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Green Standards is a B-Corporation located in Canada that provides sustainable office decommissioning through the teardown, removal, pick up, and redistribution of used furniture and equipment items. The business solution is to make sure that these assets do not get wasted and are reutilized. It helps solve multiple SDGs, especially SDG 1: No Poverty, as it has donated over $40 million dollars of office furniture, fixtures, and other equipment to non-profits which have helped places like food banks, and shelters to focus their resources on lowering poverty.
The Green Standards Company's innovation stems from a keen observation of waste generated during companies' downsizing processes. Companies were laying off more employees, reducing office space, and getting rid of their old office assets. Recognizing the environmental and social impact of obsolete furniture ending up in landfills, the company devised a solution that aligns with the principles of the circular economy.
Beginning in 2009, Green Standards was established in Toronto, Canada by co-founders Richard Beaumont and Jonathan Milnes. Their idea revolves around repurposing high-quality furniture that still has life and utility by establishing a network of non-profits in need of such items. By providing these organizations with access to free furniture, including desks, chairs, and other office equipment, they not only reduce waste but also support social initiatives in schools, community centers, after-school programs, shelters, and similar entities.
The innovation aims to have a wide-reaching impact, both socially and environmentally, by effectively repurposing furniture that would otherwise be discarded. By demonstrating the tangible benefits of this approach, the company seeks to persuade corporations that it's not only ethically sound but also advantageous for their business and stakeholders.
This turnkey solution presents a win-win scenario: non-profits gain access to quality furniture at zero cost, while corporations fulfill their corporate social responsibility goals and contribute positively to the environment as well as their communities. Overall, Green Standards innovation showcases the power of integrating sustainability practices with social impact initiatives in a scalable and impactful manner.
From Trash to Treasure
Green Standards was started based on a desire to have a social and environmental impact. Additionally, in 2009, its leaders noted there was a big growing issue with office furniture waste. The EPA suggests that 8.5 million tons of office furniture and equipment are sent to landfill each year in the US and it is costing Americans $750 million in landfill tipping fees. This waste was very excessive and quality items that could be of use to others were discarded. They hoped to have a positive effect on the world and are doing it by revitalizing discarded items. They have turned this into growth for the company throughout the years by incorporating sustainability into its mission.
As the business continues to grow, employees continue to be inspired by the work that they are doing and see the results through stories and memories. For example, Marc Borins, senior growth marketing manager noted a key was "getting to see the program in action initially and seeing how much of an impact Green Standards has had on nonprofits." In a world today where sustainability has become more important to society and corporations, Green Standards continues to grow by doing what they love to do. They use what they earn to help those in need.
Green Standards' impact can be viewed through the lens of their three pillars: people, planet, and performance at scale. Inspired by the principles of the circular economy, their mission to help communities and create circular cities is deeply rooted in their commitment to sustainable practices and social responsibility. In the short term, Green Standards has made significant strides in addressing poverty by supporting non-profit clients that serve the poor and vulnerable. By repurposing high-quality furniture and providing it to schools and other charitable organizations in need, they contribute to education and community development. These donations are integral to the receiving parties as they would not otherwise be able to afford quality furnishings.
Their innovation in the business model allows for greater resource efficiency, aligning with goals of responsible consumption and waste reduction. Through detailed reporting, they measure the environmental impact of their initiatives, including CO2 emissions reduction and waste diverted from landfills. Moreover, their focus on climate action involves actively measuring and reducing greenhouse gas emissions, demonstrating their commitment to combating climate change.
Over the past seven years, with Langdon evolving Green Standards’ approach as the company's president and now CEO, Green Standards has experienced remarkable growth in revenue and profitability, driven by its innovative approach to sustainability. By out-competing local liquidators and offering corporations a financially viable alternative to disposal, they have been able to scale their operations effectively.
One notable innovation is their provision of furniture for employees' home offices, which has been well-received by corporations and their staff. This initiative not only supports remote work but also aligns with Green Standards' ethos of sustainability and community support.
