How the Triple Bottom Line Boosted a New Jersey Solar Products Business

Meet Lyle K. Rawlings, President and CEO of Advanced Solar Products (ASP), a leading company in the field of solar energy and related sustainable technologies. ASP is a certified Benefit Corporation for Good.

Creating a sustainable future by providing clean, renewable energy is the mission of Advanced Solar Products. The solar developer and EPC has been delivering on that mission for over three decades primarily in New Jersey, New York, and New England.

But ASP wanted to do more. It’s why they chose to become a certified Benefit Corporation for Good. Using a third-party standard helps keep ASP not only accountable but sets an example for other companies in their region to motivate and inspire them to also adopt a triple bottom line and do good for people and planet.

We recently talked with founder Lyle K. Rawlings about becoming part of the certified BCFG community. Here’s what he had to say about it, the reasons for adopting our third-party-standard and most importantly, its impact on his company’s stakeholders.

1.  What motivated you to become a Benefit Corporation?

Advanced Solar Products’ mission and practices have always been in alignment with the ideals and standards of benefit corporations. ASP was motivated to become a Benefit Corporation to make the standards we hold ourselves to an official part of how we conduct business. We were also motivated to inspire other companies and businesses to be aligned with the same positive goals that we have. We believe that if other companies we do work with see us as a Benefit Corporation, they will be inspired to pursue the same.

2.  Was it difficult getting internal support for moving toward this model?

No, it was not difficult to get internal support to move toward this model. At ASP, we all have a common goal of creating a sustainable future through providing clean, renewable energy so becoming a Benefit Company was an easy choice. We not only want to promote sustainability for our environment, but we want to promote a positive impact on society through our daily activities.

3. How long did it take you to officially become a Benefit Corporation?

Not long at all! Once we discovered BCFG, the process was extremely easy. We filled out the questionnaire, had a call to discuss our results, and we received our certification shortly after that!

4. Have you seen any change in culture since you became a Benefit Corporation?

Not necessarily.  At ASP, all of our employees are already committed to making a positive impact on our communities. However, since becoming a Benefit Corporation, we have increasingly held ourselves and ASP to that standard and often discuss on staff meetings the work we’re doing and how it falls in alignment with our Benefit Corporation designation.

5. Have you experienced any positive outcomes since becoming a Benefit Corporation?

Yes, since becoming a Benefit Corporation, we have found it easier to connect with other Benefit Corporations who also seek to work with like-minded companies.  The official certification makes that process smoother. Also, the BCFG community is very supportive of one another on social media platforms, etc. which has been helpful as we continue to try to improve our operations.

6. Would you recommend this business model to others? Why or why not?

Yes, ASP would recommend this business model to all businesses because ultimately, what we all do is not just about making a profit for the company, but rather, it is about leaving a positive impact on society and our environment too. The world can only be successful in this endeavor if all of us make a conscious effort to make positive change and focus not only on the bottom line but the positive impacts we can make through our individual businesses.

7. What is the most important trait to have as a conscientious leader of a Benefit Corporation?

Having a dedicated leader is an important trait of a Benefit Corporation because employees see that dedication to good business practices and will follow that lead, resulting in an overall culture geared toward the triple bottom line and improving the society we are part of. Having a leader who is truly dedicated to creating and sustaining a better future for the world inspires those around them and leads to a positive chain of events.

8. What lessons have you learned in the process?

We’ve learned that becoming a Benefit Corporation is a rewarding process that not only focuses us on who we want to be as a company but also helps us to create relationships with lots of other companies in the BCFG community that align with our values.

9. Is being a Benefit Corporation part of your current brand message?

Yes, ASP is extremely proud to be a certified Benefit Corporation for Good. We want clients and customers to know that we are working to create a sustainable environment and make the world a better place.

10. What is the single best reason you'd give for another company or peer to become a Benefit Corporation?

The best reason would be so that other companies can also hold themselves to the standards of a Benefit Corporation.  The more companies that work towards getting certified as Benefit Corporations, the more companies we have working to improve the social and environmental impacts all of our collective work results in.  

You can learn more about Advanced Solar Products here.

You read more about why other business leaders chose to become a certified benefit corporation here.

And you can discover the 6 simple steps to becoming a certified benefit corporation here.

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