The Journey to Becoming a Certified B Corp: Community Impact at the Baja Hotel
Photo via Unsplash.
This article was originally posted on Medium in collaboration with Conscious Brands on November 2023.
Unveiling Insights and Strategies for Sustainable Tourism
The focus shifted to the Community section in the latest instalment of Rob and Lesley’s journey with the B Impact Assessment (BIA). This section focuses on how business can contribute to the economic and social well-being of the communities in which it operates. As proud owners of the Baja Hotel, nestled in the vibrant Baja California and Mexico community, they delved into diversity, equity, inclusion, economic impacts, civil engagement, charitable giving and supply chain management. This discussion unveils their discoveries, aha moments, and the connection to their Flourishing Business Canvas (FBC) strategy sessions.
The Holistic Vision
Rob started the conversation by highlighting the nuanced nature of diversity in a global business context. Hailing from Canada, their perspectives on diversity were initially shaped by their Canadian experience. However, as they navigated the community section, they realized the importance of tailoring their approach to Mexico’s unique, diverse landscape. This revelation underscored the need for a flexible and culturally sensitive impact business model where business owners deeply understand and respect their role as guests in their host communities. Being rooted in this perspective will naturally extend to the experiences of guests invited to the Baja Hotel through thoughtful educational opportunities to share the stories of the community.
Building Local Ecosystems and Reciprocity
Lesley emphasized the significance of the Baja Hotel’s impact business model, which seeks to be regenerative rather than extractive. The duo expressed excitement about the positive implications for the local community, focusing on economic impacts and creating a self-sustaining ecosystem. By prioritizing local suppliers, engaging in civic activities, and supporting neighbouring businesses, the Baja Hotel aims to be an integral part of the community’s fabric.
The Supply Chain Dilemma: Balancing Global and Local Perspectives
The conversation pivoted to the intricacies of the supply chain, where the Baja Hotel endeavours to address poverty alleviation. Rob and Lesley acknowledged the challenges of balancing global assessment frameworks, like the B Impact Assessment, with the unique needs of a tourism-based business. They noted the need to complement the BIA with tourism-specific certifications, such as those offered by the Global Sustainable Tourism Council, to ensure a comprehensive evaluation.
Deepening Listening and Relationships
One standout insight came from exploring supplier relationships, exemplified by the local tortilla maker (tortilleria). The Baja Hotel aims to move beyond superficial certifications and tell the story of each supplier, fostering meaningful connections and prioritizing sourcing from microenterprises in the local economy where possible. This revelation also brings to light the reciprocity of the local economy, where relationships provide value throughout the community to foster flourishing — from local corn growers to tortilla makers working in their homes to guests who experience culinary traditions. One of many vibrant stories that contribute to the narrative of an inclusive-to-all model of tourism, this example is a snapshot of the potential of the Baja Hotel as a catalyst for impact.
They highlighted the intention to host a supplier weekend, a gesture that extends beyond business transactions to genuine community engagement. This relational approach aligns with their mission of leaving a positive impact on both guests and the local community.
Integration with the Flourishing Business Canvas
Lesley underscored the interconnectedness of different sections of the B Impact Assessment, likening it to the holistic perspective of the Flourishing Business Canvas. The Community section, in particular, echoed the canvas’s emphasis on community stakeholders and actors, offering a deeper, more granular exploration of previously identified goals. For example, through their sessions with the FBC, the pair discussed the need for community members to feel the shared value of tourism, as seen in the story that takes shape in the blue notes on the canvas (above). Rob and Lesley recognized the dynamic nature of their B Corp journey, emphasizing that the assessment is not a static tool but a means to grow and achieve evolving goals.
Looking Ahead: Environmental and Customer Sections
As the duo gears up for the environmental and customer sections, anticipating a holistic view continues to drive their efforts. They recognize the need to break out of silos and weave together the stakeholders identified in their canvas. The goal is to achieve a higher purpose that aligns with the interconnected externalities of social and environmental impacts.
Bringing it Together: A Journey of Discovery and Responsibility
Communities hold a wealth of knowledge encompassing their environment, traditions, and heritage. It is the duty of tourism managers to seamlessly incorporate this valuable information into tourism planning, fostering a relationship built on respect and reciprocity. Sustainable tourism endeavours that actively involve local residents are attuned to community needs and values, promoting a fair distribution of economic benefits. Embracing a place-based approach underscores the importance of preserving cultural heritage and nurturing local pride and ownership. A holistic perspective becomes imperative for the symbiotic flourishing of tourism, community, and place.
Rob and Lesley’s exploration of the Community section revealed the depth and breadth of considerations in fostering sustainable tourism. From cultural sensitivity to supply chain intricacies, their commitment to a regenerative impact business model emerged as a guiding principle. As their B Corp journey progresses, the Baja Hotel remains a beacon for responsible and inclusive tourism, where vibrant stories weave a tapestry of positive impact for guests and the local community.
Rob Sinclair is the founder of Conscious Brands, a firm that helps organizations transition from shareholder governance to stakeholder-driven organizations. Lesley Robb is the founder of Swell Impact, a firm specializing in branding and sustainability strategies for the tourism sector. Together, they openly explore holistic business models by prioritizing play over perfection and co-creating community.
