What It Means To Be a Sustainable Small Business

Maggots. That’s what I remember most. 

When I lived in Toronto, composting was easy. My apartment building had a system built right into the garbage chute. I separated my food scraps, tossed them down the chute, and felt good knowing they were handled. 

It was easy, convenient, and honestly? Kind of satisfying.

Then I moved back to Montreal, in a 2-bedroom apartment in Griffintown.

There was no compost setup at all. No bins, no signage, nothing. But I didn’t want to give up, so I set up my own system outside. 

Every week, I carried a container of food scraps two blocks to the public compost drop-off. And in the summer? That container was often full of maggots. It was disgusting. But I kept doing it because it felt worth it.

That’s the real story behind sustainability, especially for small businesses.

Sustainability isn’t about doing everything perfectly. It’s about doing better when you’re able and recognizing the systems we live in either support us…or make us carry a bucket of maggots down the street.

If you’ve ever felt like you’re failing at being a sustainable small business because you forgot your tote bag, couldn’t find recyclable packaging, or just can’t do it all right now, this post is for you.

What Is Small Business Sustainability, Really?

Sustainability is one of those words that gets thrown around so much that it starts to lose meaning. For small business owners, it can feel especially overwhelming. Like it’s some impossible checklist or standard you’re constantly falling short of.

But here’s the thing: sustainability isn’t a fixed set of rules. It’s a spectrum.

On one end, you’ve got fully circular systems, zero-waste operations, and solar-powered everything. On the other, you’ve got someone trying to remember their reusable coffee cup.

Most of us land somewhere in between—and that’s okay.

Sustainability is about making better choices when and where you can. It’s not about doing everything. It’s about doing something consistently, intentionally, and in a way that aligns with your values and capacity.

You don’t need to overhaul your entire business overnight. You don’t need to be perfect. And I promise, you’re not banned from the eco-club because you used a plastic bag once.

If you’re putting thought into your decisions, even imperfectly, you’re already moving in the right direction.

3 Sustainable Business Myths You Should Toss 

There’s no shortage of sustainability advice out there, but not all of it is helpful. And these three myths should go straight to the compost bin.

Myth 1: Zero Waste or Bust

If you’re not fitting a year’s worth of trash into a mason jar, are you even trying?

Yes. You are.

Zero waste is a great goal—but it’s not the only one. And for most small businesses, it’s simply not realistic. You’re allowed to produce waste. You’re allowed to make compromises. The goal isn’t zero (yet), it’s less.

Myth 2: Small Businesses Can’t Make a Difference

This one’s loud, and it’s wrong.

Small businesses are often more sustainable than larger ones because you’re closer to your supply chain, your customers, and your values. Plus, you’re hands-on. You’re making the calls. And you can shift direction without going through five departments and a corporate memo. 

Myth 3: Being Sustainable Means Losing Money

This is a fun little lie we’ve been sold by…well, the people making unsustainable things for cheap.

In reality, sustainability can increase profit. Customers are paying attention. They want to support businesses that align with their values, and they’re willing to spend more (9.7% more, according to this study!) when they believe in what you’re doing.

What Creating a Sustainable Small Business Looks Like

Sustainability doesn’t always come with a shiny label or an Instagrammable reveal. More times than not, it looks like quiet, behind-the-scenes decisions like picking the less convenient supplier because their packaging isn’t garbage. 

Literally.

Here are a few places where sustainable choices show up in small businesses:

• Packaging like compostable mailers
• Partnering with local suppliers
• Creating smaller batches but better quality products

With my sustainable pet brand, The Kind Pet, we started with food. Specifically, recommending pet owners switch from beef and chicken to salmon, fish, or lamb. It’s better for the planet and easier on sensitive pet stomachs. We don’t even offer food on our site, but educating consumers is one of our top priorities.

Then there’s People of Leisure, an LA-based sustainable fashion brand I supported with a content marketing strategy including blogs on capsule wardrobes, reusing clothes that can’t be donated, and more. That content still drives organic traffic today. 

Why? Because people care, and they’re looking for brands that do too.

Your Sustainable Small Business Efforts Make A Big Difference

I dragged rotting food through Montreal’s summer heat because the city didn’t have a better solution. 

There were maggots. 

There was smell. 

There was the constant question of why am I doing this again?

But I kept going because effort counts. And that’s the part we don’t hear enough. 

The truth is, it’s really hard to get people to change their consumer behavior overnight. Even when they care. Even when the stats are terrifying. Change takes time, consistency, and trust. Which is why small, sustainable shifts matter more than they get credit for.

When you integrate sustainability into your business—even in small ways—you build trust. You show your customers that you’re paying attention, asking better questions, and doing the work

Over time, that consistency creates loyalty and gives people a reason to stick with your brand. Not just for what you sell, but for what you stand for. 

And those small changes? They compound. 

They influence how your customers shop, what your suppliers offer, and even how other businesses act. It’s not just one decision, it’s a ripple effect. 

Sustainability isn’t about being ‘perfect’ or feeling ashamed if you’re not. It’s about connecting your values, your operations, and the way your brand shows up in the world.

Because your business can be more than a source of income. It can be a tool for change.

If you’re ready to align your brand more fully with what matters (without tossing it all in the compost bin and starting from scratch), my Site Audit might be what you’re looking for.

I dig into your data, performance, marketing strategy, and more before offering recommendations for positioning, copy, SEO, Shopify structure, and branding that help you stand out and stay true to your values. 

{Learn About Site Audits}

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Hi! If we haven’t already met, I’m Laura! Founder of Dolgify and author of this little blog. I help small to mid-sized sustainable merchants build eco-friendly stores and ethical stories their conscious customers deserve. If you liked this post and want to learn more, here are a few ways you can connect with me:

Join my email list: For a bi-weekly dose of sustainable eCommerce insights, tips for ethical brands, and the occasional behind-the-scenes look at how I help eco-conscious merchants like you succeed. I promise to keep it fun, engaging, and always valuable for your sustainability journey.
Explore my services: See how I can help you create a sustainable eCommerce store that’s as unique as your ethical brand. From crafting compelling eco-friendly copy to designing custom Shopify themes that highlight your sustainability efforts, I’ve got you covered. Let’s work together to bring your green vision to life and build an online presence that stands out from the conventional crowd.
Dive into the Dolgify blog: Find more posts like this one, covering everything from eco-conscious customer personas to ethical email marketing and beyond.

If you have any questions about sustainable eCommerce or just want to say hi, feel free to send me an email or connect with me on Instagram. I’d love to hear from you! Until next time, keep building those amazing eco-friendly stores and ethical stories. Your conscious customers (and the planet) will thank you for it!

Cheers,
Laura