Connecting people to purpose builds a sustainable business model at Bark House

At Bark House, a purpose-driven, sustainability-oriented small and medium-size enterprise (SME) based in North Carolina, a symbiotic relationship between the firm and its stakeholders has led to the development of a resilient business model that has generated hundreds of green-collar jobs. Data collected through semi-structured interviews show that by proactively engaging with stakeholders, the firm has been able to change market perceptions and behavior, and to refine its core operations to become more sustainable. In addition, the stakeholders' belief in the authenticity of the organization's commitment to environmental responsibility influences the way employees feel about themselves and how they behave with others. By putting environmental and societal concerns before profits, the firm generates customer loyalty that enables it to survive economic downturns and offers the promise of long-term success.