On April 19, the second “Business for Good” Sustainable Citywalk was successfully held, organised by the Centre for Responsible Business and Innovation (CRBI) at the University of Nottingham Ningbo China (UNNC) and B Corps China. This event brought students and faculty members into direct contact with globally leading sustainable B Corporations. Participants visited pioneering B Corp stores in China and explored firsthand the innovative practices of responsible businesses.
The event began with a welcome speech by Professor Jing Dai, Director of CRBI. Professor Dai explained that the Sustainable Citywalk initiative aims to lead students on a journey to discover successful sustainable business models, experience real-world business operations, and encourage deeper reflections on how modern enterprises achieve economic sustainability—insights that will be valuable in future practice.
Patagonia
Founded in 1973, Patagonia is a comprehensive outdoor brand offering clothing, backpacks, gear, and more. Guided by the mission to "save our home planet through business", it creates products beloved by outdoor enthusiasts worldwide and actively promotes environmental protection. Patagonia initiated the "1% for the Planet" programme, partnering with hundreds of environmental organisations globally to provide services and funding for environmental action.
During the visit, NY, Patagonia's China Mainland Marketing Manager and head of the 1% for the Planet initiative, led a tour of the Shanghai store. From the greenery at the entrance to the "worn wear" clothes repairing station, every detail reflected Patagonia’s sustainable business philosophy. NY explained that, unlike fast fashion brands, Patagonia is like a calm elder, with classic styles continuously existing, only optimised through material innovation. The brand prioritises actual customer needs over pure economic profits.
"Buy less, demand more" is the brand’s core message to consumers. For Patagonia, high-quality products mean durability and versatile use. These are the standards that guide its production philosophy.
NY also shared several of Patagonia’s initiatives in environmental protection: using recycled and regenerative materials to reduce pollution, establishing "Worn Wear" clothes repairing stations in major stores to extend product life with lifetime free repair services, and partnering with local non-profit community organisations to boost public engagement. The company also promotes the "1% for the Planet" programme, encouraging businesses to donate 1% of their annual revenue to support global environmental efforts.
Documentary Screening: The Monster in the Closet
During the Shanghai store visit, participants viewed the 30-minute documentary The Monster in the Closet, delivering a potent message. The film exposes the fashion industry's hidden realities: plastic-based garments, pollution, and fast fashion's role in overconsumption. Crucially, it offers hope – meaningful change begins with conscious consumption. We are not merely "consumers" but "citizens". Through government policies, business innovation and individual choices – such as purchasing sustainable goods and extending garment lifespans – everyone can contribute to a greener future. Environmentalism transcends mere choice; it constitutes a lifestyle and movement worth embracing.
Interactive Litter-Picking Experience
Following the screening, participants undertook a litter-collection activity. Equipped with rubbish bags and pickers, they combed streets while casually gathering discarded items – a modest yet meaningful gesture of planetary stewardship. This hands-on interaction prompted many students to re-evaluate daily habits. Seemingly clean streets revealed concealed waste, transforming the activity from mere environmental practice into an immersive urban rediscovery.
Visit to OATLY Hey Barista
In the early 1990s, Professor Arne’s student, Rickard Öste, successfully developed plant-based oat milk and founded OATLY. The brand is rooted in three core values: nutritional health, trust and transparency, and sustainability. OATLY aims to offer real nutritional value to consumers while minimizing environmental impact.
Located in Hengshan Fang, OATLY’s first offline experience store in China—Hey Barista—was introduced by Terry, OATLY Hey Barist’s host. He shared the brand’s development and consistent dedication to sustainability. Using enzymatic technology, OATLY created plant-based oat milk that is not only easily absorbed by the human body but also eco-friendly. Beyond the products themselves, OATLY actively promotes a sustainable lifestyle through creative collaborations—such as exhibitions with deaf artists or installations made from recycled TVs—innovatively blending art, culture to engage the public and demonstrate their commitment to a sustainable future.
B Corps China
Visit to B STORE Earth Day ExhibitionCurated by B Corps China, this exhibition-cum-marketplace showcased sustainable products and values from global B Corps, communicating eco-conscious living through interactive displays. The B STORE featured goods from pioneering brands prioritising environmental responsibility across stakeholders – employees, suppliers and communities alike.
B Corps China Programme Director Ms Yufei Jiang presented certified B Corps and their sustainability achievements. These companies balance profitability with social and environmental accountability, attaining success that is both purposeful and impactful.
The exhibition creatively reconstructed day/night scenarios where sustainable products might feature, illustrating how minor conscious choices can initiate change. Through innovation, discarded materials gained new life: cups from scrap materials, sunglasses from reclaimed fishing nets, garments from recycled bottles – proving sustainability’s potential to redefine everyday items.
Sustainable development is no distant ideal – it is increasingly visible and tangible. As emphasised, every choice holds power to shape a better world.
In the interactive session, students and faculty shared their thoughts inspired by the B Corp poster wall. Dr Xuan Feng, Associate Professor in Human Resource Management and Organisational Behaviour at Nottingham University Business School China, was most impressed by the quote: Not just be the best in the world, but be the best for the world. She noted how this reframed the idea of “being the best”—it’s not just about financial performance but also responsibility to society and meaningful, people-centered growth. One student echoed this sentiment, adding that companies need not always aim for market dominance; they can create a positive societal impact by addressing real-world challenges.
Many students shared personal insights from the experience.
One student noted that he had previously seen products only through a consumer lens. This visit helped him realise that products should not only focus on the economic profits. More importantly, they should consider the social values. Moving forward, he hopes to make more responsible purchasing decisions, considering not just price but the production process and social impacts behind each brand.
Another student found Patagonia's slogan "No Mars" particularly striking. Rather than seeking to escape to another planet, we should cherish and care for Earth. She realised that sustainable development is not distant, but a practical, achievable lifestyle that we can all start living now.
In her closing remarks, Professor Dai shared that CRBI was founded to combine responsibility with innovation. Through practical experience, companies explore innovative materials, products, and business models, while also realising their potential and responsibility to contribute to society. Meanwhile, consumers learn how businesses act responsibly, creating a cycle of mutual empowerment between the public and enterprises.
This event offered a powerful firsthand look at how B Corporations are actively promoting social and environmental sustainability. From Patagonia’s commitment to sustainable fashion, to OATLY’s environmental innovation, to the creative sustainable products showcased by various B Corps—each initiative reflects a strong commitment to social responsibility and a sustainable future. In the years ahead, more companies will join this movement. Their actions will not only seek profit but also prioritise people and the planet.