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In our Santa Barbara community, a quiet but powerful transformation is taking place. A growing number of small business owners are proving that it’s possible to thrive commercially while protecting the environment.

They go by many names—green entrepreneurs, sustainable business owners, impact-driven founders. In my research, I use the term ecopreneur, which describe the founders who launched their businesses with a green mission in mind. Ecopreneurs go beyond “eco-friendly” branding;
they design their products, services, and operations with environmental stewardship at the core, often weaving social responsibility into the very DNA of their companies.

My recent pilot study, part of my doctoral research at Fielding Graduate University, explored how local business owners navigate the daily balancing act between profit and planet. Their experiences reveal both the promise and the complexity of sustainable entrepreneurship.

Defining Sustainability—In Their Own Words
Each ecopreneur offered a deeply personal definition of sustainability. One spoke of balance—making choices that respect the needs of producers, customers, and the environment, even when it means embracing imperfect solutions. Another rooted her business philosophy in the well-known UN definition of meeting today’s needs without compromising future generations, with an emphasis on making sustainable choices convenient for customers. The third expanded the concept beyond environmental impact to include compassion for animals, weaving ethical sourcing and wildlife protection into every decision.

These definitions weren’t abstract ideals; they were working principles that guided decisions about sourcing, hiring, pricing, and even business location.

The Paradox of Profit and Purpose
Running an eco-oriented business is not without its paradoxes. Higher costs for sustainable materials, lack of infrastructure, and consumer price sensitivity all present ongoing challenges. As one owner put it, “I need people to come in and spend for me to pay my rent…but at the same
time, I don’t want to push people to buy things they don’t need.”

Instead of abandoning their principles, these ecopreneurs adapt. They create opportunities to educate consumers, they accept imperfect and creative solutions, they innovate. These decisions reflect a pragmatic realism—acknowledging trade-offs while keeping values intact.

Personal Values at the Core
For ecopreneurs, personal values and business practices were inseparable. One owner’s hiring strategy prioritized local employees to cut commute emissions and strengthen community ties. Another’s journey into ecopreneurship began as a new mother, confronting the waste generated
by raising a child (It can take up to 500 years for a single disposable diaper to decompose in a landfill). Each story revealed: sustainability is most powerful when it is lived, not simply promoted.

Innovation Born from Constraint
Scarcity often sparks creativity. Faced with cost and infrastructure hurdles, these entrepreneurs devised inventive solutions—like shipping in bulk to reduce emissions or using unconventional equipment to dispense eco-friendly products. Their resourcefulness demonstrates that sustainable
business is as much about mindset as materials.

The Power of Community and Support
Many of these ecopreneurs rely on more than just personal grit. They draw on the strength of organizations like the California Green Business Network, as well as micro-loans, grants, and educational opportunities that help them refine their operations and reach new customers. Peer networks and collaboration with like-minded colleagues provide both moral support and
practical problem-solving—reminding us that sustainability is a collective effort as much as an individual mission.

Why Their Stories Matter

Ecopreneurs are more than business owners; they are catalysts for change. Their choices ripple outward—shaping supply chains, influencing consumer habits, and challenging conventional business norms. As Santa Barbara County continues to champion environmental leadership, supporting these innovators is an investment in a more resilient local economy.

It has been a privilege to listen to their stories as part of my dissertation research. These are exceptionally busy individuals—managing small businesses, meeting customer needs, and driving sustainability forward—yet they have generously taken the time to share their journeys.

I am still actively recruiting participants for this study. If you are an ecopreneur—or know someone who is—and would like to add your voice to this research and future publications, I would be delighted to connect. Your perspective will help broaden the understanding of how sustainability is defined, practiced, and sustained in real-world business contexts. You can connect with me by email at enicklasson@fielding.edu.

What has emerged so far is clear: sustainability is not a fixed destination, but an ongoing practice of balancing values with realities. And it is within that practice that the true power of the ecopreneur resides.

Written by: Elena Nicklasson