Tag: Climate Action

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  • Sustainability in Practice and the Evolution of Triple Bottom Line Businesses with Lisa Geason-Bauer of Evolution Marketing

    Sustainability in Practice and the Evolution of Triple Bottom Line Businesses with Lisa Geason-Bauer of Evolution Marketing

    Lisa Geason-Bauer, founder and president of Evolution Marketing, joins Kim Allchurch Flick to discuss sustainability/ESG consulting, impact storytelling, ethical marketing, and environmentally responsive design. 

    Lisa describes founding the firm on Sept. 15, 2007 to prove a professional services company can succeed using a triple bottom line lens – people, planet, and profit – while navigating Wisconsin’s long recessionary period after 2008. 

    She recounts building the state’s B Corp ecosystem through Be Local Wisconsin and helping companies certify, noting growth from a handful of B Corps to 26+ statewide and preparing members for B Lab’s new standards. 

    The conversation covers challenges like politicization of environmental and social sustainability, the need to find common ground, and Lisa’s optimism tied to launching Evolution Marketing’s 2025 Carbon Footprint and Operational Impact Report, climate education, and practical actions such as home efficiency, reduced plastics, local food systems, and Malarkey roofing innovations.

    NOTE: Lisa made an error, saying B Local Wisconsin started in 2007 when it was actually 2017.

    Listen Now

    Time Stamps

    00:00 Welcome and Guest Intro

    02:30 Evolution Marketing Origins

    02:40 Triple Bottom Line Explained

    04:43 Recession Era Lessons

    06:51 Wisconsin B Corp Growth

    11:26 New Standards and Recert

    12:53 Polarization and Language

    18:59 Finding Common Ground

    23:55 Climate Report and Hope

    27:52 Beyond Tech Fixes

    28:42 Clean Tech Optimism

    29:14 Off Grid Reality

    30:24 Low Cost Home Swaps

    31:27 Question Behind Green

    34:08 Responsible Consumption

    35:14 Local Food Mindset

    38:14 Farmers Markets Shift

    39:56 Beeswax And Preserving

    42:53 Eco Roofing Case Study

    46:07 Research And Community

    47:31 Dinner With Ancestors

    48:52 Land Stewardship Lessons

    51:16 Closing Reflections

    Kim Allchurch Flick: Hello everyone. I am Kim Allchurch Flick with the Mighty Measure Podcast. Delighted to be here today with Lisa Geason-Bauer of Evolution Marketing. She’s the president and founder, and our topic today is the 19 year journey of impact, sustainability and practice, and the evolution of triple bottom line businesses.

    Lisa Geason-Bauer is the founder and president of Evolution Marketing, a Wisconsin based woman owned, certified B Corporation, specialing in specializing in the area of sustainability consulting, impact storytelling, environmentally responsive, creative design, and ethical market. Lisa is a sustainability ESG practitioner and has been helping companies tell their impact stories for almost two decades.

    As a consultant, she has worked on projects in supply chain sustainability. For example, product transparency, social sustainability, for example, workplace or workforce engagement, culture and DEI, renewable energy, energy efficiency. The green building space. Lisa is a co-founder of Be Local Wisconsin and current co-president.

    Be local Wisconsin’s nonprofit. Mission is to connect, support and educate Wisconsin businesses on how to drive positive community impact. Through adoption of sustainable and inclusive practices since 2016, Lisa has helped companies become certified B Corps, and she is Wisconsin’s only consultant to have completed multiple to 2023 and 2026 blab US and Canada.

    Trained consultants program. So Lisa, it’s so awesome to have you here and reading this. I’m delighted because we got to meet in person at the Champions Retreat in Milwaukee, Wisconsin earlier this year, and I took one of the side programs, which was the Green Home Tour at your house, and I was. Jazz, I was awestruck.

    I was so happy. So welcome and thank you so much. 

    Lisa Geason-Bauer: Oh, thank you, Kim. I’m so excited to be here and I’m so glad we got to meet in person at the Champions Retreat and at my home. It was. It was. It was very nice. It was nice to see B Corps people and get to show the things that we’ve done over the last almost 10 years at my homes.

    Kim Allchurch Flick: Absolutely. So 19 years in business too. What has been your journey and inspirations to this point? 

    Lisa Geason-Bauer: Okay, so literally September 15th, 20 2007. Evolution Marketing was founded in Wisconsin, and when I started the business, my entire mission was literally to demonstrate that a pul, professional service company could operate in a triple bottom line manner, meaning that we could run all of our decisions through the lens of impact on community.

    So that would be the social side. So that’s people. We could run our decisions through the lens of environmental stewardship. So making sure that all the decisions we make actually we’re best for the environment. And then lastly, that we could be economically viable. Over long term. And again, it’s worked because we’re not, here we are 19 years later still in business.

    And that we’ve been able to actually make a profit, but also besides making a profit, have an impact on our local community. So that’s why I started Evolution Marketing and on our services, as you’d read. Our sustainability consulting and then marketing communications for sustainability consulting. So we’re, we work in this really intersectional space of public policy, operations, sustainability, and communication.

    And so when I started, nobody was doing this in Wisconsin and there were very few firms, I think honestly in the United States that were doing this really. I’ve looked to companies in the EU that were doing things similar. Again, maybe not exactly like evolution marketing. So when I started, I’m like, let’s just prove that we can do this.

    ’cause again. This is 2007. This is before the great Recession. This is, I’m in Wisconsin, so a truly purple state in the Midwest. Maybe a little bit more fiscally conservative, maybe a little bit more socially conservative, but big time environmentalists. So I really entered the market space doing a lot of environmental communication environmental communication tied to compliance like sustainability, storytelling about environmental actions a business was doing.

    And we’ve evolved over time. Of course, there was always the environmental consulting piece. Sustainability consulting piece or ESG consulting piece, pick a phrase in my mind is holistically I think of systems, but that’s how I entered the world. And at our 10 year anniversary we realized, hey, we’ve been doing this.

    We spent the first 10 years of our business literally beta testing my mission, and we were able to do it, which is gives us where we are now. But I think people forget that in 2007 the world was so different. We had a horrible, and then when the great recession happened in 2008 businesses in Wisconsin, really from 2008, actually, the recession, Wisconsin was under recessionary terms from 2008 to 2018.

    We did not come outta the Great Recession until quarter two. Our end of quarter one, early quarter 2, 20 18. So for 10 years we were under recessionary economic terms in the state. And so think about trying to implement really innovative sustainability stuff where there was a price tag associated with it would, it was very challenging.

    So we’ve come a long way since then, but I think people forget a lot of this stuff was new and triple bottom line from a concept. It, it only came out in the late eighties, early nineties. So that concept has only been around about, mid, like 30, 30 plus years. So we’re still perfecting what does that look like in practice?

    And so that’s what I strive to do with Evolution Marketing is to actually beta test it and demonstrate that it is doable to operate in a triple bottom line manner and also be successful and create impact and help my community, 

    Kim Allchurch Flick: and you’re doing such a good job of it. And as you’re speaking, I’m thinking I’ve been in the social enterprise world through corporate life quite a bit, but then with my own company fewer years, but over 10 and just how many landmarks you’re mentioning the great recession of 2008, and then there was COVID and how, I think part of it is companies that create resilience do so because they still have belief.

    In the triple bottom line and managed to work their way through it, but also how many things are changing and we’re both B Corps consultants and know that this new standards has been a topic of the last three years that is coming to fruition and actually being activated now, and how it’s like a great leap forward.

    There are a lot of these things happening, but I love how you’re hearkening back to. To the past and using some words that still have meaning. So with that what is your worldview of your community and what are you seeing happen with, how are people in your community rising up? How are people waking up to this and how have you been changing along the way?

    Lisa Geason-Bauer: Okay. So I think when you say community, I have a lot of communities that I’m part of. So there’s the, our B Corp community, which, as I said, this is my 10th year of helping companies become B Corps. So I was doing that before I was even a B Corp myself. And way before there was ever the B Corp consultant training program.

    Again, because I’m a sustainability person, right? So it’s really exciting to see in 10 years. We’ve went from when we started Be Local Wisconsin. We started rumblings of it in 2007. We officially launched January 1st, 2008. But throughout 2007 we were building the foundation for Be Local Wisconsin.

    And at that point we had. Five, certified B, either there five or six certified B Corp of the state, and it might’ve been five. And then that note, like November, December of 2007, the sixth one came in. My company was the seventh. And so I was like, well, we started this thing called Be Local Wisconsin. I’m helping folks in the B Corp community.

    My company really needs to be a B Corp. And I honestly, I just didn’t have time to do my own application because I was busy helping my clients. In 2018, my, we did, one of my interns, my intern that year she was like, I wanna do that. I’m like, fantastic. So she did our B Corp application the first time.

    And so July, I don’t remember the date, but I wanna say it’s July 23rd. Sometime in mid July 2018, we became the seventh certified B Corp in Wisconsin. And then. That fall, we had done a half day workshop for, with the, the handful of us that were B Corps in Wisconsin, half day workshop, and we had 20 plus people in attendance.

    Almost every one of those co people represented a company. Those companies have all, now, I shouldn’t say all, the vast majority, I wanna say it’s like 90% of them have now become B Corps in Wisconsin. So we went from this, this small scatter, like a handful, right? Or a. Whatever, six or seven B Corps, six B Corps mine mc became a seventh handful, to now we have over 26 in Wisconsin and that’s, to me, I know we think 2018 is a long time ago, but it’s really not that long ago. And I think we, we saw a big in influx of B Corps second half of 20 18, 20 19, 20 20. So we’ve seen a bunch of growth in that space, which is amazing. And these are folks from all across the state.

    And so we’ve really built up our community. And what I love about our little be local Wisconsin, I say little because we’re a mighty small, mighty nonprofit. Half of my board are folks that used to be at B Corps in other states, and they lived in Wisconsin, but they work for B Corps remotely and now over, career changes, job changes.

    They’re no longer at B Corps, but they’re still involved with B local Wisconsin which is really nice because that shows their commitment and maybe some of them are working in government or in other really social impact or social justice aligned positions. So I think. When you think about it that way, because there’s only 26 of us, we’ve really helped to grow the movement in our state by having folks associated with the B Corp community move into other roles and other jobs, which has, I think, been super helpful because in a state like Wisconsin we truly are a purple state.

    I mean our ballots are split ticket. One person votes, they vote for a for president, and you vote B for secretary sorry, Senator. So two diff from two different parties. But that’s how a lot of wisconsinites think. So with that I think it was really important for us to grow our community.

    And then in Wisconsin, we happened to have, it was originally called the Wisconsin Sustainable Business Council. They’ve rebranded to be the Sustainable Business Council a couple years ago. But I was on their board for a really long time and actually. Be local, Wisconsin came out of that board and out of that organization because it was the people in Wisconsin doing sustainability and said, Hey, we’ve got enough folks now in the B Corps space to let’s form a B local.

    So for me, when I think of community, I’ve got my sustainable business community, that’s B Corp. It’s folks that used to be a B Corps, but now in government and other jobs that maybe they’re not at B Corp, but they’re like B Corp allies or B Corp supporters. And then we have our sustainable business community, which is huge and continue to grow.

    And so that’s. That community in my mind is not stopping. It’s moving forward. We have a conference every year for the Sustainable Business Council and we bring together every year we have folks from the B Corps community who speak. It’s just a really nice, like holistic space where anybody who is.

    In, in that bigger holistic sustainability bubble, they all come together, right? And we meet, we talk, we learn from one another. And it’s not that, it’s like we’re learning about things that aren’t related to B Corps. Everything is related to B Corps at the end of the day. And I think in all sincerity, everything B Corps is doing helps the sustainability community, right?

    So I just think sometimes we need a little translator. And so I end up being that translator a lot of the time. Hey, we’re doing this in the B Corps community. What can the regular sustainable business community use? So that community it’s like it’s my family, right? I’m surrounded by them, they’re wonderful.

    But I think everyone right now is having just a challenging time from a community perspective, right? And so I think we doing programming where we can really help and educate the folks within the B Corp space especially about all the changes under the new V two version tube, I think is really important.

    And so that’s actually the theme for Be Local Wisconsin for the next year and a half, is what can we do to help folks in our community? Educate them to help them be prepared so that they can have a successful experience going through the recertification. And I say this as I was the first company in the US and Canada to submit for recertification earlier this year, and I’m still working through Evolution Marketing’s application.

    So it’s a process. The new standards are a big pivot, but it’s not a bad pivot. It’s just different. And I’m really excited about the new pivot. It’s just, it takes time to be prepared. With everything you need, meaning the documentation. 

    Kim Allchurch Flick: Indeed and with anything change can for some be a struggle.

    It’s always different and yet it’s still moving forward. And because it’s somewhat unknown. Maybe that’s part of it. And I was wondering if you could speak to obstacles and challenges you’re seeing some of which you already brought up. And you also mentioned that some B Corps have perhaps chosen this change in the standard as a window to, not recertify, but what are you seeing as obstacles and challenges for some of the people you work with, including those allies and everyone else in the community?

    Lisa Geason-Bauer: I think, at least in Wisconsin. So this is probably maybe a more Wisconsin or maybe a more Purple State issue, but many companies right now are afraid to talk about the things that they’re doing that might be pro Jedi, which is justice, equity, diversity, inclusion. Pro de and I, or I like to say social sustainability because they’re worried about what an elected official might say.

    There’s been proposed legislation in Wisconsin that has not gotten traction, but that. Doesn’t help the things that I’m doing say to say it kindly, right? And so I think there is a sociopolitical shift happening in some places where things have become partisan that actually are not. So to me, environmental sustainability is not partisan.

    I believe everyone. Republican, Democrat, libertarian, green Party wants clean air, clean water, right? They want to make sure that we have natural habitats for fish. When you go fishing, you want to make sure the fish you’re eating are healthy, you want to have the ability to go hunting. All of these things are all connected together.

    You. And I think in some cases there’s this partisan divide that’s occurred that’s made environmental sustainability a partisan topic, which it should not be. To me, environmental stewardship is not partisan, and the work that I’m doing is at these intersectional spaces. So I work with folks from all different sociopolitical and ideological differences on a daily basis.

    And I think ’cause of that, I’m very consciously aware that words have meaning. And especially right now, certain words may have been co-opted or influencers or media organizations may have attached meetings or co-created a new meaning for words. And so what you say to somebody really matters. And I am in one of, one of the, the Reds counties in, in the United States in the, I’m in the, the three, three most conservative counties in the state of Wisconsin.

    And every day I interface with folks who are different than me. And so it’s really important for me at least, to meet people where they’re at. And I think this goes to the challenges, but yet also the opportunity because I have young people that come to me all the time who are getting degrees or finishing school or in their first job and they’re like, oh my gosh, I had this problem.

    I got into a fight with my uncle at Thanksgiving. You know, about carbon reporting or about some, some nuanced thing, and. I said what happened? The young people are like I yelled at them and I was like, okay, hold up. Yelling at your family members is probably not a good idea, instead, I’m like, you need to take a step back. You have to be more neutral. And so this ends up being a conversation I, I have. A lot, probably more so than I actually wanna admit, but I, this also ties into how do we as sustainability practitioners advance sustainability? How do we as B Corps consultants encourage businesses to become B Corp and to advance the programming and the strategies and actually implement and op the, operationalize the B Corp standard.

    So I think we all really need to. Maybe take a step back Sometimes from the emotional response we may have to words and specific words or phrases that people put out because at the end of the day, I truly believe there’s more that unites us. Then separates us. And I think it’s hard to think about that sometimes because of the, the partisan nature of everything.

    It’s like everything’s been coopted by partisanship, which is a real problem. So I think that’s a real challenge. But we also have an opportunity because many of the people I work with, come across from very different perspectives, and I’m not saying one is bad or one is good.

    I have no I work in the nonpartisan space, because of the work that I’m doing. Because at the end of the day, it’s really about how can I help your company to advance sustainability? Whether that’s addressing your workforce issue and challenges or helping you to address environmental stuff so that you’re ready for your next audit.

    It’s, to me, that’s holistic sustainability. So does that answer your question? I hope 

    Kim Allchurch Flick: it does, and it makes me reflect a lot as well. There’s I have a, a couple of clients that have also, they are also in more conservative states, and when they share their values upfront with a client, sometimes they’ll get pushback, like what one said.

    She was, she would say, well, you’re just trying to turn me into a Democrat by a potential climate client. And we talked about okay, what can you bring to the table that makes the connection? Maybe it isn’t sharing the value so hard or leading with it, but what’s the work you can do together? And find a way to build that bond.

    But it also makes me laugh in a way, because when I was in Wisconsin with you and you’re very well run Champions Retreat, there was someone from Georgia who was talking about being a B Corps and going into a space which was clearly, clearly very conservative. Red hats and shirts everywhere. But she said she was going through this massive store.

    And seeing B Corps products on the shelf as well. So at the same time, two things can be together at once, and it doesn’t have to be opposing and polarizing. But I love what you said about being the interpreter. And I think that’s where it matters is because polarization helps people make assumptions and stereotypes, and that is no good at all.

    But when it comes down to it, yes, we all want clean water. We want clean air, we want to f. Feed ourselves and others. We want to live a basically good life and support our families, and you’re so good at interpreting across those lines and hopefully making the lines dissipate a little bit over time. So I love what you said about that.

    And we see it as well. I do wanna give some grace to also the people that are afraid. To speak up or present what they feel because potential backlash, which could come out of nowhere. And I live in a small rural town where that has actually been happening and happen yet with it. I, I think, that still things can still move forward and do well that serves everyone in a nonpartisan fashion.

    So with that, what makes you optimistic and what new things are you working on? 

    Lisa Geason-Bauer: Okay. I will address that in a minute, but I wanna say what you’re experiencing in your rural town. I think that’s very real right now and I just wanna voice over that. That it’s real. And I do, I, I had, I strive to give myself and my clients grace each and every day because these are really challenging times that we’re living in.

    And one of the things I’m a sociologist by training, so one of the things that we do here or that I do, that my team at Evolution Marketing does, when those situations arise. And I literally, I advise people on this all the time. Find something, find a common ground about something. Like for example, I was on our regional workforce development board for 15 years.

    I stepped off of it last year, and usually in the room I was, for a long time I was the youngest person in the room. I was one of the few women in the room. So I represented a lot of different diversity buckets, for lack of a better way of saying it. And of course, with my business being a B Corp.

    Very different than this room filled full of manufacturers that were owned by men. And so we would go to the board meetings and it don’t get me wrong, like I was on the board for 15 years, so it evolved over time. But when I first joined the board, I would find things that I could talk to elected officials about that we all agreed on.

    So innovation was something that everyone agreed on, saving money. Taking your operations, so finding efficiencies in your business operations, especially in manufacturing. So it’s finding whatever the, whatever those little pieces are. The other thing, at least in Wisconsin, and I think this is probably pretty universal across the US and Canada, a living wage.

    I was on the workforce of all award for so many years, and living wage was not a conversation point. And I’d say the last four to five years, living wage has become very important across the board. Vast majority of people, everyone I know says we should have a living wage. I don’t know, many people who are disagreeing that folks should be paid a living wage.

    And so I think finding those little nuggets or those little items that there’s agreement on, and then working from there, because I, that’s the only way I, and that’s, to me, that’s sociology 101 find our commonality and then work from that commonality towards a solution. But you have to also be willing to give and take, and I think that’s the part that’s hard. We’re told right now it’s like my way or the highway. And it’s like in actuality everything’s a negotiation, right? And you know what? There may be things that somebody else knows that I don’t know. So being open to hearing these ideas, and I truly believe the more diverse people you have at a table, the better the solutions are going to be.

    I know that’s a little off, off topic, but I just think it’s important to talk about. 

    Kim Allchurch Flick: Absolutely off topic, but on and here we are in 2026, more than halfway through the year. It also reminds me of some of something the British did. They took people from very different walks of life, but they knew they were, would be polarized, and they put two people in the same room and they said, you can talk about anything you want, but politics.

    And they started talking about. They’re church, they’re grandkids, they’re do I love dogs? Do, what kind of flowers do you grow? What type of work do you like to do? What makes you laugh? What’s your favorite music? And it started really breaking down some barriers. And there’s a little bit of magic that happens when we give ourselves a chance to be able to do that.

    And one of the things I’ve been doing in our small little town is no matter where I go. I smile and say hi to everybody in the grocery store, in the gas station line, whatever it might be. I’m just gonna approach everything in that fashion. And who knows maybe I’ll get a smile back, maybe I won’t but at least just not try to enter into anything as it might be a conflict, but enter into everything as it might just be a moment of grace in passing.

    Lisa Geason-Bauer: That is lovely and I 110% agree. My response in any situation is to smile. And I know not everyone does that. Sometimes people will frown or you can read facial expressions, but I’ve been in enough meetings over the last 30 years of my career where. Things are being said, and like my face, if I did not smile, my face would portray how I really felt, right?

    And so that, and that’s not gonna be helpful if I’m trying to negotiate and or come up with a solution that works for everybody. And so I think responding in a positive manner, smiling is really important because at the end of the day, we’re all humans, right? We are all people, and I think sometimes we forget that because we get into the emotions of everything.

    It’s like we take your step back, we’re all human. We all, at the end of the day, wanna take care of our families. We wanna support those that we love. We all should have access. I believe we should all have access to, to clean air, clean water be the ability to support ourselves and be paid a living wage.

    So 

    Kim Allchurch Flick: Concurs. And so what does make you optimistic and what cool things are you working on? 

    Lisa Geason-Bauer: Yeah, so what I’m optimistic about is we are just, we’re launching today the Evolution Marketing 2025 Carbon Footprint and Operational Impact Report. And Kim will be sharing out a copy of it with with the podcast, which I’m very excited about.

    And this year, because again, we’re working through the new standards and we’re going through our, verification part of that. Right now with Two cert, we have a whole section dedicated to our climate action plan. Again, my business was started in 2007. My first climate action plan was done in 2008.

    So I took, and we’ve been working on it for years, and I think what gives me hope is that there’s always something to do. I think a lot of times folks are like, here’s a goal. Let’s meet the goal and then we’re done. And it’s like, no, that’s not the case. We’re 19 years in. I have new goals for this year.

    We’re taking actions every year. Now, are the goals different today than, than they were actually, I should say were the yearly goals different? Yes, but the overall, the arching goals in our climate action plan have been the same. Our climate action goals were high enough level that we could implement yearly, and part of that is understanding holistic sustainability, which I don’t know if everyone does.

    I was in grad school in the late nineties. I’ve been working in carbon space since the late nineties, so I’ve been doing this a really long time. So when I started Evolution Marketing, I really wanted to make sure that we, in b in everything we’re doing. Operating in a climate responsible, climate friendly, environmentally responsible, pick a word manner.

    And to me that was decarbonization. And so we’ve been taking decarbonization actions for years. However, we’re at the point where we’ve decarbonized to the point where we can’t do anything else. Let get a sip of my water.

    But instead, now we do education. So once you’ve done the actions, then you need to educate about those. And so what gives me hope is that I truly believe and we joined this program, it’s called the Department of Natural Resources, so Wisconsin’s, department of Natural Resources, green Tier Charter for Climate Action.

    We joined it last year. It was a new charter last new charter. I think they came out in 20 23, 20 20, 23 or 24. So they’re pretty new. We were the, I think, the sixth business to join Wisconsin, either fifth or sixth. So there, there aren’t that many of us, but. When we did that we go we agreed to go to quarterly meetings with folks that are part of this program throughout the state of Wisconsin.

    And at our last meeting, our state of Wisconsin climatologist released a new state of Wisconsin Climate Impact report saying basically, this is what, what’s going on with climate in Wisconsin. And I’m borrowing his phrase, that’s why I’m talking about this. He said, we’re at a point in time where it’s all hands on deck moment, everybody.

    Doesn’t matter the size of your business, doesn’t matter the size of your home, right? Like everybody needs to start taking actions. And so in one way, it’s horrible that we’re in a climate emergency, but in another way, we have so many more tools now that we could use to address it. We have businesses like mine who are doing climate education on a regular basis.

    There’s so many more resources now. So my hope for the future is that every single person listening to this podcast can take action. And if you like something that we’ve done in our Impact report, copy it. That’s why we put this out there. We really want to help elevate the conversation and let business people know that small businesses could take action too.

    ’cause I also think sometimes we expect big businesses to make, Microsoft, we’re gonna decarbonize back to 1975. That’s amazing that Microsoft is doing that. However, they’re a huge multinational company. We can’t expect Microsoft to solve all the problems. Or the fact that, I love Google and I’m using the Google office suites and that’s running on renewable energy.

    That’s awesome. But that’s just one choice. There’s so many other little things we can do each and every day. And I know you were at my home, so we went through, like we compost. It’s just an example. We removed the buckthorn, which is a invasive species in Wisconsin, you know, so we do a whole variety of.

    Things that all tie into decarbonization every year. And that’s how we operate. But then we also educate and share what we’re doing with others so that other people ’cause you don’t know what you don’t know. And the older I get the more I’m really convinced that there’s a lot of things that, that I don’t know either.

    So being open and being curious to hearing about what things we can do to help address this challenge, I think is important. And just knowing that we all can have an impact. We can’t, we don’t, it’s not. We don’t want to put all of our hopes and dreams on technology. We can’t tech our way out of the climate crisis, right?

    So what can we do? We can all be empowered to take action.

    Kim Allchurch Flick: We can’t tech our way out of the climate crisis. That what a beautiful quote. And it’s so important and there’s small things we can all do as individuals. The other thing, as you were speaking, I was reminding myself how I’ve been so excited about innovations some things that weren’t there 3, 5, 10 years ago 

    Lisa Geason-Bauer: Yeah.

    Kim Allchurch Flick: That we can now embrace and future innovations are coming. And there are incubators for tech innovators, like clean tech incubators like Virtue Lab, which is based in Seattle and Portland. So there’s things there that even if we don’t see them every day, just knowing they’re there can help us with a little bit of optimism.

    And you’ve done so much with your house almost completely taken it off the grid in many ways. 

    Lisa Geason-Bauer: I wish we 

    Kim Allchurch Flick: could 

    Lisa Geason-Bauer: it, it’s illegal to go off the grid. Yes. We, so even if we wanted to, we could not leave the grid because it is currently illegal in the state of Wisconsin. 

    Kim Allchurch Flick: Oh, okay. That pardon my misstep then, but it does make sense.

    But your energy usage is so low and giving somewhat back to the grid. And I live in a house with solar panels as well, where every power bill is in the negative because it’s also giving back somewhat.

    There’s things we can do. 

    Lisa Geason-Bauer: Yeah. I wish we, this is a point of contention that I have with the state of Wisconsin.

    I wish we could go off the grid. But yeah, the way we have invest, we have five investor owned utilities, and currently that is not, if you build a new home, you could potentially build it not, and not connected to the grid, but it has to be a new home. And it has to be, there’s a bunch of criterion that have to, it can’t be like in a subdivision.

    It has to be, in a rural farm field surrounded by nothing for miles, but there’s a system in place that’s, that controls me in Wisconsin. 

    Kim Allchurch Flick: Yeah, indeed. And the other thing is it means we, we can continue talking about this and make a step at a time.

    Sometimes we can’t do everything at once. Some adjustments, particularly in environment cost money, like buying solar panels is not inexpensive and yet there’s an upside to it. But there are other things. That we can do that leave us pretty even. Some examples in my house are I decided I’m anti plastic as much as I can possibly be, even though food is almost impossible to wholly do away with it.

    But cleaning supplies, I now am down to zero plastic packaging and zero plastic content in any cleaning supplies in the house, and I start spreading the word the cost of that has. It’s been pretty much parody. It hasn’t cost that much more. And another bonus I hadn’t thought of in the beginning was because some of these things are.

    Dry capsules that you mix with water. I got so much space back inside of my cabinets that it’s just remarkable. So there are things and I think the other thing that you’re really wise about, you and your husband and I think about more is. Sometimes we tend to stop at the first question, and I’m gonna give an example.

    I was at the Oregon Zoo one time, which has a lot of conservation and whatever people might think about zoos, and I’m one of them. But this particular one has a lot of conservation science and is doing things behind the public view that are very strong for the environment. But there were some volunteers out of probably high school age who were standing by an exhibit that said There’s renewable palm oil.

    And I said, oh, what do you mean by that? And I said Palm oil grows, so once it’s planted, it grows and you never have to plant it anymore. And I said, but I’m gonna tell you a story about someone I know who’s a friend who happened to, at one point in time, be the US Ambassador to Malaysia. And in Borneo, there has been so much deforestation for palm oil that is yes, now sustainable.

    It is still growing in producing fruit every year. But all those orangutans lost a tremendous amount of habitat and. When the helicopter took off outta the forest and flew over the palm oil, the heat inside the helicopter increased. So what’s the question behind the question? Is this palm oil sustainable?

    Yes. If a plant keeps growing, keeps producing, all it needs is maybe some water, sun. But what’s the downside? What was before that? What was taken away? And I think that’s one of the mindsets that it’s hard for us to grasp. We tend to stop, like recycling is really good because we’ve been trained that, 

    Lisa Geason-Bauer: yep.

    Kim Allchurch Flick: Recycling has some huge downsides per the New York Times article of February 14th, 2025 and others before that, the green fence that I studied at Portland State University. Gosh, that was 2013. We knew then that recycling was bad, that China was sending full containers back of our recycling back to us because they wouldn’t take it anymore.

    Yes, exactly. So how do we reshape our questions and try to unpeel the onion a little more and ask the question behind that, that first point? Because. A lot of people would stop and say, oh yeah, recyclable palm oil. I feel better about that. I know that are renewable. So I think we’re. Framing that a lot has been done.

    We’re excited about where we are. We’re excited about innovations, but we can still challenge ourselves to keep thinking more and asking questions and saying, okay, this is good where we are at this point. What more can we do and what can we press against a little bit to challenge and say, yeah, but is it as good as we’re being told?

    What do you think about issues like that? 

    Lisa Geason-Bauer: I think you’re right and I wanna take it a step further and say. Again, I’m a sustainability person through and through, right? I’m a sociologist who worked in I’m a rural and environmental sociologist, so like that’s my classical training.

    So for, so me, for me, I’ve always watched people and watched companies and watched how things happen. And to your point, okay, what does responsible palm oil mean? How is it different than sustainable palm oil? And what third party certifications exist now? And I think. We’ve come so far from the late nineties when I was in grad school till now about factoring out or digging into, I call it, doing a deep dive right into these topics.

    And people are learning so much more. And I think taking, bringing the regenerative mindset is also really important. But also I think at the end of the day, we have to move away from this take, make, and consume model to. Do we do? First of all, do we even really need this? And if we really do need this, how can we do that?

    And I’m gonna use the word responsible because people define things differently, but for me, responsible is gonna be both socially and environmentally responsible. Okay? So should we be buying in the middle of summer tomatoes grown in a different state? Not state, a different country. In the United States.

    If we can grow our own tomatoes here, should we not be buying our tomatoes locally? And I remember being at a, a food ag conference, literally, I think it was like 2000, it was either 1999 or 2000 and Michigan State University. And the keynote speaker talked about apples and he said, I went to the, this was in the fall time, and he is like, I went, I think it was 2000 this happened.

    He went to, I went to the, the local co-op and he’s like, I looked at all the apples. There was only one, one set of apples that were local to Michigan. So fall and Michigan, there’s lots of apples, but they weren’t at the co-op. The apples were from Oregon, they were from Washington, they were from the West coast.

    So those, the food miles for all those apples. And so like that. Got me thinking about, okay. And I grew, and now I grew up on a dairy farm. So a lot of our food was local. Like we raised our food, we ate our food, we ate our animals, we drank our cow’s milk, we had our butter. All of that was from our cows.

    But I think a lot of people just go to the grocery store and they just, they want something, they get it. I remember being a kid. Avocados, were not at the grocery store in the wintertime, avocados and, I don’t know, I actually don’t know when avocados started showing up at the grocery store. But I was, I, from what I can remember, it was the nineties, like probably late nineties.

    I remember seeing avocados at the grocery store, unless you were in Hawaii or, ’cause trust me, like I’ve gotten lots of avocados awesome. In Hawaii or California or places where avocados go. But I think we’ve moved away from this seasonal diet, just as an example. And I think now, as we look towards the future, if.

    If we are, ’cause all the prices are going up. And my mother-in-law was really concerned about prices this fall for food because so much of the food that she buys at the grocery store is trucked in.

    An organic farmland surrounds us. It’s lovely. So I said to my mother-in-law, , well, you could go shopping at the Farmer’s market stores.

    And she’s like, yeah, but they’re only open Lisa from whatever, nine to five. And she started kinda giving me, like, pushing back and they don’t always have what I want. And I’m like. Yes. They won’t always have what you want, and you’re going to have to make the effort to go when they’re open.

    I get that you could go to the grocery store at any time of the day or night. Grocery stores are open 24 hours now. But I’m like, at the end of the day you’re also like, you don’t always need to have tomatoes. Don’t get me wrong. I love tomatoes. I love avocados, but I also realize I don’t buy tomatoes in the middle of winter unless I’m getting them at a farmer’s market where I know they were grown hydroponically by a farmer.

    Now I understand there’s a level of I have that privilege, right? And I know that there are people that don’t have that privilege, but I just think the more local we can eat as an example, that helps all of us. So then I can manage my pricing because I know, but I also need to realize that maybe in fall I’m eating different things and I ate in spring.

    And I think sometimes we want what we want, what we want it, and we don’t realize that there’s a cost to that. Not just a physical cost, but like a, like an environmental cost. And so to your point I mean I’m trying to use this as a good example, but I think people have started to really rethink food and food systems.

    I’m not saying it’s perfect. I’m not saying we’re done, but like I’ve been part of the farmer’s market food scene for over. 30 years now. A really long time and I know that we, during the great recession, more and more people across the United States went to farmer’s markets. More and more farmer’s markets opened in Wisconsin.

    Like I literally started a winter farmer’s market and then all these winter farmer’s markets started showing up all winter long during the Great Recession because people wanted to support farmers, but also help. Buy produce into the middle of winter. So you could buy 20 onions for, I don’t know, five bucks.

    I’m making up a number right now. But you could buy a lot of things at the farmer’s market that were gonna be cheaper, but you just had to know how to process it. I remember buying like bags of carrots and we made carrot cake, carrot muffins, we did all these different carrot things you know what I’m saying?

    So it’s like you have to understand how to process it and have the ability to do that, but. When we have less things and we, when we, when the price of things goes up, that I think encourages people to start to think about it. To do your point, ask these questions. What things can we do? That can change that, and I think growing up on a farm like I was taught, never waste anything. You only buy something if you’re, if you actually need it. Not because you want it, though. I do enjoy jewelry. That’s one of those things that it’s just. It’s an individual thing. My husband’s like, you don’t need any of that.

    He’s like, you just want that. I was like we can debate that. The point at the end of the day is, I’m not saying don’t treat yourself, but I think if we all start to look at our daily habits and the things we’re doing, there’s probably many things that each of us could do to live more sustainably or responsibly.

    And then the last thing I’m gonna say is, have you heard of bees wax paper? Oh my God. I love. I’m obsessed. I all of the presents, I do a lot of baking, so I gave vegan baking to all of our friends and clients. Last year for Christmas or for the holiday season, they all got it. It’d be bees wax, wax paper, and they all got their own set of bees wax paper with it so that they could start taking plastic out of their homes.

    Kim Allchurch Flick: I love that. There’s so much we could talk about. I think there’s a webinar in our future, you and I, about all the, the things that can add up by what seemed like small but mighty changes that we can make getting rid of plastic is a big one. And you’re also making me think of historically what did people do?

    They took their fresh produce and they preserved it. 

    Lisa Geason-Bauer: Yep. 

    Kim Allchurch Flick: Canned, and that’s where canning and freezing and in all, in some countries they pack things in salt, like fish and Yep, yep. There, there are ways to do it and, but also supporting local because I do think that a lot of us forget about what transportation costs are, and they’re not just monetary costs, they’re climate costs as well, 

    Lisa Geason-Bauer: discussion.

    Kim Allchurch Flick: So I do appreciate all these points you brought up. 

    Lisa Geason-Bauer: One, just with the transportation right now, the costs are going up because the fuel is went up. Right? 

    Kim Allchurch Flick: Fuel. Yeah. 

    Lisa Geason-Bauer: So my mother-in-law, she was really upset and concerned. She’s like, I don’t know how people, and she’s on a fixed income, she lives in a retirement home.

    She’s like, I don’t know how people are gonna be able to afford their groceries. And I was very nice when I said, there are winter farmer’s markets. There are things you can do. It may be inconvenient, but I think sometimes that inconvenience is probably gonna also be better for your health in the long run too.

    But people just, they don’t know what they don’t know. And so my mother-in-law’s awesome. And she means, well, she just, it’s from a generation that ha was, it had so many things like I can’t imagine. Growing up in the sixties and, and then looking at what we have in the two thousands, right?

    The fact that you could get any type of food you want any time of the day, it just it’s amazing, right? We have food from around the world in our grocery stores. And my mother-in-law loves to cook, so she loves exotic things, and I’m just like maybe tone that back a little bit, 

    Kim Allchurch Flick: yeah, indeed. Or get some exotic seeds and grow some under a, a light in the basement or something. There’s fun things we can do. 

    Lisa Geason-Bauer: Yes, exactly. She does not grow. She I literally, I’m growing organic lettuce for her and she’s like, oh my God, I want lettuce, Lisa. Because she’s, she does not grow. But that’s, we all, we each have our own thing.

    But the point, I just think we have to have these conversations though.

    Kim Allchurch Flick: Yes. And I loved what you said is responsible, what, thinking about what are things we can do responsibly that is a, and around a couple of layers of it. But there, there’s a future discussion here and I think it’s super important and ongoing.

    And also for everyone, everything will be in the show notes as well. There’s a lot of links that Lisa’s providing. Is there anything else you’d like to add before the final question? 

    Lisa Geason-Bauer: I think you should talk about the Malarkey River real quick because I think people need to know that. We have an Eco Home page on the Evolution Marketing website that’s in English and Spanish, and we showcased that page when we had our tour, the Eco Home Tour.

    But tell everybody your story, Kim, about what you learned and then what you did with the Malarkey RevX. I think this is just amazing. 

    Kim Allchurch Flick: Here we go. Because I was at your home tour standing outside as you were discussing with that group of people, all the energy efficiencies you’d added to your beautiful home.

    And one of them was these roof tiles, and you talked in detail about the roof tiles and how they actually reflect instead of pull heat in. And I know in older homes, if you’ve ever been in an attic in the summer, it’s in uninhabitable. And how that. This particular roof tile actually helped reflect that back out, but also that you said that, and these roof tiles were made in Oregon and two of us were standing there in Wisconsin saying, that’s an Oregon company.

    This is fantastic. And while my primary work is being a consultant in the same space in Oregon and Washington. I’m also a licensed real estate agent and we were selling, getting our house ready to sell in Beaverton, Oregon. It needed a new roof, so guess where I went for the new roof. Went over very well with the buyers and also two houses that I’m representing now have malarkey roofs on them as well.

    And it’s a very good company that. It has a lot of values driven I things baked into their charter and also my, our solar panels are from Oregon and they’re also from a benefit corporations for good benefit company. So that there are ways to do things that are really super, so it’s sometimes it’s asking the question, I need a new roof.

    What are some options? That are really good for the environment as well, and the good part is the price point was really no different than standard options, so I thank you for that, Lisa, because I didn’t know about a company in my backyard until I went to Wisconsin and saw it on your house. 

    Lisa Geason-Bauer: But you know what, that’s okay because what I did my research, and I think I drove my husband a little crazy before we put our new roof on, and I did all of this research and this was back in 2021, and I came down to it and I was like, okay, I want the malarkey roof.

    And so our roofer company was like, oh, okay, Lisa, they’re out of Oregon, so you’re gonna have to pay. A fee to get it shipped here. And I was like what’s the fee? And he’s like it’s $5,000. And I looked at him and he said, but you know what? Let’s, we’ll do Hals these, if you pay 2,500 for shipping, we’ll pick up the other 2,500.

    And I said, done. So like at the end of the day, yes, I paid a little bit more, but again, this is 2021. So I think the prices have probably come down since then, but. Well worth it because not only does it reflect the sun, it also pulls water out of the air and pulls well, actually pulls smog outta the air and makes, turns it into water, and it’s made with recycled materials.

    So O-M-G-I-I should just go work for malarkey because I’m so obsessed with our roof. But the reality is. There really are some cool companies, to your point about innovation and sometimes we just don’t know because these are newer companies, they have newer product lines, right? So it’s incumbent upon us to do our due diligence.

    But I think it’s hard because there’s so much going on in the world right now that we don’t maybe have the time. So I, that’s the other thing is I would just encourage people, if you have a big decision to make, take some time. Do some research, look into it, talk to people. ’cause that’s how my dad did it, 30 years ago or whatever, a long time ago.

    That’s how my dad and my grandpa did things, is they would talk to people. They were always asking, oh, we have to do this on the farm. Well, what have you done on your farm? And I didn’t ever fully understand that at, but now we, at, on our fingertips, we can ask Google and we, there’s so much more that we can find today where back in the day we didn’t have to, but I think.

    Reaching out to folks in our community is so priceless because let’s learn from each other. I don’t need to reinvent the wheel. So I think that’s a, something that maybe like a, a drawback or throwback to the way things used to be. 

    Kim Allchurch Flick: Indeed, a little bit of research can go a long way and some good keywords, and we have for some that are certified.

    B Labs directory. Or other places, other ways to search too. But keywords like eco-friendly. There’s so many ways to run a search and try and hone it down just a, a little bit and also and. Certainly try and keep it local, but this is an example of where the options weren’t available. So maybe more and more will happen.

    But I think you and I are both so encouraged by innovations and taking advantage of them as well. So for the last question, this is, if you could have dinner with one to three additional people living or deceased, who would they be and why? 

    Lisa Geason-Bauer: So I was just talking about my dad. So my father, my grandmother, and my grandfather are all deceased.

    My grandpa and grandma died on my dad’s side of the family over 30 years ago. My dad passed away 11 years ago. So I would have dinner with all of them and I would actually talk about what we what my company does, and how the world has changed. Because I keep thinking back to, I grew up on a dairy farm.

    My grandfather was born on the family farm. He died on the family farm. My dad was born on the family farm. He died on a piece of land next to the family farm, which was his home. That’s not gonna be my future. I am. I the, where I was, the home I lived in my whole life as a kid, that’s not the home I’m gonna pass away in.

