Third Sun Solar is proud to be a certified B-Corp, a designation awarded by an outside nonprofit organization to businesses “who meet the highest standards of verified, overall social and environmental performance, public transparency, and legal accountability.”
Many folks ask us why we submitted ourselves for consideration, seeking to learn if it was purely for altruistic reasons, or if there were practical considerations as well. While we have run our business for “People, Planet and Profit” since our start in 2000, it was certainly still a hurdle to becoming formally certified by an outside organization; the process included time and resource-consuming logistical challenges, such as officially changing our LLC operating agreement to state that we must manage our business to serve people and the planet in addition to seeking profit. Since our first certification in 2012, we have since undergone recertifications as well as a random audit.
So why all the effort? There are many reasons, but these primary themes stand out:
Optimization
At Third Sun Solar, we use this word to describe the engineering and design choices we make as we come up with the best solar solutions for each customer situation. In our early days, I personally selected the best combination of inverters, panels and racking for each project, and spent a lot of time running the numbers and comparing the different options to arrive at an “optimal” solution for a customer’s goals. Today that work is carried on by our expert team, but I still apply that approach to running the business. I am analytical and curious by nature—running Third Sun Solar with my team involves hundreds of choices and decisions. With a focus on our mission, “To empower people to save the planet with clean energy”, we have concluded that focusing on a ‘triple bottom line’ (social, environmental, financial) is the optimized way to achieve that mission.
Differentiation
When we launched Third Sun Solar at the end of the 90s there were hardly any dedicated businesses focused on solar solutions. Today, solar customers have many choices, each promising that they are “the best”, “high quality”, etc. While Third Sun Solar’s long industry leadership helps us stand out from this crowd in many ways, we decided that achieving B-Corp certification would go a long way toward further distinguishing us as a leader. Our B-corp status is another way of showing we are fully committed to the highest quality and safety for our clients, our employees and the greater community (AKA our PEOPLE). Those who already do business with us can see firsthand that we’re trustworthy and honest; our B-corp status proves we stand up to rigorous scrutiny regarding our environmental practices (AKA our PLANET). While it is pretty easy to recycle cardboard, we go way further, including a 100% solar net-zero office, carbon-offsets for our driving, and even composting our kitchen scraps. By contrast, some of our supposedly environmentally-driven competitors don’t even recycle!
Competitive
One of the most important reasons we have become a Certified B-Corp isn’t altruistic at all. Like all for-profit businesses, we’re striving for a significant competitive advantage over our competition (other solar companies) as solar achieves its destiny as the preferred energy form in homes and businesses (AKA our PROFIT).
We’re also engaged in a “war for talent”. Third Sun Solar is primarily successful because of our people. Though we gain market advantage in areas ranging from internal software to low-cost purchasing through a co-op, at the end of the day the most important factor in our success and growth are the people on our team. From the first phone call or email communication to all of the human interactions along the way, and finally to the crew bolting equipment together and programming the electronics, our people are at the root of our success. Based on that understanding, we believe that recruiting, retaining and motivating the very best team members is our “secret sauce”. In this context, our B-Corp certification gives us a significant advantage (invisibility and attractiveness to high-quality candidates as well as employee satisfaction and retention), and it is one that we are glad to have.
Before founding Third Sun Solar as a business, I worked for several nonprofits in the social sector (focused on Appalachian poverty and affordable housing), along with my time in a government agency (the US Peace Corps). Those were formative experiences, and I have a lot of respect for many great people and programs working to solve big problems and make the world better through these sectors. I also have seen (and sadly continue to see) the destructive nature and short-sightedness of many conventional businesses, especially the largest of corporations where the conventional practice (and the legal requirements) focus only on immediate profit and only profit. The B-Corp movement is an effort to change this. Third Sun Solar and many other mission-driven businesses are harnessing entrepreneurial energy and drive to solve social and global problems that have vexed the nonprofit and governmental sectors for decades.
We are in the midst of an experiment and are excited to be part of a movement that takes the best of capitalism, creativity and market forces in an effort to use business as a positive force for social good.
