Just Good, we want to reward the companies that care about you and want to co-create a future we all want to live in.

Watch the Just Good segment of Giving Tuesday LIVE

The Journey to Just Good

Weinberg began this journey by hosting series of 23 podcast interviews with thought leaders on how to “grow the good economy” on blendedprofit.com. From the first White House Social Innovation Director, Sonal Shah to the co-founder of B Corporation, Jay Coen Gilbert, the central question for these game changers was: “what are the unmet needs and gaps that we need to think about to make conscious business as big as we all want it to be?”

While managing impact investments throughout Latin America, Weinberg saw first-hand the new, emerging middle class (and consumer culture) of today’s fastest growing countries; now following in the footsteps of the US.

“Number one is that if more countries live like the US, it would require three to five planets worth of resources that we don’t have. Number two is that the US isn’t such a success story when considering the ultimate currency: happiness,” says Weinberg.

The Happiness Index ranks the US 105 out of 151 countries (see the rankings here.)

“I want to create a new dialogue around calibrating our global lifestyles with the planet and help as many people as possible discover what’s really important,” says Weinberg.

The Mission of Just Good

Just Good’s team feels that their role is to make the top  socially and environmentally conscious brands known. Sixty-six percent of consumers around the world said they’d buy these products if they knew about them, but only 39% of people know about them.

“This is a fundamental market gap we are focused on closing,” says Weinberg.

“Traditionally, only a self-selecting group of people actually finds these new impact products. Many times, these products are sub-par. People see the purchase more of a charity contribution rather than buying something they really want,” says Weinberg.

Just Good’s model addresses these critical points within its approach to sales and product selection:

The sales model empowers individuals and organizations to earn 15 percent on anything they sell. This matches like-minded impact products with existing like-minded communities (environment, women’s empowerment, etc). The idea is that sales agents around the country will expose these companies and ideas to more people faster, farther, and better than a traditional website platform that sells products on its own.

Just Good’s website notes “We believe good intentions are not enough. Impact products must be competitively priced and have superior quality; meaning brands must be fresh, trendy, fashionable, sexy, etc. That’s why we’ve done intensive market research on every brand curated on the site.”

There is a story and a conversation behind every product sold on Just Good. “Think watches that plants trees, shirts that provide drinking water and scarves that empower women all across the world.” (justgood.org) Additionally, Just Good requires all brands featured on the site to meet three out of four of these impact criteria.

To learn more about conscious living, buy an impact product, sell an impact product, and/or engage with the team, visit http://www.justgood.org.

Follow @JustGoodOrg on Twitter
Like Just Good on Facebook
Follow @Weinberg on Twitter

Melody Harstine Foster

Written by

I'm a freelance writer with a penchant for Pugs and a portfolio of articles from tech to beauty and beyond. A communicator at heart, my true passion is covering issues promoting positive change in our world. Connect with me on Google+, Twitter, LinkedIn, or at melodyharstine.com.