    And just these shifts that have happened in familial like agricultural families where you have a piece of land. ’cause our family farm is 110 years old, and so like I would love to talk with my grandparents and my father about just. My father, not as much as my grandparents, just ’cause my grandparents had been gone so much longer, but how the world has changed and.

    Most people today aren’t born in the same home that they’re gonna pass away in. And most people don’t have that relationship with the land. And so I think land stewardship is so important to me. So I would love to talk with them about that and just see their take on the things one that I’d also love to like.

    Okay. We’ve done these things in my house. We’ve done these things in my yard. What other things could we do? Because growing up on a dairy farm, we did a lot of things that one might say. How do I say it the right way? Were environmentally responsible farming practices, but they also were things that just made sense and it was the way farming used to be done.

    50, 70, 80 years ago, you planted cover crops. You wanted to make sure that in the middle of winter there was something growing so the soil didn’t road. Because we live in Wisconsin and we have snow, and snow comes down and then snow melts, right? So erosion’s always been an issue here, however. More mainstream farms or bigger production, ag farms change their farm management practices to do things that maybe weren’t as environmentally responsible, that then the short term produced results.

    But at the end of the day, there were long-term ecological repercussions, right? And how does what I learned as a kid and what our farm did, and all of us kids working on the farm, how does that then translate to what I’m doing today? I’m striving to use that same mindset, of like a addressing, not per se I don’t have cover crops because I don’t have that big of a spot of land to have cover crops.

    But I have trees and I’m taking care of my trees and I’m planting things with the trees and and just trying to. Make good decisions. And so I would love, I think, to talk to my grandparents about that because they lived through the recession and as a child, like we had a cellar, and then the, the cellar were jars of, everything was tanned, or it was pickled.

    And then we started freezing things. I remember we got the chest freezer, I don’t know, maybe I was seven, five or six. They got this chest freezer and it was this big deal because then the meat went to the chest freezer, and so just all of these things that. To me we’re like huge technological changes, but have actually revolutionized how we eat, how we feed ourselves, how we take care of ourselves, right?

    And to see, and then the sustainability space. ’cause my grandpa would always be like do you really need that? I said this earlier, do you actually need that? No, I want that. You don’t need it, Lisa. That’s fine. Don’t worry about that. You don’t, you only worry about what your needs are.

    And I think if all of us as a society, maybe we’re less consumer driven, consumer product driven, I, I think that would make the world a better place and maybe help to address some of the plastic problem and. Other overproduction problem that we have. 

    Kim Allchurch Flick: Oh, indeed. What a beautiful table. I am so appreciative.

    I think there’s future conversations and let’s talk about that. Everyone, thank you so much for being here, listening. This is really special. This conversation is going to continue and we hope that you’ve all picked up something. Show notes are there for you. And this is Kim Allchurch Flick signing off with the Mighty Measure Podcast.

    Wishing you a wonderful day. Thank you all very much. Bye-bye. 

    This Episode’s Guest: Lisa Geason-Bauer

    Lisa Geason-Bauer's headshot. She's smiling and looking at the camera with glasses on, standing outside with trees in the background

    Lisa is a sustainability, ESG practitioner and has been helping companies tell their impact stories for almost two decades.  As a consultant she has worked on projects in supply chain sustainability (i.e. product transparency), social sustainability (i.e. workforce engagement, culture and DEI), renewable energy, energy efficiency and the green building space.  Lisa is a co-founder of  B Local Wisconsin  and current co-President.  B Local Wisconsin’s nonprofit mission is to connect, support, and educate Wisconsin businesses on how to drive positive community impact through adoption of sustainable and inclusive practices.  Since 2016, Lisa has helped companies become Certified B Corps and she is Wisconsin’s only consultant to have completed multiple (2023 and 2026) B Lab US & Canada Trained B Consultants Programs.

  • Language Access, Impact Measurement, and B Corp V2 with Jeffrey D. Stewart of Enharmonic Encounters

    Language Access, Impact Measurement, and B Corp V2 with Jeffrey D. Stewart of Enharmonic Encounters

    Jeffrey D. Stewart, founder and executive director of Enharmonic Encounters, joins Kim Allchurch Flick. Enharmonic Encounters helps companies measure impact and amplifies non-English speaking stakeholders through language access.

    Stewart describes becoming the first company in the United States to certify under B Lab’s new standards (V2) and explains the need for real case studies to show compliance is possible across company sizes.

    He traces his path from a Fulbright experience in Brazil to working at B Lab as a Portuguese-speaking analyst certifying over 100 companies, then launching a translation practice combined with B certification consulting.

    They discuss global versus local impacts, the growing need for language access amid B Lab’s global consolidation, and key V2 updates including required climate action planning, continuous improvement mechanisms, equity integrated across standards, and higher-level governance buy-in, as well as early challenges setting qualitative climate SMART goals.

    Listen Now

    Time Stamps

    00:00 Welcome and Intro

    01:15 First on New Standards

    02:50 Fulbright to B Lab

    06:35 Founding Enharmonic

    11:20 Community at Crossroads

    19:38 Local Meets Global

    28:42 Climate and Improvement

    35:55 Purpose and Governance

    41:05 Obstacles and Optimism

    48:09 Stories and Next Wave

    50:13 How to Connect

    53:14 Dinner Question Finale

    56:21 Closing Thanks

    Kim Allchurch Flick: Hello everyone. Welcome to the Mighty Measure podcast. This is Kim Allchurch Flick and I am so delighted today to have someone who I met at the Champions Retreat in 2026. Jeffrey Stewart, who is the founder and executive director of Enharmonic Encounters, one of the coolest names I’ve ever heard, dedicated to helping companies measure their impact and amplifying the voices of non-English speaking stakeholders through language access.

    As an expert consultant on the B certification process, placing Enharmonic encounters at the helm of the world’s largest. Third party verified socially responsible business movement as the first company in the United States to certify on B Lab’s new standards, otherwise known as V two. Jeffrey is uniquely positioned to guide companies on their B certification journey, ensuring that companies values shine to the fullest extent.

    Today we’re gonna talk about trailblazing on B Lab’s new standards, and there’ll be a lot of takeaways and good discussions here. Welcome, Jeffrey. It’s so good to see you again. 

    Jeffery D. Stewart: Thank you, Kim. I really appreciate the invitation. 

    Kim Allchurch Flick: Yes. First of all, congratulations being the first. You are truly a trailblazer and I believe that you and I as other be certified or be meg, be trained consultants.

    I’ve been learning about the new standards and giving feedback on the new standards for a while, but to actually embed in them and complete, that’s a first, so congratulations. 

    Jeffery D. Stewart: Thank you very much. This achievement means everything to us, and you’re exactly right that for quite some time now, we’ve been speaking about the new standards we’ve.

    Been doing our best to study and prepare ourselves for compliance. What we ultimately needed was to begin seeing examples, real examples of companies implementing the requirements, verifying what works and what maybe doesn’t work. And we really needed to see how companies were approaching the requi, the requirements.

    I’m glad that at N Harmonic Encounters, we were able to set an example for our ecosystem and show that compliance is indeed possible for any size company and for any, well, almost any industry. 

    Kim Allchurch Flick: I concur. Let’s go back to your story a bit and what led you to this, and a lot of listeners may not even know what B Corps is at this point, but what has been your journey and inspirations that brought you to this point?

    Jeffery D. Stewart: Really, everything began for me with the Fulbright grant that I originally applied for back at the end of college. I applied for that grant in Jordan. At that point in time, and still today, I was very serious about studying Arabic and I wanted to put those skills on the ground in a real environment. I then applied for a Fulbright grant coming toward the end of college, and ultimately Brazil gave me a chance instead of Jordan, since the program is very prestigious.

    I decided to go to Brazil and learn Portuguese, which at the beginning was not part of my plan at all. I was so focused on taking Arabic to the next level. I had never considered Brazil Brazilian culture or the Portuguese language before. Then as it happened, that Fulbright experience changed my entire trajectory.

    That when I came home, I knew that I wanted to have my own practice in translation. One of the biggest things that the Fulbright did for me in Brazil was that they gave me experiences and real opportunities to leverage my language skills in the work I was doing in Brazil, in federal universities. I then saw that.

    The, the language profession was something very serious for me and I wanted to take it forward. When I got home, I then understood that eventually I would have my own practice, but I needed to get started in my professional career some other way. I wasn’t going to be able to have my own company and start making all this money right away.

    I decided that I would need to pursue a normal employment kind of experience first, that pursuit led me to B Lab as it happened. At that point in time. B Lab was searching specifically for Portuguese speaking individuals to serve as analysts for companies pursuing B certification. I knew nothing about.

    B certification. Nothing about sustainability really. My college studies were in music performance, but I did have the language skills that B Lab was seeking. So that’s how I found myself entering into this ecosystem of certified B Corporations through the year and a half that I worked as an analyst at B Lab, I personally certified over.

    100 companies, of course in Brazil, throughout South America, really all over the world. That showed me how it looks for businesses to run their operations in a different way, in a way that prioritizes people and planet over profit as it happened that could, that was the best thing that could have happened, because I originally had.

    An idea of what I would wanna do. And now through the experience working as an analyst, I had a much clearer image of how I would run my own company. Those two things were pivotal in those early days. And then when I departed from the analyst position at B Lab, a third element came into play that was.

    The experience gained as an analyst would be very beneficial for companies because as we know, the certification journey is sometimes long and complex. Companies often benefit greatly from working with someone who understands the in and outs of the process, knows what to expect from analysts, from the audit, and can guide companies accordingly.

    I then understood. Not only would I have a company based around translation, but we could also add this very niche consulting service to guide companies on their B certification journey. That’s what led me to found N Harmonic Encounters, which the name by the way is giving or paying homage to. My studies in college in music performance and harmonic is a music theory term to signal that when you have in sheet music two notes that look different on paper, yet they sound the same to the ear.

    That’s kind of where I was going in terms of aligning different voices or different viewpoints to be on one accord and I’ve. Been threading the needle in that where whatever industry or whatever company that comes to the B certification journey or whatever stakeholder that needs to engage in crucial conversations on people and planet, whether they be a Portuguese speaking individual, Arabic speaking individual, or English speaking individual, or even any other language that.

    Through our partnership, we are able to align all of those different linguistic backgrounds or all of those different business perspectives to be on one accord that is very powerful today and relevant to the new standards for B certification in that we’re making a larger push than ever toward collective action.

    That is to put all of our voices and all of our efforts together and to leverage them to be a much stronger force than any of us could have been individually. 

    Kim Allchurch Flick: That is so fascinating and what a beautiful gift you’re bringing to people and that is that of language and translation. And while you were talking, I was thinking back on all the opportunities I’ve had to perhaps learn a language to fluency and I have studied some and yet have fallen way short of the mark of really being able to communicate.

    Any other language I stumble upon and I really admire that you did that. And also this story of serendipity where going from Jordan to Brazil, totally different continents, perhaps even different hemispheres, and yet it was, ended up being a gift because it led you into the B Lab community where Jordan May not have who knows what that we can’t know what the other path might have been, but what an incredible story 

    Jeffery D. Stewart: Indeed.

    I often look back on it today, and you’re absolutely right that it’s impossible to predict how things could have been otherwise. Although what we often say is that hindsight is 2020. That, that particular decision the decision for Fulbright to give me a chance in Brazil instead of Jordan, that changed everything both in my life and for my family.

    Brazil has become very personal in my life, and now it’s a permanent part of my life. I was blessed to meet my wife in Brazil. Today, my in-laws, a whole new part of my family is in Brazil, and we go regularly and it of course informs the, the never ending journey of learning of the language and culture that plays a direct role in the type of language access that we provide at end Harmonic encounters.

    Kim Allchurch Flick: Absolutely. And it leads me to my next question. What do you see in your community and how is the community that you see solving it, solving problems that are of life experience, but also what is, what are you seeing as solutions? But I also wanna add that there’s. More than one community for you, there’s the Brazil community and the US community and your local community and more global.

    How does that feel for you and how do you think about issues in Brazil? Issues in the us Not necessarily as competition or contrast, but in their own worth. What is true for the people in Brazil and what you see there and what is true for the people in your local community in the US and how does in, Enharmonic encounters be a part of finding solutions and working with those communities?

    Jeffery D. Stewart: I’ve often seen myself and have identified in many ways in our. Global ecosystem of certified B corporations. I mentioned earlier that my start was as an analyst at B Lab. Since then, I’ve really grown and expanded how I’ve served this ecosystem, both in the United States and both in Brazil and on a larger global context as we know.

    B Lab as an entity is moving toward a global consolidation, whereas in the past it has been or focused on different regions. For example, United States and Canada has been one. There are various Sistema Bay presences, for example, Sistema Bay in Brazil, or Sistema Bay. Mexico and others. I’ve seen that our community, particularly now, is at a crossroads where the update in the standards has been implemented as a way to meet the current challenges that people and planet are facing.

    One of the biggest concerns with this update is. How companies will remain compliant and how they will rise to the occasion. And so what we’ve done in pursuing the certification on the new standards and being the first company to do so in the United States is begin to give our ecosystem a clear image of how it looks to meet the new standards, ultimately seeing others.

    Complete something that we are ourselves are pursuing, I believe, gives us a higher sense of confidence. It gives us more encouragement and really sets a path that we ourselves may consider adopting in some way. Of course, that’s going to look different in the case of every company, and the magic of this transformation is that gradually we will see different.

    Ways that companies spotlight their form of meeting the new requirements. Ultimately we need to see some real case studies and that was part of the biggest motivation for us, that End Harmonic encounters when we took that step. We want to do everything possible to, of course, build our credibility among stakeholders in our ecosystem, but also serve.

    As a resource to communicate to companies that in making this transition, companies are not alone in embarking on this journey, and from our part at an Harmonic Encounters, we’re here to serve in any way we can. That was one of the major points for us in how we identify and what we’re seeing in our community.

    There’s also another element. That element is really how we’ve been working to embed our language access arm at end, harmonic encounters with the global consolidation of B Lab. Ultimately, that’s going to mean a higher need for language access. That’s really what we’ve been seeing more and more in our community in September last year.

    Right before COP 30, which was held in Brazil, I had the privilege of attending the equivalent of Champions Retreat in South America is what is called, that is the, the premier platform in South America for, for everything B Lab related. Last year in Quent MAs Bay was held in Brazil, and it was my first time attending this conference.

    It switches countries every year and it’s on a biannual basis. The, the previous one they had was in Mexico. This current one, or this most recent one was in Brazil. That really did something for me in showing me and showing our team at end Harmonic encounters how we’re able to. Step up even more for our ecosystem.

    We’re not just about being one dimensional in how we show up and serve our community. We see that everything that we’re doing and every part of the expertise we have is applicable to our community, and we are fully dedicated to pouring everything we have into it in Entro MAs Bay in Brazil. Was a coming together of the entire continent of South America.

    Not only were there Brazilian companies, there were also Mexican companies, Colombian companies, Argentinian companies and stakeholders present. You can imagine the kind of linguistic celebration and cultural celebration that that was. That’s not something that we see to the same degree. In the United States or at Champions Retreat.

    And so what we’re looking to do moving forward is to leverage our linguistic expertise, our language access services, to once again be at the helm of driving this ecosystem forward. And we believe that we are uniquely positioned to do so on the basis of yes, our. Consulting work. Were deeply embedded in the standards and the jargon of this ecosystem.

    But then when you combine it with the lifelong journey, that is language learning and a never ending pursuit, I often compare it with the work of professional athletes that even when. An athlete arrived to the NBA to the NFL to is even on the World Cup platform. Those athletes do not stop training and refining their craft.

    That’s language learning, that is the provision of live interpreting services. We’re saying that we are uniquely positioned in a multitude of fashions to see our ecosystem. To make our for people and plan it and pushing it forward. 

    Kim Allchurch Flick: Wow. I’m gonna share an observation as well because BB Lab and a lot of social enterprise talks about how it’s important to think local and you have grown up and done many things overseas.

    I myself grew up overseas, mostly in, in Europe, was exposed to different languages, and then later in life I got an international master’s and have been part of the Global Trade Center in, in. The Oregon area and the way I see local is important, and yet there are chemicals internationally all the time everywhere, and it can be through a supply chain.

    For instance, one thing I learned one of my first B Corps journeys with another company was helping a winery very, very local. The grapes are on site, making the wine on site, and yet the corks and the barrels. Come from overseas. And so an international component. I see even in some service companies or growing companies sometimes.

    Sometimes the international connection is through who they employ. How the diversity comes in is someone an immigrant who is part of the employment as well. So local can mean something. But listening to you speak, it seems if we keep ourselves in a bubble that is defined by whatever individual might think what local means, we’re losing the beauty of that.

    That emphasis that the world is connected. And I also really appreciate what Rebecca Dre has done as being part of creating the purchasing with purpose movement, which is how to think about connecting. Across all sorts of networks to think about how do we purchase together, work with each other, network, work with each other for purpose.

    And it goes across a lot of local lines and you’re bringing up so much with the language piece, which makes you as, a B certified consultant or B train consultant, as am I, an and a growing number of people, that there’s this uniqueness to you that I’m really so happy to talk about today because it’s fascinating, it’s important, and I was wondering if you could address that a little bit before we dive into what.

    What V 2.1 looked like when you were deep in it? I, myself am in V 2.1, not even close to being finished with it yet. And and we’ve both been, trained in it and working with it and giving feedback on it. But before that I was just wondering if you could speak to that international and local.

    Local piece that I brought up because listening to you really inspired me to think that it is important to see the global impacts that we all have or the global influences. Even though focusing on local is remains important. 

    Jeffery D. Stewart: That’s correct. I believe that with the new version of the standards, we are of course encouraged to consider local in various ways.

    We’re also encouraged to look at the supply chain in general, and in fact, encouraged to be more deliberate about our relationships with suppliers and how those suppliers even treat their own team members. When we look at the, our global ecosystem in general, the majority. Of certified B corporations are located outside of the United States.

    According to my most recent numbers, there are about 1,800 companies, certified companies in the United States. I believe there were upwards of 3000 or so when you consider the United States and Canada. Then our global ecosystem is over 10,000 Now, I believe there’s something to be said about the, the collective power that we have when we look beyond the United States.

    There are plenty of case studies and plenty of examples of how companies are prioritizing people and planet that. We would benefit greatly from considering. Oftentimes, I feel that those stories don’t reach us either because of distance, oftentimes because of language barriers. One of the main pieces that we’re emphasizing, which we found in ourselves over our journey toward.

    Version two of the standards is that many of the voices, narratives, and solutions that are crucial in facing the challenges in front of people in planet today are with stakeholders, non-English speaking stakeholders. Those voices, narratives, and solutions need to be brought to the fore, and they need to be made accessible to the rest of the world.

    We believe that. That’s going to play a very crucial role in taking us to where we want to go in this ecosystem to creating a world that is more just more inclusive and an economy that is more regenerative that has to go well beyond the borders of the United States. And so through the new standards.

    Through the collective, the, the direction more toward a collective voice that we’re now emphasizing through these new standards. We believe that both local and global need to be part of the conversation. 

    Kim Allchurch Flick: Yes. And it reminds me of a friend of mine who is a professor at a variety of places, including in Paris and Berkeley and Portland State wrote a book called.

    Brand global, adapt local, and it isn’t necessarily B Corp focus, but the gentleness and the concern about how different cultures may not interpret something a company is trying to say. If it’s too broad and if the same message is going everywhere, it will mean different things. So to think about.

    Adapting local means taking a look at it. And when I, sometimes I teach a little bit at Portland State and small business development center, and one thing I teach is marketing and branding and we look at branding failures and there are some, and most of them are cultural, that the companies didn’t do enough research to find out how a culture will interpret what they’re trying to say.

    So it’s really a fascinating topic and I think that you also bring that expertise as well about what it means to reach out and communicate with someone somewhere else and be able to adapt language that suits their needs instead of assuming that our message will mean something. Because sometimes it can really, there’s some funny ones, but there are some, some crisis ones as well, and to.

    To know that is meaningful.

    Jeffery D. Stewart: Indeed, it is very meaningful and I’m so glad that it’s a topic that we can move toward having more and more and to make more commonplace. I maybe because it’s in my nature now, or from what I’ve been studying, I’ve always had a desire to. Engage with the world more widely through, through different languages.

    That, that seems to have been my channel or what I discovered in myself. But of course there are plenty of other ways, but I’m glad that we’re able to leverage not only our, what of course is now our vocation, but to for it to also be aligned with. Something that we generally, genuinely like doing, that’s a blessing for us and we’re proud to continue to move in that direction.

    Kim Allchurch Flick: I love that you said genuinely like doing. I think that’s something about this whole community, even though sometimes it can be tough, it is really a joy to work with companies that are trying to be a force for good. So as we go into your experience in B 2.1, could you also tell us a little bit about, just in general, what obstacles and issues are you seeing and in, in your work in the community and.

    If anything, how can V 2.1 shine a light on some of those issues, positive or negative? 

    Jeffery D. Stewart: One of the biggest additions about version two of the standards is all companies are now required to take some kind of action on climate change from the very smallest companies to the very largest companies. Taking action on climate change has, in a way been viewed with concern because of course, when you look at smaller companies, the resources might not always be available to measure greenhouse gas emissions or, step reduction goals, offsetting and so on.

    What the new standards require, even from the smallest company for us, from US at end, harmonic Encounters, for example, is to create a climate action plan that contains, among other things smart goals. The smart goals will list actions that we take to ultimately address and combat the climate crisis in some way.

    It doesn’t mean that we measure scopes one, two, and three of our emissions, in fact, that’s not part of the requirement for the smallest of companies. Of course, that is always the best and encouraged practice, but really the spirit of climate action for smaller companies is to not get bogged down with.

    Measuring greenhouse gas emissions, but rather to take some action because at the end of the day, taking some action is better than remaining stagnant. There’s nothing wrong with better Mo moving forward in some way. That’s ultimately what it’s about, and in fact is aligned with probably what I would say is, has become the slogan of.

    B Lab, or particularly around the new standards, which is a continuous journey of improvement. I believe that phrase has come to the fore in a way that was much stronger than before. On the previous version of the standards, companies weren’t really held accountable to making improvements over time as long as they.

    Maintained the minimum score of 80 points, then they were deemed eligible for certification and remained in the ecosystem. There was no mechanism to measure what has been done over the years for certification ultimately, that allow companies to remain stagnant in their journey on continuous improvement.

    The biggest update now with version two is that there are mechanisms in place that mandate progress be taken, that progress be made over the years of certification, and that shows up in new requirements that will only come into play in years after the initial certification on version two. I think that is.

    Going to be very significant in getting all companies aligned on the collective action piece that no longer are we identifying high performers or individual companies in the sense that they are different things that they’re doing, or they scored very high, they scored. Over 150 points on the previous version.

    It’s not about highlighting high performers anymore. It’s about leveraging the collective voice of an entire movement that is implementing a blanket set of standards. Climate action is one of those standards.

    Kim Allchurch Flick: I concur, and I love that you said it’s a continuous journey of improvement and you don’t reach a goal. You can celebrate it, but the goal’s not the end. The goal is the journey and part of it. The other thing I really appreciate about the new standards and part of it’s my training, I was also, I’m certified with the Institute of Equity Centered Coaching and just as a white person trying to learn as much as possible and be an advocate, be an ally, but I love that equity is not a category.

    It’s more of an imperative that overarches everything in the standards because climate considerations have to also consider equity. Employee considerations also have to consider equity. Community considerations should also consider equity. What does that mean? And I look at it as, as one of the benchmarks that are part of the values that I’ve learned is to look and examine.

    If there’s a question and a decision to be made, the question is who benefits, who’s burdened, who’s left out? And sometimes those left out, it’s okay because it, it’s not harming them to be left out, but to measure things against that. So when we’re making climate decisions, purchasing decisions employment decisions, that those three things, who, who benefits, who’s burdened, who’s left out can.

    Kimberly help us. And the V 2.1 standards seem to help us incorporate that equity decision making across the board. And I was wondering, since you’ve been deeply fully through and submitted the new standards, how did that appear to you? And was what is, was it as good as I think it is supposed to be or what challenges and obstacles do you see?

    Jeffery D. Stewart: I believe so that it is becoming as good as we would hope it would be. Certainly moving the needle from where we were before. One of the, to be honest, if we talk long enough, we could say that all of these pieces from the new requirements are so significant for this particular moment. Another of the biggest elements of version two is that there needs to be approval from the highest governing body for various requirements.

    That means that at the very top of any company there not, there needs to be not only awareness, but also buy-in and. A willingness to remain committed to those requirements that are held for a company, not just in the beginning, but over time. For us at N Harmonic Encounters, that was key. And really identifying our purpose.

    I, I, when we’re. When we continue to think about these standards and then serve our partners on their B certification journey, what we’ve found is that the new standards really move us in a direction of intentionality. In defining our purpose, I’ve discovered that the purpose is really connected.

    To every subsequent requirement that appears for companies that starts off from the purpose and stakeholder governance impact topic, where companies are required to define a purpose statement that is articulating why they exist and how the work that they do generates a positive social or environmental impact.

    That’s a bit different from a mission statement. We find ourselves distinguishing between the two, that a purpose statement can be a part of a mission statement, but a mission statement isn’t always automatically a purpose statement. When we got down to it, we defined our raison death, why we exist and connecting it.

    To a positive social and environmental impact. In addition to making explicit the integration into our strategy and demonstrating business relevance, when we did that, we found that every subsequent requirement goes back to that purpose statement. I believe that’s a huge discovery for our ecosystem and a nugget that we should take with us moving forward.

    Because the definition of that purpose ultimately leads us to make decisions for every other aspect of our company. For us, at End, harmonic Encounters, we defined our purpose as incubating a world. Really we were thinking about our ecosystem of certified B corporations empowering it. To be more inclusive, accessible, and representative of our diversity, particularly that last part, representative of our diversity, that then leads us to make certain decisions on the partners we serve.

    It leads us to make certain decisions on the, on our supply chain where we direct our spending. It leads us to make certain decisions on the community investments that we make and so on. It leads us to make decisions on our Jedi actions, our collective action examples and so on. It really shows up in every single aspect.

    And so I believe that we need to really focus on the purpose of a company, get that locked in, and then we can really. Take the next steps. It really guides us in how we approach the next steps on, on the B certification journey. 

    Kim Allchurch Flick: And what I’m hearing too is there’s kind of this joy of discovery that sometimes the purpose statement comes first and a company might build around it.

    But it also sounds like on your journey that the journey itself helped create, inform, and evolve a purpose statement. That can be a really dynamic process, and it doesn’t mean that a statement has to be static through time. It can last a long time, but as times change, and we’re recording this in 2026, there’s what I’m hearing from you is it’s also giving you some freedom to develop and question and hone a, a purpose statement as the company itself.

    Hones and grows and adapts and evolves and improves and all the things that companies do. Very few of us are standing still. I love what you said. I was also wondering if you could speak a little bit to what obstacles your and issues are out there for you and clients, what you might be seeing, and then we’ll go into what makes you optimistic too.

    Jeffery D. Stewart: Sure that’s a very relevant point to raise, particularly in the early days of version two, allow me to bring up the climate action plan again, as in this area as well. I’ve been seeing a little bit of un uncertain uncertainty, a few obstacles around setting the smart goals. I had mentioned before that small companies are not required to measure greenhouse gas emissions.

    In fact, that only comes into play for large companies and above. That means that for the majority of the ecosystem, a considerable number at minimum, companies aren’t gonna have to do that. I found early on that. Not measuring greenhouse gas emissions isn’t necessarily bad in and of itself, but it seems to make setting smart goals a little difficult in that, my sense initially is that we wanna have some kind of reduction goal very specific with a percentage.

    For example, we want to. We want to emit, 25% less emissions than a baseline year. You can’t really do that if you don’t first have a clear image of the inventory by measuring the different scopes and setting goals that way. However, the standards do allow for the setting of smart goals that are qualitative.

    The smart goals can be both quantitative, they could be quantitative or qualitative, but it seems, at initial glance in these early days, I repeat that we have a natural tendency to want to set quantitative smart goals on climate action. How does it look for companies to set qualitative goals? Are still compliant, that that’s an area where I still would like to see more definition, more examples of how that looks.

    We’ll get it in due time while we’re at this early stage. That’s still an area that we’re wrestling with a bit. 

    Kim Allchurch Flick: That’s. I concur. I hear you speaking, saying yes, this is a dynamic process and those are very good things to consider. What makes you optimistic?

    Jeffery D. Stewart: What makes me optimistic is the gravity and the weight of this moment for our ecosystem. The update for version two of the standards took four years, if I’m not mistaken. A lot of stakeholder feedback, a lot of things that were taken into consideration. Some four years it took for us to reach this moment.

    The moment has arrived at the end of September this year. The new European Union regulation will go into effect, and that in fact is what? In fact has driven in large part this, this significant transition for our ecosystem this year. Not too many companies, at least in the United States, will be certifying on the new standards, but for those who are subject to the new European Union regulation, they will seek to do that next year.

    A slew of companies, a myriad will be due for submission, and so at that point in time, we will really begin to see un mass, how our ecosystem is entering into compliance and making their case for all of these requirements. What makes me optimistic is that any initial kinks. Uncertainty in the new standards will begin to be addressed with that large number of companies that will be submitting, going through the audit, corroborating the requirements with their evidence, substantiating their arguments, and so on.

    That makes me very optimistic because it’s really through real live case studies. I think that we will most efficiently move forward. At present we work with the guidance and the information that the standards and that B Lab provides. Although real examples from companies give us it seems to me that gives us a, a.

    A clear image. And so my optimistic is really based on seeing this large wave of companies now come to submission and get to the other side 

    Kim Allchurch Flick: and stories matter and it’s fun. And I also see, and I’m one of them, my, my company re certified in the old. Version in November. This is a handful of months ago, and yet I’m in the V 2.1 and the way I’m looking at it, because I like to know how things work and if I’m going to share something with others and encourage others not to wait, because even though there’s a if companies are already certified, that’s a beautiful history of documentation and learning.

    And yet look at the new standards as a fresh start. It is a year zero, and it is a way to take everything, whether certified or not, and start to establish a new baseline that takes us into something. And learning how it works is, for me, is part of the joy. Yes, it’s part of the work and it can be part of the frustration, but yet it’s also.

    Part of the joy and everything you’ve said about this is a lot about the reasons why and the dynamic and the positivity that can come from it. So I truly appreciate your words about this and how the ecosystem can be stronger because of it as well. 

    Jeffery D. Stewart: In fact I wanna highlight what you noted on the storytelling.

    I believe that that’s really what it is, that stories. I’m not making this line up myself. I actually heard it somewhere, so I’ll give wherever I heard. The credit stories are what move us, I believe more than anything. When companies reach the end of the audit with the po, with the positive decision, it then enables them to.

    Tell a story of that journey, of that experience, that’s what’s gonna move companies, and that’s where B Lab is heading. I see. In amplifying more stories to highlight the innovation of such a wide array of companies in this ecosystem, yet somehow all aligning on. What is now a, a blanket set of standards applicable to everyone, that’s gonna look different for companies.

    We need to hear those stories in every case. That’s really what will move us forward and encourage companies to join us and continue to grow this ecosystem at Enharmonic Encounters, we are fully committed to contributing to that growth. Whether through retention or through welcoming new companies into our ecosystem, our pursuit and success early on in this b certification process hopefully will give us a, a jumpstart to, to that storytelling, to inspire other companies to follow along.

    Kim Allchurch Flick: Yes. And I do think that B Lab and we can all do a better job of sharing the stories and getting them out there so that people can find them. But that’s part of the journey. What else would you like to say and how can people reach you? 

    Jeffery D. Stewart: I would like to say that for all companies out there that are considering or concerned in some way.

    About compliance on version two of the standards. Please know that this journey is more than feasible and more than worth the effort, the requirements. I believe once companies begin to dig into them, companies will find that the requirements are doable. They may not be as intense. Some may not be as intense as the former version, whereas others may be more intense.

    Certainly there will be some new things that companies encounter, whether from Jedi or from a more deliberate focus on the supply chain to the consideration of certain impacts in procurement decisions. No matter where we are in the standards, there is a path forward and I want all companies to know that from our part at end, harmonic Encounters.

    The whole reason that we embarked on this journey so early was for this moment so that we could be as equipped as possible with as many resources to serve you. We are available. On our website at www.nharmonicenc.com. I’m also very active on LinkedIn at Jeffrey D. Stewart, and we’re also available on Instagram at n Harmonic e nnc too.

    I should say. And Harmonic ENC as well. We want all of you to engage with us. To learn more about our story and understand that we’re here to help you in any way we can. We’re so glad to have accomplished what we’ve accomplished early on. We know that it’s for a higher purpose, and we stand ready to play our part.

    Kim Allchurch Flick: Oh, beautifully said. And I see you as a community builder, a connector, catalyst, and, we can create more together. It’s also really interesting that B Corps is now not the only verifier of benefit corporations, and I think that’s a good thing, that there are other ways to go that create more of a common ground community and to consider purchasing with purpose.

    And I think the new standards are more key to embrace that possibility instead of trying to be. Exclusive. It’s more inclusive. Now. For the final question, it’s a fun one. If you could have dinner with anyone, up to three individuals living or deceased to have a table of four, who would they be and why?

    Jeffery D. Stewart: That is a very tough question, and I’ll tell you, I spent some time thinking about this one. Allow me to go back to my days in college. What exactly sparked in me? A desire to pursue languages in my career or to center things around being a language professional. In my very first Arabic class in college, Arabic 1 0 1 a, a basic course for beginners.

    There was a point where I was on YouTube. I looked up, I don’t exactly remember how, but I found myself watching this video in the aftermath of a very tragic event in Ra, in, in tortilla.

    The then Prime Minister of Tortilla was addressing the nation on that tragic event, and there was live interpreting into Arabic. Of course those early days, I understood very little of the live interpretation. It was on El Ja Zura. Yet somehow the words of that interpreter touched me and moved me a great deal.

    Still today. I remember it fondly that was, can you believe 11 years ago? I heard that YouTube video I listened to it time and time again over the years, gradually understanding more and more of the live interpretation into Arabic. But when I really get down to it, that video is what inspired me to pursue everything that I have as a language professional, not just related to Arabic, but really related to everything.

    Unfortunately, I don’t know the name of that Arabic interpreter on El Jazeera’s network, but if I was able to somehow obtain that information and contact that individual, I would want to have dinner with them and learn all about their life trajectory and how they achieved everything that they’ve achieved as a language professional.

    What they did on that video. On that occasion, which was tragic, really set the tone and gave me a clear image of what I would wanna do someday. For me, that is the equivalent of appearing on the World Cup stage or appearing in the Super Bowl or any other equivalent in sports.

    Kim Allchurch Flick: I hope you find that person.

    Jeffrey, thank you so much. I love. Time with you listening to you, your brilliance, and I appreciate every listener who’s here and the future ones. Thank you so much. This is Kim Allchurch Flick with the Mighty Measure Podcast and coming soon, Mighty Impacts Continuum cohort learning.

    We appreciate you. Have a wonderful day. 

    This Episode’s Guest: Jeffrey D. Stewart

    Jeffrey Stewart headshot - smiling at the camera and wearing glasses, a light blue shirt and gray suit jacket.

    Jeffrey D. Stewart is the Founder and Executive Director of Enharmonic Encounters LLC, dedicated to helping companies measure their impact and amplifying the voices of non-English-speaking stakeholders through language access. As an expert consultant on the B Certification process, placing Enharmonic Encounters at the helm of the world’s largest third-party-verified, socially responsible business movement as the first company in the United States to certify on B Lab’s New Standards (V2), Jeffrey is uniquely positioned to guide companies on their B Certification journey, ensuring that companies’ values shine to the fullest extent.

  • Why Climate Capital Isn’t Flowing – and How to Fix It with Sean Penrith of Gordian Knot Strategies

    Why Climate Capital Isn’t Flowing – and How to Fix It with Sean Penrith of Gordian Knot Strategies

    Sean Penrith, CEO of Gordian Knot Strategies, a climate finance consultancy aiming to mobilize $1B per year by 2030 (and having mobilized $1.67B to date) joins Kim Allchurch Flick. 

    Penrith shares his path from entrepreneurship in Argentina to founding a sustainable glass company, then moving into climate policy, carbon markets, and impact investing in Portland before launching GKS to “translate” between capital providers and climate projects. 

    He argues climate capital isn’t flowing due to a nature-negative economy, lack of standardization, unclear risk/return profiles, and failure to price ecosystem services viewed as public goods. 

    GKS focuses on nature-based solutions while also evaluating energy and tech options. 

    He urges consumers to choose responsible banks, support climate-forward policymakers, and pressure companies, and defends carbon markets as a conduit moving capital to Global South “carbon sink baskets,” despite corporate fear of reputational risk.

    Listen Now

    Time Stamps

    00:00 Welcome and Guest Intro

    01:36 Sean’s Entrepreneurial Journey

    04:52 GKS Mission and Funding Gap

    06:03 Why Climate Capital Stalls

    08:11 Nature-Based Solutions Focus

    10:28 What Consumers Can Do

    19:31 B Corps and Better Standards

    23:34 Carbon Markets and Reputation Risk

    28:56 Nature’s Fast Comebacks

    32:44 Trillions Needed and Leadership

    35:09 How to Reach Sean

    35:28 Dinner Guests and Wrap-Up

    Kim Allchurch Flick: Hello everyone. Welcome to the podcast. I’m here with Sean Penrith, the CEO of Gordian Knot Strategies, GKS, a climate finance consultancy, serving multinational corporations and endowments, agencies, project developers, consortiums, and impact investors across the us. South America, Africa, and Europe.

    GKS goal is to ignite climate solutions by mobilizing a billion dollars in impact investment per year by 2030. Sean was a senior technical advisor to the Integrity Council for the voluntary car carbon Market. This I-C-V-C-M and an observer to the green bond principles. Sean presents frequently on topics that include conservation, finance, business scaling.

    Climate, smart agriculture, carbon mechanisms, policy and markets, the future of sustainability and climate change. Our topic today is why climate capital isn’t flowing and how to fix it. What an incredible topic. Thank you so much for being here. 

    Sean Penrith: Thanks for having me. 

    Kim Allchurch Flick: And I understand you are in Europe.

    We’re recording across several time zones and it’s just a delight to have you, and I admit this is a topic I don’t fully grasp well in terms of climate and finance but having concerns about the climate and being able to talk with somebody who’s trying to fix those concerns, to me is a great pleasure and a privilege.

    So what has been your journey and the inspirations that have shaped. Where you are today? 

    Sean Penrith: Yeah. Let’s see if I can condense that for you. Kim. So when I was young, I was always very entrepreneurial and I started a business after I sail the yacht across the Atlantic in Argentina. And the business was very lucrative.

    But it was one where. I began to question like what the purpose was for making the money and. It wasn’t that we had an illegal business or anything, it was in Argentina where, things are a little bit loose and when the phone would ring, I ring, I would jump wondering, oh my gosh, is there some issue at customs or what’s going on?

    And. I decided I needed to do something about it, so I went home to register. I’m from Cape Town, South Africa, so I went home to register for an MBA and while I was there, I started a sustainable glass company with my co-founder. And the reason that I wanted to do it was because I had this sense that if I did something with real meaning and with real purpose, it would satisfy me and make me more comfortable with what I was devoting myself to. So it was really an inner sort of calling or message, if you will. And so I was the CEO for that company for 14 years. We set up factories in different parts of the world, and then we sold that and I moved to Portland, Oregon, which.

    As you well know is the Center for Sustainability and everything that is happening on the energy efficiency and the green movement. And I got heavily embedded in the world of climate change, climate policy, carbon markets, impact finance. I actually started with our team a, an impact investment fund, which in 2015, which was really the early forerunner for.

    What you see now, there’s a deluge of impact funds around the world. But in those days was a newish thing. And I left in 2018 to start strategies basically because I had I’m married to an American. Beautiful American, and she was due with our second boy and I just wanted to be more, more present have more availability.

    And so I thought I’ll start this consulting company because I recognize there was a need for a translator between those that have capital and those that need capital. And it, I have to say it wasn’t. It wasn’t like I did a huge go-to-market strategy and then decided there was a need in the world.

    I just moved into it because I had existing networks and relationships that all needed help. And we started with one or two clients at first and that grew. And the more I got involved in this, the more what’s the word? Rewarding it has been, even though it’s hard work. I’ll, and we can get into that in a minute, but to do something, to devote your life to doing something where you know that it’s greater than you is a very humbling thing.

    But it’s also rewarding in the sense that you feel like you’re fighting for the right team. 

    Kim Allchurch Flick: I, it’s so incredible and it’s been time and ever evolving as well. What. With Gordian Knot what are the goals and what are some of the challenges? 

    Sean Penrith: Our goal is to mobilize a billion dollars a year by 2030 in climate finance.

    We’ve currently mobilized $1.67 billion. So we are a little short of our target. What are the challenges? At a very, at a macro level. You’ve got a nature negative economy that is essentially moving $5 trillion a year into the extractive world, and then you’ve got around $35 billion in nature positive trying to change the paradigm.

    So that’s a 140 to one disparity in the way money moves. So that’s the major obs obstacle is that we’ve got we’ve been challenged with a financial engineering arena of the way capital flows, which underwrites, extractive and doesn’t recognize the value of climate solutions. What does that mean?

    It means that. The clarity that you need in terms of being, investing into a climate solution, whether that’s protecting a forest in Borneo, or promoting regenerative agriculture in Ghana or whatever it is it is not very clear to the mainstream investor how to assess that opportunity, what the risk profile is, or how to be managed.

    I think at the end of the day, through no fault of mainstream capital allocators it’s a fragmented arena to move into because there’s no standardization. If I said to you, Kim, you should really invest in tree planting, your first question would be how do I do that? Exactly.

    If I said to you, if I said to you, you should invest in property, you gotta. Pretty good idea where you can go and find those resources. And I think that’s really what the major obstacle is that it’s not part of our vernacular, it’s not part of our financial systems. And the main thing is that what we’re attempting to do through climate finance is really protect the things that deliver planetary stability.

    But while we do that, those things, whether it’s a clean ocean or a functioning forest, are essentially viewed as a public good. We as citizens of the globe, believe that we have a right to a green space. We have a right to fresh water. We have a right to breathe clean air. And because we haven’t put a price on that priceless ecosystem, we have a disconnect.