Green Standards operates with financial prudence, ensuring measured growth and careful hiring practices to maintain organizational fit and vendor satisfaction. Their goal of becoming a leader and innovator in sustainability is evident through their certification as a B-Corporation and their involvement in larger conversations about circularity in the workplace, future real estate assets, and decommissioning projects.
Despite challenges such as competition and the need for differentiation, Green Standards remains dedicated to its vision of creating a positive impact on both society and the environment. Through their strategic approach and commitment to sustainability, they continue to pave the way towards a more circular and equitable future.
Green Standards' commitment to sustainable practices not only benefits the environment and society but also has significant financial implications for their business. The innovation has a variety of benefits for the business. The first is revenue generation from innovation: Green Standards works with corporations undergoing office transitions, such as relocations, renovations, or closures. They offer a service to decommission these offices, which involves removing surplus furniture and equipment, and finding the best end-user for each item in a client's inventory. By repurposing surplus furniture instead of disposing of it, Green Standards can help companies avoid the costs associated with landfill fees and waste disposal and instead be paid to do the same job more efficiently and sustainably. Green Standards has developed a business model that allows them to sell surplus furniture to second-hand furniture buyers and smaller corporations at affordable rates. This revenue stream contributes to their overall financial stability and helps offset operational expenses for their clients.
Another way innovation benefits the business is through market differentiation: As consumers and corporations increasingly prioritize sustainability, Green Standards' commitment to environmental and social responsibility sets them apart from competitors, although they have essentially created their own industry. This differentiation can lead to increased customer loyalty and market share, ultimately driving revenue growth. Along with that comes brand reputation: Being recognized as a leader in sustainability can enhance Green Standards' brand reputation and attract clients who value ethical and environmentally conscious business practices. This positive brand image can translate into increased sales and opportunities for growth.
Finally, this innovation is good for the business because of its Long-Term Viability: By embracing sustainability, Green Standards positions itself for long-term success in a rapidly changing business landscape as companies transition back and forth from in-office to hybrid while scaling back their real estate holdings in major markets. As regulations and consumer preferences continue to evolve towards greater sustainability, companies that fail to adapt may face financial risks. Green Standards' proactive approach to sustainability ensures their continued relevance and financial viability in the future.
Overall, Green Standards' commitment to sustainability not only aligns with its mission to create positive social and environmental impacts but also strengthens its business financially by driving revenue generation, market differentiation, brand reputation, and long-term viability.
Green Standards has a massive impact on the environment and society. The company operates in more than 40 countries making their impact global. Most of their clients are also large multinational corporations such as General Motors, Starbucks, Expedia, and several of the largest banks in North America. These companies have significant influence over the business world and have joined Green Standards in a movement to create circular workspaces. Through their business activities, Green Standards is able to spread their innovations to over 30% of the Fortune 100 companies that employ thousands of people. They also encourage all these companies to incorporate sustainability and ESG reporting into their annual reporting, as this will allow the companies to measure their progress and have accountability.
In terms of Environmental benefits, they have ensured that over 110,000 tons of furniture didn’t end up in a landfill and were instead reused. They also have a very high diversion rate across all their projects: they have been able to keep 98.6% of furniture from ending up in a landfill.
In terms of social benefit, they have donated over $40 million in kind to various charities and nonprofits since 2011. Schools are also one of their primary beneficiaries as they have given Fortnite to more than a thousand educational institutes. They are also a major player in the corporate furniture resale market as they have resold over $15 million worth of furniture to other corporations. This allows more corporations to get involved in the cause and closes the other end of the circular economy facilitating the purchase of used furniture while extending its lifestyle.
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Marc Borins, Senior Growth Marketing Manager
Green Standards is a certified B-Corporation based in Canada that donates furniture to nonprofit community organizations and sustainably resells furniture. The companies pay them to resell, donate, and recycle their old furniture when moving, renovating, or closing corporate offices. Green Standards finds value for these assets and diverts them from landfills in the process. Green Standards keeps furniture in use by reselling higher-value items to furniture buyers and refurbishers. They also sell furniture directly to other corporations and organizations who are looking to buy used furniture rather than new furniture.