Retail leaders and sustainability experts discuss consumer behavior and how purpose can meet profit . . .

As sustainability becomes a non-negotiable in today’s business landscape, companies are being challenged to do more than just minimize their environmental impact—they must actively contribute to a better future. Consumers are increasingly conscious of the ethical and environmental implications of their spending, demanding transparency and accountability from the brands they support. For businesses, this shift represents an opportunity to build trust, foster loyalty, and innovate in ways that balance profit with purpose.

At The DEN’s recent DEN Talk, industry leaders shared their perspectives on how companies can respond to these evolving expectations. The conversation offered a roadmap for navigating the intersection of sustainability and commerce, emphasizing actionable strategies to lead with impact while addressing the growing demand for ethical consumerism.

Check out the full discussion below, featuring insights and perspectives from our guest expert speaker Emily McGarvey, and DEN Talks partner João Campos of B Lab, the force behind B Corps. You can also scroll below for a summary of key takeaways, as well as panelist bios.

Consumers Care About Purpose

João Campos emphasized that modern consumers are deeply invested in the ethics behind their purchasing decisions. “It’s not just about what you sell but how you sell it,” João said, noting that ethical consumerism has become a driving force in shaping commerce trends.

Sustainability as a Competitive Edge

Emily McGarvey highlighted Room & Board’s journey in making sustainability a core value. From responsibly sourced materials to waste reduction, she explained how businesses can build long-term brand loyalty through transparency and consistent action.

Certification Builds Trust

João discussed the role of B Corp Certification in helping companies operationalize sustainability. “Certification sends a message to your consumers, employees, and investors—it says you’re serious about balancing profit with purpose,” he explained.

Starting Small and Scaling Impact

Emily encouraged businesses to start with attainable sustainability goals, measuring progress over time. “Even small wins can lead to big changes when they’re part of a larger commitment to doing better,” she noted.

About Our Panelists . . .

Emily McGarvey | Director of Sustainability at Room & Board, leads the company’s efforts to integrate sustainable practices across its supply chain and product design. With a commitment to long-lasting quality and environmental stewardship, Room & Board has become a leader in the sustainable furniture space under Emily’s guidance.

João Campos | Growth at B Lab, spearheads the movement across U.S. and Canada to transform the economy through business as a force for good as he empowers companies to achieve B Corp Certification and drives accountability through frameworks that emphasize environmental and social impact.

Interested in learning more about B Corp Certification?

• Create a free account on the B Impact Assessment to begin measuring your company’s impact today!

• Peruse their website for high-level information on the eligibility and requirements to achieve B Corp Certification. Download in-depth Certification Guides here.

• Feel free to reach out to João at jcampos@usca.bcorporation.net for support on certifying your company!

For any questions on the topic covered in this session, or to connect with our panelists directly, reach out to hello@theden.co.