    So that is the major challenge is how can we, knowing all of that, how can we turn climate solutions into viable investment opportunities where mainstream capital starts realizing there is potential and start changing the way they allocate capital. So that was a long answer to what’s the obstacle, but that’s the challenge.

    Kim Allchurch Flick: And are there sectors that you work with more than others? How where do you find some of the places where you can see the needle move? 

    Sean Penrith: Yeah, that’s a good question. So we predominantly have and tend to focus on what we call nature-based solutions. So anything involving natural ecosystems, whether that’s watersheds.

    Forests or regenerative agriculture or mangroves or algi. Anything to do with nature is what we tend to focus on. And to be honest, it’s quite difficult because it’s difficult to create a value proposition. I shouldn’t say it’s difficult. What is difficult is to address the perceived risk. That people who are interested in investing in climate solutions, in the nature-based arena to make them feel comfortable enough that this is not a gamble.

    And the thing that I hear so often, Kim, is can we really invest in a forest? Because is it really stable? Is the forest gonna be there or is it gonna burn down? And the thing I always remind people is. Our natural biomes have sustained this planet for eons that actually do their job extremely well, better than any mortgage industry, better than any banking industry, better than a host of other industries, and yet we are questioning the efficacy.

    Of our natural ecosystem, it’s almost laughable. But, so to answer your question, we focus on natural climate solutions, although we also spend time looking at energy efficiency, renewable energy, and what we call technological solutions like direct air capture and storage or more technological solutions, which people tend to gravitate to because they feel like it’s safer.

    But the work. Look, if we don’t, if we don’t protect our natural ecosystems, this planet’s done for, it doesn’t matter how efficient we become at ai there won’t be much left. 

    Kim Allchurch Flick: Oh, concur. And I, since there must be some frustrations along the way, but yet I still hear the joy in your voice and the positivity that can happen with that.

    How? How can you speak also to consumers who want to make good choices and may not have enough money to invest yet, but want to support those who can which industries, which kind of products which companies should we be exalting in a way as saying thank you for doing something that helps the planet instead of being extractive so that we can help you as well.

    Sean Penrith: Yeah, I think the number one place that people can individually deliver huge undeniable weight to the argument is, and I forget the exact website it’s called, I just looked at it the other day. It’s a website that tracks the most responsible banking entities in the world and basically compares the, carbon intensity of one bank versus another. And of course, all the ones you and I know well in, in the US are right up. But there at the top is not being that great. They’re funding the extractive. Side of things. And so to me, if there’s one place that you can make a difference, it’s choosing a responsible bank.

    There’s one just opened up in Florida called Climate First Bank. We’re actually thinking of moving our entire business checking account over the first climate, but they really, they walk their talk. So that’s number one. I think the other one is a little bit different from where I know the spirit of your question, but to me.

    When you look around the world, there are a few shining examples of policy makers or politicians that understand the severity of what’s. Planet’s going through whether that’s Al Gore or Mark Carney or Gavin Newsom in California. Regardless of what you think about his policies, understanding that Ahmed is a structural necessity for human survival.

    And so to me, people can make a difference obviously by voting for the, for people that put environment or sustainability or climate. First, and I think, it’s, that has not been happening, which is why we have a lot of folks in power that continue to carry the extractive industry flag. Which is just amazing to me.

    It’s just irresponsible 

    Kim Allchurch Flick: Indeed. I love. Listening to you and learning about something that I know a little about, which is large finance. And yet what I’m seeing is also how what you’re saying is being helped by people doing small things, but collectively. And one of the examples is a trip we made to Costa Rica last year that I did after 30 years and 30 years ago.

    I thought it was beautiful, but I didn’t realize. Was that it had been pretty severely deforested and going back in 2025, staying in eco lodges and to a naturalist guide, every one of them said, over the years, Costa Rica has reforest up to 50%. A lot of it on small hectares, like four to 10 hectares, privately owned that people don’t like.

    The monocrop pineapple industry that does the exports. They’re growing organically and they’re doing it with biodiversity, so nothing’s monocrop. They’re all integrated, and it was really, really encouraging to see that and around us. I also see media is pitching in a way too. Over the years, there have been some films.

    That are really good. Kiss the ground And common ground. 

    Sean Penrith: Don’t look up. Yeah, 

    Kim Allchurch Flick: exactly. Tho those types of films that help us understand that agriculture can change and it can change on a small scale, but collectively it builds up. And what I’m hoping that happens as people learn is that the consumer drive will also.

    Push industries toward what you’re doing as well and yet sometimes things feel daunting. 

    Sean Penrith: Totally. And I think we underestimate because it’s easy to feel overwhelmed and hopeless. If you look at what’s happening in the us, people are finding a voice to. Express whatever sentiment they believe about the efficacy or the trajectory of where this country’s going.

    But I think for a long time people have underestimated the power of their collective voices coming together. Because truthfully, I’m from South Africa. I was born in Zimbabwe. We had, growing up, we. Lots of strife. We had to overcome apartheid. We had to there, there was lots of challenges.

    And when I came to the US in 99 it’s, it’s a lot easier to live there because there’s not a call to arms, if you will. There’s not a rallying cry. We are seeing it now, and I’m not happy about it because it’s. Divisive. But but I think we underestimate it.

    And as you say, the it is the people on the ground who have the ability to aggregate and collectively change things, I don’t, I am optimistic, like you said, Kim, but I’m also a bit aghast at our inability to, i’m not even saying take a long view. I’m not saying take a hundred year view. I’m talking about just take a 10 year view. We just, nothing we’ve got in our current modern day society allows us the luxury of taking a five to 10 year view, everything’s next year, and so on, and that’s. Which is the difference between Asia and the west.

    They do plan for a hundred year cycle. They understand intergenerational wealth and transfer. They really do. We don’t, we have absolutely lost sight of it. And I work with a lot of communities in Africa right now. We are advising a newly established agency in the country of Liberia. So we are advising them on standing up.

    A sustainable financing mechanism for the country to help aid the small landowners that, that really are subsistence living. And, these people, if there’s anyone that needs help, it’s these people who are protecting the carbon sink baskets of the world, and we just don’t price it.

    It’s really worrying 

    Kim Allchurch Flick: the carbon sink baskets of the world. That’s an interesting, an important way to think about it as well and how the Climate First Banks owns amazing for people like me who are small business owners, how can we look to companies to help you and how can we connect with you to make investments?

    Sean Penrith: Just to be clear, we don’t make investments. We advise impact investors and impact funds and corporations and agencies and endowments on how to this is the part of the work I really love, so for example the US Endowment for Communities and Forests is a impact investing program that we worked closely with.

    The endowment had this idea of, exploring whether or not they could use a portion of their corpus to put into impact investing. So we did. We did the research, we helped design the pilot. They started scaling up every year. Putting more and more capital in. And I love that we can help direct capital at scale.

    That’s the part that really I love doing it when you get people to understand that there’s real opportunity here. And the endowment is a terrific example of people like that. So my point is that we don’t invest, we advise other people to invest. And most people just find us on our website strategies.

    But I think for consumers generally, there’s a couple of ways, right? And we’ve talked about the one, one is banking. How can you change where you bank? The second is fossil fuel companies, like what do you drive? How do you getting your power? Is it, is there a green component to it?

    And then the third is being aware enough to, I’m not saying take to the streets or be a belligerent activist, no business is gonna change unless they hear the voice of the consumer asking them to change. They’re just not gonna do it. There’s no value proposition for them to do it.

    And it requires us to say to people, where is your sustainability strategy? Where is your impact investing strategy? And that’s what I mean, is I think we’ve lost that voice in the US where we haven’t had to. But now it’s more urgent than ever. So those are the things that I think would help help us.

    And I think as there’s a. Whatever you want to call it, like a a blanket over the country which the rest of the world is watching in terms of how is the US gonna continue to respond to ESG or sustainability or carbon or whatever it is. And again it’s not going to respond if consumers don’t do anything, don’t say anything about it.

    So I think being vocal is important. 

    Kim Allchurch Flick: Absolutely concur with that. And I, my company is a B Corps company and yesterday started B Corps month across the US and Canada and the world. The B Corps movement is global and it seems like that might also be an opportunity that 

    Sean Penrith: totally. 

    Kim Allchurch Flick: And particularly with new standards coming out, there’s such an emphasis, deep dive emphasis on environmental components.

    Including carbon accounting. That’s becoming the measurement of the progress or lack thereof that’s being made with companies that choose to go through that assessment is, it might, one might say improving, which also means becoming more stringent. And becoming more difficult. And yet some of the solutions are companies popping up who know how to do carbon accounting in scope one, two, and three, and help translate it so that more and more people can understand something that might feel quite big.

    But it also helps companies from small, medium and industrial size companies to really think about what to do. And I think there’s opportunity there because the other parts of. The assessment to focus on is also how do we improve the lives of employees? How do we improve lives in the community? How and it all is tied together.

    They become almost inseparable even though they’re measured in different ways. And that makes me somewhat optimistic. And the other thing that makes me optimistic is there are people with. Values like yours who are running companies that are not certifying as B Corps, they’re not getting a stamp on anything, but yet the values are still there.

    One of the frustrations I find is we know from Nielsen studies that two thirds of consumers and. It’s millennials, 73% are willing to pay more for products and services when they know a company has good values. And that includes business owners that are, working B2B. 

    And yet the frustration is how do they find each other.

    And without being able to express those values and what impacts are being made, it becomes more difficult. So I really encourage companies to. Express, improve and write benefit reports and have the receipts that show it, but to show what they’re doing so that they can be found more easily and start to build a stronger network.

    That help, hopefully helps you as well. And it, and that can start with consumer push also. And I see it as a big net that doesn’t have great communication, but it has possibility. 

    Sean Penrith: I agree with you. So we’re a benefit corporation for good. So we’re. Wonderful. The other. Yeah. But I, it’s an interesting movement because nobody ever asked us, are we a B Corp or Benefit Corp, or whatever it is.

    It’s just something that we felt was really important to be aligned. And ’cause when you talked about the messaging side it’s, that is a, that is an open space, right? We don’t. Like we, we do our reports, we put it on our collateral, but it’s really driven internally. There’s no push for it from the outside.

    And I think that’s the opportunity for companies to it’s exactly what happened with organic, right? Organic was fragmented. It had different standards. Slowly we got to some standardization of what organic means, and now people have a degree of comfort that if they buy an organic banana that it’s, better. And that’s what we need when dealing with companies. 

    Kim Allchurch Flick: Indeed. What else is relevant that you’d like to share? Because this is arguably a very large topic, being compressed into a shorter conversation and yet critically important. I think everything you’re talking about is really critically important to understand and grasp and find out how we can help and.

    Those with the money, those working in companies that can make changes and work with you to be able to move that needle forward. 

    Sean Penrith: Yeah, I think the thing I wanna say what 

    Kim Allchurch Flick: is relevant? 

    Sean Penrith: Yeah, what’s relevant. It’s unfortunately, Kim the equation has flipped where, there, there are a lot of corporations that do actually want to do good. They do but the environment has changed to the point that when they look at engaging us so let’s say a company says we want to develop a, an investing program. We wanna allocate some resources to. Whether it’s investing in carbon credits or regenerative farming or whatever it is, ’cause it’s in our supply chain, doesn’t matter.

    The thing that’s flipped is that these people who want to do well are now operating under a veil of incredible caution. It’s not whether they think it’s good or not, that’s not the issue. It’s how do I ensure that I don’t make a mistake? Because the cost of making a mistake reputationally and in the media is huge.

    If I can draw a parallel, so as you probably know, the carbon market has taken a beating. A massive beating for integrity. And I’m not saying there aren’t justifiable reasons, but the irony that people who are attempting to do something as compared to people who do nothing, are the ones that are getting beaten up and the people that do nothing, they get a pass that, that seems like wrong.

    That’s wrong. And so because of that. Corporate leaders are incredibly aware of the type of of media sentiment that might castigate them. If they invest in something, God forbid, it goes barely upward. And if you take any industry, whether again the mortgage industry or the solar, the renewable industry, all of these is, these industries have had major implosions.

    Look at the 2008 crash. Did that stop mortgages? No. Did it stop you having. An account at a bank. No. And yet everybody turns to the carbon market and says, you need to be purer than the driven snow. Now, I’m not saying that the market doesn’t need to improve and it has improved. We’ve been part of that with our colleagues in this space, but it just seems that our.

    Perspective is the wrong way around. We should be applauding people who, even if they make errors along the way, are actually trying to do something compared to the people that are doing nothing that are involved in the extractive industry and they get a free pass. And the thing, the one point I would make here, and again, being born in South Africa, Southern Africa, I’ve been exposed across the continent to.

    The successes and failures of international aid, and while I understand all the motivations behind aid, one of the challenges with aid is that it delivers no leverage. And what I mean by that is it doesn’t create, it’s very rare, I should say that it’s rare that aid beat flywheel effect. But what can create a flywheel effect is if you help people create a business, right?

    If you help them develop a value proposition where they can be architects of the output that they then get paid for, that has incredible leverage. So why am I telling you that? Because when you take the carbon market for all of it, all of its challenges, there really isn’t a mechanism.

    It takes capital from the west, from the rich countries and puts it into developing countries because developing countries have an asset for the first time. Developing countries have got an asset, what is it? These carbon sink baskets that what? That’s what they’ve got. They can generate very high quality carbon credits and they can sell them to the companies in the west who have a need for them.

    And so to me. Channeling capital from the west into these emerging economies to drive tree planting or regenerative agriculture or protecting a mangrove is extremely powerful. No other mechanism does that other than aid, but aid doesn’t create the leverage. And so when people are like I can’t stand carbon markets, they’re completely missing the point.

    The point is we, for the first time, we have a conduit. To move capital from the west to emerging or the global south where we need it. It’s not charity. We need climate mitigation. And these emerging countries have the biomes that are worth protecting. They are worth us investing in them. So I think, that’s a long answer to your question, but it’s like our math is all upside down.

    We punish the people that take steps. We don’t punish people who do nothing, and then we take a market to task because it’s driving capital to the carbon sink baskets of the world, which we need desperately. This seems madness to me, 

    Kim Allchurch Flick: and yet everything you’re saying reminds me that this is so critically important and.

    Even the small areas, and there are some examples of, one is there’s a recent book called Land Healer by Jake Fines, who used to work at the Net Farm in England, which was a dying farm southern England about 20 years ago. And they weren’t making any money. It was just collapsing. And Isabella Tree and her husband decided to regenerate that.

    Farm by bringing animals in, having grazing animals, having more biodiversity, no more mono crops. They really looked at how tilling the soil is, but just it’s a book worth reading. And now 20 years on, they have a enormously biodiverse beautiful place that is open to the public to learn from as well.

    I grew up in England and I remember, and this is a bit about what we know, when we know it and how we think of things, it’s about what is perception. When I grew up in, in the Cotswolds in England, it was beautiful to see pastures and walls. And, but turns out that England. Had been a very forested island and it’s not large.

    The square mileage is probably about the same as state of Oregon, and yet it is so over farmed that’s why a book like Land Healer really shows what they’re trying to do to also feed people, to also have the food source, but to change the paradigms of how that is done. And to do it in a way that is biodiverse.

    And when it starts to happen, it happens quickly. And also that the film kiss the ground shows two farms side by side. 

    Sean Penrith: Yeah. 

    Kim Allchurch Flick: They’re both almost going broke. One of them decides this isn’t working I’m gonna change. And it becomes very biodiverse and he is not using fertilizers anymore and he is not creating dust tilling and the line between the neighbor.

    And it’s not only how broadly different they are, but how fast. And in California, there were four dams taken down on the California, Oregon border and one in WashU Washington, although Wild Boy Creek. And the thing that it took years to take those dams down and it took a lot of tribal input as well.

    The thing that the people are astonished by is that particularly the. The Native Indians who had been from the salmon tribes said they were finding salmon DNA in as early as four to six weeks. 

    So some of these examples helped me be optimistic to say, if we can just cross a line and say, let’s start doing this, nature rises up and nature moves quickly.

    And I loved what you said about how. The planet’s done well without us, we are a very invasive species and if we can pull back and give nature enough room there, the speed at which things happen is really relevant. And that’s why, coming back to what you do, encouraging companies to do good things with their money to help these things happen in those carbon baskets that are everywhere.

    They are on every continent. There’s it’s carbon, if 

    Sean Penrith: every Yeah. 

    Kim Allchurch Flick: It could do wonderful things in a short period of time, sometimes still within our lifetimes to actually be able to see it, like taking a dam down has brought back a species that hasn’t been able to be there for, in some cases 60, 70 years, and they came back in four to six weeks.

    It’s encouraging and it takes money to do that. 

    Sean Penrith: It does. I think your point about in our lifetime, maybe it’ll be a combination of this, but it’ll either be something cataclysmic that, you know, like COVID where everyone had to respond or or some political enlightenment. It’s gonna be, because I, I think one of your questions was, what is the community that I work in and what’s the worldview? It’s, I think you picked it up. There’s a, there’s definitely a sense of optimism and a drive to succeed at what we do, but we do it clear-eyed and very aware that if you just look at what we need by 2050 in nature finance, that’s $8.1 trillion a year.

    Yeah, eight 8.1 trillion and 70% of that must come from the private sector. 70%. ’cause the public balance sheets are too thin. We just, we can’t rely on the public finance system. So where do we get that from? We know there’s enough money in the private markets. We know that there’s trillions and trillions and trillions of dollars in all sorts of sectors.

    So what we need to do is create the focus, the urgency, the will to put a value on planet stability. That’s either gonna be a crisis or enlightenment. Hopefully not, but the incremental pace at which we’re going is definitely challenging for me. 

    Kim Allchurch Flick: Yes, indeed. Crises we’re seeing if they’re recognized.

    Enlightenment, there is some bill McKibbon wrote a book called, here Comes the Sun. About the solar industry and how the Chinese are leapfrogging wind and others, and yes they have done a lot with coal but the speed at which they are switching over to solo and solar, making it affordable, but.

    Sean Penrith: Yeah, but that’s political leadership, right? They see the value proposition in being dominant in that industry. We don’t see that in the us. We don’t see that in Europe. We’re so concerned about keeping the status quo. I think when I say enlightenment, I mean to me Mandela is the, is the epitome of somebody who understood. How to care for community, how to care for land, right. We need more people like that. 

    Kim Allchurch Flick: I hope a lot of people listen to this because I think you’re amazing. As we wrap up how can people reach you? 

    Sean Penrith: Easy. I think I’m the only Sean Penrith on LinkedIn by my recollection.

    So LinkedIn’s pretty easy. Or our website, GordianKnotStrategies.com. Those are the two easy ways 

    Kim Allchurch Flick: and everything is in the show notes. And also the final question is, if you could have dinner with up to three people living or deceased, who would they be and why? 

    Sean Penrith: I mentioned one, Madiba Mandela would be one.

    Yeah. Why? I was just a legend. Just the ability to have such incredible humility and vision. It’s breathtaking. So that’s one Second, I would love to have dinner with Richard Branson. I find him. I find his maverick ways and his story very inspiring. And the third would be W. Chan Kim, who’s the Blue Ocean strategist the mastermind of management thinking.

    I’d love to have dinner with him. 

    Kim Allchurch Flick: Oh, it sounds so delightful. You are s an inspiration to me. I’ve learned a lot. I’ve admitted carbon and financial markets have not been my bailiwick. I’m but learning to understand them is one of those Im important things because I do work with businesses and I am a community member and wanna reach as many people as possible with these messages.

    So thank you. Thank you for doing it. Thank you so much. Everyone. Thank you for being here. 

    This Episode’s Guest: Sean Penrith

    Sean Penrith headshot. Smiling, outdoors.

    Sean Penrith is the CEO of Gordian Knot Strategies (GKS), a climate finance consultancy serving multi-national corporations, endowments, agencies, project developers, consortiums, and impact investors across the US, South America, Africa, and Europe. GKS’s goal is to ignite climate solutions by mobilizing $1 Billion in impact investment per year by 2030. Sean was a Senior Technical Advisor to the Integrity Council for the Voluntary Carbon Market (ICVCM) and an Observer to the Green Bond Principles. Sean presents frequently on topics that include conservation finance, business scaling, climate smart agriculture, carbon mechanisms, policy, and markets, the future of sustainability, and climate change.

  • Solar in 2026: What Changed, What Didn’t, and What’s Next with Garrett Hartwell of Power Northwest

    Solar in 2026: What Changed, What Didn’t, and What’s Next with Garrett Hartwell of Power Northwest

    Garrett Hartwell of Power Northwest, a Portland-based residential and commercial solar installer serving Oregon and Washington, joins Kim Allchurch Flick to talk about the 2026 solar landscape and the company’s purpose-driven approach as a Benefit corporation.

    Hartwell describes how a 2019 reset in Spain and concern about climate change led him to start the company in 2020, navigate licensing and electrical code requirements, pivot during COVID to virtual consultations, and grow to 35 employees.

    He explains Power Northwest’s three pillars—happy homeowners, enriched employees (including apprenticeship programs), and a clean environment with extensive jobsite recycling.

    Hartwell discusses the end of the 30% residential federal tax credit, continued 48E commercial credit enabling third-party owned residential leases (including PPAs and prepaid leases), supply-chain disruptions, tariffs, and evolving compliance rules, while remaining optimistic about solar’s durability and impact.

    Listen Now

    Time Stamps

    00:00 Welcome and Guest Intro

    00:48 Garrett’s Solar Origin Story

    01:21 Spain Reset and Purpose

    02:31 Launching Power Northwest

    06:10 COVID Pivot and Growth

    08:20 Becoming a Benefit Corporation

    09:03 People Planet Profit Pillars

    11:04 Jobsite Waste and Recycling

    13:50 Customer Story and Team Culture

    16:41 Solar in 2026 Incentives Shift

    18:24 Third Party Ownership Explained

    19:55 PPA and Prepaid Lease Options

    23:54 Community Solar Explained

    24:43 Solar Future Vision

    26:26 Supply Chain Crunch

    27:13 Tariffs and Regulations

    28:17 Solar Economics Today

    29:29 Hidden Coal in Grid

    31:04 Solar and Shipping Impact

    32:22 Benefit Corporation Mission

    34:03 Climate Hope and Nature

    35:41 How to Get a Consult

    36:50 Winning the Solar Games

    39:16 Dinner Guests and Values

    41:22 Final Thanks and Wrap

    Kim Allchurch Flick: Hello everyone. This is Kim Allchurch Flick, and my guest today is Garrett Hartwell of Power Northwest, a local solar installation company at a Portland, Oregon. The company serves Oregon and Washington providing both residential and commercial solar services.

    Founded as a Benefit corporation, Garrett had a passion for creating a purpose-driven company, putting people and planet first. He believes that more profit simply means more purpose, and is striving to build a lasting company that can make a positive impact in the world where people enjoy going to work every day.

    The topic is the current landscape of solar in Oregon. Welcome. It’s so good to see you. Yeah. 

    Garrett Hartwell: Good to see you, Kim. 

    Kim Allchurch Flick: So tell us, we’re in 2026. So solar is certainly one of the options, has been an energy option for a while and things are changing constantly. But tell us about your journey and what has shaped your values to this point in time.

    What is, 

    Garrett Hartwell: yeah, 

    Kim Allchurch Flick: so what has your life been like? 

    Garrett Hartwell: I’ve been in and around solar for about 15 years. I was in a side market. I worked for an inverter manufacturer and a very small part of what we did was solar. But my wife and I, we had been saving our money for a handful of years and in 2019 we quit our jobs and we moved to Europe for six months.

    It was for us something we’d wanted to do forever and really just a reset, look, look at our lives and figure out what we want to do going forward. It was fun. We each had our own requirements, so she wanted Europe and somewhere with good food. I wanted to be able to work on my Spanish and then surf.

    And we landed on this little city in northern Spain that had everything. It had like great food and surf and but yeah, while we were out there, I was just, I read a lot. And climate change was just weighing super heavy on me. For me, it became really clear I wanted to create something where I could be part of the solution.

    And I’d been in and around the industry, but I wanted to be able to make a big impact on our local community. When I was at the inverter manufacturer, we would sell or design projects all across the country. And at the end of the day, it just was a project name. I had no real connection with it.

    But coming back and starting Power Northwest was phenomenal. I got to shake homeowners hands and it started with just me an electrician, so I sold the first couple of projects and we installed ’em together. But then it became tough, I would be doing project management from the roof and ordering the panels for the next job and trying to, answer homeowner questions while we’re, setting a ladder or, what have you.

    Pretty quickly I realized I needed help. And yeah, just slowly started hiring people. It started with a sales guy that. Did a great job and sold more than we could handle. So pretty quickly we got yeah, just a small crew and and grew from there. Gosh, six years later we now have 35 employees and hundreds of, I hope happy customers.

    And yeah, it’s been quite an experience. I’m really proud of what we’ve built.

    Kim Allchurch Flick: Wow, that is so amazing. I’d love to dial back to Spain a little bit and 2019, which means before COVID 

    Garrett Hartwell: Yeah. 

    Kim Allchurch Flick: That COVID happened. And what, how did that shape your thoughts about. How to come back and create a solar company, but also other things like comparisons of living in a different culture, different country.

    What was that like for you? 

    Garrett Hartwell: I could talk forever about the Spanish, like cultural experience. But just quickly, I think my biggest takeaway was how close they are to like family and friends. We quickly, met this group of three guys that brought us in and we still talk with them today.

    One of ’em is coming to visit us this summer, which would be super cool. But yeah, coming back after a break I was super motivated and had this idea in mind where, yeah, my, my goal was to install. I think what I wanted to do in that first year, which is 2020 was just one house.

    And I wanted to do everything perfectly, do a ton of research. And initially in 2020 it was already tough. Those couple months before COVID, just understanding the licensing requirements, the fact that I needed to know inside and out. The National Electric Code and then how Oregon changes and manipulates that code and they have their own set of rules and regulations.

    So what was this kind of fantas full like dream of mine all of a sudden just became insanely tough. But yeah, I just, I studied a ton. I read that code book from front to back. I took a handful of courses on it. Later I ended up taking and passing the Washington State Admin Test, which is supposedly one of the harder electrical tests in the country.

    It’s literally torture. It is seven hours. They lock you in a room and you can come out to go to the bathroom if you need to, but the clock keeps going and you need every second of it. I’ve taken a lot of tests in my life, but that was definitely one of the hardest. But yeah, so going through that process, understanding what’s required, and then the biggest thing, I was super fortunate to, to meet an electrician that shared a lot of my same values, but also knew solar inside and out.

    And as I mentioned, we got to install, a lot of the early projects together. Just the two of us, and I learned it from nuts and bolts up. But then yeah, COVID hit and my wife who had also gone on her own personal journey of what she wanted to do. She had landed at a great fertility clinic in town, so she’s a nurse and she realized she wanted to get into fertility, help families, create their families.

    And unfortunately they were classified as a non-essential group just because Fertility’s elective, and then that their clinic ended up having to donate a lot of their supplies to the hospitals. So she lost her job. I was spending money, not making money, and so we quickly had to move out of our house, rent it to somebody else, and we took our dog and my wife and I went and lived with my parents.

    And so at the same time. I was ramping up to go meet people in person and go see their roof and check the, the shading. And all of that just changed and I had to quickly pivot to doing virtual consultations which was nuts. But looking back, those first two years, COVID was super beneficial for us.

    People were home, people were using electricity at home people were looking at their monthly expenditures, and solar was a great solution. And it still is, but I think at that time it became a big focus for people and home projects became a big focus for people. It allowed for a lot of just organic growth.

    But yeah, at the time I probably would’ve. Told you a lot of opposite things. It was pretty scary, but, 

    Kim Allchurch Flick: oh, what a struggle. It’s, thank you for sharing that and it brings back, memories of the realities of that time as well. And I’m glad things worked out so well that, and it’s interesting how you’re right, I hadn’t thought about staying home.

    Working remotely means people see their own power bills. More than if they were going to work every day and somebody else is paying a working day power bill. But you’re right, it, it becomes personal then, and yeah. And tell us about being a benefit corporation as well. How did that come about? 

    Garrett Hartwell: Yeah. So I knew from the get-go I wanted to create a mission driven organization.

    And so that was in our DNA from the get go. I believe we got certified as a benefit corporation in 21 or 22. And that was a chance for us to write down and really put in writing what being a mission-driven organization meant for us. And then to have a third party come in and critique and articulate that and.

    It’s great and it’s great that every year we can revisit that. And so for us, what it means is we are a we’re a business that’s profit driven but everything is arranged around our mission. Our mission is to transition our community to renewable energy, and we support that with three pillars.

    First pillar is happy homeowners. So we’re super customer centric. We wanna make sure that everything we do, at the end of the day that the customer or well homeowner or business owner, is completely satisfied and they got everything they wanted and hopefully more. Our second pillar is enriched employees.

    I tell everyone this company’s built for us. We can make of it what we want. I want it to be a great place to work. We provide or we strive to provide a lot of resources. So we’re a training agent for journeyman electricians, which means that we have a four year apprenticeship program where people can come in with really no prior experience and work through both weekly classes.

    But then, obviously daily time in the field underneath a licensed electrician. We also have a subset of that, which is a two year program for, specifically for solar and renewable energy. So that’s the limited renewable technician apprenticeship program. So for everyone in the field it’s a great path upward.

    Electricians in Oregon, specifically in Portland make great hourly rates. And then we support that with great health insurance, a 401k program. So yeah, enriched employees is like very strong pillar for us. We wanna make sure that it’s a cornerstone of what we’re doing.

    And the third one is clean environment. So obviously that aligns with, the solar thing. But we try to take it a step further and look at how our business. Uses electricity and the carbon footprint that we create and how we can reduce that. So one of the things that really surprised me when we were first starting is how much waste comes off of a, just a single project.

    The amount of extra wire cut rail, all this packaging that everything comes in boxes, plastic, cardboard. So we have a great process now where we take all of that back. We recycle our cardboards, we actually get paid to recycle our metals. But then we actually pay to have our plastics recycled.

    So our films, our hard plastics we collect it all and batch it and sort it and then pay to have that recycled. So the amount of stuff that ends up in the landfill from a project is very minimal. And I just wish more companies were doing the same thing because, we hire installers from other companies and like they, they’ll tell us that sometimes they’ll throw away.

    I won’t even get into it, but I just it’s one of the important things that we really try to strive for is recycling. We carpool when we can, we fill our box trucks up with biodiesel, any little thing to yeah, just reduce our carbon footprint. 

    Kim Allchurch Flick: How. What about the recycling?

    Where do you get film and things like that? Where do you take 

    Garrett Hartwell: it? Yeah. Film has been a really tough one for us. We had a recycling partner, I believe it was Denison Plastics that used to take it for us. And then they stopped. And then we actually were taking it to New Seasons for quite a while.

    But we just recently found a new recycler. I’ll have to get back to you on their name, but they’ll pretty much take anything except for the straps that a lot of our pallets are strapped in. We’re still having trouble sorting those. But they will take our films and then in any hard plastic with a number on it, they’ll take for us.

    Kim Allchurch Flick: That’s so good to hear. And that’s commercial because I know that residential, Ridwell, started a while back and there’s a place by the airport, but they’ll take film bags lids that formerly, can’t go in the street. Recycling. Recycling is. Not as a simple thing. And it’s interesting to learn how to separate and get things to the right places so that it actually works.

    But on a commercial level with that volume, it’s really curious and so glad that you’re doing that. That’s really remarkable. 

    Garrett Hartwell: I reached out to rid. ‘Cause they’ve got a great setup and a great process. But I think we’re not. Might not be the right customer for them. I don’t know.

    They never end up responding who knows? But yeah we’ve got some decent avenues for recycling most everything that comes off a job site. 

    Kim Allchurch Flick: And that’s so good to know because every job site is a lot. And in, in discussion, we hired. We hired you to come out and install our solar panels a year ago and at our house, this is in Washington, a metal roof, and it was such a great experience, but I was so impressed with your guys because they were installing on a metal roof, which is really slippery in pouring rain over, I think it was four or five days.

    And what I observed was how. Incredibly engaged. They were with each other and something would come up and they’d huddle and problem solve. And because there’s so many components to it, just the installation. But the things I don’t understand so much is the electrical, the box, having to get the inspection, all of that is new to me and how much they work together.

    And it did not work around, but we’re saying, okay, this is the situation. We could do this, or this. Let’s decide. It was really on the ground decision making that I thought was so empowering for them because they, they were all involved in it. And the other thing I noticed is on, on breaks I’d let my dogs out.

    The dogs just fell in love with them, all of them. And they’d sit around on breaks discussing things and some of them were just talking with the each other about other companies they’d worked for and how it was so much better working for Power Northwest because of those benefits. Because the way they were treated, and this was in 2025, is still off the heels of COVID and how they felt taken care of.

    Appreciated. And so I, that made my heart feel really good because there are options to choose for residential, solar and we’re have zero regrets and are so happy. And so thank you for creating a company where it really shows when workers show up and you know that they’re. They’re happy, but also empowered in decision making and empowered in trying to figure out how to solve a problem and working together, doing that, it made a huge impression on me and I’m 

    Garrett Hartwell: Oh, that’s awesome.

    Kim Allchurch Flick: And we also paid nothing for our power. It’s really pretty incredible to see a power build. It’s in the negatives and how power is. Going off to somewhere else and feeling yes, we can make a reduction, we can help something. It is clean and I’m grateful. I’m really grateful.

    Garrett Hartwell: Yeah. That’s so cool. That’s awesome. 

    Kim Allchurch Flick: So what is it like in the solar community and what are obstacles and challenges now 

    Garrett Hartwell: right now? 

    Kim Allchurch Flick: It’s 2026, so I’m gonna guess tariffs, but what, what is happening in current now, but also your future view? 

    Garrett Hartwell: Yeah. Right now is tough. There was a big change at the end of last year the one big beautiful bill.

    Sunsetted the 30% residential solar credit at the end of December last year. And that was like the biggest incentive available for solar. That really did make it pretty viable. And so to give you an example our average system still blows me away how expensive it is. An average system’s about $30,000.

    And so that 30% federal tax credit took 30% right off the top. Got a lot of threes in here, but yeah, so that $30,000 solar system, nine grand would, would come right off the top. And so that net cost would be 21,000. So yeah, as you can assume, that’s a big chunk of money that is now no longer available for traditional residential systems.

    And when that came to pass in July last year I was pretty scared. I didn’t really know what that meant for the future of solar, but one thing that I’ve learned about the solar industry is we’re. Kinda a big group of people that really care about the environment. We care about the, our future as humans on this earth.

    And there’s a lot of innovative and creative people in this industry. And so one of the carve outs deep inside this bill was that they are continuing to allow the 48 e commercial tax credit. So that’s for businesses. But inside that category they also allow for third party owned systems.

    So a third party owned system is a solar system that’s owned by a business or a corporation, but it’s installed on a residence. And these are. Products that have actually been very popular in the solar industry. I read an article the other day that about half of the systems installed up to 2025 were categorized as third party owned.

    And they’re not as common in Oregon, but very common in Texas, Florida, California Illinois some of the bigger solar markets. But essentially third party owned system, they can set it up as a lease. And there’s a handful of different ways that these leases present themselves. But the main thing is we can still capture that 30% federal tax credit and then push those savings onto a homeowner.

    The two main lease products that we’re offering. We’ve vetted a lot of ’em because unfortunately there are some, I don’t wanna say bad actors, but there’s just some stuff that’s not as beneficial for the homeowner. But the two that we found we’re actually really excited about. So the first one is what they call power purchase agreement.

    This one specifically works really well in Portland General Electric or PGE Territory because. They if your h if your house big if your house is good for solar this company called LightReach can lock you in at a cost of power that’s actually below what you’re paying from the utility. It’s incredible.

    So most PGE customers pay about 18 to 20 cents per kilowatt hour. And LightReach can get you in at 17 cents. And they do that at zero upfront cost. And then that 17 cents it typically does increase over time. The term of the lease is 25 years, which aligns with a lot of the warranties around solar product.

    And it’ll typically increase at, let’s say 2.99% every year. So that 17 turns into 17.30 cents and then 17.60 cents or whatever it might be. Whereas historically we’ve seen the utility increase its rates at 5% or more. So not only are they able to undercut the utility day one.

    They’re gonna protect the homeowner against future costs of power, increase increases and provide them with something that’s very predictable. Yeah, speaking of COVID the four years after COVID utilities specifically PGE increased their rates 40%. And I don’t think that’s a trend that’s gonna go away.

    When we look at some of the macroeconomics of. Electric vehicles and the power consumption required for all these big computing data centers that are fueling ai. We’ve been pretty fortunate with historically low costs of power, but yeah I’m expecting it just to continue to rise in the future.

    So long story short, this power purchase agreement I’m excited about. I think it’s a great way for people to. Get free clean energy or less expensive clean energy. The other third party owned product that we have is actually a prepaid lease. So it’s common to a prepaid lease on a vehicle where you pay a large lump sum upfront.

    Now that lump sum has got the 30%. A 30% discount baked in. So for that $30,000 system, we’re actually able to offer it at $21,000. The lease is a shorter term lease, so it’s about six years and it’s year six. There, there’s three options for the homeowner. They can either renew the lease, they can.

    Cancel the lease and request that we come remove the system from their roof or they can purchase the system at fair market value. And the good thing about that last option is they can purchase the system at fair market value, but they get to apply that prepaid lease amount.

    Kim Allchurch Flick: Oh. 

    Garrett Hartwell: So yeah it’s hopefully a relatively small amount at the end of that lease term.

    In some scenarios it, it might be free, but yeah, it’s essentially a great way for owners that want to get that 30% discount, eventually want to own the system, it’s after you’re six. But yeah, caught in this weird place where. Federal tax credit just isn’t available for standard homeowners.

    Kim Allchurch Flick: That’s good to know. And we’ll put anything you can send us in the show notes as well. And I also think in some states there are, it’s not installing solar, but being able to pay into a large solar system that helps reduce. Power as well. So people are catching on in ways before they get to the point where they’re installing their own.

    Garrett Hartwell: Yeah. I know, I don’t wanna get too technical, but what you’re referring to is community solar. 

    Kim Allchurch Flick: Oh, that’s what it’s, yes, 

    Garrett Hartwell: and it’s great. Essentially either utility or a different entity goes out and they build a big solar farm and then they get subscribers and they can. Essentially offer usually less expensive power than from the grid.

    And it is generated by the sun. And so it’s like owning a solar system that just isn’t on your house, it’s in a field somewhere. Yeah, community solar is phenomenal. If it’s available in your area. 

    Kim Allchurch Flick: And the third party prepaid lease sounds really great as well. And before we open the.

    The podcast we were discussing the book, here Comes The Sun by Bill McKibbon. And what struck me about that book is how upbeat and optimistic he is. And this is a climate scientist who’s in high regard, has been thrown in jail many times for protesting, and is really passionate about all things climate.

    But to have him be this optimistic is really something. And he said that solar is one of the best future forward ways of getting clean energy and how solar is. It’s getting to the point where it can be so small, you can put it on a deck rail. You could put it on and it was mostly looking at what China is doing because they’ve been able to really reduce costs and put solar everywhere.

    Think of parking lots with roofs that are solar agriculture, where solar putting just right allows grazing animals beneath it and gives enough dappled shade that different crops can grow and enough sun that crops can grow. And it seems like what a genius way to use land if we need the energy and the solar to be able to multipurpose something.

    And so I was wondering how your, what is your current worldview and the future, and also in your industry, like what is the supply chain like and how’s it changing and what’s happening there? And what kind of partnerships, if any, are being formed? 

    Garrett Hartwell: Gosh, I don’t even wanna 

    Kim Allchurch Flick: talk questions. 

    Garrett Hartwell: Yeah. I don’t even wanna talk about the supply chain.

    Okay. It got crunched really hard towards the end of last year. So as you could imagine with the incentives going away, we had a lot of people that wanted to get in before they did. And we made a lot of commitments to people and. Everything went awry. Panels that we could usually buy were gone.

    Racking, disappeared overnight. And it was a really big challenge for us. Good news. We were able to get every single customer in by like December 31st at 8:00 PM but it took every ounce of our company to do it. Everyone was. January 1st, we were exhausted, we were done. So it’s like PTSD at this point.

    But. Going forward. Yeah we’re navigating tariffs. One of the new regulations is a foreign entity of concern. So for that commercial tax credit there’s another layer that was added to it. Essentially for us to still claim that for 48 e commercial one, any product that we use must comply with those FEOC regulations, or foreign entity of concern.

    What that even means. It has been very nebulous up until about last week. We finally got some clarification from IRS I believe it was last Wednesday, but long story short, it’s just very convoluted. Solar is becoming more and more complicated, more and more politic, politicized. But at the end of the day, it is a great technology.

    One of the best things about it is. In itself, very simple and it’s passive. It’s a set it and forget it sort of thing. The products come with 25 year warranties. I don’t know anything else that does. And they’re expected to last much, much longer. And so my outlook on the future is that solar will endure.

    We are going through some relatively tough times now but already. There’s some great solutions out there for people. And I think even as the commercial tax credit sunsets in 27 I’m hopeful for a world where solar can stand up on its own. I think what’s tough about that though is almost every other form of energy receives pretty substantial sub incentives or subsidies. And but I think what would be really exciting is if solar can continue to compete with alternatives without any subsidies. I saw an article a year or two ago that solar at scale. Is the cheapest form of new electricity. But what’s really encouraging is with this power purchase agreement, we’re seeing it’s the cheapest form of electricity even for a house, at small scale.

    Which to me is mind blowing that we can have a better form of electricity, solar that is less expensive. And just to touch on that real quick, small tangent we did an analysis of, okay, we live in Oregon. We get a lot of hydroelectric electricity. It’s relatively clean as far as carbon footprint’s concerned.

    But what’s the what’s in the rest of that mix? And we crunched some numbers and we passed ’em around to a couple experts. And what we came up with is the average home in Portland. This is nuts. Average home in Portland burns about 120 pounds of coal a month. And we even did a fun commercial.

    We took a wheelbarrow, we filled it full of coal and we dumped it on a porch. And that’s what’s happening without people even realizing that is our current. Energy mix, we get a lot of hydro, but then we supplement it with coal that’s purchased from outta state with natural gas fired plants.

    And with nuclear. And I, and nuclear I do believe is a pretty good source of energy. But that natural gas, which is just poisonous methane and obviously coal yeah are not good sources of electricity. So anyway, it’s my small tangent. On 

    Kim Allchurch Flick: hundred and 20 pounds of coal a month. 

