An award-winning social innovator, Lucy Cullen is a young leader working to help nature by lessening the environmental footprint of businesses in Canada. She answered our ten burning questions to help us understand why good research is central to a good business and lasting change.
Why does nature matter to you?
It’s crucial for our survival, mental health, physical health… Everything. We are nature. Without nature, there is no us.
You decided to be an active voice for the environment at a young age. Why?
At 16, I watched the documentary Sharkwater by Rob Stewart and immediately knew I wanted to be part of propelling positive environmental change in whatever way I could.
You decided to take action by bringing about change in the hospitality industry. How were you able to align passion and values? Why was this important?
Our hospitality industry has a huge impact on our environment in Canada when it comes to waste. I worked in the industry for 8 years, and grew frustrated with the amount of waste I was seeing each day. I realized nobody was doing anything about it, and especially in a way that also made sense for the business. Restaurants have 2-4% profit margins in Canada. If I tell restaurants to be more environmentally conscious but it’s going to cost more, the likelihood that that restaurant is going to make those changes are slim to none. I identified a number of opportunities where you can reduce waste and save money. The very definition of sustainability: people, planet, profit. I never set out to start a business, but the whole thing grew into one almost accidentally. And I’m so happy it did.
While most people default to activism, you’re championing change from within. How have you proven that your path can be just as effective?
I think there’s a misconception that you can either be an activist making no money, or working in a non-profit, or you’re making a ton of money in an environmentally damaging corporation. But there are so many more options than that. That’s where we are seeing a blend of those things with social enterprises. For-profit businesses that do good. That’s what both of my businesses are. By having strong metrics for environmental impact and being able to scale up, there’s the opportunity to be potentially more effective than just being an activist, while also still having the time to be an activist because that’s still important. I don’t think making money makes you a sell-out.
When it comes to divisive issues, we often debate the science. Should ethics and economics, in fact, be the drivers of solutions?
Absolutely. We should always be considering the triple bottom line of sustainability with all issues: people, environment, economy. We need to take this holistic perspective when it comes to making all decisions.
What was the biggest challenge in getting people to believe in your vision? Extensive market research? Overcoming biases?
The biggest challenge was figuring out how to build a business, because we started selling the concept before building the business. And getting confidence that I could be a successful business owner with absolutely no background in business. But I did the research, had amazing support, and went through two incubator programs to learn more about building a business.
Do you think you succeeded in spite or because of your age?
I don’t think my age is relevant to my success. I came up with a really good idea that nobody was doing, in an industry that needed it, and I had the experience to back it up. I built a team who complimented my experience and skills to fill in any gaps, and we set out to make a difference. The only times my age was a factor was when it came to Under 25 or Under 30 awards, or funding opportunities for youth.
What lessons can we learn from your work that might inform better environmental policy everywhere?
Our waste management system is broken and filled with lots of greenwashing. For example, compostable plastic isn’t accepted in the City of Toronto waste stream because it requires high heat to break down and the City uses anaerobic digestion to break down their compost. Most businesses still don’t compost or recycle. In fact, only 43% of restaurants in Canada compost because they either don’t manage their own waste contract or it’s too expensive. We need better policies to make it easier and more accessible for businesses to do the right thing.
Do you have hope?
I do, especially when I see the amazing work other environmentalists are doing. Who doesn’t love Greta Thunberg?! But there are still many times I feel deflated, frustrated or saddened about the state of our world. And in those moments, my vices are reality TV, a glass of wine and pizza. Then I try to focus on doing the best I can, and keep trucking along.
What is the one thing you know now that you wish you knew at 15?
That it will get better.
What do you think?
Regardless of whether you agree with Lucy Cullen’s perspectives or not, it’s important to learn from her underlying message: For every challenge we face, there is someone with the niche skills and passion who can put forward an innovative solution.
• Do you agree with Lucy that business – and social ventures – can be a powerful tool to leave your mark?
• How many of our challenges stem from inefficiencies in the system?
• Do we do a good enough job tackling the everyday problems that can add up to big change for nature and people?
• Do you have an innovative idea that can help a business do better by their bottom line and for nature’s bottom line?
• And how might advancing an idea make you a better steward, while also increasing your job prospects in your field of interest?
No matter where your journey takes you, the one thing that can be said for certain is that research is fundamental to success – in school and in career, as a good steward and as a good citizen.
Over to you.