    Garrett Hartwell: Isn’t that nuts?

    And we don’t even think about it. If it showed up at our porch every month, and we had to put it into a burner and watch all those fumes go up into the sky, people might think twice, because it’s all produced hundreds of miles away. Yeah. We just don’t even think about it.

    Kim Allchurch Flick: So true. There’s something else in the book that Bill McKibbon brings up as well is that the more solar is used, the less fossil fuel need to be used. And in supply chain and logistics, a lot of the ships on the ocean are filled with oil, are gasoline. We transporting like crazy and if more and more people went to alternative sources and there was solar, which becomes passive.

    So once it’s made and granted energy need is needed to make solar panels and all the parts, but as you said, it’s passive once it installed and just imagining if solar were the replacement and there was no need for the ships to transport. That’s how big the transition could be in the future.

    And what would that do for the environment, for the ocean environment as well? What would it mean to have fewer, granted, there would need to be transport ships for solar panels because we’ll probably still import export those. But it’s interesting to forecast that out and think what could solar do?

    And the other. Bonus about solar is it’s really quiet. It’s so passive that it’s just there and it’s super quiet and I think you’re really onto something. What has been, what’s been the upside of being a benefit corporation for Good? Has that been noticed in the world of solar? I know there’s competition for residential and commercial, but what has it been like for you to be a benefit corporation?

    Garrett Hartwell: Yeah. We don’t really market it that much. We do put our little seal on our proposals, but for us it’s just more of like, why do we get up every day? What is it that we’re doing? ‘Cause there are a lot of challenges we face. And so sometimes you just need that guiding light of, we’re here for a reason.

    And yeah it makes us feel good at the end of the day. And those three pillars, like every decision we make, how’s that gonna affect the employees? How’s that gonna affect our customers? How does that affect our carbon footprint? We run ’em through those three things. And does it align with the mission?

    For example as we prepared for a little bit of a reset in solar, we looked at, okay, what are other things that we can do? We’ve got great electricians on staff. We’ve got a team of roofers on staff. What are other areas that we can go into and what is that? How does that align with our mission?

    As we looked to diversify a little bit. So yeah, being a Benefit corporation has definitely provided us with kind of that guiding light and that rubric as we strategically plan out our future. And the end result of that has been pretty cool. Things like, like you mentioned, just we’ve got great people here and I think everyone subscribes to what we’re doing and we’re better for it.

    Kim Allchurch Flick: That’s wonderful. And what makes you optimistic? 

    Garrett Hartwell: As tough as things are and as hard as people might be trying to fight against renewable energy, which still just blows me away that that’s a thing. I’m optimistic about that future that you described where we’re not constantly polluting our planet where we can generate electricity and still have all of our common luxuries that we need but in a much more sustainable way.

    I got a little 2-year-old boy and I’m watching our winters get warmer, less snow. I’m, we go. Off to Mexico and coral reefs that used to be full of life are just bleached white. I’m already seeing changes and effects of climate change and I’d love, a future where we’re able to reverse some of those effects that we’ve we’re starting to see.

    Kim Allchurch Flick: Wow. 

    Garrett Hartwell: Yeah. 

    Kim Allchurch Flick: That’s really something and so important and I. Scuba diver. I’ve also seen that through time. And it is super heartbreaking. But there’s something we can do about it. And I find the resilience of nature to be remarkable. If we can lift the pollutants and give nature a chance, things come back fast.

    Garrett Hartwell: Yeah. 

    Kim Allchurch Flick: And it’s, and noticing going back to COVID, fewer people driving. Going outside and finding, there are mountain ranges behind mountain ranges that I’d never seen before. And it’s, and birds are coming back. And so if we give it a chance, and I think solar is a really big part of that. So how can people reach you?

    Garrett Hartwell: Yeah. Me personally, email works great. My email is Garrett@PowerNW.com. But I would encourage everybody that’s interested in having a solar discussion to just get on our website and you can schedule a time with one of our designers. And we can either come out or we can actually do quite a bit virtually, whichever you prefer.

    But it’s essentially a free service where we tell you whether or not your house is good for solar or not. ’cause not all homes are good for solar. And if it is good for solar, walk you through what options may or may not make sense. And that in itself is so fun for us ’cause we get to share our knowledge and expertise.

    But then fun for homeowners too, where they can learn about how much they could potentially save if solar is right for their house. 

    Kim Allchurch Flick: Oh I highly encourage it. I, it is fun and it is interesting and I’ve become a believer. I appreciate that very, very much. Anything else you’d like to share?

    Garrett Hartwell: We had a kind of a fun piece of news last week. So every year there’s a big solar conference it’s called Intersolar. This last year it was in San Diego and part of that conference, they’ve got all the booths and manufacturers there, but they hold what’s called the solar games. And it’s where.

    They pre-select I think usually it’s eight teams. This year was six teams. And it’s like you gotta apply to get in. It’s pretty tough. But they do ’em in head-to-head competition, so they’ve got this mock roof and they’ve got an inverter that you’ve gotta wire up and batteries. And so it’s this timed thing where you are judged on.

    Quality, speed, safety, teamwork, and then overall professionalism. Long story short, made it through the first day. There’s three days of competition, so we made it through the first day, onto the second day. We won on the second day by a big margin, by 20 points, just nuts because it’s out of a hundred points.

    And then on the third day we won the finals. Wow. With the highest score they’ve ever seen in solar game history. So we’ve got a picture of the guys with a $10,000 check and yeah, it was just, what was really cool to see is obviously everybody there knows what they’re doing. They’re all phenomenal installers.

    But I think what set us apart is. Our guys just worked together, so well, they could communicate together so well. It was I think one of the nicknames the judge had for us was the silent assassins. Like without even speaking, we knew what each person was doing and were able to just execute.

    So it was really cool. We’re really excited about the guys bringing home the gold,

    Kim Allchurch Flick: what fun your own Olympics. Yeah, and when you were talking about that, I was envisioning seeing those guys on my roof and in the driveway taking a lunch break with, this, with the dogs around them talking about things.

    And that’s exactly what I saw was that like collaboration and thoughtfulness and inquisitiveness and skill and 

    Garrett Hartwell: yeah, 

    Kim Allchurch Flick: and delight. It’s very cool. Anyway, it really is. Oh I’m. What a great story. What a great story to end on. If you, this is a final question. If you could have dinner with anyone living or deceased up to three people, who would they be and why?

    Garrett Hartwell: Okay. First one, Robin Williams. Yeah, I think that’d be a good one. Second one. Leonardo da Vinci. I just, I don’t know. That’d be crazy. He is a creator, an inventor. I, be a very interesting dinner. And then the third one I don’t usually like to get political, but I’m gonna say James Talarico.

    I don’t know if you’re familiar with him. But yeah, he’s the Democratic senator or I guess running for Senate out of Texas. And I just love his message of hope and love. I think right now a lot of our politics are driven by fear and hate, and I think the only thing I can truly fight hate is love.

    And he’s got a great message. Sounds like you’re familiar with ’em, but anyone who’s listening who isn’t, look ’em up. He actually has a great interview with Ezra Klein from a month or so ago. And yeah, a dinner with him would be super interesting and inspiring. 

    Kim Allchurch Flick: Yes. And I was exposed to an interview with him when he was on Stephen Colbert, and it wasn’t aired on Colbert.

    Garrett Hartwell: Right. 

    Kim Allchurch Flick: And it went to YouTube where it had more views than it would’ve been if it was only on Colbert and. You’re right. And he brings faith into it in a way that is for everyone. Yeah. And he you’re right. And we’re, we have a discussion here about solar that is evergreen, pardon the pun, but it can be heard for years to come, and we’re recording this in February, 2026, so it’ll be interesting as a look back to see what resonates in this conversation of about the people. But what a great table. Creative people. 

    Garrett Hartwell: Yeah. It’ll be fun. 

    Kim Allchurch Flick: Very inspiring and a lot of comedy. Yeah. Yeah. Thank you so much.

    You are a delight. I appreciate you. I do wanna be clear that I am a customer and I’m very appreciative and I know we picked the right solar company for us because of the values as well as it wasn’t just the, had the ability to get federal. Federal kickbacks and not kickbacks, that’s the wrong word.

    But to be able to take advantage of that timing. But we’re so glad it was Power Northwest and moving forward, it’s it every day. I feel like it’s a way that I’m in a tiny way, but tiny matters when a lot of us do it collectively. There’s a lot that can be done when more and more people do small things, and my house is not big.

    But it’s making a contribution and the more people that do it, the better we do. And it’s all about being able to breathe clean air and have the birds come back to the trees and all those things. It’s a little bit of a way to pave the road for that to get better. 

    Garrett Hartwell: Absolutely. Yeah. I love it.

    That’s why I get to do it every day. So it’s a lot of fun. Yeah. Thank you so much. And Solar 

    Kim Allchurch Flick: Works in the Pacific Northwest. It really, it 

    Garrett Hartwell: truly does. 

    Kim Allchurch Flick: I know it’s shocking, but it 

    Garrett Hartwell: does. Today is a beautiful sunny day, so it’s absolutely working. 

    Kim Allchurch Flick: Yeah. Thank you so much. Take care everyone. This is Kim Allchurch Flick signing off.

    Thank you. We’ll talk soon. Bye-Bye. 

    This Episode’s Guest: Garrett Hartwell

    Garrett Hartwell is the Founder of Power Northwest, a local solar installation company out of Portland, OR. The company serves Oregon and Washington providing both residential and commercial solar services. Founded as a Benefit Corporation, Garrett had a passion for creating a purpose driven company, putting people and planet first. He believes that more profit simply means more purpose and is striving to build a lasting company that can make a positive impact on the world, where people enjoy going to work every day.

  • Joy as Counterculture: Building Quiet Climate Influence with Andrea Learned

    Joy as Counterculture: Building Quiet Climate Influence with Andrea Learned

    Andrea Learned, a Climate Influence Catalyst, writer, and podcast host, joins Kim Allchurch Flick for a conversation about using joy and curiosity as a countercultural way to build climate influence.

    Learned traces her “windy” path from public relations and marketing to women (including co-authoring “Don’t Think Pink”) to sustainable business studies and climate leadership, emphasizing authentic personal visibility over PR-driven messaging.

    She advocates small, joyful shifts—“veer” plant-based, try biking or e-cargo bikes, reduce plastic, rethink recycling, and restore native habitats—as subtle one-to-one influence that can spread through networks and policymaking.

    The conversation highlights innovations like compact detergents, balcony solar, and regenerative land efforts, and draws inspiration from figures like Bill McKibben and Jane Goodall. Learned shares where to find her (Blue Sky, Substack, LinkedIn) and previews her upcoming podcast, “Name and Fame.”

    Listen Now

    Time Stamps

    00:00 Welcome and Guest Intro

    01:26 Joyful Career Journey

    04:11 Building Influence Online

    05:55 Authentic Leadership Presence

    08:15 Small Steps Not Extremes

    10:14 Veer Plant Based and Bikes

    15:38 Innovation Sparks Joy

    17:44 Resistance and Counterculture

    21:28 Backyard Habitat Ripple Effect

    23:47 Joyful Discovery Loops

    24:11 Plant Based Parameters

    25:03 Solar Hope With McKibben

    26:23 Joyful Mayors And Leadership

    28:08 Water The Bamboo Patience

    29:11 Regeneration And Soil Health

    32:06 Swing Big Together

    34:19 Where To Find Andrea

    36:51 Optimism Through Joy

    39:58 Bring Values Forward

    42:06 Dinner Guests And Resistance

    44:50 Final Thanks And Sign Off

    Kim Allchurch Flick: Hello everyone. Welcome. I am delighted today to have Andrea Learned join me. Andrea is Climate Influence Catalyst and podcast host. Andrea is an author, speaker, commentator, and podcaster with a mission to catalyze climate influence. Leveraging her established platform on Blue Sky and Substack.

    She identifies and amplifies the people, places, and projects that are quietly changing the world. Andrea co-created and hosted the award-Winning Living Change, a Quest for Climate Leadership Podcast, and is currently incubating her new show. Name and fame with Andrea Learned. She is most known for her Deep Climate Network and her counterintuitive leadership visibility approach, which centers on loving others up with an early career in marketing to women during which she co-authored the book.

    Don’t think pink. What really makes women buy and how to increase your share of this crucial market. Andrea’s background may seem winding, but it all aligns beautifully through the lens of her contagious joy in celebrating big unexpected impact. Today we’re gonna talk about joy, the counterculture way to build climate influence.

    Welcome, 

    Andrea Learned: oh, I’m so happy to be here. Thank you for inviting me. 

    Kim Allchurch Flick: This just speaks to my heart in so many ways. As we were talking before I just love the thought of your journey being windy, and I guess I myself have had a windy journey from being a biology major to an MBA, to being in all sorts of business aspects of the world, and yet the biology major has been screaming to get out.

    And do things about climate, and I love dirt therapy. So welcome, welcome what has inspired you and been your inspiration and a journey to bring you to all of this that you are and doing now? 

    Andrea Learned: I’ve only probably recently really figured it out because I just keep moving forward, but I’m looking for things that bring me joy.

    It turns out. And try to hit the high points. I started really in college. I was a poly sci major. I didn’t know what I was gonna do. I ended up doing public relations sorts of things in a variety of roles, right outta college. And then the marketing to women thing came up and.

    It’s really interesting because what comes out of that is that it’s like a marketing book and it’s like women’s consumer behavior. And for me it was really like, oh, in the back of my head I was thinking like, oh, they’re a powerful force. They’re powerful force influencing things. It’s interesting to figure out how they make decisions broadly.

    In other words, I wasn’t as interested myself in selling more stuff to women because now here I am in climate and sustainability and I would hope that people would maybe consider buying less. And even at the time before my climate world, I was just like, I don’t think women need more help buying stuff.

    But what was interesting to me was how do these women make decisions? And so the fast forward from that is. Then I was like, oh, I’m actually interested in leading thinkers, and so then it became women as leaders. Then it became leadership, then it became sustainability and climate leadership.

    That’s how I got there. Now I did a master’s degree. So later in my life on in sustainable business and communities. And the whole point of my thesis was to look at how men, who are leaders in, because sustainability leaders for corporations, how they think or what they would say the key traits are that help them be the best leader in a sustainability position.

    And I wasn’t able to do, like scientifically do a hundred interviews or whatever, but I talked with a couple of really great guys and they were just like, they were like, listen. It’s psychology, communication skills, all these things that get attributed to women’s ways of leading. And they were just like, it has nothing to do with my MBA, it has to do with communications and kind of psychology and building community engagement. And so that sort of set me on this path. And long story short, I have joy in discovering in this knowledge. And just oh, that’s another puzzle piece, right? So then that’s another puzzle piece. And so then I realized that. I could get my writing out more and be more visible with this thoughts and kind of the cool people I was talking to if I got better at social media.

    So I got better. I’m an early Twitter user. 

    Kim Allchurch Flick: Oh, okay. 

    Andrea Learned: And that led to me getting some significant kind of contracts or opportunities in, climate, NGO social media, like during COP 21. And as I was doing that, I was like, oh, I should just be building my name as well as forwarding this organization.

    And then that’s how I became someone who’s just, and I say this a lot, I’ve never been with an organization per se, for longer than a year contract. I’ve never worked in some big corporate role. I’ve just been quietly building my own influence. And so to your point with the question, I think it’s been joy and curiosity that keeps pushing me forward.

    And all along the way I realized, oh, I’m also building more kind of contacts and networks for myself. Ultimately, I’ll figure out how to. Leverage that for good, and I think that that’s where I am with my career now. Like I’ve built all these pieces, I’ve had all this curiosity. Now I don’t have the world’s biggest network known demand, and I’m on blue sky, not Instagram, i’m on the more written word related social media platform, but I’ve got. High quality people that are following me that are interested what I have to say, because I’ve been building this up for so long and it’s all because I’ve been following a thread of joy and my own curiosity, I would say.

    Kim Allchurch Flick: That’s fascinating. And with those connections, how is that shaping your world view further and how are they listening to you? How is it changing some of these thought leaders? 

    Andrea Learned: What I’m realizing is that I’m bringing more, I feel like I’m bringing more permission for them to be themselves. A lot of times when people, when I’ve advised people in the past, they’ve been like, we gotta up our numbers and how do I get more known on this platform or that platform?

    And I’m just like, listen, back it up. Are you yourself on this platform or is your PR team for your nonprofit doing your feed? And I’m just like, I don’t wanna follow your, the structured kind of way that a PR team would do a feed for a person. I’ll give you an example, and I don’t know for sure, I believe that this person, but Paul Pullman, remember Unilever fame, he was, he’s been big and using social media well for a long time.

    And even way back in those old, COP 21, 20 15, that era. He was really good and you got the sense that he was doing it himself. What he would share what he would do and that’s an example of someone with a lot of visibility, a lot of influence just being himself on there.

    I believe that he’s continued to do that. I haven’t followed him lately, but that’s what I’m looking for. In other words, the leader. Is not an arm of the organization like they are the organization, but the leader needs to be sharing in their way as a human. And so that ended up being what I started to advise people on what my secret sauce was.

    And in a way. What I like to do is not get on people for it, but just go, Hey, did you realize that the fact that you like basketball is something you could throw into here? You have permission to do that. You have permission to be a human being. And so that connects to what I do because I ride my bike for transportation and it just came because it was faster.

    And I really liked it. And so that’s become part of my brand. And so the stuff I’m selling comes from me and is like personal joys that happen to have climate influence. And that’s what I wanna advise people and nudge more people to do. 

    Kim Allchurch Flick: Oh I love that. And along the way, what do you see as problems and the solutions that you can help create that you are creating but help others create, 

    Andrea Learned: Problems with?

    Doing that or with what? 

    Kim Allchurch Flick: It’s a big question and I apologize. I think what I see as problems is sometimes resistance or, like this particular time is 20, early 2026. There’s some inherent problems that are huge but also sometimes money is not available to make progress or lack of understanding of what issues are.

    And I think one example that I see is. As I learned more and more about recycling through time, I did a project on it through Portland State a few years ago, and recycling was broken then, and there’s a lot more that’s bad about it than good, but yet it feels like a panacea because we’re fed that and it’s no one’s fault to think that recycling is something they should do, but understanding the systems means.

    A lot of it’s broken and some people are doing some innovative things, but it’s still very, very wasteful and negative to the planet. So what are some solutions and how do we learn our way out of it to do better? Is one like an example that I came up with? 

    Andrea Learned: I 

    think 

    Kim Allchurch Flick: so what do you see as things like that are issues that are in intransigent?

    Andrea Learned: I think this is what I’ll respond to that with, and you can ask me if this wasn’t clear enough but. Like I, so for example, I’m vegan and so I forward kinda a plant-based diet. Also, I’m someone who rides a bike for local transportation. I currently don’t have a car, but I have in the past. So all that is to say, I’m not saying no one should ever have a car, right?

    I’m saying, wow, consider bikes for local transportation. I’m also not saying. You’re horrible because you eat meat and dairy. I’m not gonna say that. I’m saying you’ll be blown away by how much better you feel healthwise and you will find joy and you don’t even realize. Kind of what a ethical weight it is on your head that you’re eating animals.

    I I don’t even really get into that. So I think it’s this extreme situation that we’re in where you’re either for us or you’re against us. And I’m just saying, I’m aiming for the better world. I was just talking with somebody, you’re listening to a podcast about this and I did have a conversation with one of the people I interviewed for Living Change about.

    The idea of going vegan and people are like, I could never go vegan. I could never, and a lot of the thing is, I can’t give up dairy. And so the person that I was talking to was like, so I tell people, go ahead, eat, plant, place as much as you can and keep eating pizza or whatever. So it, and then the fact is, and this is what I know.

    It’s gonna self perpetuate. You’re gonna realize that eating cheese and pizza maybe doesn’t feel that good. And you’ll but no one’s saying you can’t eat cheese. I guess the point is that I use the term veer, right? Veer plant-based, because I trust in my soul that if you veer plant-based, you’re gonna keep veering and veering and veering because you feel so dang good.

    And I think the other thing with bikes is transportation. Veer towards a bike to take your kid to school. It will change your life because you’ll go, oh my gosh, these two mile trips. Are so much more fun and so I’m not, meanwhile, that person could have three SUVs parked in their driveway, right?

    It is what it is. I trust the universe that ultimately they’ll be like, Hey, I guess I don’t need that third SUV. So the whole thing is happening. It may feel like it isn’t overnight, but the other element of that kind of, from my work and climate influences. If you are out there having joy in riding your child to school on an e cargo bike, you better believe other people waiting in line in their SUVs in the school line are gonna be like that person looks like they’re having a lot of joy.

    You are gonna be influencing people. Same thing with plant-based, like you don’t run around with a t-shirt that says I’m vegan and I’m never gonna go anywhere to a restaurant with people who aren’t vegan. You just go, you just. Invite your friends to come to a great vegan spot and you just don’t hammer on it.

    And so my whole thing is it’s influence. It’s quiet, it’s subtle, it’s one-to-one. And the power of that is that we all have networks where maybe we have 10 quote unquote influential people, right? Whatever in our circles, whatever. If we in some way impact those leaders that we know that are in our circles to maybe eat a little less meat and to maybe ride a bike to take their kids to school.

    That will seep into their policymaking. They will go, oh, it will open up new avenues. And that’s the kind of quiet influence I’m talking about. 

    Kim Allchurch Flick: I love that. Would it be okay if I share a brief story that was inspired by what you just said? 

    Andrea Learned: Yes. 

    Kim Allchurch Flick: I have a mentor since Portland State over the last decade and a half and just met with her again with another friend a couple days ago.

    And this woman has held hands with the Dalai Lama. She led the business of Social Enterprise Certificate program. I went to Cambodia with her on social enterprise. Travels very, very, very inspiring. And we were talking about habits and how to change habits and how when talking or lecturing or teaching, not to try to change the whole world at once, but how maybe take one topic.

    And she was very good about talking about that. And I spoke with her about how. It’s taken a while to create a new brain pathway for me to think about how to use less plastic. I said, but now it’s like, what’s the first decision I make in a grocery store when I’m looking at what to buy? And an example was salad dressing, and there’s a salad dressing I really like and I really wanted, but it’s in a plastic bottle.

    Therefore it is eliminated from the choice what is the packaging. So it becomes the leading part of the choice. It’s not just do I like it, it is. Is this in something more eco-friendly? Is it in glass and is it in something cleaner? So I’m not taking microplastics, but I also don’t have to worry about plastic downstream glass.

    Not a panacea, but better. And when our decision choices, priorities are shifted, that can really help. Another one is vegetables or. Or meat, how to make that decision completely eliminate factory farming. 

    So if the choice is where it comes from, matters first, then the choice becomes, okay, if, ’cause I live with someone who likes to eat meat, is it a hundred percent grassfed?

    Was this local, are the vegetables organic from a local farm, those kind of things, because we can still eat the vegetables and I find it, it takes a while, but reshifting, our priorities then becomes a habit, and now it’s reflexive for some of these things. And the same thing in laundry and cleaning. I managed to, through experimentation, completely eliminate plastic and all my laundry and cleaning supplies because there are innovators.

    10 years ago there, those innovations may not have been there, but now there’s. Plant-based, eco-friendly packaged options out there. I was wondering how do you see that with innovations coming up and spreading that word so people don’t feel overwhelmed, but it sounds like your messaging can really get to someone to take a step at a time and not feel like they have to do it all at once.

    Andrea Learned: Yeah, and the thing that I was hearing when you were telling me your stories and even in the ways that your eyes lit up, there’s one of the things is you put in front of you. Are there other choices? And then because it’s innovations, it’s exciting and your curiosity is peaked, and so then there’s joy in oh my gosh, I didn’t know they had cleaning products that came in, cardboard containers or whatever. I’m working, I’m using a laundry detergent, that normally was in a big plastic jog and now I’m using, just it’s like a paper. The cardboard little, but it’s also that kind of really condensed stuff.

    So it’s this teeny tiny little thing that lasts me for like 50 loads. And I, I’m on this forever and I only just started doing that within the last like couple years and I’m like, this is so cool. So my thing is when you feel that joy bubbling up in innovation adds to the whole thing.

    I’ll give you another example that’s happening right now is all of a sudden, because. Of course we saw it happening in Europe much faster. Those balcony solar panels, everyone’s like, I don’t care what color your state is, you’re interested in balcony solar panels. Hello. Like that’s, and that’s joy.

    That’s a human joy. And you mean I could generate a little electricity and lower my electrical bill. You’re a Democrat, you’re Republican, you’re in on that and there’s a joy in going, this is so cool because there’s also a joy in telling your neighbor how cool it is. And I, that’s something I found with e-bikes and e cargo bikes, if there’s joy in innovation and I think that we aim if innovators can be telling stories that really integrate the joy aspect of that, of did you know that you could do the same thing? But in this approach people are just like, ah, they’re all over it. So I think I saw that in your eyes and in this like awareness. Once you like make an intention I’m not gonna, I’m gonna look at the choice and if I have a choice not to buy plastic, I’m gonna go.

    That just opens up the world to packaging innovations. And same thing with going plant-based or attempting to, I think there’s. Joy in that. And I, so I can’t remember the rest of your question, but I wanted to point that out. Your eyes lit up and you get excited. I do the same thing when I’m talking about these various things that I’m involved in.

    Kim Allchurch Flick: That is so cool. As you speak to people, how do you see people catching on? And if somebody isn’t or is resistant, what are some of the resistances that you come up against still? 

    Andrea Learned: One of the things that I’m trusting more in humanity, I think that there are a lot of people that are pushing their joy or their curiosity down because it isn’t cool.

    It isn’t in our culture. And so what I’m saying more and more is that this is counterculture, it used to be the hippies in Haight Ashbury, smoking pot, whatever, patchouli oil. And now the counterculture is those of us who are like wanting to ride an e-bike and grow our own food and do these things.

    And so it, I think counterculture is the new black. Like we should be cheering that on. And I think that lies just under the surface of a lot more people than we think and that so many of us, particularly probably, that are like ensconced in corporate business. They’re the CEO or they’ve been there for 20 years and they like, they, they’re expected to make decisions this way and it’s expected to be, just these little nudges here and there no big pivots for innovation that comes out of nowhere.

    I think that we have to tap more into our personal values and our personal joy. And then go, oh my gosh, this opens up a whole new, and I think that that’s just under the surface with a lot of people and they’re not giving themselves permission to listen to it and test out, making a little change that way.

    So to your point. It’s more accessible if people are like, oh, I can start checking out an e-bike. Just riding my kid to school a mile away. I don’t have to tell anybody. I can keep driving, and then as it gets more and more fun, they’ll be talking about it. So I think that lies just under the surface with regard to resistance.

    It’s funny because I do people get a little defensive around me ’cause they know I’m vegan and they just go, oh I still eat meat, and they cringe back and I’m like, I. That’s your prerogative. I’m certainly not here to they think they’re used to a culture of extremes and someone’s gonna jump on ’em for that.

    And I make a point not to jump on it. I just, I’m just like, that’s fine. But the thing is that I know that they’re curious about someone who could go vegan. How did that work? And. Once you kind of chime in, anybody who’s gone vegan or who’s not quite gone vegan, it’s always the cheese, they’re always like, I can never live without cheese.

    And so then you have this conversation and then you say, Hey, maybe try and have one meal a week without cheese, or whatever. All that is to say it’s just these, it’s these small steps, and I think that people have not tested themselves or listen to their curiosity or listen to the joy and the values in their gut.

    That they’d really like to express a little bit more, but they don’t know how in our political and kind of corporate climate the way it is. And I think now more than ever, is a really good time to do it. It’s like looking at renewable energy and all of that. People, we’ve got a federal government that’s just everything’s off the list in terms of climate action.

    So now the states and cities have to do stuff well. Everything’s off the table as far as big campaigns to eat less meat or whatever because our current administration isn’t gonna let that happen. So we need more of us individual people. It’s a smaller scale to be like in our communities making a difference.

    We are the cities and states of bigger change in climate and I think that our, one of my things is that we each have a lot more influence than we notice or use. And that’s what I’m here, that’s why the podcast is called, gonna be called name and fame, because I’m looking for people who are doing these little things and just going, wa you know, watch this space, watch this person, watch what this person’s doing.

    Check it out. I think there’s much more to be said for joy and love and like enthusiasm about cool innovations or cool things that are happening than we’ve given kind of attention to. 

    Kim Allchurch Flick: I love that. And it reminds me also that years ago, one of my friends who lives in a different district of Portland than I do, said my yard is a certified backyard habitat, which came through the then Audubon Society, which is now Bird Alliance of Portland.

    And it’s run by volunteers and there’s certification levels and it has to do with how, what percentage of native plants you have in a yard. And it can be a yard, it can even be. Container gardens small and up to an acre. So I got on the list and they didn’t have it in my county for two years, but I was on a waiting list.

    And then we did it. And by removing bad things like Ivy and Finca, replacing it with native plants, putting out some mason bee, and it takes time, but it’s. It’s such a joy to see how things change and it’s not just for me, it’s birds and squirrels and I’m actively still killing a part of my lawn that was too shaded anyway, and putting in native ground covers that are shade tolerant and everybody’s happy around it.

    It’s, and just the amount of creatures and watching spring and the seasons change, it’s really inspiring. I still see in the neighborhood people with leaf blowers where we keep the leaves. I just move ’em around and, but some people are also catching on and every once in a while you see another certified backyard habitat sign pop up and pop up.

    And I, I think people do get encouraged and sometimes people catch on slowly or they they hang on to thinking lawns are beautiful. It’s all a matter of. Slowly learning what the differences are, but I love what you said about individuals slowly starting to create a collective. Can make a difference even if we haven’t met each other.

    Numbers start to really make a difference. 

    Andrea Learned: I think to your point, this kind of longer term thing, again, our culture is I tried that. It didn’t work, overnight. And it’s and to your point with the joys of the I’ve done the same thing, I killed my whole front yard over time and I do this, every time I see another bird in my front tree that I planted in a big thing that just used to be a big pile of grass, I’m just like, oh my gosh, there’s a bird.

    The joy, these little, again, it’s innovation that you’re doing, right? You’re like, I’m gonna kill my yard and I’ll figure out what plants and dah, dah, dah, dah. And then you’re like, oh my gosh, a butterfly appeared and you’re like, your day is made. I think that people don’t remember what that’s like, and I think it’s this longer term game, and we’ve become a culture that if it doesn’t work in a sales quarter.

    It’s not a thing. And I think even when I’ve been involved in conversations or like moderated panels or something on, say a corporation moving in the direction of more plant-based food in their, what used to be, catering services or their food service when corporations still had lunch rooms or whatever that.

    It’s this longer term game and everyone that’s in the process, the chef, the people who come to dine, whatever, they’re in a learning process and all of a sudden they’ve got more plant-based meals to choose from. So they’re gonna try a few more, right? And all of a sudden the chef has more parameters, right?

    Which is don’t use as much meat that chef has to get more creative. You can say at the front end, oh, that sounds like a lot of work. I’m never gonna do that. But the fact is that having these interesting parameters starts to push people’s boundaries and they have more joy in the discovery of these cool things.

    And I think that is not talked about enough. 

    Kim Allchurch Flick: I concur. I concur. It’s, and speaking of joy bill McKibbon McKibben’s pretty famous and. And has often written things that almost seem like in the depths of despair until he wrote, here Comes The Sun, a recent book, and he was talking about innovations and the thing about solar being small and localized on banisters and railings, and he speaks about China and how even though they’ve have been in very bad air quality situations.

    But the fact of how they’re leapfrogging over fossil fuels and going to solar at such an extent that I read an article yesterday that they have had installed more solar over the last year or two than the United States has installed ever, collectively, total, and. It’s encouraging to when he’s upbeat about something with all his scientific knowledge and wrote this book, it’s super, super encouraging.

    Have a, yeah, go ahead. 

    Andrea Learned: Sorry. I have, speaking of Bill McKibbon, ’cause it’s the same thing. A lot of us, read somebody who’s been following this for so long and is so wise on that. Also, I lived in Vermont for seven years, so I and I, he was in some room that I was in once and I’m like, oh, he’s my best friend, but we follow each other on Blue Sky and whatnot.

    But. I’m gonna say the same thing with regard to both these potential things like these solar panels and to leadership. He also is looking for joy. And so there was an article that he wrote on in his substack, I think in like late October about the Mamdani election in New York City, and we in Seattle also had a quote unquote socialist mayoral candidate.

    And what. McKibbon said in the title is something like there’s, basically keep a look on these three mayors be, or, and candidates ’cause there’s something up and they’re having fun doing it. So he pointed to Joy in State City leadership and turns out right Mom, Donny just took it from there and everyone, you cannot deny if you’re watching that at all, that man has a lot of joy.

    He also mentioned Michelle Wu in Boston, who’s been on my list to interview potentially too for a long time because. She was riding ecar her kids to school on e cargo bikes before she became mayor, so just like the awareness and I’m just gonna pause there and say that there’s a thing about being aware and actually walking and riding bikes and taking transit in your own city.

    That changes your perspective. And so then the same thing is Seattle’s mayor Katie Wilson won. And so it was. Wilson, Mamdani and Woo, that McKibbon was highlighting. So he’s also highlighting people who are reflecting joy. So solar panels are joyful. And if people want, in mayors who have joy, more people wanna support ’em because they’re looking for joy, whether they realized it or not.

    Given the choice of a candidate who’s got some joy going and somebody who’s just doing the same old stuff, we’re all going for the joy. And so I, I. I love that Bill McKibbon ’cause he does write about the depths of darkness. Like he’s been watching this for a long time. It can be pretty horrific to look at this.

    And, but the thing is, those bubbles, they’re like little shoots, little bamboo shoots, right? So if it takes years underneath, in the ground for bamboo to start to develop and then they start shooting up in this way, I’m, I hope that I’m doing the same thing with the things that I bring up or help, emerge to the world.

    Kim Allchurch Flick: Yeah, there’s a book called Water the Bamboo, which is about the psychology of that. The importance of Wait for what you don’t see. 

    Andrea Learned: Exactly. It’s clear. 

    Kim Allchurch Flick: Don’t 

    Andrea Learned: give up. Wait for what you won’t see. Would be a great name for this episode of your podcast. 

    Kim Allchurch Flick: Oh, that’s a beautiful, 

    Andrea Learned: because and I think that we could go on and on about that because we haven’t seen it.

    It’s almost like leadership, right? Almost like we haven’t seen a black woman president. We haven’t seen it. It’s developing. It’s there, it’ll come up, but it’s just we lose heart and we think nothing will ever change, and we think that X is the social norm and that this culture that we’re in now, which is hell, is it.

    I call BS on that, other things are brewing. 

    Kim Allchurch Flick: Yes. And Jane Jane Goodall. Who I got to hear before she passed away, but in the same year she was in Oregon last year, said regimes end. And she was talking about a lot of other things as well, and talking about somebody who still had joy, even though with some pain, with all the things that she went through with diseases.

    And yet she has created so much joy in others. And I think I find inspiration too, from. Organizations that can, are heavy hitters, they can swing big. And when I feel small, I look and say, oh, I can help support them. Like Oregon has, Oregon Business for Climate, an organization that rallies businesses and the voices to take to legislation and policy makers things of that nature that really, really help.

    I also think. We’ve gotta give ourselves some grace where I grew up in England as a kid in the countryside where everything was pastures and these walls covered in moss and a occasional tree here and there in little streams, and it looked beautiful. And that’s what I remember until I also have been learning about how forested.

    The whole island of Great Britain used to be and how they’re really hurting in terms of their agriculture and their climate. It’s hurting a lot. And I read a book called Land Healer by Jake Fiennes, and he talks about that. He talks about people see beauty differently and now we’re trying to reverse it.

    And one example is the KNEPP farm, K-N-E-P-P. That was not making any money, I think 20, 25 years ago. And Isabella Tree, who wrote the book, wilding and her husband decided to stop farming and reclaim and regenerate that land. And they did such a beautiful job of it. And that book is my joy. I’ve listened to it, I’ve read it twice and.

    They have created now a place where people can go and stay and eat from the land. 

    That is so beautifully regenerated. The soil health is back, and when you look at a pasture and particularly look at farms, even in Oregon, sometimes at the wrong time of year, you can drive down a back road in the agriculture country and you’re driving through dust because somebody’s telling soil health matters.

    That book Land Healer and the net wilding farm and the film, biggest little farm, things that of that nature are showing how it doesn’t take that much to do some real good. And when we can get back to soil health and the native tribal people know this. Soil health is everything. It’s human health, it’s animal health, it’s wisdom.

    And I love that people are looking at that and trying to turn things around. 

    Andrea Learned: I agree, and I think to your point, you had mentioned this idea of swinging big, supporting the communities, the organizations, the, I think part of the reason that I want more people to be more visible with whatever influence they’ve got is that it’s almost like, oh, I didn’t know you too.

    Were on this bandwagon and we can start to form these mini collectives. I think a lot more of us could swing a lot bigger if we were aware. That there were more people out there that wanted to combine efforts, even if it was just like a massive, like talking about something on some social media channel or something.

    I think this idea of swinging big, bigger than we ever thought we could, and being involved in these organizations like that, Oregon Businesses for Climate that you mentioned and stuff like that. And from the storytelling perspective and from the podcast perspective and from what will get told.

    We don’t wanna hear the same old stories about, how boring are the stories about the corporations that did this or that? Or even the climate tech companies, like they got another funding round. Who cares? It’s these. Stories of the little guy or gal, right? Swinging big or figuring out a way to circulate their community to swing big.

    If you look at Minneapolis and resisting the ice stuff, like it’s these moms and dads and ki like just coming together at a very ad hoc level and doing these amazing things and we all, all over the country are all over the world, are riveted by what’s happening in Minneapolis community right now.

    They’re swinging so big with the amazing community and love that they’re reflecting. And I think that there, that’s there for a lot of things. It could be transportation, it could be food systems, it could be cities, affordable housing, whatever your thing is. And that’s one of the reasons that social media is so great.

    Like you can a monitor, you can just take a look at social media, even if you don’t use it much yourself. Who are the people that are, that you can sense a little bit of a hint of swinging bigger, follow them and support them and amplify them. That starts to, we can get more big swings happening.

    Kim Allchurch Flick: Oh, absolutely. I love being a backstage person that’s helping build the set for somebody else to shine, or at least being in an audience doing the standing ovation. They feel good to continue on. 

    Andrea Learned: Yes, 

    Kim Allchurch Flick: we all have a place in a space, even if we’re not on stage. 

    I love that. How can people reach you and.

    And learn from you and work with you? 

    Andrea Learned: I am very active on Blue Sky, which some people may not really be that familiar with it. It’s basically something that came. It’s the same sort of people that used to be on Twitter. It’s very there’s not, it’s not just about sharing pictures or whatever. It’s very much about links and resources.

    People that just, read too much probably and listen to too many podcasts. We’re sharing resources and things like that, and I’m on there a lot. The other tip I will give to other people who are listening to this, there are a lot of climate media on there, a lot of journalists in the climate space, and it’s really fun to follow them as the human beings that they are.

    So few of them are with. Established publications anymore. So they all have their own newsletters, et cetera, and it’s a really fun place to be. So I’m really on very active on Blue Sky. I’m on LinkedIn and just getting less and less active because I’m not. I’m not feeling the joy there as much.

    I have a newsletter. It’s currently on Substack. I may be migrating it, migrating that, but I’ll keep people posted. But I’m, what I’m trying to do with that newsletter is some audio posts. In the future, there may be some interviews, and as you mentioned way early on, I am just about to try and launch my new podcast name and fame with Andrea Lerned.

    That’s it’s a. It’s a big thing to do and I’m doing it independently, so I’m hoping to get that launched pretty soon. But you really get to know me by following me on Blue Sky. And the other thing is that you, I’ve I think on LinkedIn or anyway, I have a link tree from my, you can find my site, AndreaLearned.com.

    But that need is in need of an update. But I. Get interviewed by people a lot. So I have a link tree and I believe I link to it from my blue sky. I should check that right now. But you can go to the link tree in like recent podcasts that I’ve been on. I’ll put a link in there. So that’s a way, and I will share those on Blue Sky whenever that’s on there.

    So yeah, you can find me on Substack, you can find me on Blue Sky, you can find me on LinkedIn if you have questions, you can just, message me on LinkedIn and I can point you to certain directions. But I’m out there and hoping to refine easier ways to find me in one spot. But I’m out there.

    Kim Allchurch Flick: Yes. And we found each other because you’re out there, which is terrific. And is it at Andrea Lerned on Blue Sky? 

    Andrea Learned: Yeah. If you go to Blue Sky, Andrea Learned, it’ll just come up. I don’t believe I’ve got any competition for that. 

    Kim Allchurch Flick: And for listeners, we’ll put everything in the show notes as well.

    Yeah. 

    Andrea Learned: Great. 

    Kim Allchurch Flick: And what makes you optimistic? 

    Andrea Learned: I’m somebody who is fueled by joy, so what makes me optimistic are these little moments. So a couple of things. One, I am, watching these protests and kind of the horrors that are happening, I just took so much from. The inflatable frogs in Portland, it’s joy, right?

    The I, the joy is influential and fear is irrelevant. And so what Portland showed us, and I lived in Portland for 10 years. I love that place. I will never like it’s in my blood. So when they became famous for the inflatable frogs, it was incredible. And then I will say something like Bad Bunny’s halftime show.

    You right. These, the storytelling that he did, he was not yelling at the other side. He was just telling a story about how great, a real story of humans and how much buzz that did. It’s these. Again, these are these like smaller stories and I guess bad bunny is a big story, but it’s these moments where you are seeing, and I just am gonna keep saying it, joy as the influence and fear as the irrelevance and I think quote unquote other side is starting to see that the irrelevance of fear is not gonna get ’em everything they want.

    And the joy side is on the up and up and there’s a great op-ed in the New York Times today by Will McGrath. And so if you could put that in the show notes, it would be amazing. And he goes into detail on how all these families in Minneapolis are helping so many immigrant families get their kids to school and try and stay safe and all of this and driving these minivans, and whatever.

    It’s just lovely. Op-ed and I often mention this in a podcast. He mentions it too, and I don’t know the guy, but we have, we’re Kindred. He mentions a band called Idles, I-D-L-E-S, that is a post-punk band out of Bristol uk. They had an album called Joy as an Act of Resistance, and that’s the tattoo that I got on my arm.

    This is the first tattoo I’ve ever had. Joy as an act of resistance. And so his whole article is, and he talks about a song on that album, Danny Delco, which is about an immigrant story and. He’s talking about all these moments of joy and how these families in their minivans are rising up and I am just reading it going, oh my, like this is it.

    So these little stories make me optimistic, which is one of the reasons I stay alert and reading publications and staying on blue sky when I could just sign off and say, forget it. These little things bubble up. These are the same things that I wanna help bubble up with my work because it’s there.

    These little things bubble up and that’s how I stay optimistic. ’cause they exist and they’re not going anywhere and the fear won’t. Fear won’t beat us down. 

    Kim Allchurch Flick: I love that. And we’re one day into the year of the fire horse, which this is an evergreen podcast. Everything we’ve said today is relevant into the future, but I do wanna mark that it is February, 2026 as well.

    And what a, what an interesting conversation that we have had. I feel joy because of this, and. I’ll put a lot into the show notes. Great. I’d like to ask you if you have anything more to add, and then I’ll ask you the final question. 

    Andrea Learned: Do I have anything to add? I think if it didn’t become clear in our conversation, I would love for everyone who’s listening to this to really step back and think about what their key joys are, what their key values are, and if they’re, they’ve been in any way.

    Hiding them or not talking about them much, that they choose to bring them forward a little bit in their life. And if that influences one or two people and maybe just your next door neighbor. That’s huge power. And so I, I just want people to reflect back on if they’ve been holding back on their own joys and their own values in any situation.

    And I think ideally, since I work a lot with leaders and influence at a leader level, I really would love for people to like, identify that and figure out ways that they can maybe reflect that or share that or be a little bit more visible with that in their professional space. I think that’s it.

    Kim Allchurch Flick: And I think what we can all do is share your information and sometimes ask open-ended questions of some leaders. Say, Hey, this is on my mind. I heard this podcast with Andrea Learned who. Who mentioned some things, what do you think? Would you engage as well? Yeah. And see if we can make this flow?

    Andrea Learned: The other thing I forgot to mention is that , I’m so become kind of media and commentary and things like that are my thing. But I do, if people are. Called and get the sense that they might wanna have a conversation with me. I do our, hourly advising or just if you want a cheerleading call for an hour, I am available for that, especially for leaders because I want to help you tap this and move it along.

    And that is through this app called intro.co. And I’ll give you a link to that too. So I do all this media stuff. I interview people on podcasts and occasionally I still, if people ask for it and feel like they could get something out of talking with me. And most people do because they get a little dose of energy and kind of a realization that there’s something more they could be doing.

    So that is something I would love to help with. So I am available for that. 

    Kim Allchurch Flick: I love that mine shifts toward the positive and joy can make a big difference. So if you could have dinner with anyone. Up to three people living or deceased, who would they be and why Doesn’t have to be three. It could be one, it could be two.

    Andrea Learned: It’s so funny because it’s like how the three people that I would want at dinner, it would be a strange I’m not sure how they would all connect except if I really thought about it and it would, it was gonna be joy and love I guess they would all connect no matter what.

    But I will say that that band that I mentioned idols I, the lead singer of that band, Joe Talbot. Would be somebody that I would love to be sitting at a dinner with because he just exudes joy and has a real social justice angle to everything he does. Another piece person would probably be who I’m so bad at this because I just, I would like to interview or I would like to have dinner with somebody who.

    First came, came up with the electric bike, I would like to talk with somebody about that. I, and then I also, I will say, one more that I know is the person who was behind the advocacy campaign. I don’t know if you remembered or not, that they really the angle was, let’s stick it to the man by not smoking.

    So the way that smoking, became less cool, if you will. Was, let’s figure out how to get young people involved in saying, I’m not gonna die just ’cause big tobacco. 

    Kim Allchurch Flick: Excuse me, 

    Andrea Learned: I’m not gonna die just because big tobacco wants me to smoke cigarettes. And so I think there’s something I would like to talk with the person who is probably dead by now who activated that or made that happen.

    And again, it could be the leader of it or not, right? But who made that campaign happen? Because I think with regard to all the stuff that I do too, a lot of this is figuring out ways to stick it to the man or stick it to a culture. So we stick it to culture by choosing to eat less meat. We stick it to culture by choosing to drive and buy fewer fuel, fossil fuel vehicles, right?

    We stick it to culture, and so I want to get more educated and find more joy and kind of information sources about how we stick it to the man, which is our culture of awfulness by simplifying and analoging our life. If you will. Whoever can help me put together that dinner table, I would love it.

    So Joe Talbot of idols, whoever came up with the e-bike and whoever was behind the scenes of the stopping smoking, sticks it to the man, I want that at my dinner table.

    Kim Allchurch Flick: I love that. And there are still ways that we can stick it to the man on many levels and build. Build good businesses by changing our purchase habits and our thought processes and our habits. It’s such a great conversation. We could continue talking for a very long time. I have enjoyed this so much.

    Everyone, thank you for being here. This is Kim Allchurch Flick. Delighted, thank you. Delighted to be able to share this with the world. 

    Andrea Learned: Thank you so much, Kim. I really enjoyed the interview and I I hope that this conversation did start some joy for any of your listeners and gonna get them thinking about their own, how they’re gonna be more visible with their values and their leadership.

    So thank you so much for inviting me to do this. 

    Kim Allchurch Flick: Small as mighty little steps can make big journeys. Thanks so much. Signing off. 

    This Episode’s Guest: Andrea Learned

    Headshot of Andrea Learned, wearing headphones and sitting at a microphone.

    Andrea Learned is an author, speaker, commentator and podcaster with a mission to catalyze climate influence. Leveraging her established platform on Bluesky and Substack, she identifies and amplifies the people, places, and projects that are quietly changing the world. Andrea co-created and hosted the award-winning “ Living Change: A Quest for Climate Leadership” podcast, and is currently incubating her next show, Name & Fame, with Andrea Learned. .She is most known for her deep climate network and her counterintuitive leadership visibility approach, which centers on loving *others* up. With an early career in marketing to women, during which she co-authored the book “Don’t Think Pink: What Really Makes Women Buy and How to Increase Your Share of this Crucial Market,” Andrea’s background may seem winding, but it all aligns beautifully through the lens of her contagious joy in celebrating big, unexpected impact.

  • Low-Waste Living and Climate Action with Alex Gamboa Grand of Way of Being

    Low-Waste Living and Climate Action with Alex Gamboa Grand of Way of Being

    Alex Gamboa Grand joins Kim Allchurch Flick to discuss her journey into climate action and founding Way of Being, a Portland low-waste retail shop and e-commerce business launched in 2019 to make sustainable habits more approachable through education and product alternatives.

    Alex discusses conscious consumerism, the limits and misinformation of recycling, and the need to reduce consumption, plastic, and waste while staying nonjudgmental and recognizing different entry points such as health and wellness.

    They cover examples like toothpaste tabs, refillable or solid personal-care and cleaning products, safety razors, packaging-first purchasing, bidets reducing toilet paper, and innovations from brands like Dirty Labs, Under Luna, Kha, and Axiology.

    Alex shares optimism about cultural shifts toward less convenience, local resilience, and Project Drawdown’s high-impact household actions including reducing food waste, eating more plants, efficient homes, cleaner transport, and better composting and recycling.

    Listen Now

    Time Stamps

    00:00 Welcome And Introductions

    00:57 Alex Origin Story

    02:47 Climate Awakening

    04:29 What Is Way Of Being

    07:36 Small Habit Swaps

    08:59 Business Obstacles

    12:21 Recycling Reality Check

    16:33 Plastic Free Innovations

    19:29 Packaging First Mindset

    23:41 Toilet Paper Rethink

    28:53 Reasons For Optimism

    32:06 Hollowed Out Towns

    33:20 Supporting Local Business

    33:54 New Sustainable Innovations

    34:59 Tariffs And Supply Chains

    37:23 Seven Climate Actions

    42:09 Zero Waste Social Influence

    44:55 Costa Rica Lessons

    46:54 Where To Find Way Of Being

    48:10 Beauty Without Toxins

    55:21 Small Makers Big Impact

    56:21 Dinner With The Obamas

    58:30 Final Thanks And Wrap

    Kim Allchurch Flick: Hello everyone, and welcome. This is Kim Allchurch Flick, and today we’re talking about the undeniable power of individual actions to mitigate the climate crisis and make the world a better place for more of us. This is what Alex Gamboa Grand. Alex is the co-founder and showrunner of way of being a low waste shop.

    She’s a teacher and a friend offering supplies, education, and encouragement to support a sustainable, intentional, and delightful lifestyle where small everyday actions create a better world. She’s also an instructor and speaker, and she’s passionate about social entrepreneurship, conscious consumerism, and the power of individual actions.

    Thank you for being here and welcoming Alex.

    Alex Grand: Thank you so much for having me.

    Kim Allchurch Flick: Thank you. So what has been your journey and what inspired you along the way to be in this current time? 

    Alex Grand: Yeah, it’s such an interesting question. I think it’s interesting for everybody to reflect on that. What are the things that got us to where we are? And what I think about is, even when I was really little I remember, I grew up in a very like Christian environment and one of the things that I think really set in with that for me is the idea that we all have a purpose and this idea that we all have these different strengths and qualities and interests and passions and, the belief that we’re supposed to use those things to contribute in some way to the world.

    I always have felt that always really resonated with me. Okay, yes, I’m here for a purpose and like it’s, to contribute, to serve. The world in a way. And as I’ve gotten older, I really, I also have this belief that everything is interconnected. And everything we do does affect the whole.

    And that I think sometimes when I say that to people it sounds like overwhelming, that’s like too much pressure to put on yourself. But I think it’s actually an exciting opportunity, to live your life intentionally. And for me that’s always been really big.

    I’ve just been someone that, we see so many examples throughout history. I’m also a big I dunno if movie buff is the right way to say it, I’m a movie lover and I studied screenwriting in college. One of the things that was really interesting to me about that is I love looking at humans just like different characters and seeing how everybody has all these really unique things to them.

    Everybody has a unique story, but we all have something to bring to the table. And I’m really fascinated by that, like by the, by how the individual and like our unique individuality contributes to the whole in this way. And for me now I’m working in this like climate action space through my business way of being.

    And it’s just been one of those things like climate is. When I was a teenager, and I remember my dad first took me to sa Inconvenient Truth. It just kinda lit something in my brain of everything I’m saying about contributing to the whole what is more holistic, what is more important to everyone on this planet, every living thing on this planet than taking good care of our planet.

    Back in the day it used to be like I was a really avid recycler. That was what we knew that we could do on an individual level. So I was like, going through the, my, the trash bins at my high school and sorting out the recycling and stuff. And then as I got older I learned, there’s things, how we eat, the things that we purchase make a big difference and all of that kind of.

    Coincided and around the time that me and my business partner decided to start our business all those things started coming together. Like I felt okay, I need to do something. I also wanna remind people of their individual power, their individual agency and how they can contribute.

    And also just like the knowledge of recycling hasn’t, is not enough or it’s not really the solution. And I get it. I’ve just been getting more and more excited about all the other things that we can do. And so yeah, that’s what I feel like my mission is to use my voice and platform and, whatever levers I have at my disposal, which, and right now is my business to help encourage people to, use their daily lifestyles intentionally.

    Kim Allchurch Flick: That’s amazing. Tell us a little more about way of being. 

    Alex Grand: Yeah. So Way of Being is a low waste retail shop. We have a e-commerce shop way of being doco and we have a brick and mortar shop on Hawthorne in Portland. And me and my really good friend Lindsay, we started way of being back in we launched our online store in 2019, but back in 2018 was when we started first envisioning what it could be and starting to share content and things around it.

    But really it was, we were motivated by, okay we can’t wait for the government to make, do all these climate actions that we know it could be making. We can’t wait for all these big corporations. But Lindsay and I had actually also just gotten MBAs around that same time, and so it was really clear to us the power that business has.

    To, to shape the world we’re living in and how much businesses are shaped and influenced by consumers. Absolutely, that’s whatever we’re spending our money on is what we’re telling companies to keep making or to keep doing. We were really passionate about conscious consumerism and like in the, on the climate note, we also, we’re starting to get really excited about this zero waste movement.

    That was all about, reducing as much of your packaging waste, food waste as possible, like avoiding plastic as much as possible, switching from disposable goods to reusable goods and that kind of thing. So we were both adopting these lifestyle habits and we just saw, that is an amazing movement and people that are really trying to like, commit to a zero waste lifestyle, it’s very impressive and like noble.

    But we also saw that there’s like a kind of a gap. There’s all these other people we knew that really care about the environment and just don’t really know what else they could be doing. And there are so many other things. It’s, we really felt we don’t need everybody doing ev doing everything perfectly there, but there everyone can do something.

    For us it’s like you can change the way you brush your teeth. You can just use a different toothpaste or a different toothbrush and that makes it a huge difference. And just the amount of waste that builds up, you can change, the shampoo you’re using, you can take it to the dish soap, laundry detergent.

    All these things have all these myriad benefits beyond just avoiding waste. They have benefits because you’re reducing toxins like in your body and in the environment. They. They can be more cost effective over time. There’s like all these benefits to them and we just saw, ooh, we’re getting really excited about these things.

    We loved finding all the solutions and we wanted to make it easier, more approachable and more exciting in a way, to, for people to learn about these really small everyday habits that they could change that would really add up and make a difference, especially if more and more of us are doing it.

    So yeah, we actually started out just sharing a lot of educational content. We wrote blog posts every week and did like informational social media posts. And then we launched our online store in 2019 and, we’re still going. It’s really actually amazing to see all the people who have been with us all this time and, just who have been open to changing a habit or two over time.

    That’s been really exciting 

    Kim Allchurch Flick: and changing habits can be. It’s not like a switch that goes off sometimes. It takes some practice, doesn’t it? 

    Alex Grand: Totally. I, all the time I hear in fact, toothpaste tabs is one thing, like toothpaste tabs are basically a solid version of toothpaste. They look like little MITs, basically, you pop ’em in your mouth, chew it for a couple seconds, and then it turns into toothpaste in your mouth.

    And I’ve heard multiple people that have purchased them, but it’s just been sitting on their counter because it’s just a little bit, there’s like a little extra mental effort to just do a new, do something new. But we have plenty toothpaste tabs are also like one of our, some of our bestselling products too.

    So there’s plenty of people that have tried them and love them, but it’s, there is like a mental thing to it where it’s a little extra friction. We get in our comfort zones with certain things and I think that’s a big part of. What is challenging in this moment, as I think a lot of us are very like overwhelmed and adding like one more, one more thing to the list can be, can feel overwhelming.

    Even more overwhelming 

    Kim Allchurch Flick: in Indeed. And I think part of it in my life is thinking about making change in all sorts of different areas of life all at once. That can be overwhelming, but doing it one step at a time 

    Can start to create new habits. And along the way, what have been some of the challenges and obstacles for a way of being and for your lifestyle and encouraging others?

    Alex Grand: In terms of obstacles, there’s, a few different types of obstacles. There’s just, running a business and keeping it going for, this long, we’ve been in business for six years now. There’s, the obstacles around, our customers.

    And like I said on the customer end, I think it’s really that thing. It’s like there’s a lot, it can be frustrating sometimes to feel like, oh, we have so many different, solutions to things that like people could switch to. There is sometimes it, and for me it’s I was excited about it.

    So it’s different. I have a different point of view than somebody who, like we’re trying to convince. And so I think for us it’s one of the obstacles that I’ve made peace with is, people have to come to things in their own time. There’s no pressuring, there’s no, and certainly for us, like a big part of what we wanted our brand to be about is not, is nonjudgmental because we felt like there’s a lot in the environmental space, there’s a lot of like finger pointing and shaming over people not doing things the way you think they should be doing them.

    And we really didn’t wanna be about that ’cause we don’t feel like that’s welcoming. We don’t feel like that’s persuasive, in our, political climate in the last, decade too, it’s something I’ve noticed is like the more you judge people and shame them, like the less that you’re gonna convince them to, be on your side.

    For us it’s just been about, it takes time. Sometimes people, everybody has their different entry points. And now what we’re seeing is like a lot of people who weren’t really motivated from a sustainability point of view are motivated from a health and wellness point of view. And that there’s no wrong way.

    Like everyone can have different entry points, everyone can have different motivations. Sometimes it’s just the right time in your life. Something that I’ve been, that I’ve been seeing actually this year, just among my peers is and even actually in culture, like there’s this whole analog movement that like a lot of, even a lot of younger people are trying to switch to more analog versions of things.

    They’re canceling their streaming services and trying to like, read more and get vinyl and, CDs instead and that kind of thing. But to me, I’m really encouraged by, right now in this moment, it feels like there’s a cultural shift where people are trying to, they’re doing things that are less convenient.

    But they believe are either better for them or better for society or better for the environment. And that is really powerful. I think if once we take a step back and we can take a breath and see okay, the things I do actually do matter and what has been normal hasn’t really been working that well, maybe there’s something that I can do differently that’s small, that would make me feel better, would, have a positive impact on my life and have a positive, the kind of impact that I wanted to have on our culture.

    So I think that’s really exciting actually. That’s, there’s like a tension a little bit by we inherently just by existing, are challenging, like norms in the status quo. And I’m not trying to create tension there, but what’s really exciting is when people organically for their own reasons or become ready to try something new.

    Kim Allchurch Flick: I love that. And I think also the other thing is information and misinformation along the way. And we’ve been told for years that recycling is a good thing. But I think you and I met as way of being, was being created. But another connection we both have is Portland State. And when I was at Portland State, I did a with a team, did a project on what was called the China Green Fence.

    And this is back in 20 13, 20 12. And the green fence was them putting up a wall not a physical one, but a wall that said, we’re not taking your recycling anymore. And I hadn’t realized until I did that research that a lot of recycling goes out on cargo ships and it’s supposed to go to China when they say no and send it back.

    It makes what was supposed to be a panacea. A good thing for all of us to recycle and feel good about ourselves to something that was way, way worse. And some of these ships would be out at sea, wondering where are they gonna dock? Because they often didn’t know what was gonna come back.

    And then, so that continued, but it at least was be starting to become a little more public. And then last year, New York Times did an article about February 14th, 2025, about what a really broken system recycling is and how giant piles of clothing land up in other countries, but also waste that is even more toxic.

    And clothing as it breaks down is mostly microplastic ’cause people are throwing away fast fashion. But other things, e-waste becomes toxic to someone else’s pe, the other people in other countries. And it was really eye-opening that maybe the panacea isn’t. Recycle, but it’s the low waste part and now there are innovations coming up, like talking about mushroom enzymes and other things that eat up plastics that are already there.

    But I think the cautionary tale is that doesn’t give us a license to throw away more plastic. It means there’s already so much there. It’ll take decades, maybe centuries to clean up. So why don’t we pull back. And go to more toward the zero waste. 

    Alex Grand: Yeah, absolutely. This is exactly, what we were, Lindsay and I were like learning about, and our minds were being blown around the time we decided to start this business because we realized, okay, yeah, recycling’s not the solution.

    And talk about interconnected by the way, like literally the stuff that you throw in your trash can, or even your recycling bin is going to the other side of the planet. And and there’s, cases of there being just like garbage piles or even from the ocean little pieces of plastic washing on the shore and like Malaysia and things.

    But it’s stuff that we’re throwing away in the US it just does matter. I think we have this outta sight outta mind thing that once we throw it away, that it’s gone, it’s properly dealt with, but really it’s not. So I exactly. That we really felt like, okay, the real solution is.

    Is just throwing less away period, one way or another. It’s consuming less, it’s being more intentional with, the packaging of the products that you’re buying. Like I said, reusable alternatives to disposables. What materials are you consuming? Are they actually recyclable?

    Just going back to the toothpaste example, a plastic toothpaste tube is not recyclable curbside and like most, most, most places. So what are all those toothpaste tubes? Doing all the toothpaste tubes we’ve ever used. What are they doing? They’re, sitting on this planet somewhere. It gives me chills thinking about it because it’s so many toothpaste tubes.

    So I’m like, I don’t wanna use a toothpaste tube. I just don’t, I’m over it. I can be done with that. And it’s, that’s at least one less thing. And I love that you’ve spoke to. The harm that, you know, even if it’s sitting in a landfill and it feels okay, that’s dealt with, it’s still, it’s just breaking down into microplastics.

    It’s leaching toxins into our groundwater. There’s no part of especially plastic, there’s no part of the life cycle that isn’t bad for us. Yeah, I get excited about, okay, let’s figure out ways to minimize our use of plastic and things that can’t be recycled or can’t be composted.

    Let’s figure out ways to avoid them. And that’s actually been a really fun part of our business is there are so many amazing innovations that have come out. There are so many creative people that have come up with. With products that allow us to reduce that waste. And some of them are innovative, some of them are like I don’t even, what’s the opposite of innovative?

    Like they’re reverting back to a simpler way of doing things. One example that’s innovative is there’s this one brand called Do Mighty that they make a skincare products that are all solid. Like their, the first product that came out was called a Jelly Serum bar, but it’s like a facial serum, but it looks like a little, it almost looks like a Jolly Rancher and you just wipe it on your skin and it comes in a recycled paper box and you keep it in like an aluminum tin that you can reuse over and over.

    But a skincare product where you literally don’t need any plastic packaging, it’s all either compostable or reusable. That’s like an incredible innovation. And it’s a product that actually works really well, which is a really important part of our business too, is it’s important for us to carry products that are really efficacious because I think.

    There was, especially in the early days of eco-friendly products, I think people really got, the perce got the perception that if you were gonna choose an eco-friendly product, it was gonna be a compromise in terms of efficacy. And that’s just not true anymore. And in fact, a lot of the more sustainable products are actually better than the conventional op.

    They work better. So that’s been really exciting to be at the forefront of that and to see all those things. But then we also have some other products that are really they’re timeless. They’re classic, like a reusable safety razor that you know. My, my great-grandfather in the house that I grew up in, there’s like in the wall, in the bathroom.

    He like used to slide all his little razor blades, which is also not the right way to dispose of your razor blades, but he would tuck them in a hole in the wall. But he was using a reusable safety razor, like a stainless steel one. And it can last a lifetime if not be something that you can pass on.

    That’s something that we carry too, which is, it’s not innovative, it’s just going back to a simpler way that worked just fine. So yeah, I think I’m excited about the ways that we’re both simplifying and innovating and I love finding those brands and those people that are doing really cool things.

    Kim Allchurch Flick: And I love going into the store, which is in Portland, Oregon, but for those who can’t also online. There is so much because you have al almost every category of life there from cooking, cleaning body care, toothpaste. There’s so much there and the innovators are there. And another thing I’ve discovered is, particularly in the category of cleaning, I really decided I, I’ve gotta make a choice.

    And packaging is an interesting thing when we actually start to consider it because it’s easy to pick up a cleaner in a plastic bottle and say, but this cleaner is better. It’s plant-based and somebody who’s innovative. But there’s still that problem. And when I start to think packaging first, it completely changes the trajectory of the thought process to the purchase.

    And then what’s in these non package related or non-plastic related packages has usually. Plant-based cleaners and I did a little experiment at home in laundry and bought three different brands and started rotating them out without telling anybody. ’cause they were all incented. So there are no, clues and while trying to empty this giant Costco sized plastic bottle of laundry soap that was supposed to be eco-friendly.

    And so it took a while. But the thing is, the clothes all looked great. Nobody noticed as, ’cause I didn’t tell anybody, but one of the bonuses was once I got rid of the plastic bottles and didn’t buy anymore, the space I got back in the cabinet was enormous because mostly what I was dealing with powders and tablets that either come in.

    Tins or I’ve just ended up buying glass jars. 

    Alex Grand: Yeah, 

    Kim Allchurch Flick: and that’s a great bonus to have as well. More space for something else. And it’s interesting how we think about purchases our consumer behavior is what it is. And I started looking at my own and thinking, okay, going to the store if I want salad dressing, if I lead with what salad dressing I want, I come out with a salad dressing.

    If I lead with, I’m only buying salad dressings in glass, I will refuse to buy plastic. It becomes a fast decision because it becomes all about the packaging first, and then I can still find a really good product and maybe tell others about it. And then that leads to, okay, plastic and cell dressing, where else, what other things am I going to avoid that particular type of packaging?

    And it doesn’t mean it’s a hundred percent, it’s really difficult in food to go to zero plastic waste, but there are ways to whittle it down a lot and it takes a while. It’s a mindset change. 

    Alex Grand: It is a mindset change. And that’s, I think a really beautiful way to do it is just every time you’re buying, you’re like looking for a new product.

    Look for, okay, how can, what’s a version of this product that I can get to minimize waste? And yeah, I think that’s one of the easier things is like when you’re grocery shopping, look for glass or paper or aluminum packaging instead of plastic. But a lot of the times, yeah, like condiments and things like they’ll come in glass instead of plastic and glass is easily and infinitely recyclable.

    So that’s why it’s a better alternative and less, it’s not based on fossil fuels. But it, yeah, it is relatively easy to make that switch. And then the more we do it, the more they make those alternatives. That’s really where the power is, whatever we buy, that’s what companies realize they’re gonna make money on.

    So they shift to that. And we’ve seen all these different movements. I think I talked about, I think the most obvious one for us is like organic food, because I feel like, 20 years ago you could hardly find organic food, or there’d be a really small little section in the grocery store and now you can find everything.

    Or you can find an organic corn dog. You can find organic crackers cheese, whatever. Whatever you’re looking for, you can find an organic version of, and that’s because consumers purchase those products and companies followed suit. And now, and obviously we see it with all these different food movements, yeah. Plant-based gluten-free high protein now is big but whatever people are buying, the companies really wanna follow that. So if we’re buying less plastic, they’re gonna give us less plastic. It’s a missed opportunity really not to use that, that lever that we have every day.

    Kim Allchurch Flick: Indeed consumer behavior can push change when it’s collective. 

    There, there’s another topic that hadn’t thought about that much ’cause it’s an everyday thing, but I noticed a video about the evils of toilet paper and actually listened to it and this woman was coming up with how it’s processed, how there’s toxins in toilet paper that are bad for us and bad downstream, and yet it’s prolific.

    It’s another one of those things that’s prolific. And then so started thinking about that at the same time that there’s been a increase in very inexpensive, easy to install bidets. And so we actually did that ’cause it’s kind of nice. And with that living in a place that has a septic tank for different reasons, we decided to use bide and buy the Marley’s cotton.

    They’re like toilet cotton instead reusable. And how those, the combination of a bidet and that, and I just have a pail of water with bioclean or something and put them in there and wash ’em, reuse them and how we’re almost zero toilet paper household. And then we went to Costa Rica where they’re not zero toilet paper, but the country almost everywhere has signs telling people not to flush it.

    They have wastebaskets beside, and for the most part they incinerated it, but they do not go want it going into their water stream at all. And that made me think more what did they know that we haven’t talked about and what would it look like if more and more people went to self-install, installed bidet and started changing?

    And what is it about toilet paper that we haven’t known? And I think that’s part of it, is we can make good consumer behavior decisions with knowledge when knowledge isn’t there. Or worse when the plastic companies are still saying, oh, we’ll take a hundred percent back in recycling. And that was about two years ago on a 60 minutes interview with one of the plastic CEOs.

    And we can tell just driving down the street with how much plastic is at the side of the road that. You can never get to recycling at a hundred percent. So finding that that’s a fallacy and it’s really frustrating when, because there, there are, people have motives, everybody has a motive. And what is the motive to say that recycling is still good and you could do more and more of it when that’s not the real story.

    Alex Grand: Just think about a lot of the big toilet paper companies, especially those like soft plushy ones, they’re literally chopping down rain, the rainforest to make paper for us to wipe our butts with. It’s really like sad when you think of and yeah, then the chemicals and things that are not good for us.

    The thing that’s really interesting about that example too to me is it’s very cultural. Like I think in the US we are just used to our toilet paper, we’re used to our Charmin or whatever, and we have a hard time not being attached to it. But in many other countries around the world, it’s not the norm.

    Actually I first got this awakening when I traveled to India, actually when I was at PSU through a study abroad program. And they don’t use mo. Most places that I went to didn’t have toilet paper and they had a bidet or a version of it, like a hose or something, or even like a bucket with water.

    And I was really confused. I was like, wait, what are people doing? And I asked our host, our guide who was from India, I was like, so what are you guys doing? Are you just walking around wet all the time? And I feel terrible about this ’cause I just think my tone was way too judgy. And rude what I think about it.

    But, and she kinda looked at me and she was like, well, we think you guys are gross. Like, why would you not use any type of water to wipe yourself or to clean yourself? If a bird pooped on your arm, would you not, would you just use a paper towel to wipe it? And I just thought, this is such a good example of how this is totally cultural.

    And when we don’t realize that we get really attached to something that doesn’t necessarily make the most sense. It’s just what we are used to. So I do think the more we learn about all the different sides of it and all the different alternatives and we have the opportunity to make a choice that actually does really make sense for us and others too.

    But it’s just one of those things that we’re, you get so used to doing it your whole life that it’s hard to break the habit or can be, but I think that’s where we are right now. I think actually in our culture, it’s an interesting time because we’ve seen. Especially since COVID, but we’ve just seen so many things about our status quo that have become very clear.

    Like it’s not really working that well for a lot of people in a lot of different reasons, in a lot of different ways. But I think it does push us and challenge us more to think twice. Okay. What is a better way to do everything? So I think that’s just one, that’s one example. Literally doesn’t make sense for us to chop down the rainforest, to wipe our butts.

    And then, the whole plumbing and septic system, all of that too. There’s so many elements of it, but I think it’s a good time for us to start thinking 

    Kim Allchurch Flick: twice. I agree. I, and with that, what makes you optimistic? 

    Alex Grand: All the people that I know that are trying new things, even if it’s inconvenient, like I have, I noticed within a few months this year, my friends New Year’s resolutions, they were all things that were.

    That were like going against the green. I had one friend that said she was gonna try to buy 80% of her produce at the farmer’s market, I had decided that I was gonna try to like, take public transit more. I had another friend that said they were gonna try to stop using food delivery services as much and start cooking at home more.

    And there’s all these kind of like small ways that I see that people are becoming more and more willing to do something that you could argue, creates more friction in their lives, but they just they feel that it’s better for themselves, it’s better for their communities. And I also, something that is making me optimistic is people really being, becoming more and more aware of their, the power of their dollars.

    We’ve been seeing more boycotts and there was like a general strike. In January there’s all these moments where people are using wielding their consumer power and it really has a big impact. On whatever companies that are being targeted. And so I think what the real opportunity here is to make sure we’re funneling our dollars into business, local and small businesses into mission aligned businesses that, that share our values into our own communities and causes and those things.

    To me it’s like we’re waking up to, okay, we don’t wanna give our money to businesses or causes or things that we don’t align with. But then the opportunity, I think is to really refocus on our local communities. And I’ve been thinking about this like agriculture, I think about like regenerative agriculture, this kind as opposed to mono agriculture where.

    For, actually, this is part of our status quo in the US too, is that we’ve had all these mono crops that, one farmer will have miles and miles of land that’s all dedicated to one crop, and then there could be one drought. I like a, or not even a drought, just a year of relatively low rain, or there could be a pest that comes through or flooding or something that happens and the whole, their whole crop is wiped out.

    To me, that’s like in our culture when we have. These huge businesses that we’re all giving so much of our money to, and they’re trying to like monopolize every industry basically. It’s like a monocrop it can be more efficient, it can be more convenient in the short term, it could generate more profit in the short term, but in the long term it makes us less resilient as an economy.

    And I think like refunding our energy and our resources back into small local businesses makes our communities more resilient. In general. It’s like diversifying our farm with different crops and they all nourish each other. And I think, when you look across the country, my husband and I love to go to visit national parks and we drive through it.

    One of the cool things about that is it takes you to really random little pockets of the country that you know, are not necessarily a big city or anything. And so you drive through, you see everything. And one of the things that you know has become so clear is that there’s all these communities in this country that have just been hollowed out because one, because there was one major employer in the area that left, and because that one employer left, there were not enough jobs to sustain the rest of the community.

    And there used to be these thriving downtowns with all these small businesses. But now it’s all hollowed out. So to me, I think it’s a really good time for us to really nourish our communities and to make sure that like we do have that resilience to keep going. We’re not all, we’re not putting all of our eggs into one basket, basically.

    Kim Allchurch Flick: What a good way to think about it. And small communities used to be vibrant because there was collective people traveling through and big industry creates a lot of employment. But what does it do when it leaves? 

    Alex Grand: Yeah, and 

    Kim Allchurch Flick: we’ve seen cycles like that 

    Alex Grand: and then we, yeah, we do. And like unfortunately, sometimes it just, based on their profit motives, it makes sense for them to leave.

    But yeah, there, the whole community is basically a casualty of that. There’s plenty of places right now in the country where Walmart is like the number one employer and like the only source of groceries in a certain area. And so if Walmart leaves because there’s not enough people, shopping there, basically, then there goes the whole community.

    Yeah, so I just think there should be more smaller grocery stores that we’re supporting all the small restaurants and businesses. It’s one of the things that makes Portland really special is we do have all of these amazing small businesses, but it really they require our support.

    Kim Allchurch Flick: Absolutely. And what are you seeing in terms of, since way of being started the innovations you and Lindsay discovered, but what is, what has crept up since then as well? Are there new innovations that weren’t even there in 2016, 2018? 

    Alex Grand: I think one of the things is that things just keep getting better.

    Like for example, cleaning products I think is a great example. There are just new in, there are new innovations coming out. Like one brand that I really love, that actually is based in Portland, it’s called Dirty Labs. And I know I’m not a chemist, so I couldn’t explain to you like how it works, but they use this like BioZyme technology for their laundry detergent and dishwasher detergent and things like that.

    And it’s some of the best cleaning products I’ve ever used. It’s like the, my favorite dishwasher detergent ever. But, they’re just, it’s. Once you’ve had enough time to focus on adapting and figuring out these are like plant-based technologies, non-toxic ingredients.

    It’s pretty cool to see, how good it can get. And another thing that’s been interesting, this moment we just because of tariffs and things we’re seeing some inflation happening for sure, but we’ve also seen costs come down for products. And that is, that’s just because of.

    A number of things, but one thing is just more and more people buying them. Like the companies are able to benefit from economies of scale. So it does happen over time with sustainable products that when more people buy it, the they’re able to make the product more efficiently and at a lower price point.

    We’ve seen several things come down in price over the years, which has been really cool. And then, there’s this flopping, the flip flopping that’s happening now with inflation and the tariffs, which are definitely causing prices to increase. Without that having happened, we would’ve been seeing prices actually coming down for a lot of things.

    Kim Allchurch Flick: Okay. And so it sounds like a lot of your products are also luckily made us made and some are imported, 

    Alex Grand: some are. So actually probably like 90% of our products, or I would say 90% of our vendors are based in the US and we’re very intentional about that as much as possible. There are some products that they aren’t made in the US so, we get them overseas. But even for all the products that are made locally, packaging is often still comes from overseas. There’s some component packaging ingredients. We just don’t make everything here. So almost every product has been affected by tariffs.

    So it really just shows you how how global everything has become. Even soap, a bar of soap that there’s like some ingredients that you’re getting overseas that they, we just don’t grow, we don’t grow that ingredient here or we don’t make it here, or, yeah, most the packaging, I know, especially glass packaging aluminum is off, often comes from China, yeah. Many, many things have been affected beyond even just vendors that are based overseas. 

    Kim Allchurch Flick: Yeah. That’s so true. And I’ve noticed that as well with talking with people who are consumer goods providers. But you’re doing wonderful things and really appreciate having you here. What other things would you like to mention?

    Alex Grand: I talked about, that there’s a lot of power in individual action, but one of the things I think is really cool is I would love to share some of, some specific actions that people can take. Yes. That make it a difference. We actually are in this really incredible moment in time where, the.

    Climate is changing, like the, the international panel on climate, inter governmental panel on climate change. As said basically over the next 30 years, the climate is going to be changing, but over the next 10 years, we have the power to take enough action that we can actually reverse the direction of global warming.

    And that’s a huge opportunity that we can’t pass up. And actually according to Project Drawdown, which is a great nonprofit that, basically measures the impact of climate solutions. They’ve said that 20 to 30% of the total emissions reductions we need to avoid the most catastrophic climate change can be done at the individual and household level.

    So not only yes, does it matter like what we do individually, but it’s way too big of an opportunity to pass up. This is really an all hands on deck thing. So I’d love to share some of what Project Drawdown has identified is like seven of the most impactful individual and household actions we can take.

    So the first one is, please 

    Kim Allchurch Flick: do, yeah. 

    Alex Grand: Yeah. The first one is reducing food waste. And there are many. Ways to go about doing that. But that’s a huge one that not only has a huge impact because food waste creates methane, which is much more potent than carbon at warming the planet. But it also can save you money if you’re, better about not letting things go bad, when you bring them home, not, overspending on product that you don’t get around to eating before it goes bad, that kind of thing.

    So that’s the one. The second one is eating more plants and less meat and animal products. And then I don’t remember the order of the rest, there’s not commuting via public transit or not commuting via fossil fuel vehicle. So either using public transit, riding your bike, carpooling, walking, that kind of thing.

    That’s one of the things that I’ve been trying to focus on this year. There’s in making your household more efficient through your appliances, through your heating, there’s a variety of things you can do. Everything from LED light bulbs to making your, toilet more efficient, your heating all the things in your household.

    So that’s huge. Solar panels is another one. Then there’s reducing plastic and virgin paper consumption. So those are some of the things that we talked about, right? And that’s really where our business is focusing. We also have some food waste. Things that help you reduce food waste. And then opting for virtual meetings and work instead of commuting is a big one.

    If you’re an employer, letting people opt for virtual when it’s possible. And then, how many was that? Is that six? 

    Kim Allchurch Flick: 1, 2, 3, 4, 5, 6? Yes. 

    Alex Grand: What’s my last one? Let me look at my list really quick. Maybe we can. 

    Kim Allchurch Flick: Absolutely. And while you’re doing that I find myself looking at the list and listening to you and saying, yeah, I’m doing some of that.

    I can do more. Doing a little bit of an examination. 

    Alex Grand: Yeah. Okay, the last one is is focusing on your waste is recycling or composting as much of your waste as possible. So whatever you are still having to throw away, making sure you’re intentional about not putting stuff in landfill trash that could be recycled or could be composted.

    You know what I love about that list is that. Everyone can do something. The most, I think, costly one would be whatever you’re able to do to your own household. Not everyone owns their home or whatever is in a position to do that, but everyone can focus on reducing waste, food waste or reducing their plastic or paper consumption or or trying to be better about recycling or composting.

    There’s something, we all have something within our reach. So I think it’s really exciting actually that we can really all do something and make an impact. So I get really excited about that, that within my lifetime I can have seen, what the status quo has been and then see a shift and help us repair.

    Maybe within my lifetime I can actually see. Climate change start to reverse. That’s pretty exciting. And it’s way too big of an opportunity to pass up. So that’s a big part of why I get so excited about this topic and love sharing about it. ’cause I think there’s a lot we can do that we have a lot more control than we often feel like we do.

    Kim Allchurch Flick: I think that is one of the most important messages. You saying 20 to 30% of the changes can be at the household level. That’s all of us. And it isn’t that difficult. And I’m also noticing that it’s creating new trends that are kind of cool. Like having parties that are zero waste. Yeah. And how does one do that?

    Part of it’s selecting products by packaging and people can still get some great snacks, things of that nature with zero plastic. It just takes a little more to think about, but it also almost becomes. A competition or a badge of honor, and people are talking about zero waste parties and even yeah.

    Alex Grand: There’s something really powerful about just the influence we each have as individuals too. One person does something or you have somebody over at your house and they see that you’re using a solid dish washing block instead of, a liquid dish soap or something. And it opens people’s minds to things.

    And we’re always, whether we’re conscious of it or not, we’re always, we’re very aware of what our peers are doing. We just inherently biologically, evolutionarily we want to be accepted. We want, we, we also want to learn what’s working for someone else. Like something I’ve realized as the older I get is that we, adults talk in commercials a lot. Like we’re, we love telling each other, oh, I just tried this new yogurt. Like you have to. Or, oh, I got a new vacuum cleaner. I love this vacuum cleaner. We’ll tell each other about it, but we influence each other just living our lives.

    So I think it’s really cool to take that on as okay, this is gonna be something that I do. I don’t need to make it necessarily a big show of it, but if people see I’m bringing my own reusable Tumblr when I go to get coffee, like on a coffee date, it might remind them, oh, I could be doing that too.

    There’s little things that we’re planting seeds in just the way that we live our lives. I love it, we’re leaders whether we in intend to be or not, but I think it’s a great opportunity to, be intentional about that 

    Kim Allchurch Flick: and it can be fun. And someone else that we both know who’s been on the podcast, Avi, of detox who has single use items that are all compostable and there’s no resins in them, no it’s leaf plates even making straws now and.

    She had a sister’s wedding be a zero waste wedding, including the clothing. It wasn’t brand new. It was, they really put a lot of thought into it. And the pictures are absolutely gorgeous and everyone had fun and thinking about things in that way from little things we do throughout the day to events.

    That, that’s really something to think about. How to make an event zero waste. And then that feeds back to how many people are there, what do they learn from it, what do they take home and what can they do on a small scale throughout a day that could get to that 20 to 30% if we all think about it.

    And I’m inspired by countries like Costa Rica that are, have a lot of people really thinking along those lines. And what it boils down to is they’re also realizing that I. They were not great to their country in terms of deforestation. Over time, they deforested down to 20%, 25%, and now it’s backed up to 50% re forested because of intentionality and because small farmers are using biodiversity, but also doing the kind of things that we’re talking about here.

    How do they live their lives on that farm as well? Down to the toilet paper, down to the cleaning products, down to all of that. And there’s some of the happiest people I’m been around because they see what they’re living around and they see what they’re doing and they see the possibility and they share it with others.

    And I, I find that really inspirational. 

    Alex Grand: It’s actually really cool to me that you’re bringing up Costa Rica. My family, my dad’s side of the family is actually from Costa Rica. And I think in a way probably that has been a major influence, but it’s a great example of it’s a culture that, has made it their priority to take care of their environment their like local ecosystems.

    And you can see that it’s front and center and how good that is for the whole like a lot of Americans love going and retiring there because it just is, it’s a place that feels good. Like it from a standpoint of like the air feels clean and it feels lush and verdant, but also the culture is very, yeah, they’re like happy, they feel like they figured out some kind of balance, which I think we could learn a lot from really. So I think, and just our conversation is reminding me of like how much power there is in travel and just exposing yourself to different ways of doing things because we get so stuck in our ways and we forget that there are other ways to do things.

    So I think that’s can be really powerful too. 

    Kim Allchurch Flick: Yeah. I concur. It’s been such a delight to have you here. How can people reach you? 

    Alex Grand: They can always visit our storefront in Portland on Hawthorne and they can also visit us online, WayOfBeing.co. We’re also on social media WayOfBeing.co as well.

    Instagram and Facebook and all the things. But yeah, I would love to see them. I’m actually, I actually work in our storefront a lot of the time, so I’d love to chat with everybody. I love helping people figure out kinda where to start. What to focus on. I highly always recommend people starting with just one thing.

    Like when you run out of something, when you run outta your laundry detergent or you run out of your, moisturizer or whatever it is. Try to look for an alternative once you’re doing that and just start one thing at a time. And also, don’t feel like you have to start with the thing that you’re the most attached to.

    Like for me, I have curly hair. The last thing that I switched was my haircare routine because I was so worried that I was gonna have to have bad hair the rest of my life if I opted for a plastic free. And I will say that that is a hundred percent not true. But it was still like I didn’t start with the thing that I was the most precious about, so that’s another piece of advice that I would give you. But I, we can always reach out to us also. Hello, at way of being.co. We’re always happy to answer questions and help you out. 

    Kim Allchurch Flick: That’s wonderful. Can I ask about hair care products? And it reverts back to me ’cause I had a corporate life and used to color my hair all the time.

    And, but also side effect was my scalp didn’t feel great sometimes and I had to really work with my hair to get it to be this, corporate style that everybody wanted us to be. And then I just stopped, I got laid off and then COVID happened and during COVID I stopped coloring my hair and grew it out because I, my nephew inspired me because he grew his out and his hair was gorgeous and he donated it.

    I thought, well, I can do that. And now I’m on round two to donate it and to donate it. You can’t layer it and you can’t color it. And, but I’ve never had my hair feel so great. And the only products I use on it are oils and plant-based shampoos and things like that. And I was wondering what you’re seeing and if you’ve seen anything in hair and makeup that where people found it hard to let go of a norm for style be when they tried something else, that the benefit has been actually literally feeling better.

    Yeah. And the other thing I thought of was, we don’t talk about this enough, but hair color nails, all those things that are things of beauty when they go downstream, they’re carrying something and it doesn’t just go away. A lot of it’s very chemically based. So in, in that, what are you seeing in, through your store and through the innovations and.

    Alex Grand: Yeah, get how, 

    Kim Allchurch Flick: how people feel about that. ’cause it’s really hard to let go of fashion style and I’ve gotta give grace for that too, because there’s a lot of pressure for people. 

    Alex Grand: Yeah, I think it’s a really good point actually. It’s one of the things that we’re most cautious, we can be more, most cautious of because, I think we can say probably, especially women, we’re often judged by our appearance and so we really don’t wanna compromise.

    So one of the things that we carry is shampoo bars. We actually do carry liquid shampoo and conditioner two by this brand called Under Luna. That’s another lo local woman-owned brand. And we also carry a couple, few different versions of shampoo bars. And I think the biggest thing is that people.

    This is almost generally I think people can almost be harder on sustainable alternatives than they are in conventional options. If they’re gonna try something new, it needs to almost be better than what they tried before. And so I think people come into it assuming it’s not gonna be good, or maybe they tried one other shampoo bar somewhere else and it didn’t work well, and so they’re like, okay, it doesn’t work for me.

    I can’t do it. But really it’s just like anything else. It’s like, you have to do some trial and error sometimes. Not everything works for everybody’s hair type. But I will say, Lindsay, my business partner and I we’re very picky about these things too. I’m the type of person that I just love trying new products and things like, I don’t like to just stick to the same product for a long time.

    So we like to have a variety of options and like I said, for different hair types and scalp types. And one of the things that I’ve seen for haircare in particular is not only do we have packaging that’s different, but the brands that we carry have an more of an emphasis on the ingredients that are really good for you from.

    From a more holistic perspective. And what I’ve seen is actually more emphasis on the, on scalp care as like an important form of hair care that we really have been undervaluing. And so actually Kha, which is one of the it’s another local woman owned brand, and they carry, they make these shampoo and conditioner stones that are really like a high quality.

    And they have really complex botanical ingredients, but she’s really emphasized scalp care. And there’s all these oils too that are really good at scalp treatments and or you can use them on your hair. But it’s really just like a more holistic way of thinking about it. It’s thinking about solving health issues through like diet and, these more like inter like fixing a problem from the inside out instead of just trying to, put a bandaid on the situation. So that’s what I’m seeing in a lot of the products we’re carrying, is that they’re getting to like the root of issues. And, for example, one product that has, it’s actually a really, it’s a new product, but it’s been a really popular, it’s from the brand under Luna.

    It’s this hop and fused growth serum. But it’s like a scalp serum, but it helps basically to make your hair like healthy, actually come out healthier. It helped something that I had never heard of before is that it helps actually. Reduce like gray hair from growing because gray hair comes from like nutrient deficiencies, like at the scalp level, which I didn’t realize.

    And I’m not an expert on it, it’s just getting to the root of problems, which I really appreciate. And I’ve had a lot of people that have told me they’ve gotten like the best hair of their life from some of the products that we carry. That’s a really good example.

    But it’s, yeah, and the same thing for makeup. It’s axiology is this other great local organ woman, Latina woman owned brand. And like they’re making a foundation that is infused with rechy and snow mushrooms, and it actually improves your skin. It’s like skincare. And people actually say the more that they use it, the less that they have to use it.

    The less they need foundation basically. It’s just the way of thinking is different. For these makers that are not only trying to remove plastic and do things that are better for the earth, but it’s like they’re trying to do things that are actually better for us too.

    Even if it makes their product, obsolete or less necessary. I said that is something that I think is really special. 

    Kim Allchurch Flick: Oh, I love that. And it sounds like some of these, the wisdom of these companies is coming from like long ago indigenous knowledge as well, that these mushrooms have probably been used for centuries and for some reason we in the US and other places stepped away from some of that ingredient thinking by grad chemicals and going beyond.

    But I particularly noticed with hair that it makes a huge difference to stop using the bad products because not only for the environment, but. Literally our scalps do not like having a lot of chemical onslaught. 

    Alex Grand: Yeah. 

    Kim Allchurch Flick: And it makes a huge difference. So everything you’re talking about is so important.

    Thanks for all of this. And I can’t wait to look at some of these and I, I’m finding that there, as there are more innovations, it gives us more choices, which makes the choice to change 

    A little bit easier because it might be a better fit for us as individuals. And even in dog products too. There’s a dog shampoo that comes in a bar that is so much better than anything I bought for them before.

    It works really well. It’s very small, it doesn’t take out much space. The packaging is just a brown paper wrap on it, and I know what it’s made of and it actually works really well. Yeah, 

    Alex Grand: That’s just another great example of all of these individual people who are starting these businesses, creating these products.

    That’s really what we need more of in the world. And I’m, it’s really an, I think another case for supporting small bus, these small businesses and makers who are doing these things, because that’s just like one person that decided to do things a little differently. So many of them do it too, because, they had a kid and like their kid had eczema or they were solving their own issue, but from a really holistic place and now they’re creating a solution that can help a lot more people.

    But that’s who we really wanna be supporting. It’s, not these huge companies that are trying to make a product as cost efficiently as possible, and, not thinking about the end results. We need more of that. That’s exactly what we need more of. So support them. 

    Kim Allchurch Flick: Way of being is a shop with a lot of products in it across a broad range of needs.

    So I highly suggest everybody check it out. And our last question is, if you could have dinner with up to three people living or deceased, who would they be and why? 

    Alex Grand: The first thing that comes to mind really is like Michelle and Barack Obama. They, and actually I would like to invite my husband to come too, because he is very he is always said that Barack is like his role model, but I just think, especially in this moment in time, a, I would love to know all their thoughts on what’s going on.

    But B, I think they have also a really good perspective of how, individuals, can really make a difference with their actions. And they’re really trying to rise up this next generation of leaders. And so I, I would just love to kinda get that inspiration and insight on like where we really need people to show up.

    And, they just seem fun, like good timing. So I think that’d be lovely 

    Kim Allchurch Flick: indeed. I brought I think it dates back to maybe the first campaigns or after the inauguration, but Michelle Obama was wearing this beautiful dress and I saw it. I said, I have that dress and it is a Talbot’s dress off the rack.

    And turned out she loved that dress too. And she probably still has it. I still have it. And in 20, gosh, it’s down almost 18 years later, same dress. And it’s really nice to think of fashion that way too, as something that, that affordable, reusable, timeless. And, 

    Alex Grand: and it’s a good point actually. They’re both really intentional.

    I know Michelle she just came out with a book that talks about how intentional she was about all of her fashion choices over the years. ’cause she knew as a first lady, that’s what people are gonna be paying attention to. So she used it to highlight, American designers bipoc designers, women owned brands.

    I really appreciate that point of view and their intentionality. That’s a big value of mine. And, I just get comforted every, they’re just opt. There are people that are op, realistic but also optimistic, and we really need that energy

    I really appreciate that. I always feel hopeful and comforted after hearing them speak.

    Kim Allchurch Flick: Alex, it’s been a delight. Having you hear all these points touched on, really resonate every time. I am in a room with you or you’re talking about something, you’re, the TED Talk that you did a couple years ago really inspired me to rethink things and there’s always something new and every single thought and every change is progress.

    Alex Grand: Yeah, 

    Kim Allchurch Flick: absolutely. I appreciate that. You’re so inspiring. Everyone, thank you for being here at the Mighty Measure Podcast. And we hope you have a great day. 

    This Episode’s Guest: Alex Gamboa Grand

    Headshot of Alex Gabo Grand, of Way of Being.

    Alex is Co-Founder & Showrunner of Way of Being — a low waste shop, a teacher, and a friend offering supplies, education, and encouragement to support a sustainable, intentional, and delightful lifestyle where small, everyday actions create a better world. She is also an Instructor and Speaker, passionate about social entrepreneurship, conscious consumerism, and the power of individual actions.

    10% off with the code GOODMEASURE

  • Embracing Ethical Email Practices with Yuval Ackerman, founder of Ethical Emails

    Embracing Ethical Email Practices with Yuval Ackerman, founder of Ethical Emails

    Yuval Ackerman, founder of Ethical Emails joins Kim Allchurch Flick, to discuss better email practices that align with company values.

    Yuval shares her journey from journalism in Israel to helping mission-driven B2Bs and e-commerce companies discover hidden revenue in their email lists.

    They explore the importance of human connection, ethical standards in email marketing, the environmental impact of digital communication, and the cautious use of AI.

    The conversation also touches on the growing importance of nature in business, sustainable practices, and the universal quest for community and dignity.

    Yuval’s insights highlight the significance of alignment between personal values and business strategies.

    Listen Now

    Time Stamps

    00:00 Introduction and Guest Welcome

    02:23 Yuval Ackerman’s Background and Journey

    06:31 Global Perspectives on Social Enterprise

    09:44 Nature’s Role in Business and Life

    19:23 Ethical Email Practices

    26:38 The Impact of AI on Email Marketing

    32:14 Challenges and Opportunities in Email Marketing

    43:03 Closing Thoughts and Final Question

    Kim Allchurch Flick: Welcome everyone. I’m Kim Allchurch Flick, and I am so happy to have Yuval Ackerman here from Portugal who is with us for the podcast today. Is the founder of Ethical Emails, a boutique consultancy for mission-driven brands. She helps B two Bs and e-commerce companies find the six and seven figure revenue hidden in their email lists.

    She guides businesses away from generic best practices toward better practices that align with their values and actually deliver results. Her clients have seen outcomes like a 40% increase in event ticket sales with a simple three-part email strategy and over 200,000 generated in just eight weeks. The topic today is better email practices that align with your values and bring in results.

    Yuval Ackerman: Welcome is so good to have you here. Hey Kim. Thank you so much for having me. I’m very excited for this conversation. 

    Kim Allchurch Flick: I am as well, and you are very prominent in my email and also on LinkedIn and it, what really attracted me to invite you to this podcast is your heart, your vision, your values that really show through, but also an international perspective.

    And. Y you and I have been in social enterprise for a while, but there are different definitions for those words, just this, there are different definitions for things like sustainability and purpose and, but one of the things that is interesting in statistics is the Nielsen study that says that. Two thirds of consumers are willing to pay more for products and services when they know a company has good values.

    And with millennials that they tested, it was 73%. And I’ve always thought, okay, how do they find your company? My company, other companies? That doesn’t seem to be a straight, clear line often. How are they gonna find you? And I’m talking to all you mission driven, purpose driven business owners out there, or people who are working or in nonprofits.

    How are people gonna find you? So that’s one of the topics of this discussion. So I welcome you here and what do you, what has been your journey even before ethical emails, but. Where is your heart and your vision and your mission and what led you to this point? 

    Yuval Ackerman: So I come from a very long, extensive experience in writing.

    Writer at heart. I started, I’m a millennial by the way. We’ll get back to, how millennials find good products. I’m among those 73 percents for sure. I, I always wrote, I think I, I wrote before I, I could even read. And I wrote all sorts of different things, which then led me to.

    My first real grownup job as a journalist, right after high school. Oh wow. In a national radio station. I grew up in Israel. That was my army service. It was a civilian job that was very fulfillment fulfilling, but also scarred me for life. It was very, very tough dealing with a lot of.

    Big topics that people who were twice my age had difficulty dealing with and coming to terms with. And I think that’s also the time where I developed my sense of justice and doing what’s right and seeing how different people live, really different realities. And that. Sense of justice and that broader experience only got broader when I started traveling the world.

    And, I met with different kinds of lifestyles and cultures and languages that didn’t know even existed. And writing helped me process everything right. In between the journalism job and me opening my business, ethical emails, I had a seven year hiatus where I tried different things and nothing really stuck, but all equipped me really well to do what I do today.

    So sales, jobs customer facing jobs things that are super, super important, especially when we’re trying translate the real world to the digital world and then vice versa. And I think, my, my upbringing and my experiences in the world are very different from a lot of different people.

    I think in multiple languages as well. I think I can read from left to right and from right to left. So my brain functions in different ways. Right. And when it comes to my journey.

    It’s an ever evolving thing, right? I feel like I’m, we’re talking today. I just started a new chapter in my life just today by moving to Portugal officially today as the day of recording this. That’s remarkable. And yeah. And so yeah, the journey is long. The journey is unexpected. I’m very, very grateful though for every step I took along the way though.

    That 

    Kim Allchurch Flick: is so remarkable. And writing before you were reading, I, my brain paused at that for a moment. That, wow, that’s profound. So you have a journalist, heart and expressiveness and observation. As part of that journey, although, 

    Yuval Ackerman: yeah, in writing that, that feels more safe. I told you before we started recording that I always feel like talking about myself and my journey, it feels way more challenging than to write about it.

    And it doesn’t necessarily gets easier, but it, at the same time, I am talking to people and sharing my story and my observations because I think it’s important for. All of us to, especially these days, to hear from different people with different experiences, even if it’s not in the most perfect English or in the most coherent way.

    Kim Allchurch Flick: Oh, indeed. And what is your view of possibilities and potential across the US and abroad in terms of social enterprise, which is a broad concept, sustainability. Things of that nature. Because reflecting back on what you said about observing what people older than you were seeing and seeing positives and traumatic things.

    What, as you’ve moved forward in life, where do you, what do you find the good 

    Yuval Ackerman: everywhere really? If anything, I think that I. Traveling the world, seeing and living in different cultures showed me that we’re more alike than we are different. And we’re more together than we are apart. And people are really looking for community.

    People are really looking for good solutions. So if anything, and I know it’s a weird thing to say in this point in time I’m really optimistic about the future of social enterprise, both in the US and globally. ’cause I think we as people, regardless of our nationalities, where we’re located where we choose or not choose to live, we all want to earn money live well.

    Enjoy life, enjoy the people around us get older with dignity. And yeah, that, that’s a global, shared wish, I suppose. And I’m very positive about, even if it looks like we’re going through a very, very rough patch globally and perhaps even locally. Yes. We have so many opportunities to come together and change things for the better for ourselves now and for future generations.

    So I’m actually cautiously optimistic. 

    Kim Allchurch Flick: How about you? I am as well, and I, as we say this, we’re recording in January 20, 26, is I feel the same. And in this seat I feel like. It’s one of the luckiest times of my life because I am meeting so many people or inviting people in that I’ve known for a long time, but learning more, and this podcast is just opening doors of new mindset, our new ways of thinking about things, optimism and realities as well.

    I think that’s a big part of the story is what is harsh? What is. How do we work together to get around it and where are the bright spots? Yeah, that’s amazing. So I really appreciate That’s, and do you see, what do you see in, in, I’m gonna use the term social enterprise again because it, it gives us a framework, but yet still is, it means different things to different people, but across countries and a across where you’ve been, what do you see as similar and what do you see as different?

    Yuval Ackerman: So I think aside from. All of us wanting to live a good life and be healthy and be happy. I do see how nature is becoming a really, really good thing. And a really prominent thing for a lot of people. And the combination of finding community and going out to nature together that’s something that I’ve experienced myself in the past couple of years.

    But it is something that I see more and more people being, really magnetized toward. I think there’s a lot that we can learn not only from our communities, but from nature. I specifically work with companies that balance people, planet and profit. And so the role of nature not only in business, but I think in our day-to-day lives is becoming more and more important.

    What are other kinds of observations? Again, I think that we are more, we have more in common than what the internet says that is or trying to tear us apart and that people are way more understanding and perhaps even curious about one another. Then it may seem online and that brings me a lot of hope.

    Kim Allchurch Flick: Oh, I’m so glad to hear that. I’ve observed more recently in terms of nature films, documentaries, books coming out that are really talking to us, and kiss The Ground is One Common Ground is a sequel to that, and the Serengeti rules about when we let go and let Nature heal itself, mostly by us as humans.

    Backing off that. The potential is so profound and nature’s wisdom is so profound, and there’s a common thread through a lot of this. And I just finished a book that’s fairly new called Land Healer by Jake Fines, written in the uk and it’s on The Heels of Wilding, which is a book that I read a few years ago.

    And Jake finds used to work on the Net Farm, which Wilding is about, and some of the commonality is that. We in this art generations like post World War II, have become so used to looking at a manhandled destroyed world, that it starts to look normal and beautiful. And examples are the pastures and walls of Great Britain.

    And I grew up in the uk and I then, when I was a kid, I thought, this is really beautiful. It turns out that the UK was mostly Forest and the Nip Farm, which is about 3,500 acres. Don’t quote me on that. They decided about 20 years ago to start actively Rewilding. And what that has done as a case study of what it means to bring nature back is profound.

    And Jake Fines talks about that in terms of agriculture. That we need to really think in terms of shifts, but people are pushing back in a way because their mindset is the pastures are beautiful, but the pastures aren’t trees. They aren’t biodiverse, they aren’t attracting the animals, the pollinators.

    And so seeing these shifts and reading these books and seeing these documentaries. It gives me optimism that there are people that are seeing it and sharing it in a way that’s awe inspiring and positive. And if we really think about that, we can get a lot of sea change. And there’s a ranch in Oregon.

    I’m currently in the state of Oregon and a ranch that earned the first regenerative certificate as a ranch for. Literally trying to preserve and rejuvenate tall grass, prairie with a hundred percent grass fed beef and wow. Understanding why animals need to roam. The other thing that they’ve pointed out that we see is because we are in an era where we don’t see roaming wildlife, like back in the days of the Plains Indians, when Buffalo bison were everywhere, that there are places in.

    Like Colorado and other places where there’s sanctuaries for bison, but that’s a tiny number compared to what the planes would look like if bison and antelope were roaming free and all the biological dynamics that occur because of grazing animals. So it’s good to see that. It seems like we’re at a point of.

    Aha moments where people are starting to understand that. And I wonder what you see in you’ve been to Germany and you’re in Portugal and other places. What do you observe about these kind of nature changes that also crossover with business? 

    Yuval Ackerman: I think that similarly to what you mentioned before.

    I think there’s a lot of learning from nature and there’s a lot of respect for nature. I’m seeing a lot of businesses and some, some are doing this better than others. I’m not gonna criticize anyone for trying. Some businesses are actually appointing nature as a chair.

    Or, oh. Yeah. Have you heard about this at all? No. Tell us more. Yeah, this is fantastic. So I, I don’t know as much about this for me to elaborate greatly about this, but some companies globally are pointing nature and then a human to represent nature and nature’s. What’s the word that I’m looking for here?

    My goodness. I forgot the word, but representing nature, in a among the chair people. And so it’s a really interesting initiative because you have to think, okay, so nature has a seat at the table, but it is being represented by a human that, has, their own upbringing and thoughts and education, et cetera.

    But I think it’s a really, really interesting experiment and only time will tell whether this experiment has impacted those companies and the impact, impact that they’re trying to create in the world in a positive way or in a net positive way. I would say. Interesting concept. What else do I see?

    I see that a lot of businesses, especially products are getting a lot of wisdom from nature. And you see that from in the way that products are being built. You see a lot more companies thinking about their whole supply chain from the packaging to how they mobilize products to different locations.

    How do they do that in a more earth conscious way? So I see a lot of good movement in that aspect, of course, you know? I see a lot of same old, same old happening that is not so great. Yes. But I do see the appetite for doing things differently, doing things better, being more aligned with nature.

    And keeping our planet, our earth in mind, because this is the only place that we know that we can call home at the moment. And we need to take care of it for ourselves, for our future generations. Yeah. ’cause that’s, we only have one of those. 

    Kim Allchurch Flick: So true. And I’m encouraged by what you’re saying and I am seeing as people make change.

    Agriculture is one where the farmers themselves are saying we can’t do it the old ways, and try regenerative practices and see that they’re spending less and doing better than they used to, and it starts to catch on in their local community. And then as they’re supplying others further afield. It does start to ripple and sometimes I hope the ripples get a little faster and bigger but we are where we are and, but spreading the word is a part of it.

    I’m very encouraged by that. And I think one of the next steps when it comes to nature and things of that nature is also who are the heavy hitters that are speaking to policy makers. And that’s where I find that I feel small. There’s. I’m a solopreneur, but who can I give to or support that can really deliver information to larger crowds, bigger voices, and start to change policy.

    And I think that’s where potential is as well. 

    Yuval Ackerman: Yeah, definitely. It. I don’t know if you share the sentiments but what you just said kind of throws me into my, state of mind of I’m always entering rooms either virtually or in person where I am so glad to be the most stupid person in the room because there are people who are doing things that are so much more important than what I do which humbles me in the best way.

    But I think, what we can do from where we sit and with our skillset and our knowledge and our experiences and expertise is we can only support those people to have broader audience greater impact. So that more people can actually be exposed and benefit from what those people with much more knowledge can actually change in the world.

    So 

    Kim Allchurch Flick: fantastic. And what does purpose and ethical mean for you? Because ethical is also in your company name and Sure. What is, what has that been like? 

    Yuval Ackerman: Don’t get me wrong, I think that ethical, like a lot of those other words are becoming or has already had already become buzzwords. And they do mean different thing to different people.

    I think, especially with regards to my line of work and how I’m consulting other companies to create and send better emails or have better email ecosystems what ethical means to me is not necessarily what’s in line with what’s ethical for my client’s audiences. I’ve been frequently accused, so to speak, of being too ethical and at least in my business I’m crossing I’m not crossing the certain lines that other companies that I’m supporting might choose to use.

    And I’ll give you an example. An example that I would not use for my own business, but given the right company and the right audience that might work. So you must have seen in your inbox all the time, things like, hurry up, the sale is being over in or the sale is wrapping up in 12 hours.

    Right. And then after 12 hours, you’re getting another emails, email saying, you know what? We’ve extended the sale just for you. Which is, I mean, who are we kidding? We are not extending any sales just for you, we’re extending the sale because we want to get more sales. And some people are, that’s how they operate best, with this urgency.

    Now, is that something that I think is ethical myself? Absolutely not. Is this something that. Some audiences might find, okay, and it will work for them without eroding ongoing and long-term trust perhaps. So it’s something that we need to test. It’s something that we need to hypothesize with something that we need to strategically decide on and implement and learn from.

    But yeah. What is ethical? What is sustainable? It is something that I still think is very the answer will vary depending on the person audience. Indeed even people who are listening to us 

    Kim Allchurch Flick: indeed, and people who are reading those emails and choose to respond or unsubscribe right at some point.

    There’s an annoyance factor that’s very individual for sure. And at some point there’s also, I really wanna stay in touch with this company, organization, whatever it might be. And even if their emails are annoying the connection is more important. And then they’re the ones, as you’re describing that do it really well.

    And then the question is, what does well look like? 

    Yuval Ackerman: Exactly, and I find that a lot of companies don’t even know what well looks like for their audience. And that’s the bridge that I’m helping companies gap. 

    Kim Allchurch Flick: And I got a certificate in digital strategies from Portland State University with a marketing major.

    And I found that when it came to things like emails, the instructors well in social, inter social, social media in general, they would say, don’t memorize anything because everything’s gonna change. Just know where to look it up. But when it came to emails, they would say, these are some hard and fast rules to think about.

    And always remember that even though people dismiss email, they really don’t because it has the biggest open rate of all the other platforms. But the, some of those rules were very conscribed in. And what you’re saying is. Are ethical and different ways to do it than the usual machinations of how to get more clicks and more open rates.

    And I was wondering if you could describe some of those differences and how ethical emails in your business can stand out as different and yet the results can be better Sure. Than the usual prescribed way of doing it. And still this is social enterprise ethical. Yeah. Ways of thinking and it’s very psychological as well 

    Yuval Ackerman: for sure.

    I can tell you that the writers in my clients’ teams that are getting my briefs for the emails that they need to write the briefs are so rich with. Psychological data and levers and it’s a lot of fun. But you need to know and going back to your question, you need to know which lever to pull, right?

    Because it something that I don’t do w with my emails or with my client’s emails which is a one of, lines that I’m not crossing at all is shaming people or making people feel bad about either decisions they’ve made in the past or indecision. Or inaction. W something that I remind all of my clients, not that I they need the reminder but I think to put things in better perspective is that we’re all going through things in life and we don’t know, especially clients with lists of 20,000 people, a hundred million, a hundred thousand people, a million people it’s. Hard or borderline impossible to know what our subscribers are going through, feeling, experiencing at any given moment.

    And in the end of the day, we’re sending them emails. We’re just sending them emails. There are bigger fish to fry in life then all of this, right? So all we can do is, especially if I’m tapping into my work with B two Bs is be there, be valuable, nurture relationships, be human.

    Really be human and not just blast people and remind people why they joined your list in the first place. Indeed. When they’re ready they’ll come to you. That’s it. It’s that simple. I’m saying simple. It’s not easy. It is simple. But it’s not easy. And the how is a lot of the times, especially for good doing businesses is very hard to figure out, especially when we’ve been indoctrinated and trained to believe that the best practices.

    That were not developed for were actually developed just for profit, not for people, not for our planet. We’ve been hearing about those best practices, so to speak for decades. So it’s very hard for us to imagine what better practices could look like and how they could work for us. But if we’re going back to people seeking community, people seeking connection, people seeking.

    Good solutions, good companies good products companies and leaders who are not only talking the talk but walking the walk. That’s where better practices play a much, much bigger role than we could even talk about. 

    Kim Allchurch Flick: I love that. And I hadn’t planned on asking this question, but it popped into mind now that, AI is evolving at a rate that is, is.

    I don’t even know what, how to describe big fast in terms of that. And sometimes I think I can spot an AI generated content email. And the word content is so ubiquitous it’s also one of those that is starting to become meaningless. And content for content sake is pretty worthless, but content that is focused in and niche.

    But in terms of ai. The other thing that is in the back of my mind is when I’m receiving something like that, is also what is the environmental cost? 

    That goes 

    into, because we know the servers are being built, being planned to be built, the energy and water consumption is going to go up exponentially.

    And what is our responsibility to consider? That and use of, and yet companies, many companies also know that there are positives to using ai. It can be a time saver. It can, you can do a lot of good, and I say that cautiously and how to be judicious about everything that’s around that. And I was wondering what you think about that.

    And you’re a writer. Which is. A unique perspective as well. I write, but I’m not good at it. And some people are using ai almost a hundred percent. They’ll plant an idea and then take what it gives them. And in that, how do you see AI and ethical emails? How does there any possibility of partnership there?

    Yuval Ackerman: Oh, absolutely. Good. I have so many different answers to this because AI is obviously is becoming a bigger part of our digital lives. And maybe not only our digital lives but in, in digital businesses. So let me try to come up with a clear answer that tackles a DA different, several different aspects.

    I am not anti ai. I think it is a tool. And like any tool, like a sword it’s a matter of what you do with it, right? Yes. How do you use it? How much do you use? I can tell you that I do have a conversation as a part of the onboarding of each one of my new clients or projects where we do dedicate some time to, are we using AI in your upcoming strategy?

    How are we using ai? What are the pros? What are the cons? What is the cost, the environmental cost? What is the cost in terms of, building trust versus eroding trust with your subscribers. So that’s a thing. You did mention AI and it being it’s having a cost, environmental cost. And that’s also a thing now.

    It’s as to us recording this. Yes. It is very difficult to measure the impact of AI and email marketing as in, let’s say that your email service provider, the tool you’re sending your emails through easy using AI to generate a subject line, so to speak. Okay. And this is a very, very small.

    Insignificant example, what’s the environmental cost of that? We, we don’t have transparent reporting about this, right? We also need to keep in mind that each email that you sent out has a carbon footprint. 

    Kim Allchurch Flick: Yes, 

    Yuval Ackerman: and if 300 and can’t remember the exact number at the moment, but it’s something ridiculous, like 356 billion emails are being sent out every single day, and each of those emails has a footprint of a minimum of.

    I think like anything between eight to 14 grams of carbon, depending on how heavy the email is, that’s a lot of carbon emitted. Just with emails. Just with emails that we’re sending out. And more than half of those emails are spam, by the way. So these are the conversations that I’m having with my clients so we can consciously decide what are we using AI for?

    Where do we draw the line? Where do we stay human and stick to human creativity and where do we allow, or where do we want AI to step in and help us with analyzing data, for example? That’s something that, that I think every company needs to talk about with regards to emails, but definitely beyond emails as well.

    Kim Allchurch Flick: I concur. And the more I learn, the more I know there’s more to learn and to balance it. And I love your analogy of the sword. A tool that can do good things, it can do damage. 

    And being judicious about that and trying to stay on the cutting edge. So it’s it’s so interesting. And thank you for giving us an, a reminder of something that’s so ubiquitous.

    Part of life that every email has a cost. And yes, they have benefit, but every, actually every digital interface we have has an environmental cost to it. And what do you see as some of, in your work and beyond with the clients, what kind of obstacles are they facing? Are you facing.

    Yuval Ackerman: Are we talking about clients who’ve been working with me for a while or new clients? ’cause there’s a big difference between the two po 

    Kim Allchurch Flick: Possibly both. Maybe I itemized that, but I’m interested in what the landscape looks like from your viewpoint in terms of what are the hardships that some companies are coming up against.

    Yuval Ackerman: So we’re talking in a very interesting point in time. Yes. Email marketing had quite a few changes in the past five years alone, right? Changes that made open rates not reliable as a statistic whatsoever. Click through rates not becoming less and less stable. Conversions going down, clicks going down.

    Email still being a very, very strong channel for companies who know how to do it right. But email becoming more technical gatekeepers becoming more strict to protect their to protect recipients and email clients. As a marketer my job is becoming increasingly more difficult, however.

    It means that for interesting, for recipients. So people who are receiving our our emails, they have more control and they have more say than ever before to not only be protected from malicious links and malware and whatever, but they have more choice than ever before to curate their inbox the way that they want to do it.

    And I think for. Companies, that’s a great gift if you know how to play your cards. Right, because right now visiting someone in their inbox is a privilege and you cannot take that for granted. And companies. Really need to think of how they communicate with email and through email, and how do they create a brand experience that is not a blast.

    It is a one-to-one to many, so it feels personal and it feels like it’s just for me. But it is being sent to 50,000 or 500,000 other people at the same time. And that’s the challenge. I also think it’s a big opportunity. And it, it really depends on the kind of company. ’cause e-commerce challenges and B2B challenges are pretty much on the same spectrum, but on different ends of the spectrum.

    But yeah, there are lots of challenges. Lots of them have to do with connection, real human connection. 

    And nurturing trust. And how that does that look like in 2026 and beyond? 

    Kim Allchurch Flick: I love how you framed the personalization of an email that could go to 5,000 people, but to the recipient, it feels like they’re the only one.

    And that’s something to think about. I’m also noticing more and more, particularly with something like DuckDuckGo, that there are tracker blockers and ways for people to be the recipient. In control as well. And are you seeing that on the rise, and how does that affect the sender? 

    Yuval Ackerman: Yeah. We’ve seen that for a very long time.

    Okay. And again, in terms of giving more power to the recipient and our audiences, I’m all for it. As marketers who need to report on results and statistics, very difficult. But it only means that we need to find better tools and more accurate ways to. Report on human relationships really.

    And luckily we’re in 2026 right now omnichannel marketing and connecting the dots, let’s say between marketing and sales and customer experience and operations is easier than ever. It is it requires a lot of intentionality and strategic thinking because otherwise just relying on open rates or click-through rates right now, we’re almost flying blind in that sense.

    So how do we report on email assisted revenue and impact rather than email attribution. Like pure email attribution, like we’ve seen maybe 10 and 15 and 20 years ago. 

    Kim Allchurch Flick: Okay. That’s a good way to frame it as well. And it also speaks to the evolution of everything. Digital strategy might be the same, but the use of the platforms is changing and and has been and the rate is quite rapid. So what makes you optimistic? 

    Yuval Ackerman: It is going to sound very weird, but people again we’re very much alike. Even if we speak different languages, even if we are located somewhere, across the world from one another we are simple creatures.

    We all want the same things. And, and another thing with regards to people is how a lot more people are questioning whether what they’ve been taught or raised by, and I’m talking about, mindsets. Concepts are the right concepts for them moving forward individually and collectively.

    So rejecting all kinds of concepts is this are my values aligned with this kind of growth? Is this sustainable both in life and in business? Is this what I really want or was that taught, was I fed by the internet that this is what I want? So I see a lot of people actually questioning 

    What is right for them and what is a good way to live.

    And I think we’re in a very pivotal transitional point in time. That’s how it feels to me. But I feel like we’re going to get out of the other side stronger, smarter and hopefully happier. 

    Kim Allchurch Flick: I love that. And I do hope also that we’re getting away from some of the things I do see, and I’m glad I went through a certificate course about digital marketing strategy and deep into analytics and things of that nature.

    Knowing how things work and knowing from that that there’s some things in marketing I just would never wanna do, like AdWords. And, but what also strikes me is there are people making money telling us that you need to have content, you need to have it frequently, you need to do this, you need to have video embedded, you need to just flood the zone almost.

    And I don’t like that term in the current. Time context, but in terms of just talking about blasting people with constant content and wanting to, to bring on clients. So they’ll pay a lot to have somebody else just blasting things out there and, but how that is a strategy, but it lacks humanity and that sometimes the best marketing can be also what you’re talking about is ethical, but.

    What is the niche? Who are the people we don’t have, can’t be all things to all people, but really reach those humans in a human fashion that will connect, that have the potential to, and content doesn’t have to be a fire hose. 

    That 

    it can be very strategic and I hope a lot more people get to that because I think we’re all recipients of spam.

    That we never asked for, that doesn’t match us at all. And because somebody thought it was a good idea to just have a fire host of words out there. And there’s a cost to that environmentally as well in terms of energy. But there’s also cost to our time. And I find that, I call it swatting digital flies.

    How many can I just click and delete or click and unsubscribe or click and, but that takes my time and I prefer not to have my time. Even if it’s seconds, but if it’s seconds, a few times a week, it adds up. And you’re providing people with a thoughtful approach. And not about fire hoses, but about targeted, ethical and how are people responding?

    How are your clients responding and how are they saying their people are responding? 

    Yuval Ackerman: Yeah. It’s just great to see, especially because I’m helping a lot of clients that I’ve never met in person and are located across the world from me, yes. But I can give you an example of a client that, I have maybe like 10 hour, 10 hour difference time zone wise between us.

    And they’re a B2B and they’re meeting people all the time, and it’s just so great to see how, or to hear from them on our weekly calls that they meet people, they meet clients, they meet prospects all the time who are on their email list and them saying, I remember this email from.

    However long ago, and it was so much fun. And I knew that once I have this contract in my hand and I’ll need your assistance or I’ll need an assistance in what you’re specializing in, I’m going to give you a call because we created a brand experience that is so out there and not in line with what their industry.

    Expectations, so to speak are like that people remember them. And that’s a brand that specifically is very brave in terms of taking risks and standing out and using fun as a part of their marketing strategy. And when I started working with them, they gave me full reign in terms of, this is our list. Do whatever you think is best. And that’s why they have conversations with people in real life that recite back emails to them months after the fact. And that’s why they’re getting more business coming in because people remember them and people re remember them fondly because of an email with a meme of a cat.

    Kim Allchurch Flick: That speaks volumes, doesn’t it? Absolutely. Is there anything else you’d like to add before we share how people can get ahold of you? 

    Yuval Ackerman: Anything else I would like to share? You know what I feel like we’re starting a new year. One thing that I have been very cautious and thoughtful about is.

    Slowing down and easing into this year both personally and professionally. I think one thing that I’m very, very cautious of and aware of these days is how I conduct myself online. Which phrases do I use? Which phrases do I not use? Which kind of psychological levers do I pull with my own audience.

    So the whole new year, new me kind of bs. That’s not my spiel whatsoever. I want to wrap up by saying whatever you hear online, especially online. 

    It’s not necessarily what’s right for you or your business or your audience. Question that challenge that, and I’m sure you’ll get to a much clearer answer.

    That feels right to you, that feels right to your business and your audience. And people can feel that, sticking to someone else’s playbook is not necessarily the answer every time. 

    Kim Allchurch Flick: Oh, beautifully said. And what’s your website? How can people get ahold of you? And this is also in show notes.

    Yuval Ackerman: My website is ethicalemails.co I’m also on LinkedIn with my full name, Yuval Ackerman. I’m sometimes on blue sky when I feel whimsical and that’s where I share a bit more behind the scenes of life and business. And my email list. Of course, just. Go onto my website, you’ll have a non-intrusive popup, very important.

    And you’ll be able to join my email list and come hang out in my monthly round tables where we talk about emails and how to move the needle with things that matter through email. 

    Kim Allchurch Flick: Thank you for that. That is actually one of my goals for this year is to do more of that community. Introspection and sharing.

    So I have one last question and it’s a surprise question that I ask everyone. 

    If you could have dinner with anyone living or deceased, or you could have up to a table of four, including you, who do you think that person or those people would be?

    Yuval Ackerman: That’s a good question. So we obviously want this dinner to be fun. So I’m thinking perhaps someone like Robin Williams would be a really good addition. I would love to have someone to cook with to cook this dinner with, ’cause I love cooking. So perhaps. Some kind of a chef. So I’ve been watching last year, I’ve been watching chef’s Table and there’s this chef, I can’t remember her name at the moment, but she’s incredible.

    She’s the owner of ESE in, in California and she’s incredible. Alice Waters. Yes. Thank, I think yes. Yes. So she’s incredible. I would love to cook with her and learn from her. And maybe someone who would make us cry, but I, in a good way. In a good way. I don’t know. Maybe Maya Angelou or someone like that.

    Yeah. So someone who would make us laugh, laugh would be someone who would feel our bellies and someone who would make us cry. 

    Kim Allchurch Flick: Oh, that is just deliciously delightful and so poignant. Oh, thank you so much. Thank you for gracing this podcast with your presence. We’re signing off.

    Thank you everyone. We’ll see you out there. 

    Bye-bye. 

    This Episode’s Guest: Yuval Ackerman

    Yuval Ackerman is smiling at the camera. The background is purple, her top is teal, and she wears her red curly hair down.

    Yuval Ackerman is the founder of Ethical Emails, a boutique consultancy for mission-driven brands. She helps B2Bs and eCommerce companies find the six- and seven-figure revenue hidden in their email lists. Yuval guides businesses away from generic best practices toward better practices that align with their values and actually deliver results. Her clients have seen outcomes like a 40% increase in event ticket sales with a simple 3-part email strategy, and over $200,000 generated in just eight weeks.

  • Embracing Values-Driven Entrepreneurship with Kathryn Latham of Rogue Women’s Fund

    Embracing Values-Driven Entrepreneurship with Kathryn Latham of Rogue Women’s Fund

    Kathryn Latham joins Kim Allchurch Flick to discuss her journey from a structural engineer and corporate professional to a successful entrepreneur and business consultant. Kathryn shares insights into her career transitions, the values that drive her business decisions, and the importance of optimism and community support for small business owners. She also reflects on the impact of advocating for sustainability and offers advice for budding entrepreneurs on navigating corporate burnout and embracing entrepreneurship. Their engaging conversation underscores the significance of small businesses using their values as levers for positive change.

    Listen Now

    Time Stamps

    00:00 Introduction and Guest Welcome

    00:49 Kathryn’s Career Journey

    03:39 Transition to Entrepreneurship

    06:22 Values in Business

    09:57 Challenges and Optimism in Entrepreneurship

    13:24 Advocacy and Community Support

    18:23 Marketing and Values Communication

    23:05 Referrals and Trust in Business

    28:03 Operational Levers for Positive Climate Outcomes

    28:46 Making Sustainable Choices in Daily Operations

    30:02 The Power of Small Businesses in Climate Action

    31:27 Innovations in Eco-Friendly Products

    32:44 Community Impact and Collective Action

    34:52 Future Visions and Entrepreneurial Values

    43:49 Dinner with Influential Figures

    48:48 Encouragement for Entrepreneurs

    Kim Allchurch Flick: Welcome everyone. It’s December, 2025, and I’m Kim Alrich Flick. I am very excited to be here today with Catherine Latham, someone who I met online through meetings and at breakout rooms, and our conversations seemed to just continue. In wonderful ways. So I’m happy to have Kathryn Latham here on the podcast.

    Kathryn, welcome. Thank you so much, Kim. Absolutely delighted to be here. I’m happy you’re here as well. So how are you today and what would you like to share about your journey and your work here on the podcast? 

    Kathryn Latham: I’m great today. I am on the East coast at the moment in New England with my family.

    It’s snowing. The view from my office here looks out on our horse farm and that’s just, so much joy outside my windows. A bit about my journey that brought me here to this moment, both. And thinking through how I work I’ve had a career that’s been all over the place. I started off as a structural engineer led bridge projects with a structural engineering nonprofit on three continents, which is some of the most, remains, some of the most rewarding and exciting work of my career so far.

    Then from there, I came back to the us. Was really struggling to find the same level of excitement that I felt in working with scrappy teams, under really challenging conditions to build bridges in communities that truly needed them with those communities. For us engineering firms like designing a new highway bridge just wasn’t doing it for me in the same way.

    So I found myself seeking, well, what feels exciting? And I ended up at a very different type of company, a early stage software social media marketing startup in the early days of building software for that type of marketing. What surprised me is I loved helping businesses grow and I loved the kinda the chaos that comes in that entrepreneurial environment.

    All hands on deck, opportunities to try new roles, build new roles for yourself. That I stayed there for about three years and frankly from a place of, it’s hard to turn down a much bigger paycheck. Ended up at companies like Yahoo and Verizon doing, platform optimization. And that means helping those companies clients get the most out of their ad tech platforms and make more money.

    That was really soul sucking work. I went in. I joined Yahoo at the tail end of it, kind of being a really big startup. Even though it was public at that time, it still had that startup atmosphere. Anything’s possible. You have a crazy idea about how to make the planet better and how Yahoo can help will at least tear you out.

    Quickly became very jaded, realizing that in particularly in publicly traded settings, the only thing that matters, and the only thing is does this drive revenue this quarter? And I quickly realized there are very few opportunities to attach that to my values in a way that, would move the needle forward for the company compared to like a big sales conversation.

    And I say that because I was always the person like, well, can we do this? Can we do this? Ask? But when the CEO would visit our little office in Portland, I’d ask challenging questions, and then just felt, again jaded. Like there was no path forward for me there that felt good. And so I took some time off at the beginning of 2021.

    I just looked forward at my life and thought, this can’t be it. This cannot be, it was a very dominating role. Was very fortunate to have support of family. From an emotional standpoint, my dad left a corporate law career to teach at Vermont Law School, which might be the most like hippie values focused law school on the planet.

    And, made a big lifestyle change for our whole family to accommodate that. And

    wow. 

    He was really encouraging. I wish I’d done it sooner and all of my colleagues. Were envious that they weren’t able to make a similar jump because of the lifestyles they’d built. So I went for it and at the time I really thought, I’ll find the dream job.

    That’s what I’m gonna do. I’ll take some time off and I’ll go back and find another corporate job that’s values aligned. But during that time, I started freelancing and. I, once you go down that self-employment path, it’s like a forbidden fruit. Once I tasted it and started applying to jobs about a year later, even values aligned jobs with organizations whose outputs were aligned with my vision for a Better World for all that, that, but you’d have to worry about PTO.

    You’d have to commute, you wouldn’t have ownership of how you work. Sure. It just ate away at me and so I, it felt terrible at first, honestly, because, the, my first engagement was very small, but I decided I have to work for myself. I wanted to launch a professional services firm because the low startup costs were highly attractive.

    And so I started a consultancy and my. Core value from the beg. My two core values from the beginning of that journey that remain true today are one, there must be a better way to work, and I think I have to build it. Two, the world is a better place for all when anybody who feels called to start a business.

    Entrepreneurship is not for everyone, but when everyone who feels called to take that journey has the tools to do so. I’ve gone as far as even imagining a world where even in working for a large corporation, we are all independent contractors, and I know that is often used in an extractive manner, but what if we were empowered to set our wages to set how much PTO we get at set to set how we work to say, no, I don’t wanna do that task.

    That’s outside of the scope of work we agreed upon. So I’m a big believer in. Entrepreneurship as a means to empower oneself to have ownership of how we work. And that also includes the values we bring forth in our work. If something is important to us, there’s no reason that can, can’t be reflected in our work, no matter what it is we do.

    My business is not inherently values based. I’m a business consultant. However when I choose. Holiday cards to send to clients. I can find a small business that prints on sustainable paper here in the us and, embody sustainable practices. Yes, I can prioritize clients who are doing work that I really admire in the world.

    I. I can buy used equipment like monitors or what have you, because that has a 90% lower carbon footprint. And so I, I firmly believe no matter what kind of business we run, we also have the opportunity as entrepreneurs to run those businesses as tools to advance our values, whatever they may be. And I think that that’s part of what jazzes me when I’m getting up in the morning and deciding every day to come do this crazy thing of building businesses 

    Kim Allchurch Flick: and your story is so important and it speaks to what I see in several people who have had corporate life and I, myself had corporate life and there’s a lot of carrots dangling, and yet did you feel as, I think many of us have going to work meant putting on a mask to do the work, to make the quarterly numbers, and then going home and being yourself, where being an entrepreneur means sometimes we can be ourself the whole time.

    Kathryn Latham: Yes, but I’d say it was even deeper than that. It wasn’t a mask I put on and put off. It was, I am changing my entire identity to be what work demands of me and work. There was no, not work. I was always anxious after work. I adopted some pretty what felt revolutionary practices. Like I refuse to put Gmail notifications on my phone.

    It’s like my manager has my number. If there’s a true deal disaster and there are very few, but if there’s a true deal disaster, she’ll call me. But the guilt of knowing the rest of my team was up sending email. It was a badge of honor to send emails until 10 11 at night. There were times where I needed to get on calls at 6:00 PM at 10:00 PM at whatever.

    So it wasn’t a mask. It was my life is my work. There is no outside of work. And yet that was at odds with who I knew myself to be and absolutely entrepreneurship. I do feel like I’m able to show up, especially in this season. I’ve been at it for about almost four years now. I have the confidence to say I don’t wanna take that call because I just don’t feel good about it.

    So yeah, really being in the driver’s sheet seat and being empowered to bring my authentic self into how I work is an absolutely a huge benefit and reward of working this way. 

    Kim Allchurch Flick: Oh, absolutely. As you know, I have been working a little bit with the small business development center. And a lot of the new entrepreneurs coming in are people from corporate worlds.

    Who have incredible skills and they’ve been laid off, or they’re burnt and they wanna create something on their own. 

    Kathryn Latham: And 

    Kim Allchurch Flick: I found in my experience, the gift I took from having been in corporate life was. Business knowledge and acumen to carry that forward. But the burnout part was amazing.

    And what would you say to listeners who are currently in that state about what it feels like to separate from that corporate stress and give yourself grace to, to be optimistic about a new path? Ugh. 

    Kathryn Latham: I loved two things you said there. One optimism and two business acumen. So yes be optimistic. I would say something I’ve learned is really critical in entrepreneurship is that optimism, because if you don’t, if you aren’t able to embody that, it’s a really depressing way to work.

    There’s so much more uncertainty in entrepreneurship. Or, around the metrics like financial stability particularly in the early stages that here in the US many of us see as a marker of success of our identity. So there’s so much uncertainty and without optimism and faith in something that it is going to be okay.

    It is a miserable way to work. So whatever you have to do to nurture that spiritual practices running. Having a friend who will I through an organ entrepreneurship network, someone said the most valuable people on your journey will be those you can cry to, like cry, bawling your eyes out to your friend.

    And ha Or an example I love to give is, I’m fortunate to have an aunt who just every I could, every little thing I do, you’re wonderful. You should run for congress. You’re amazing. You’re so smart, you’re beautiful. Tapping into those people, whatever it is, nurture that optimism. And also know every entrepreneur from Phil Knight, founder of Nike to the smaller businesses like us have moments of doubt all the time.

    And so don’t take those moments of doubt as a sign that you’re not enough or not a good fit. Everyone has those. How do you develop the skillset of holding onto optimism and. Back that up with strong business practices, for example, optimism that your product will make it and you should draw down your 401k to invest in building out that product or manufacturing it and getting it to market when you haven’t demonstrated that there’s willingness to pay behind your customer pace.

    That might not be the best type of optimism. So yes, hold on to general optimism, but you have to bring a business know-how to that, to protect yourself, to make sure you’ve built a strong business foundation so that you can have long-term success versus, and I’ve sadly heard these stories. I talked to a woman a few years ago who had drawn down her entire 401k.

    And she was fairly close to retirement to launch a product, and I asked, talk to me about your, customer discovery process, your customer research, and she said, oh, I didn’t do any because this type of product is so new. No one had anything to say on it, and my heart broke. Because if she had had those conversations, if she had done that due diligence, she would’ve seen, there’s just not a market for this product.

    So yes, be optimistic, but also take care of yourself so that the op, the choices that optimism drives are also rooted in good business practices. 

    Kim Allchurch Flick: Thank you for saying that and reminding us all that it does matter. Having a foundation is important and having a vision is important. You’ve also mentioned the word values and on, on your journey of transition to your business. What have been your values along the way and how have you had support?

    Kathryn Latham: So that, oh goodness, there’s so many. Accessibility to entrepreneurship is a big one. Again, I truly believe the world is a better place when anyone who feels called to starting a business feels that they can.

    It’s expensive. I had savings to cushion my journey. I have a. Partner who shares health insurance, or who I can get health insurance through. I had a family who was like my big, were my biggest cheerleaders. Not everyone has that s both financial and emotional support network.

    Places like Portland, Oregon, and I will love on Portland so much as a place to start a business. Our. And early stage capital, that’s just hard for everybody all around, everywhere right now, especially, but especially in terms of that emotional support and entrepreneurs who are developing interesting ways to make healthcare access and benefits easier for self-employed people.

    Portland does such a strong, loving, supportive community. Other values I really seek to bring the changes I wanna see in the world. Into my business. I would like a future in which I wake up not wondering about the future state of the environment. For example, will my nieces and nephews have drinking water?

    Yes. Will, what will happen to I’m in Vermont right now, a highly agricultural state. What will happen to our beloved agricultural entrepreneurs if we have more years of drought like we had last year, which was terribly challenging. So absolutely sustainability values. Another is social.

    I do not want my business to be extractive, an extractive presence in others’ lives. For example, when, we do sometimes we work with teams abroad, I. I’m, I often offer them more than they come to me with, because they come to me with kind of the standard market rate. But my research around a living wage suggests that is not a living wage in those locations.

    Okay. So even though it’s more expensive, to me, I’d rather go to sleep at night knowing, yeah I paid more for, this contract abroad, but. I know I was paying that individual a living wage where they live. Choosing to pay. This is something I recently have been doing was working on some website updates.

    Realize their Pixa Bay is a great website to directly pay artists for stock photos. Even though their value prop is free stock photos, they also connect you directly to the, make a donation to those artists via PayPal or buy me a coffee if you want. Again. I could have those photos for free, but that values thing enlightens within me that says it’ll feel a lot better if you pay this person directly for their work.

    So I do. And all of that takes time, right? There’s a lot of research that goes into that. The internet is highly supportive of that. Thank goodness for having all this wonderful information at our fingertips, and also finding communities of entrepreneurs who share that same. Ideology that, we’d rather do it in a way that feels right to us than in the most capitalist.

    I’m gonna enrich myself way possible. Not every entrepreneur values the same things I do. I have entrepreneurial friends who are very focused on how do I make my business as profitable as possible because I want to fly private all the time. And those are their business values and frankly, good on them for.

    Building businesses that do that, but that’s not what feels aligned to me. Again, Portland has been a no surprise, a wonderful place to cultivate those types of communities of values minded entrepreneurs who don’t look at you like you’re wild for suggesting oh yeah, I paid someone twice what they asked, because that felt better to me.

    So yeah, I would say getting out there and find particularly group settings and also individuals. When we, I feel acceptance and understanding when we talk about these things, Kim. Yeah. So it doesn’t need to be finding a big group. It’s kinda like, who are your, who are the people who are on this journey with you?

    ’cause no one will understand it. Like them who share your values. That I think is really important to bring into your entrepreneurial life. Call it business development. I also, frankly, think those people are some of the folks who make the best referral partners, because when we have deep conversations about what matters to us, it helps build trust.

    So it’s this virtuous cycle of getting support and advancing your own values. And then you might be surprised with, oh, hey, so and so just referred me a client or sent my product page to someone they know because they tr they like how I do business. 

    Kim Allchurch Flick: Absolutely. How do you express your values so that your clients can find you and remember that and embody it.

    Kathryn Latham: I find myself shrinking away a little. I know that this is such a key part of your work, Kim, and frankly, I am realizing I haven’t done a great job of that. There have been a few opportunities, like public speaking opportunities. I was fortunate to participate in a TEDx talk a few years ago that was rooted in climate.

    And so to get on stage and share about my idea that any small business can be a climate. Focus business and share my story was deeply rewarding. So that, I suppose, was one avenue. Other than that, I would say in just one, one-off conversations. Interestingly, I was working yesterday on kind of some long-term visioning around both my current business and future business activities.

    And I thought of your work and the, yeah. Thinking about, I’m not measuring any of this. I have my values listed here and I’m not measuring any of that, and I do recognize that as a gap both for growth purposes, there’s so much data out there that consumers today are more likely to purchase products from businesses aligned from their value or aligned with their values, but also from on my own.

    Psychological compensation standpoint. I am someone who loves checking the box, and I have no way to check the box since I’m not really measuring those impacts. It’s more of do I feel good in the body about. These decisions like do I feel full body peace or is there something gnawing at me and saying I’m not sure that was values aligned, Catherine.

    Which is hard to market. 

    Kim Allchurch Flick: I think it’s authentic though, and I’ve also noticed so many values driven companies that do not. Check boxes and mark things down, and yet they’ve created something as a solution to their lived experience. And that is the entire goal. The thing I wonder though, is humans are, we, as people are, get so much information 

    And it is hard for people to remember something. It’s been said that people have to see something at least seven times before they’ll remember it. 

    Kathryn Latham: Yeah. 

    Kim Allchurch Flick: And we also know from Nielsen studies, one of the quotes I love from several studies, but A around 2014, Nielsen said that globally two thirds of consumers B2B and B2C are willing to pay more for products and services when they know a company has good values.

    So there’s two things there. One, one I think is, okay, they’re willing to pay more. It doesn’t mean we have to charge more. 

    But knowing that they’re are willing. And the other thing is when they know a company has good values and then a second study was done and millennials only in that percentage was 73%.

    And what I see is the big gap between the people who are looking and the companies that. Express the values that are searchable. Yeah. And find, yes. So in between, that’s where some of this articulation comes from. Yeah. And granted, there are verifications and certifications that have directories and things that make it easier.

    But once, I have also noticed that once a person’s in a company’s values are seated in their community’s mind and in a person’s mind. People start to think about it like reflex. 

    Kathryn Latham: Yeah. 

    Kim Allchurch Flick: So it’s the getting there. And I know because we’ve had several conversations that I am drawn to your work and your values and know how to express it.

    But for someone who is to meet you for the first time there, there would be a natural gap. And yet 66%. Of people globally are looking. So all of us have customers, partners, and clients in that pool of people. Yeah. And I was just wondering what you see with that. And I also look at that as a, that’s a big number.

    So it’s a place of optimism and if we can make those connections more, we can drive change. 

    Kathryn Latham: Yeah. I am not surprised to hear those statistics again. And I recognize. Like my, my and my husband and I are grocery shopping. He’ll see me with the phone out and the two products in hand and he is like, okay, you’re gonna need some time in this aisle.

    I can tell. So I recognize my research hat, like I’m someone who’s going to go deep in put maybe a little too much time into Product A, product B. They both say they’re X, y, Z value, but what, which one is better? Indeed, yes. I also, I’m thinking of, I love what you said about, well, how do you.

    How are consumers finding those businesses, whether they’re B2B or B2C businesses? I think of things that I personally use in my life. There’s for skincare products, there’s a database called by Environmental Working Group called Skin Deep. I, that’s a bookmarked I, every time I’m thinking about a new, oh, here I need sunscreen, does this meet their criteria for like clean.

    A clean skincare product both for human health and environmental health. So again, like those statistics don’t surprise me. Something else I think is very true, and this is more in the my world, right? Like more high value business growth consulting services, referrals and word of mouth are such an important part of how businesses like mine grow and gain customers.

    And when somebody, when you share a commu, a values-based community with somebody, even if you are not like a hanging out necessarily in the same spaces, but if somebody sees you as, oh, I know that Kathryn is working to advance this in her personal life, I’m gonna refer her, those are alive. And what those like behind the scenes.

    Referral engines are alive and well. And so I would say that’s somewhere I do, I have seen it show up for me is many of my referrals have come from people who it. At some point acknowledged, the reason I sent them your way, even if I personally haven’t worked with you, is that I trust you and I trust that your work is working in the same direction that my work seeks to.

    So I would say that’s one place it does show up for me. But as a business owner, again, I think that is an opportunity for me is to. Create those connection points so that those looking for services like those I provide have a better way to find me rather than, oh, I heard from a friend that Latham Business Solutions might share these values.

    There must be, I was talking with somebody yesterday about how do we like, have better control over our marketing versus this just trust-based, oh, customers will find me. And that seems like an opportunity. For me and my business. 

    Kim Allchurch Flick: Absolutely. I see and hear in what you’re saying as well, that referrals and the word getting out between people is also.

    A sense of trust that might be really hard to market and express. Yeah. Except to get to know people. And the other thing I’ve seen what you’re saying and I see it in myself and my clients, is there’s another level as well, and that’s even after the work is done and the invoices are paid, that there’s a constant level of.

    Communication and advocacy. 

    And that’s what I think I see in the world of social enterprise, which is a very broad term for the audience listening. Yeah. And there are many things that may or may not call themselves social enterprise, but in values driven companies, I think one of the things that is a common thread is that we advocate for things.

    We advocate for clients. People advocate for us. We also advocate for issues in community and we advocate for change. And that’s beyond the paywall. 

    Kathryn Latham: Yeah. And that 

    Kim Allchurch Flick: is just part of being a person in our work, but also being a person in our lives. Yeah. And you mentioned doing a TED Talk on the environment, and that seems like one of those things, an advocacy for something beyond the work, beyond the revenue stream.

    And yet something that you value. And I was wondering if you could share a little bit more about that. 

    Kathryn Latham: Yeah. Interesting you said beyond the revenue stream, because that was one of the most in terms again, of that psychological compensation, this feels good. That was one of the most rewarding things I’ve done so far.

    Yeah. Through as part of this business and yeah, it’s funny, I ended up, it was almost an accident that I ended up doing it. I jumped at the opportunity before realizing it was climate focused and the was talking with the person hosting, and they were like, we just gotta make it climate focused.

    And that’s when I decided to, originally my idea was focused on advocating for. Founders to design a business around them and their needs because they’re their business’s most important asset. When I started thinking about it through the climate lens, I had this aha that was, I can advocate for that and for using one’s business as a tool to advance environmental values and really rally behind the rally small business owners behind this idea.

    It doesn’t matter what your product is. Well, there are some, if you’re. User, you can use your imaginations. There are some, if you wanna start a new refinery, like maybe you’re hopeless. But for most small businesses or businesses in general, there are so many operational levers we pull every day.

    And any one of those levers can be pulled in the direction of positive climate outcomes. And so that’s what I really spoke to and I believe so deeply in this idea that. It’s risky and taxing to start a business. We have to reward ourselves as much as we can so that we have the fuel to keep going.

    And one of the ways we can do that is think about the operational levers. By that I mean every little decision you make every day. What email provider am I going to go with? Like I mentioned earlier, where am I gonna source the cards I send my clients this year? How am I like when I am in places like Portland with great public transit networks?

    I take the bus because I can and because it feels good occasionally. I also love the lime scooters. I will not lie, but I like I, unless it’s way, unless it’s impossible to get to by bus or just a really arduous journey using transit, I take, I make the choice. Okay. Now I, I might need to double my transit time, but I get to make that decision because nobody is telling me what to do.

    I don’t have a board of directors. It’s just me up, up at the top. And so yeah, it’s and, this is reflective not just of climate, but of any value. Yes. And that was what really filled me up about that experience is looking into the crowd and seeing the aha looks on everyone’s faces at, lots of entrepreneurs in the crowd thinking about, oh wait, I own my own business.

    I’m thinking through the decisions I made last month and how I could have made different decisions that brought whatever my values are. Into them. Like I could see those, that mental math and those aha moments. And the big beauty of it the part that really jazzes me up right, is when you look at one small business, it’s easy to feel hopeless again, whatever your value might be.

    But thinking about the climate lens, my little business barely has an impact on the climate, no matter what I do. But when you think of all the small businesses in the us, I forget the exact metrics, but if every small business took very reasonable climate friendly actions in the US together, the impact on CO2 emissions could be greater than what Chevron emits in a single year.

    And that’s one of the top polluters globally. So when you think about, okay, as one. It, not, it just, our opportunity for impact is small and I think it’s important to be realistic about that. However, when we combine all of those small impacts, we really do, as small business owners have the opportunity to change the world for the better, and that is so exciting.

    Kim Allchurch Flick: I love that you said that. And sometimes I also feel small working from home, doing little things, and yet I had a home experiment that I did because I was tired of seeing the really giant. Tubs of laundry soap. 

    Kathryn Latham: And, 

    Kim Allchurch Flick: and throwing those into recycling, which is a broken system. And knowing that they probably weren’t being recycled at all.

    And I think part of what helps us in these decisions is over time there are more and more and more innovations. 

    Kathryn Latham: So people 

    Kim Allchurch Flick: are giving us more tools. So I didn’t experiment. And looked up eco-friendly laundry. No plastic, 

    Kathryn Latham: yeah. 

    Kim Allchurch Flick: Keywords. No plastic and or plastic free. And found three companies. So I bought from all three of them.

    Yeah. Non-scented and. I did laundry on a rotating basis with different products and didn’t tell anybody. Oh. And no. And nobody noticed. Yeah. And the people that I do laundry for. Yeah. Nobody noticed. Yeah. And so after three or four months I announced it and I said, okay, we’re switching. Last bottle of plastic is going out now.

    Don’t buy anymore. Yeah. I’ve got, I have these options and. But the thing is the quality part had already been tested. Yeah. Nobody noticed that things are coming back. Yeah. Smelling different or coming back dirtier. And because of that, because of innovation. Yeah. We have more and more options in these innovators.

    I have been able to remove plastic from laundry and cleaning. 

    Kathryn Latham: Yeah. 

    Kim Allchurch Flick: Next step food. More difficult. Yeah. But reduction. But the thing I notice is it’s the little things that, like you said, a cumulative effect. If we can gather people together and talk about it, say if you do this, if our block does this, if our neighborhood does this, if our city does this, if our families do this.

    Yeah. The cumulative effect, when you just got me with that saying, it could offset. Chevron. Yeah. Is, I think that’s where we really need to think about how do we state our values and community as a collective voice. 

    Kathryn Latham: Yeah. And start 

    Kim Allchurch Flick: to get that moving. And this is one of those things that also might be, it’s an advocacy, it’s part of our values, part of business, part of life.

    Kathryn Latham: Not 

    Kim Allchurch Flick: part of revenue. 

    And yet sometimes. It can take a lot of time and effort. 

    Kathryn Latham: Yeah. 

    Kim Allchurch Flick: And yet I never think it’s not worth it. 

    Kathryn Latham: Yeah. Because it’s 

    Kim Allchurch Flick: worth it. And I love that you said that for the environment. The other thing is Portland started a through formerly Audubon Society in Alberta Alliance.

    Started the certified backyard habitat quite a while ago, but it was only in parts of Multnomah County and. I did get through, a friend I got on a list was on a list for two years before they were able to expand to other counties and now they have more volunteers and that’s another thing we can do is small to medium changes to the outdoors that provide natural plants and pollination, leave the leaves.

    Some practices like that. It’s cumulative and, but even in my little backyard there are birds and I see butterflies and release mason bees. That’s one small space for those creatures that might be great habitat and then spread the word. But the other benefit that came of it is where there used to be other plants.

    I water a lot less. 

    Kathryn Latham: Yeah. 

    Kim Allchurch Flick: So that’s another thing that, that comes about and spreading these ideas. So you being able to do a Ted Talk reaches a lot of people, and I was wondering like future forward on these kind of topics. What do you envision and what drives you? 

    Kathryn Latham: Yeah. 

    Be, so before I answer that, can I just reflect two things based you just said?

    Yes, absolutely. The first is when you. We’re talking about seeing more birds and bees in your backyard. You, your face lit up and Yeah, we talked about, yeah, that might not be a, these value-based activities, they feel non-revenue generating. But if you think about how much money we pay to feel good, like, oh I, join, I have a monthly membership at a yoga studio.

    I pay that so I can feel good. But you, this activity made you feel good. So if you think about it through a financial lens like that you, feeling good is that there’s such a high value on, and if we look at our spending habits, we can back it into a monetary value, or at least that we’re willing to pay for those feel good feelings.

    So how cool that you have been able to achieve that by advancing your values, not in a way that benefits not just you, but your community. And I also absolutely love what you said about the innovation because there are more innovations, we have more opportunities to advance our values and in new ways.

    What, what lit up within me when you said that is. Most of those innovators, they’re not the gigantic corporations. Yes, a Clorox might acquire a seventh generation once there’s, a proven large slice of the market that wants to buy that type of product. But it takes brave little upstarts, whether they’re going a small business or startup route.

    To bring those innovations to market because these, again, these large corporations are so focused on, for the most part, driving revenue this quarter, this year that, yes. Why change? Why change the status quo if it’s working for them so well? And so yes, to nurturing entrepreneurship, particularly in values-based communities because it is those brave entrepreneurs who create those new possibilities for us.

    So yeah, I wanted to, just wanted to. Felt called to go back there. 

    Kim Allchurch Flick: Oh, I appreciate that. So how are you looking at the future? It’s a big, big concept, but it’s you are very future forward and have terrific values. So what do you see? Oh, thank you.

    Kathryn Latham: For me personally, I’m looking at how I can.

    What is the future of my entrepreneurial journey? I’m looking at starting to bring the practices that I’ve honed and continue to hone through consulting work, to acquiring small businesses, other small services businesses, bringing those operational and strategy practices into them. But doing it in a way that feels, not like nasty private equity, but good for me.

    And I’ve started just now thinking through what are, what do those values and how do I do this in a way that is aligned with them, particularly when there’s so many opportunities to be extractive, entering that type of deal. So that, yeah, just thinking about broadening impact, that’s something I’m thinking about also more I love to write, and this was, one of these.

    I’ve had a lot of moments in the past few months. It’s like, just do it Catherine. If you wanna do the thing, there’s never gonna be that perfect moment. Just do it. So I’m starting to think about how I can tap into my joy of writing and share these ideas more broadly. Mainly through articles article opportunities.

    I actually am a I’m one of the freakish people who enjoys public speaking. So also, always delighted to share these ideas via that type of avenue as well. And globally or beyond me. I think something that really surprised me earlier this year, right? It was a time of economic chaos, particularly around mid-January here in the US as a lot of uncertainty.

    I, I was a prepared for a slow year of business thinking, I. Like most of my client base are small businesses. 

    And nonprofits and their budgets are, it’s a very uncertain e economy, particularly for that type of business. This is probably the year they say, we’re gonna put off that engagement.

    We’re not gonna pursue this growth opportunity. We’re not gonna pursue this strategic improvement. But what I’ve seen is the opposite because I think a lot are, a lot of entrepreneurs are saying as a. I almost a, an act of defiance. I can’t change the overall state of the whole world by myself, but what I can do is build a thriving small business or a nonprofit that does an even better job delivering what we set out to do.

    And I can do that in a way that. Protects its wellbeing into the long run so that I, as its owner and my team, as our employees, don’t have to worry or at least feel like we have some level of control over this economic uncertainty. And so I have seen, despite the uncertainty this year, nonprofits and small businesses hitting the ground, running, hustling, really almost fighting harder, particularly when there are values related, if, even if the product isn’t value related, if the, it’s a company with, strong values. And this gives me a lot of hope because I think that as the world, looking at all kinds of predictions that, their indicators, that uncertainty is going to continue to increase. I think entrepreneurs in particular will rise to that occasion, use their businesses as levers to protect themselves, to protect their families, their teams, their communities, and to advance what matters to them because they’re not seeing that happen globally.

    We’re seeing pullback from policy that supports and values like sustainability, immigration, et cetera. And so I’ve, I think it’s a seize the moment kind of opportunity looking at the next five plus years for many small business owners. And we’re a. We’re a brave bunch.

    We’re catalysts for something, even if it was starting a business. And so I think it’s a community that’s particularly well positioned to be the owners of that change because most of us did that in some way to start a business. Why not deepen that and then, and go to sleep, maybe a lit breathing a little bit easier at night, feeling like I as a business owner have.

    A little bit of control over these outcomes I’m seeing around me versus just laying down and pulling the covers over my head and crying about it, which is also very reasonable and the more, the direction I thought the world might go. So I think, yeah, I feel hopeful about the spreading of values and particularly entrepreneurs using their ventures as a lever to advance them.

    Kim Allchurch Flick: I am so moved by that and I think it is so important for us to remember that the words power and control have a good side as well. 

    And to have a powerful business to have control of a business because small businesses. Are so important for communities. And collectively. Yeah. Like in Oregon is an example of where small businesses collectively are the economic engine of the state.

    And yes, there are large businesses, we know who they are and those are important as well. They employ people, small businesses, so important. And that support there. So I am going to that quote. Building a small business is like an act of defiance. In a very positive way. 

    That is a beautiful statement.

    So another reason for advocacy, if we can help small businesses 

    Kathryn Latham: Yes. Be 

    Kim Allchurch Flick: strong. Yeah. That also is a collective act of defiance. Yeah. And gratitude for what they’re doing and why. And the values based part of it is ever present because there’s. It’s the whole thing about people and planet and profit and environment and all of those things.

    It’s hard to separate, even though you and I both come from corporations that, 

    Kathryn Latham: yeah, 

    Kim Allchurch Flick: that put the profit first and try to separate everything else, but they are in interconnected whether we think about it daily or not. So an active defiance. In support of and in support of community. Yeah. And the environment and all those things can be true at once.

    Yeah. That’s what a lovely thing. Yeah. So if you could have dinner with anyone living or not, maybe up to a table of four, who would it be and why? 

    Kathryn Latham: When I look at the names I wrote down, this is gonna have to be three consecutive dinner dates. I don’t think this could all exist in one without catastrophe.

    The first is some of my ancestors who were very small business owners 

    And really leaned on those small businesses to build a better life from farmers and agriculture to I have a, my great aunt Lydia owned an antique shop in the Chicago area. And was, it just continues to be almost worshiped in our family for her business prowess.

    They all passed away before I went down this journey, and I would love to sit down with them with what, where I am today, what I know today, and ask like we never talked about greet, my aunt lady shop. I never got to ask my, farmer ancestors who ran farms of small businesses what that was like, and lessons learned.

    So I, I would love to sit down with them. The next, and this is where it’s like we really need consecutive dinner dates. I would love to sit down with Michelle and Barack Obama. That was such, the Obama years in the White House were such a moment of hope. I worked on both campaigns. I 

    The first time I could vote in a federal, a presidential election was for Obama.

    And I remember just the night he won, just sobbing because it was like such a moment of hope. He also, he was also of course an imperfect leader, although one I deeply admire and. Has reflected so deeply and openly on, on his leadership experience. I would love to, yeah. Just that’s a brain I would love to pick.

    We also have the Chicago connection. I was born in Chicago. We got to see him rise through the state government to, when he ran at the federal level for the first time and they literally could not find an opponent. That’s when our, really, we really started getting excited. My dad saw him, went to one of his events and came home and said, this Obama man, like he’s one to watch.

    And so I just so much there. And also I love Michelle’s. Just books. Her advice becoming was a book I read right when I was making the decision right before I made the decision to jump into entrepreneurship. And it was for anybody who’s contemplating a big life change or maybe feel stuck at the intersection, her the advice she shares on that book in particular was so.

    Helpful to me. So just the two of them, what a power couple. Just the dream and then the last one. I would like to have dinner with Donald Trump. I,

    I don’t think I’d trust much that came out of it, but I just, I would, some, I would if given the opportunity to, in a setting of where I was not alone with that person, sit across from them and get to energetically feel them out and try and wrap my mind around why are you doing these things?

    I don’t even know how to go about having that conversation, but I was surprised when you asked that prompt originally that that was a name that came up for me. So I would. Really, I think it would be very interesting to have a conversation with that person. Try to challenge in a and just probe in a way that doesn’t get flat out rejected with a very tough skin.

    I’ve seen how he treats female journalists and women in general. But some, I don’t know. My I crave some understanding of why is it. I, is this all to get back at your dad? Is there a deep trauma there? Are you an evil person? Are, is there a pathological, disorder at play here? Not that I am equipped to suss that out, but yeah I would value that conversation.

    I think I would probably leave, not super happy, but I would have it. 

    Kim Allchurch Flick: That is so fascinating and. I love that you just jumped right into it, because a lot would be very dismissive of getting near someone they don’t like. But yet I’ve always carried a quote with me and that is that everybody has a motive.

    And so when, think about it, wouldn’t it be interesting to find out what are the motives and what is cared about if, 

    Kathryn Latham: yeah. That’s the what, ma, what really what matters. What, what matters. And how is that driving? I don’t know why that feels like it’s important to understand, but it does, 

    Kim Allchurch Flick: and like you say, it doesn’t mean we have to like the answer, but there’s something about under earth understanding motive.

    It can at least help reason out some whys. Yeah. That’s a fascinating answer. I love how you talked about that. We’re about to wrap up. Is there anything else you’d like to add? 

    Kathryn Latham: One thing that just ri is rising up within me is to the entrepreneurs listening. One of the most important things I’ve heard often from total strangers is keep going.

    Like I shared at the beginning, yes, please keep going with solid business practices, however, keep going. It’s, it can feel like such an uphill battle. There are days that, yes, the highs are higher than they were in previous work settings, but the lows are so much lower and those lows can drive.

    I heard some advice recently that was, if you’re going to quit, do it on a good day. And so I might just invite that type of thinking. Keep going. And if it really feels like you can’t do yourself the favor of making sure that decision is coming from a place of one of those not low days that we all experience.

    Because on those days, for every one of us, again, whether you’re Phil Knight or someone like us, it feels like. The only path forward to protect you is to quit. And as we’ve talked about here, small businesses give me so much hope for the future. So for yourself and for all of us, keep going. 

    Kim Allchurch Flick: Oh, thank you so much.

    And also know that there’s help. And I didn’t come into this podcast to promote anything, but I do wanna remind people that there is help in almost every city and every state. Yeah. And the one that is consistent and there are a lot of incubators and there are a lot of places to go. So do look in your local areas.

    And the small business development centers are designed to have. Advising for startups that’s at no cost in classes that are inexpensive. And the reason that is good is it’s available almost everywhere. Yeah. So as a reminder for everybody of that, Catherine, I wanna thank you so much for your time.

    Conversations with you are always fascinating. Your heart resonates with tremendous values. You’ve been through a journey that many people resonate with, I’m sure. Myself as well. People who have come from corporate life and been laid off or left, and it takes some healing time to transition into something else and create something new and to have optimism about that.

    So I’m glad to have a future with you in it. And everyone there are show notes you’ll see how to communicate with and reach out to Catherine and. We will all have future podcasts that are meant for businesses, social enterprise, and basically doing good in general in the world and optimism. So thank you all.

    Kathryn Latham: Thank you, Kim. 

    This Episode’s Guest: Kathryn Latham

    Kathryn Latham headshot.

    Kathryn Latham has seen firsthand that the world is a better place when more people are empowered to own how they work and the value they create through entrepreneurship.

    She knows because she’s lived it. After starting her career as a nonprofit structural engineer, Kathryn spent a decade in media, marketing, and high-stakes corporate growth at companies like Yahoo and Verizon.

    In 2021 she walked away to build a better way to work, starting Latham Business Solutions – a consulting firm that helps clients fix what’s breaking, scale, and stay sane while doing it.

  • Reforestation and Permaculture: Reconnecting People with Nature with Jason Yhost of Planet A-mor

    Reforestation and Permaculture: Reconnecting People with Nature with Jason Yhost of Planet A-mor

    Jason Yhost is a Miami-based permaculture designer working with Planet A-mor, a reforestation and improved forest-management project on 1,000 hectares of previously deforested land in Peru.

    Yhost shares his path from farming and professional volleyball to permaculture work in schools and communities, then joining Planet A-mor after reconnecting with its Danish CEO and learning the project’s origin story involving a Peruvian landowner.

    Jason and Kim discuss the need for transparency tools, monitoring, and funding to scale infrastructure, greenhouses, lodging, and technology, plus the challenge of engaging local communities through practical benefits like food and clean water.

    The conversation covers regenerative agriculture, native plants, trees’ role in urban resilience, examples of ecosystem recovery, and individual actions, partnerships, and investment opportunities to support Planet Amor.

    Listen Now

    Time Stamps

    00:00 Welcome and Guest Intro

    00:40 B Corp BeeHive Connection

    01:33 Jason’s Path to Permaculture

    03:26 Planet A-mor Origin Story

    05:46 Building Transparency Tech

    06:58 Reconnecting People and Forests

    09:06 Costa Rica Reforestation Lessons

    10:21 Miami Challenges and Tree Solutions

    15:05 Small Actions Create Big Change

    18:20 Scaling Planet Amor Obstacles

    19:57 Community Buy In and Food Culture

    27:09 Perception Shifts and Rewilding

    31:31 Optimism and the Soybean Example

    32:14 Let Farmers Farm

    33:31 Regenerative Proof Stories

    34:27 Seed Banks and Forest Recovery

    35:40 Common Sense Over Culture Wars

    37:07 Staying Positive by Solving

    38:07 Trash Pickup and Accountability

    39:28 Propaganda and Nature Perspective

    41:49 Local Wins and Dam Removals

    46:17 Rethinking Lawns and Beauty

    48:57 Kids Gardening and Real Food

    51:57 Meat Debate and Local Farms

    55:26 Convenience Culture and Waste

    57:24 Support Planet A-mor

    59:18 Banana Flour and Closing

    Kim Allchurch Flick: Hello everyone. This is Kim Allchurch Flick with a really, really interesting guest today. This is Jason Yost of who was a permaculture designer in Miami, Florida. Born in San Diego and working with Planet Amor for about four years. He’s passionate about prosperity, joy, neighborliness, and celebrating cultural differences as gifts that we give to each other.

    The topic of this is reforestation, improved forest management. Welcome. I’m so happy to have you here. 

    Jason Yhost: Thank you very much, Kim. It’s a pleasure to finally connect after a little back and forth.

    Kim Allchurch Flick: Absolutely. And we met because of B Lab. B Corps companies have what’s called the beehive, which is a place where people share information, and that’s where I found you and planet more.

    And I thought, oh. We have to have a conversation, so I’m so glad you’re here. 

    Jason Yhost: Absolutely. And it feels like, the beehive might be the first really functional application of social media. Kind of feels like a social media platform when I’m on there and it’s just people trying to do good work. So it’s a nice one.

    We’re B Corp certified actually, so that was just pending for a while and then now

    the last few months. So I just got on there. 

    Kim Allchurch Flick: Congratulations. Yeah. And as, as listeners know from my company, I help companies certify and my company just re-certified in November. I understand your pain and also the excitement of going, getting it done, so congratulations.

    So talk to us a little bit about your, the journey that brought you here to this place in time and what values led you to Planet a more. 

    Jason Yhost: So I’ve always been a nature lover and a bit of a green thumb. After college I did some farming, just for fun and while I had some other things going on.

    And then you fast forward I was involved in some things. I had played professional volleyball for a while in Europe. And then I came home and I wasn’t really sure what to do. I got involved in some tourism stuff and had started a business which the pandemic destroyed thoroughly. And I was talking to a friend of mine and he was a permaculture designer and he was doing installations and all that, and I just started volunteering for him and I loved it, it was nice to be back connecting, digging holes, planting trees, all that good stuff.

    And. Over a few years. I, he, right away he offered to start paying me just ’cause he liked working with me and things were going well ’cause I was doing it for free for a while, for fun. And so then I got into it for a few years, worked from for some different people and really getting to learn a lot.

    I got certified myself. Did some really interesting like school and apartment projects, really working a lot with kids and trying to replace the food in people’s grocery carts, with things that were growing at their school. And it was pretty cool. A lot of fun. Then I reconnected a few years ago with, at the same time I was doing this with our CEO, who was a friend of mine from beach volleyball.

    And we just started chatting. We hadn’t chatted for a while and then he said, Hey, what are you doing now? He’s from Denmark, he’s from Copenhagen. And I said, oh, I’m working in permaculture, this and that. And he said, no way. That’s crazy. I just started a permaculture company. We’re in Peru let’s meet, I’ll tell you all about it.

    We’ll talk and come to find out it was this planet of More, and it was one, it is 1000 hectares that was deforested a long time ago I believe by a European agriculture endeavor. And and then sold and left bear. Wow. So it was bought originally by our Peruvian owner. Then my friend Michael, I’ll try and it’s a really beautiful story.

    I’ll try and tell a very short version. He was on a motorcycle tour of South America. He’s like a sustainability guy, entrepreneur, et cetera.

    At this point, he was in his fifties and in the very remote part in the mountains of Peru. He got in a motorcycle wreck in the middle of the night and serendipitously.

    The Peruvian man who owns this land, rescued him, helped him, found them there. They were remote, no hospital, no hotel, no nothing. Helped him get back to Lima, get the bike there, took care of ’em, helped him get to a hospital. Thankfully he could speak a little English. My friend could speak a little Spanish.

    So they got all sorted out. Some months, maybe a year go by and he says, I’d like to thank you for helping me. How can I do that? My friend, the my friend the Peruvian guy said, well, I’ve got this land and I know I want to fix it. I bought it to do something with it and I don’t know what to do. And my Danish friend said, I’ll write you a plan.

    How we do that? Did it, studied permaculture, studied all these things, carbon markets, all this. Wrote ’em the business plan. And he loved it so much. He said, let’s do this together. Then there came in a third guy as well, a friend, another Danish guy who the two Danish guys had done business and worked together throughout their lives and other things.

    And he said, this is the third guy we need to make it happen. And then it was formed and they started planting trees very slowly. As anyone who has any experience in the snows, it goes very, very slow. So I got involved first. Helping to write some grants some uplink grants, and just getting to know the project, started studying carbon markets a little bit to help ’em out.

    Giving them some ideas. And then it just blossomed into this relationship where all of a sudden I was in, and we were working together and doing things, and it’s a startup and everyone’s been working for free for most of the entire project. And and here we are now and I’m responsible for a lot of our technology stuff.

    A lot of the things that we’re doing, we found there’s, a lack of the things we need to provide transparency. So we’re building a lot of things ourselves. Okay. In order to do things with, transparency, data verification, monitoring, all these kinds of things. We have to piece together a lot that will be, known to the world here pretty soon.

    And I do that, I do a lot of, 

    Trying to connect investors with our land. And 

    yeah, I do a lot of the white collar kind of stuff you could say. I’ve got my own business here doing permaculture designs, vegetable gardens, that stuff here in south Florida, my blue collar where I go and sweat and get my hands dirty.

    And then and then I’ve got this beautiful, beautiful thing. I’ve been to the land in Peru. I’ve seen it. It’s. The most inspiring thing I’ve ever done. When we first met, you said you didn’t want to do anything else, and that was the very same feeling that I got when I was there. I would like to finish this land that we have.

    I would like to expand and buy more land. I’d like to move into other countries ’cause it’s really all about, and I think we’re touching on some of the things you wanted to chat about today. It’s really about reconnecting people with nature. We get all these terms, these buzzwords, all these hot things, oh this is, climate finance and this and that.

    And really what it is a remembering of how people live with nature. There’s nothing new about what we’re doing. It’s actually, in my opinion, quite old. And we’ve labeled it new and we’ve tried to put science into it, which can help and that’s great. However. It’s just what we’ve always done before we had the capacity to do things at such large scale with technology the way it is, you, you just didn’t have the means to cut down a whole forest in a meaningful amount of time to sell the whole forest.

    You had to work with your part and you worked with nature and you found value in having the animals around. So for me, permaculture is just reconnecting people with what’s around them. Reimagining how we deal with forests, improve forest management is one of the real topics now.

    It’s like how do we get forest products and have more forest? People will never stop needing what comes from the forest. So how do we do that? And it’s easy. It’s not easy, if everyone gets on board, it’ll be easy. Yeah, 

    getting 

    easier more support.

    Kim Allchurch Flick: And I think, yeah, what we’re both chatting about as well is people don’t know what they don’t know.

    Sometimes we don’t look deep enough into where does our food come from and what are the alternatives if where it’s being sourced from is a burden on the planet, there are some alternative ways to get food that makes the planet healthier. And as you were speaking, I was thinking about the native wisdom.

    That there are people even alive now that were children when their land was taken, but they tell stories in the local tribes here about how being out in the forests and in the prairies was like being in a grocery store. Yeah. They knew where everything was. They know the reciprocity of everything.

    And then. It was taken away and now it’s a Superfund site. So there’s all this, but I’m also very optimistic. I was mentioning to you a short trip to Costa Rica for almost three weeks, only in eco lodges, but I’d been there before and thought it was beautiful. What I didn’t know when I was there before was it was deforested down to 25% remaining forest in the country.

    And when we went back last year, just a few months ago, every naturalist guide to a person said that the country has invested, and it is now re forested to slightly above 50%. And a lot of it is small plots, small farmers who are doing everything in a biodiverse way, which means native plants are growing with crop plants.

    The crop plants are native and they, every single one of them won’t buy a pineapple if it’s mass produced. They will if it’s off of their farm, but it’s changing a country. And so what we’re going to talk about during this time is also how can we think as individuals, even if we don’t have land, but if you have something or know somebody who does, how can it shape our perceptions about a, how we buy, what we think about, where our food comes from, and helping others who are the heavy hitters, like Planet Amor, who are doing some really big things.

    Jason Yhost: Yeah, I I’ve been able to have some really interesting conversations actually with people because in South Florida, I live down here in Miami and most of my time has actually been spent living in Fort Lauderdale. Just for those who are detail oriented and really care, it’s just normally easier to say Miami.

    And we have some really interesting issues, obstacles, heat flooding. Income inequality, all of these things, right? Like I, I personally am not on a crusade against wealthy people. I just think there’s a bare minimum that everyone can be afforded and we can probably find that, scraping the barrel a little bit.

    I think, such a place like the United States could really provide a quality of life for others. And, wealthy people, that’s cool. Most of them work very, very hard. I think, not to go on this crazy tangent, but I think wealthy people often don’t get enough credit for how hard they work and a lot of the, where their mind goes.

    And we have some really interesting dynamics here and I’m constantly preaching to everyone about how we need more trees. Trees will solve all of it. We have flooding problems, let’s. Plant trees, let’s we don’t see animals anymore. Let’s plant trees. We are hungry. Let’s plant trees.

    It’s too hot. Let’s plant some trees. We can do all of these things and solve so many of our problems. And, I’m constantly on this work to get people to replace their ornamentals with natives. 

    Kim Allchurch Flick: Natives, yes.

    Jason Yhost: We, it’s like I recently met a park ranger who gave me A-A-P-D-F that somebody in Florida had produced where it’s like, if you wanna produce or if you wanna plant this, consider planting this instead.

    And it’s all this beautiful, like substitutes with flowers and butterflies and birds and it’s really magical. And I think that those are some of the, when we say we don’t know what we don’t know, it’s sharing with people the value in that. I think that this is such an interesting place because it’s, it’s hard to talk about certain things because it automatically comes, with the climate of our culture at the moment. If you have an opinion, it comes in a basket of all the opinions. And so I tow the line here a lot with the conversations that I have. And it’s also unique because even the most diehard of people that you would think normally are not gonna care about the environment here, they love it.

    They’re water people. They love the Everglades, they love the ocean. 

    They love their stone crab and all of these things, and they see the value right away their houses on the intercoastal, on a waterway. And so we can bridge a lot of gaps. I always talk about let’s think about it simply, let’s talk about water.

    Do you feel comfortable drinking the water that comes from your faucet? Do you feel comfortable diving into the nearest waterway? Could we maybe reimagine how we’re treating that? There’s muscle repopulation programs in the intercoastal to start cleaning up the waterway, right? Like, I think so much common sense has been removed from our system, and I think that’s where we start.

    We start by sharing with people and connecting and meeting ’em where they’re at and finding what they care about and saying, Hey, this is how it’s deteriorating and this is a really simple way that we can bring it back. I don’t want to take things away from people. I want to have healthier systems so that we can all have more and have easier lives and enjoy our lives.

    And I think generally speaking, that if people feel like their baselines are taken care of, they have the capacity to care about others more. This watching out for themselves, and the selfish mentality comes from feeling not safe. And so if you could feel a little safer, if you could feel like the people around you were your allies instead of trying to come to get something from you, I think in your intro I had forgotten that I wrote that neighborliness is something that I really pray for a lot in my life.

    And it’s it’s like a fundamental thing that to me is what it is to be from the United States to be an American, you could say. And I think that comes with a level of caring about the people around you. And I think that’s missing from us a bit. And so that’s, being willing to talk about a group of people the way that you might talk about one person.

    We all, 

    you 

    could point to any group of people that has a stereotype, however, everyone knows someone who isn’t that. And it’s like, we’ll begin to talk about that group of people the same way that you would talk about that one person that you actually know. And I think there’s so many of these simple common sense things where we be kind to each other and we start to just pay a little more attention.

    And that’s where I think all the change comes from, whether you’re a big fish or a little fish, I shared with you earlier the universal arises from the specific, it’s something that, that really touched me in my life when I heard it, the idea that nothing was something that everyone did until someone did it, and

    until someone did it, and it catches on. And so these little changes that feel like it’s too much for one person to do that’s just not how it works. If you want something to be a trend, someone has to do it first. Someone has to be a thing. And let that be inspiring to others. Let them see you. We all probably have stories where we’ve been touched by something that someone did and they didn’t know we were watching, or they didn’t know that we knew that they did that.

    And we carry that with us in our lives. And so lives 

    Kim Allchurch Flick: Indeed. And sometimes just a little pearl of information. Like this happened to a friend of mine who started a restaurant based on the information that a hundred percent grass fed beef is much better for the planet and the individual than factory farmed and veganism is important too, but this is just to, to share some information.

    And his doctor told him that if he was going to eat beef at all, to eat a hundred percent grassfed, so he’s the kind of PhD scientist who did a deep dive on it, came out with Joel s you know, regenerative ag and. Books and data that showed why. And the why is stressed animals are like us. If we’re stressed, we’re not healthy.

    There’s high. Cortisols affects our lipid levels, blood pressure, everything that passes on down the food chain, grazing animals. It’s known that grazing is important for grass, for prairie, for a lot of things. And every animal contributes in terms of manure, which is healthy. Walking through it and cutting the grass makes everything healthier.

    And they’re healthier because of it. They’re eating things, their bodies were planting seeds, seed, stomping those seeds into the dirt, making the soil healthier. So the seed bank is so much better. And there’s a couple of films that talk about this. Kiss the Ground common Ground, which is the sequel biggest little farm.

    And there’s another one called the Serengeti Rules. And it’s more of a global film, but it’s a beautiful film about what is an apex predator and sometimes apex species are grazing animals. Why It makes the world so much better. And anytime I drive by a field that someone’s plowing and dust is rising up, I know the soil’s not healthy just because of watching one of those films saying, okay who’s planting their crops with cover crops?

    Who’s doing it? So the soil is getting healthy and everything you’re talking about are things that we can think about doing on a small scale too, even in a backyard. And so I was wondering what, you’ve talked about the problems that that were first noticed when the, your company was started.

    What are the problems are rising up that you see in the company sees as problems to be solved and what’s happening around you, where people are catching on?

    Jason Yhost: Wow. So I think there are, for anyone who’s involved already in the things that we’re doing who might be listening, they know all of the bureaucracy that it takes to do this. Yes, how expensive it is. That’s been actually one of the most mind blowing parts to me, is for all the good intentions, it is not easy.

    Our biggest problem is, yes, funding to scale, to pay more workers to be able to commit to a salary for people there. Like we’re creating a bunch of jobs and we can only create what we can guarantee. We need better greenhouses, more greenhouses. We can, we’re really interested in scaling up.

    Workers. So we need more places for them to stay. It costs money to to get the materials there, to build and to assemble all that, all of these things you would do to scale up. Eventually we’re gonna be planting with a thousand hectares, we’re gonna be planting far away, so that’s gonna take investment to be able to make that possible.

    Iot devices, all of these things that come with not just a forest, but also what you might need for carbon credits or for B Corp certifications. Sure. Like liquidity must be everyone’s number one issue when it comes to on the ground. I would say from my time there, speaking for myself, I think if you were talking to one of our owners, you would get different answers and they would also probably be very interesting.

    For me, the biggest hurdle. Is is helping the, because we do a lot of support for the local people we work with the, we work with, local communities as much as we can. We do a lot of support, some interesting things. And I’m 90%, maybe 99% sure that basically all of them, except for maybe our engineer and some of our workers, don’t grasp exactly what we’re doing.

    So Ashika is like a huge, there’s millions of people with different, I don’t know a ton about it. I just know that it’s, it’s a, people from the Amazon before these borders of countries were here. Okay. And so they’re extremely buried from A to Z. What type of practices remain?

    What new ones they have? It’s a huge community and so I, I certainly don’t speak for all of them in our area. I can only describe it as disconnected. They grow yuca and plantains and like sweet potatoes. We get all these interesting local things, Peruvian things. And the main staple for many people is rice with a small side of yuca and potato and plantain, right?

    Like they’re buying an imported starch that has basically the same digestive function as most of it. And having smaller portions of these foods that they grow around them. It’s almost like someone played a trick on them and convinced them something. The last time I was there we picked vegetables, peppers, and turmeric, different things 

    From the garden right outside the kitchen on the land there that they the lady that we pay when we go and visit, we hire a lady to cook meals. We bring like investors and different things down to see it. It’s the most touching special. I absolutely love it. It was my Thanksgiving last year.

    Thanksgiving’s my favorite holiday and I went down there instead and I had two pieces of white bread. ’cause we got there late and, it was like a little late night snack. I had two pieces of white bread with a fried egg as my Thanksgiving dinner and it was like, it was so touching.

    Normally I go crazy. But, they, it took us going out there to pick the things and in showing her how to incorporate them into the food, she didn’t realize that there was food and things out there. They were buying like broccoli and rice to feed us. And it’s like, I don’t want this rice, I want twice as much yuca, plantain and sweet potato.

    And it’s, and you don’t go demanding things. You don’t want to go and tell people how to live. It’s like showing them and reconnecting and inspiring. Like we, this is my favorite story. 

    Absolutely. 

    They under, they have chickens, right? They know chickens give you eggs, you can eat the chickens, whatever, the ducks.

    No. So we gave them ducks on the land to start breeding the ducks. Then they can get eggs and eventually we can be eating ducks. Just trying to provide food sources. Biodiversity, the whole thing, right? It’s a fantastic thing to have more animals. And it’s like a working farm and people live there.

    They go, you have to get there by boat. So they spend a few days there at a time, and then they go home and back and forth. So there has to be lodging, food, a kitchen, et cetera. Right away they just ate the ducks. No more ducks. And when you scale that out, when you extrapolate that to all the changes we would like to make and all the things we would like to do to improve the quality of water, right?

    I don’t want to tell anyone how to live. I wanna make sure they have clean water. I wanna make sure their food is good. I wanna make sure that they can meet the opportunities that they want for themselves. Live the life you want. Not really a too much concern to me. As long as it’s a good, healthy one your children have options.

    You feel safe, you feel well fed, right? And so there’s a minimum need, kind of what I touched on earlier, where we have to touch their lives and inspire their lives, the local people and let them see a benefit to their own lives personally, in a small way in their stomach, in their kids’ opportunities, in their wallet.

    Somehow that, oh, I’m interested in what they’re doing. Nobody’s listening. We can’t show up with a thousand ducks and say, now you have ducks. Your problems are solved. That’s like a month of good eaten, and the ducks are gone. What it is two ducks, four ducks per family, three families over and over again until they really are like ducks.

    I love this. Thank you. And they tell somebody else. And those people want ducks. And in a year, then there’s a thousand ducks because we started one at a time. And if somebody eats the ducks, we give ’em four more ducks. And we say, try it again. You see those guys, they got eggs, there is there is this level of disconnection where they’re buying food, buying medicine and buying water, we can clean the water instead, they can have clean water themselves.

    These kinds of improvements and. I before I went, I thought it would be easy to do that. And it’s not. People have to really it’s like the old saying, I used to do a lot of coaching. And especially with young kids, they say, and maybe teachers know this, they don’t care what you know until they know that you care.

    And so if you are less hungry and we sit down and we have some beers, then maybe you’re listening to me about the ducks. You’re not listening to me about the ducks when I show up and you speak a dialect that I don’t understand and you’re not listening to me and I get that.

    I wouldn’t wanna listen to you either. And so working like, can we produce things at a higher quality on our land in a really good regenerative agriculture way? That cost slightly less. Like organic people are not gonna pay extra for organic. They don’t care. Nobody cares. And so they just see that a kilo of limes is 5% cheaper, 10% cheaper, the quality is as good or better.

    And then they’re interested and they notice that maybe our presence is helping. And they’re curious. They see that we helped send a kid who wanted to study something to a university because she was really interested in music or art or agroforestry or engineering or whatever, and it wasn’t gonna happen.

    And we were able to help with that. Then they’re gonna listen. And so there’s the way, one of the biggest obstacles is, the World Economic Forum has nothing to do with the Han Inca. They don’t care at all about the un And these goals, they don’t care at all. Zero. Explain a carbon market to them.

    They don’t, they, it’s, they could understand if they had some idea of the reality that we are living over here and they don’t care about any of that. And so finding ways to connect with them to improve the life of the people around there, to make a ripple in a way that is inspiring, that we can have clean water, clean food, less import, right?

    I would love for them to import less rice from Asia or wherever that rice is coming from and stick to local products that are more delicious, healthier, cheaper, just all, it’s just all around better. Of course you can still have rice if you want it, but that’s not the biggest part of your plate.

    So that’s where I find, hopefully I answered your question. I, I find a lot of words very easily

    Kim Allchurch Flick: I think you’re touching on something too. And a lot of it has to do with perception and. And it makes me think about what people see now, what is their perception?

    A golf course can look beautiful to someone who doesn’t know what was there before or didn’t think about it. I grew up in England where when I was a kid I thought pastures and mall and hedgerows were absolutely beautiful and rolling hills and all of that. And then I grew up and start learning more and more about what was there first.

    And those are overgrazed and England is in trouble. And there are people like a man named Jake Fis, who wrote Land Healer just recently about, I was trying to turn that around, but I hadn’t seen a forest in England except maybe a couple small spots and what it would mean to reforest. There’s a farm in England called the nep, K and EPP that was dying.

    And Elizabeth Tree and her husband decided to do something differently. They were almost going bankrupt. And she wrote a book called Wilding about the 20 years of them bringing a variety of grazing animals in not to eat, but to actually wander to plant some more native plants to save an oak tree that was living by itself.

    And oak trees like to be closer together and to really learn about healing the soil. And now they have a place where you can go and stay in a tent and eat from the land and tour and learn. And it’s our perception. And I brought up golf courses because there are a couple places now that are actually reforesting golf courses and turning them into public spaces for everyone.

    And the amount of water it takes goes way down. The amount of heat generated way down, the amount of joy for the people that are visiting way up, more birds, more all sorts of things. And in Costa Rica, that had been down to 25% deforestation. We stayed in two eco lodges, one in the Caribbean side, one on the Pacific.

    And on the Pacific, a man from France came in and bought it cow pastures. And now it’s 10 years in. And he said, with planting, he said, the first ones to show up were the birds. Took five years for the monkeys to come back. And when they did, he said, now I know I’ve made it. Now I know that this is a habitat.

    This is a biodiverse habitat where everybody gets to play and be in like a, it’s a community and how important it is to support all the layers from soil to pollinators to bigger creatures. And I think that’s what you’re talking about. And, but you talked about the obstacles. Some people are against that.

    Some people see land is developable for a lot of money. How can we balance that as a species? And I was wondering what makes you optimistic and what can we tell people to look for, even if it’s small, to think about ways that we can support what people like you are doing or the biggest little farm or people that are truly doing regenerative ag.

    Where I live, Carmen Ranch is the first, I believe it’s the first regenerate certified ranch in the country. Because she’s actively restoring tall grass prairie with a hundred percent grass fed beef. And even if people don’t eat the beef, know that that land is becoming healthier. So it’s sometimes it’s not about what is the cow part of it, except they’re the ones making the land better.

    And how do we reframe things? So I was wondering if you could speak to that a little bit about what people can start to notice, how they can contribute, how they can contribute to planet and more so you, your work grows bigger and affects more land, more people. How can we make progress together as a community when we don’t always see that there’s a problem?

    Because what we’re looking at, like a golf course or a beautiful pasture look beautiful. And yet can, our framing is all what we know. 

    Jason Yhost: That’s true. My, my favorite example actually, i’ll touch on one and share maybe a little more in detail. My opinion on the other. One that most people will probably know is most recently we had this soybean debate, this big debacle about what are we gonna do with all of our soybeans?

    If I’m not mistaken, the government subsidizes the farmers to grow those soybeans. Someone is in the comments or knows better than me please help. I believe we make that viable for the farmers through subsidies and the fact that when there was not a buyer for our soybeans, right?

    We just had this big thing with China and they buy the majority of our soybeans, but they also don’t eat, they give it to animals. And that’s a separate thing. So we spend all of our resources to feed animals in other countries, which is absolutely insane to me. But never once in the entire conversation did I ever hear anyone, no matter what their opinion was.

    I’m shouting from the rooftops, but nobody’s listening is, how about we just let the farmers farm? How about we stop subsidizing the food that isn’t food, that’s, that we can use as like a leverage tactic and other countries are using as a manipulation tool. How about we just let farmers farm? I bet they don’t want to grow only soybeans.

    I bet they’d like to plant trees and have animals and have healthy biodiverse systems where they feel comfortable walking outside and eating their own food. I feel like we have enough land in the United States that we could start to localize a lot of people’s products. So much of it, imagine all these subsidies go to helping farmers convert to biodiverse stable systems to improving the logistics and supply chains of connecting local people to their farms of sharing all the data.

    Like, all you have to do is listen to the testimonials of farmers of ranchers who have switched to letting their animals graze. Like there, there isn’t a single, I’ve never heard of anything. Maybe they’re out there of somebody saying, you know what? This made things worse. I have to go back. I haven’t heard it.

    I haven’t heard it. 

    Kim Allchurch Flick: I agree with you. And that brings me to those two films. The first was Kiss the Ground Second, the sequel Common Ground. About that very thing. And there’s a farmer in both movies who was losing so much money because the industry had said, you need all these chemicals to support your soil, to give the plants more nutrients, all purchased.

    And his boundary is with another farmer. He decided, no, I’m going to do this differently. I’m not gonna plow anymore. I’m gonna have cover crop. I’m not, I’m gonna regenerate. I’m going to throw compost back into the soil. We’re gonna churn everything back into the soil. And there is a line where the neighbor is doing it.

    The well, the current more factory ways. Conventional way. Yeah. Would say conventional. And that land looks almost barren next door to the southern man that it bounced back. And I’ve noticed. Even in a small forest that I live on that is being regenerated with the help of a grant from Clark Conservation District the person who owned this before us used to mow down in the forest.

    We started letting everything own except for noxious weeds and just have pathways. And in six years, more and more comes up each year. And one of the experts that was down here was saying, it’s the beauty of a seed bank. And when you, when a tree falls, leave it there or wood chip it, put it back on, let things start to rot back into the ’cause.

    It’s not wrought in a bad way. It is, it’s a beautiful cycle of nature to have things be able to go back into the soil. And I started taking pictures year over year to see the change because you can’t always remember it. There’s a place where the first picture I ever took it was just trees and nothing but moss.

    Now it’s several species of ground cover and medium sized shrubs. That all came from a seed bank that was just waiting to be left alone. 

    Jason Yhost: Waiting to be left alone. Exactly. Yep. Exactly. Yeah. I think of all these kinds of things, and I think I tend to be kind of a one trick pony.

    I have a lot of opinions about a lot of things, and really it just comes down to like common sense and paying attention is like my number one thing. The other example that I, that we don’t have to dive into, ’cause it isn’t exactly nature related, it’s similar in thought process to me, to the soybean thing, which is when we maybe a couple years ago we had the big baby formula thing, and everyone was losing their mind, we don’t have enough baby formula.

    What are we gonna do? And. Never once. Never once did I hear a conversation about breastfeeding. I get it, that maybe there are not, maybe there are women who can’t breastfeed and they need formula. However, if we were having actual conversations about women’s health and about nutrition, then there wouldn’t be, there would be plenty of formula for the women who actually naturally couldn’t breastfeed.

    That must be such a small percentage compared to the norm, right? And not wanting to is not the same, right? That’s a stigma thing. That’s a cultural thing. Never once did we have a conversation about women’s health, about breastfeeding, about why do we actually need all of this baby formula.

    And we don’t have to dive into that. However, there’s all these things, right? When the conversation starts about formula, about soybeans, I’m like, why are we talking about this? It’s all dumb. Why are we arguing about the best way to preserve a system that doesn’t help anybody? It’s like, it just doesn’t compute to me.

    And so that’s naturally where I go. You asked me about staying positive. I’m just like that. It’s never had to be any work for me, to be honest with you. I just am happy to be alive. I think the world’s wonderful. And, for every problem there’s a solution, and it’s like, where does your mind go?

    If you were to tell me that you were thirsty, I don’t sit around thinking how sad. And imagine a dry mouth. I think of water, maybe a beer. If you’re old enough, maybe you’d like some juice or some lemonade. Like, where’s a water fountain? Do you have a bottle? Like, when you tell me you’re thirsty, that’s where my mind goes.

    I’m just like that. It’s easy for me. I love being alive. I love connecting with people. I love. All kinds of things. And for me it’s easy to make that connection to, I don’t dwell on things, I’m pretty sensitive to negativity. So when people start saying, a lot it’s you’re gonna get whatever you focus on.

    You’re part of shaping all of this, just like the rest of us. And so our attitudes mean a lot. The effort that we give, it’s, it’s kind of that universal to the specific thing is do you want to complain or do you just want to be able to live with yourself? Like I pick up trash everywhere I go.

    I have this big project that I’m working on for the city of Fort Lauderdale. There’s a venue, a big festival where they leave a lot of trash on the beach. And I’m kind of on this crusade to, to get some accountability so that when it’s over, they clean it up. And I pick up trash everywhere I go, boom, boom, boom.

    I just put it in my pocket, I throw it away, whatever. I don’t pick up gross stuff, but and it’s easy to be like, how can people don’t throw away their trash? And then, and it’s easy to feel overwhelmed and it’s also easy to look at that and say, if I don’t pick it up, it’s gonna sit there and at least that one won’t be there anymore.

    Kim Allchurch Flick: I call this karma pickups that it’s not my trash, it’s somebody else’s, but I still picked it up. So the world’s a better place in that little, 

    Jason Yhost: yeah. Yeah. That’s nice. I frame it a little different. I just say there has to be balance in the world, and there’s some people not picking up enough trash, so some of us have to pick up a little extra.

    And then soon everyone will just be responsible for their own. And so there will be balance and nobody has to pick up more trash than their own. That’s where my mind goes with that. But it’s the same as the karma thing. It’s just I don’t get defeated because things are a certain way, I always imagine that.

    Things are a pendulum and we’re swinging back the other way. For everything that’s happening, there’s a bunch of people who are sick of it, and no matter what you really believe in our society, I believe most people are very level-headed, very reasonable, ready to be neighborly.

    And really we live in, now get a little, bigger picture. We live in a giant propaganda machine, and what that machine feeds you is the really extreme ends of everything. And the majority of us live in the middle. However, many people are not stopping to think, wait, this person actually doesn’t represent no matter what they believe.

    This person doesn’t really represent what most of us think. And if I talk to anyone that I know, they’re far more reasonable and level headed and somewhere falling in this just want everyone to be happy kind of area. And so it’s easy to feel overwhelmed if you have that sort of personality where you think that the person screaming way over there and the person screaming way over there somehow represent most of us.

    They don’t, and it’s, there’s no money in, there’s no revenue, there’s no profit in letting a bunch of reasonable people be the voice for the majority, and so in knowing all of that, I just, I don’t get too down, I just like, I don’t think that we can really pollute water. I don’t think that we can ruin nature.

    I think we ruin water for ourselves. I think we ruin nature for ourselves and the other animals that are around. And if we make it bad enough, we are toast. And then nature will be fine. I don’t grieve for the earth, it’s not the earth. It’s not nature that suffers, right? Like it’s a very.

    Arrogant human thing to think that we can contaminate water and somehow the water is ruined. The water is the water, and the stuff in it is bad for us. The water will be fine and eventually the water will figure out how to clean itself. The landfills are cleaning themselves. All that will sort itself out.

    It’s just us. We’re cutting ourselves out of the equation. And that is something I would like for us to also keep enjoying life and live it in a balanced way, so I don’t think that I think it’s a human thing to think that humans are in control of everything and we’re not. And I find also a lot of peace in that, we’re gonna swing the pendulum and it’s gonna swing.

    And I think, hopefully it lands in the middle. I don’t know if that’s ever a thing. However I’m full of optimism. I’m full of belief in the power of nature and the power of inspiring people. And, that’s just where I’m at. It’s easy for me to be that way. 

    Kim Allchurch Flick: Can I share a couple of observations that were sparked in me while you were talking and it’s observations about where I live, but I think we can all ask questions wherever we live or wherever we go.

    But in the Portland, Oregon area of what I’ve noticed is there’s, over the last 20 years ago or so, and I didn’t even know this until recently because of the expert who does the planting, but there’s been an increase of what’s called bioswales where instead of putting water down a storm drain from the road, ’cause we get heavy rain here, it goes into a bioswale and they’ve been able to test it and they know how much pollutants and matter are captured that are not going all the way down the sewer system.

    So that’s one on small scale. There are so many nonprofits that are doing really niche and wonderful things. Like we have growing gardens, which deals with. Underprivileged and underserved communities to help them with gardens, even if it’s as small as containers on a patio or a deck. But they work in larger scales for community gardens as well, and they’re teaching people how to grow food, how to create nutrition out of it.

    And it’s such a bonding experience. There’s another one, a friend of mine has created a nonprofit to make medicinal gardens so physicians can actually write a prescription for these people to be able to go and cool and get the produce as a prescription. Friends of Trees is planted well over a million trees now, and we have a problem in Oregon where I’d say probably 30 years ago, plus no one built buildings with air conditioning, but heat in the summer that.

    Demands it. And most people who are underserved can’t afford it. So trees are a big part of that shade really, really helps. And underserved communities often don’t have the trees that richer communities. Do you know these organizations are doing that? And on scale from local, the things that you’re doing internationally as well?

    I think what we can all think about is what’s, what small things can we do on our own? If we don’t work in an organization that’s doing really, really big things, what can we do on our own? And then also, who can we support? Who are the heavy hitters, like Planet A more that we can support? So we’re all making a con contribution for regeneration.

    And it, and I know a lot of the references I had like Reading Healer, it’s quite scientific. It’s a wonderful book, but lighter reading is anything by Robin Wall, Kimmler about. Reciprocity and regeneration. She makes short books that speak to the heart of exactly what we’re talking about, and it brings in community as well.

    And another thing that just recently happened, and this involves the local tribes as well, is there are dams all over the place in Oregon and four were taken down, I think four four at the Oregon California border. It’s the Klamath area. And Senator Merkley was involved in that as well. Those dams came down after 60 years of no salmon.

    And wow. There were plantings like hun, tens of thousands of new plantings along the stream bed, making the stream better for young salmon. The native people reported that they saw salmon coming back within four to six weeks. 

    Jason Yhost: Wow.

    Kim Allchurch Flick: If you give nature a break. It’s amazing what can happen. And the same thing in Washugal Washington, a smaller dam that was built for Girl Scouts primarily 60 years ago so they could play and have camping and getting canoes.

    The water level got so hot, well too high and too hot. Salmon couldn’t live. And on the Wild Boy, boy Creek that comes out of that, they decided with the tribes to take the dam down. It’s a process. You don’t just knock it down, gotta prepare all the downstream. The stream had been denuded to bedrock and salmon can’t live on bedrock.

    They need organic matter. They planted, the dam came down within six weeks they had salmon, DNA. Wow. Amazing. So that makes me so optimistic. If we give things a chance to breathe the way they were supposed to. I’m a big com proponent, and I know I get pushed back on this ’cause people love lawns and they’re a place to play.

    Think of something else you can put there. Lawns take a lot. They release a lot of carbon. They take a lot of water. Yes, people like to play on lawns, but as I have literally killed a lot of my lawn through, shading it out and put in bark chips and pathways and ground covers that the dogs can run through by water.

    Less the number of birds and butterflies and all sorts of breeders that are, and it’s a small little backyard. 

    Jason Yhost: And your trees, 

    if there’s trees there, they’re probably doing better. 

    Kim Allchurch Flick: They’re every, everything’s healthier. And it’s such a remarkable thing to think about, but there was a time when I thought lawns were beautiful.

    I don’t anymore, but it’s, so we gotta give ourselves a little grace for having grown up with, ’cause most of us were born after a lot of deforestation. After a lot of sub developments with lawns. So we didn’t see what was before. So I want to really say that giving us all grace, that we only, we have a baseline and that baseline may be devoid of the knowledge of what the possibility of what had been.

    And to see something regenerate and come back can help us reset. And that’s where we can see beauty again. And to me, a forest with trees that are half down and all sorts of variety of plants coming up to somebody it looked, might look messy and chaotic. Nothing’s in rows, but to me it’s abs absolutely beautiful.

    And I think that’s what you’re talking about as well, is there’s a new beauty to be observed. And that’s in the movie, the Serengeti rules too. That’s about nature being regenerated. There’s, it’s amazing what we, what I didn’t know. Was possible when we leave nature alone. 

    Jason Yhost: Absolutely. It’s really amazing.

    Really, really amazing. We got it took almost no time at all, and we got leaf cutter ants back on our land. 

    there, there are, we have two kinds of monkeys. They don’t come into what’s been reforest yet. They stay, we have some places in our plot that were never cut down.

    And so those stay preserved. And so they, they tend to live in there. I think they know that they could be dinner, to be honest with you, if they come around the people there will, if it looks like it has meat on it, it could end up on a grill. So I think the monkeys are smarter than that, than to come around.

    Eventually they will, but yeah, I mean it’s really amazing how nature works. In terms of making an impact. I guess I would start with like an individual level. We talked a little bit in the beginning, I like to take my own to-go cup, whether that’s like my metal steel thing to get my coffee or my little ceramic espresso mug.

    If I don’t have the other one, I’ll take that and I’ll ask them to put my to-go coffee in there. Typically your small businesses are the ones that will do it and the big places are the ones that won’t anyway. So you’re doing yourself also a favor avoiding that moldy giant brand coffee.

    It’s got mycotoxins in it, so watch out. Those little things. For me, like every time you’ve mentioned the balcony gardening, I think of the value of connecting kids with food and with plants. Like adults are gonna be adults in some care and some don’t, and there’s not really much changing that in any significant way.

    However children are the action. I, I remember when I first started doing this, my first project I ever worked on, we built. A food forest, a farm, like row beds, this giant thing in a school. And there was this particular tree that was always fruiting. These little red berries, we call it like bubble gum tree or Jamaican chariot has all these cute names and the fruit are delicious.

    They’re highly perishable. You never see ’em in the store. It’s a beautiful tree. And I would eat a bunch while I was working. I’d be working, I’d eat some, and the kids would walk by and they would look at me like I was crazy. The idea that somebody would be eating something from a plant was entirely foreign to them.

    If it doesn’t come wrapped in a bag from Publix, from the grocery store, they do not recognize it as food. And over a few years, slowly, we had a garden club. We had kids taking things of produce home. The, when the kids were walking by the tree instead of looking crazy, they would 

    Show their friends how they were edible. And they’d all be picking ’em and eating ’em. And those are the ones who grow up to care about having their herbs on their patio. Those are the ones. If a parent is out there and really wants to affect the world in a meaningful way, grow some cilantro on your balcony.

    Like if nothing else, it’s cheaper, it’s more delicious. They’ll have fun planting the seeds. The, you can send them down ai, rabbit holes. You’re not gonna stop them from the technology, the computer stuff. So give them something interesting and meaningful to study. Tell them to tell you all about it.

    Find out about soil. There’s interesting videos and books. If you can connect kids with food and disconnect them from the idea that everything has to come from the grocery store. We’ve solved so many problems at once. We’ve solved people, getting outside, getting fresh air. We’ve solved a nutrition problem.

    We’ve solved a sustainability problem. We’ve solved like a circular finance kind of thing. We’ve taken at least a little bit of the revenue from these giant places that don’t give a crap about you and probably put it somehow in some, unless you’re getting, everything from Home Depot.

    Find a nursery around you. Be really mindful. You were talking about grass fed beef to tell a personal story, I tried for a while to stop eating meat. And it was terribly unhealthy. My, and I was with a woman at the time who was like vegan while she was a power lifter, and we were doing all the beans and doing all the, doing all the food, right?

    I’m not a processed food kind of guy. Like I was eating a ton. I was doing my best with all the, mushrooms and chickpeas and black beans and all these ways you can get all your protein and all that. And my hair was brittle, my nails. I looked unhealthy, I had no energy, and I couldn’t eat enough by the end.

    And I started eating meat again and I instantly felt better. Like right away. There are just those people who are not gonna be vegetarians. We’re never gonna force veganism or vegetarianism on the world. As an American, I highly resent the idea that people would produce these like fake patties and try to convince us that it’s somehow healthier than, this processed fake meat is somehow a healthier and more environmentally sustainable alternative to animals.

    This idea to me, and I’m probably ruffling a lot of feathers when I say this good thing I did it at the end is I don’t think that burping or farting cows are an issue at all. I think that people who want to change what we feed these animals so that they’re less gassy, I think that is stupid. Sorry to be offensive.

    However, if we put these cows in pastures where there’s biodiversity, nobody’s talking about the methane, are there more grazing animals and cows now in the world? Or are there less trees, bigger cities, more people, entirely different cultures, right? And so I don’t think that, I don’t think that old things are the problem to our new or to our new or the cause of our new problems.

    I think the way we treat animals, the way that we farm, the way that we do all that is an issue. And so I’m less about these high tech solutions, the stuff you can spray on grass. I had a long conversation with a guy who said, it’s made from seaweed, and it’s so good and it’s so interesting. Like maybe that just doesn’t seem, that doesn’t seem like there’s a lot of common sense, and so I’m all for natural common sense solutions that make people healthier. I think where we spend our money matters. It really matters that you support that farm that’s trying to produce beef in a different way. Unless you want Bill Gates who owns all of your farmland to tell you, you know what nutrition is, you have to support the small farms.

    You have to support local. You have to care about what you’re putting in your body. You have to reconnect children and your family with plants, with this idea, even if it’s something simple, growing a flower watching a butterfly turn or caterpillar turn into a butterfly. All these little things they really, really add up.

    And that, so if you wanna do things in your life, care about where your money’s spent, care about the trash that you’re making. And I think in just a way, I’ve probably by now saved thousands of to-go cups by just bringing my own assuming a little personal responsibility, making the commitment to remember it.

    To clean it, you’re gonna forget whatever, right? And you need your coffee. You forgot that day. Ha. Like you said, have the grace with yourself to just take the to-go cup. That’s fine, right? As long as it’s not millions of people every day after day, billions of cups every day. I think if you’re a, an entrepreneur, a small business, consider, especially if you have a lot of regulars, consider rethinking how you do business.

    If you’re a young person and you wanna start a business, consider that. You don’t have to subscribe to the same rules that were laid out to you. Some of it makes sense and other things don’t. My favorite example is I bartended for a long time and people always wanted to go cup for their water, and I always dreamed of just being able to say no.

    If you want a glass of water, I will give you a glass of water. You can sit here, I’ll give you 10 glasses of water. You can drink all the water you want. If you have a bottle, I’m happy to fill your bottle up with water. I’m not giving you trash that we paid for, that you expect for free, that I’m gonna pick up in the parking lot later, half full anyway.

    Because you think right now that you’re thirsty, wherever you’re going is between five 20 minutes away, there’s water there, you’re gonna survive. That’s my dream for businesses is to say, no, that’s dumb. You expect something that is unreasonable, and this is actually how we play it here. Thank you for your understanding.

    Thank you for caring. I think there’s an overhead in business that comes simply from cultural expectations that can make it easier. You don’t want your food to get more expensive. Stop demanding garbage just comes to you automatically, like you deserve it. I can I got a lot of strong opinions about things and I sometimes I could use a prettier bow on the language.

    However, I like to just be really straight and that’s really what I think, is we can readdress, we can address our relationship with convenience, with what we expect from people. With what we see as disposable. We can reconnect children these kinds of things. And that’s in the small day-to-day life, we can control where our money goes.

    And they trick us with packaging and it’s okay to make mistakes, right? And we all have a computer connected to the world in our pocket that we can check on a brand if it’s really important, those are the ways I think you gotta always check the back. The front they say is advertising and the back is information.

    So always look at the back, your, that’s good of your products. And then when it comes to the big picture stuff, there’s a lot of big projects out there. A lot of really great ones. I personally wouldn’t plug any of them. Now I would take this moment to plug us at Planet a more like every single project, we always, the number one thing you can do for us or any project is if you have it, is always investment. Some sort of liquidity. Invest in infrastructure, invest in some way, find out, if you want to talk to us, I’m sure we can get all my info, my contact info to people. There’s tons of ways that people need always financial support to scale to make, to invest in technologies that they need in order to do this work in a good, transparent way.

    All the bad actors have forced those of us doing the right thing to really have to go through hoops to prove that we aren’t monsters that we aren’t taking advantage of anyone. Your data is a huge asset that all of us have. Your infor your attention and your data, sharing our social medias, all the social medias of projects, searching things train your algorithm to send you things that are more enriching, that are like our stuff.

    Share our stuff. We always need help with. If you’re an influencer out there and you wanna help share our stuff if you’re involved in a university and you want to team up with us and send some students out there and start doing some really interesting, 

    there you 

    go. Research, like, we are very open to public partnerships, private partnerships.

    We work, we plant trees with tourism companies, with hotels, with private investors. We do all kinds of things. Your attention sharing, educational research opportunities. If you have experience in this work already and you want to go and check it out and work with us, somehow there’s no.

    Partnership collaboration that I’m not willing to explore. I can’t say yes until we talk, but there’s any way that you’ve ever dreamed of to get involved in this kind of work. Fantastic. We export banana flour if one of our forest commodities is green plantain flour. And we’re looking for somebody who is interested to start importing that from us.

    Organic regenerative agriculture, it’s a resistant starch, so it doesn’t spike your blood sugar. It’s gluten-free. Super, super good stuff, really high quality. So we’re looking for a bakery, a restaurant, a retail shop, anything who’s interested in our banana flour, so 

    Kim Allchurch Flick: I love that. Well, Jason, thank you so much and they can find you@planetamor.org.

    Jason Yhost: Correct. And I am jason@planet-a-mor.org. It’s, so, it’s planet hyphen a hyphen MO r.org. So planet hyphen a planet more.org. So it’s kind of a little play on words there, more planet and planet love. 

    Kim Allchurch Flick: I love that. Well, this is a very rich topic and I think this set the record for one of the longest podcasts.

    And the reason being, it’s a very rich topic. There’s so much to it, but we can all do something. We can definitely find ways to support your work. And is there anything else you’d like to say in closing before we say Adios? 

    Jason Yhost: Thank you very much, Kim. It’s been really a joy. And happy to work together, Chad, anytime.

    And thanks to your listeners, for checking us out and we’re here and happy to work together, thank you. 

    Kim Allchurch Flick: Thanks for all the tips and everyone, thank you for listening, the planet’s really worth taking a look at, and even on small scales, seeing where we can make change because it can all be good when the right changes are made and the planet gets a chance to breathe.

    So much, Jason. 

    Jason Yhost: Thank you, Kim.

    Kim Allchurch Flick: Take care everyone. 

    This Episode’s Guest: Jason Yhost

    Planet A-more logo. Reforestation for nature and people. Certified B-Corp logo. A smiling child.

    Permaculture Designer in Miami, FL.  Born in San Diego.  Working with Planet-A-mor about 4 years.  Passionate about prosperity, joy, neighborliness, and celebrating cultural differences as gifts we give each other.