“There’s a fire outside. We have to call 911.” It took me a moment to realize what was going on, as my husband had just gotten up at 3:30am this past Friday night to take the dogs outside. I got out of bed, put shoes on, and sprinted to the top of the driveway to see how big the blaze was so my husband could relay the situation to the 911 dispatcher. A large tree had fallen on a power line at the top of our driveway during a crazy wind storm, igniting a small but mighty fire about twenty feet wide. We live fifteen minutes from the nearest fire station, but luckily someone else had called in the fire without knowing its exact location. The first truck arrived a few minutes later, and it took the firefighters about twelve minutes to completely extinguish the flames within the dry brush. They told me that trees hitting power lines typically don’t start fires. So we were unlucky in that regard. But very lucky that the fire was put out relatively quickly and without incident.

How many people have to be “unlucky” in these wind storms, floods, fires, tornadoes, and hurricanes before we acknowledge that climate change is decimating life as we know it? California, North Carolina, Oklahoma, Mississippi, South Carolina, Kentucky, and more have experienced terrible tragedies due to these disasters just in the last THREE MONTHS. I fear what the next months and years could bring and feel for those who may lose family, friends, pets, homes, and businesses to these awful storms and fires.

I do not believe our country is ready to make the big changes needed to create a livable planet for the next generation. That would require regulatory reform for companies to revamp their use of natural resources, toxic chemicals, packaging, supply chain, and waste disposal, to name a few. So what can we do?

As a consumer, I have started to drastically change the products I buy, including eliminating plastic as much as possible, buying fewer things, and opting for locally sourced when I can. I have also started to rethink how I invest in light of sustainability as a core value.

Just last month, I was sent yet another B2B software deal that aims to help its clients sell a higher volume of stuff, cheaper, and in a more efficient manner. Before I took the referral, I responded to get more information, sharing that “I’m no longer looking at companies that help improve physical good sales unless there is a sustainability component (and not greenwashing, but actual less waste, no plastic, etc.). Do they fit that mandate?”

This startup actually did have a sustainability angle for reuse of packaging materials in last mile delivery. So I took the call. I also have another company in the pipeline right now that transforms workflows in the industrial sector and happens to keep a lot of waste out of the landfill. Their sales pitch to companies is about saving money, which is important, but the environmental impact, coupled with very fast revenue growth, are why I am currently conducting diligence and considering an investment.

I invite other investors, whether angels, VCs, or Limited Partners, to think about sustainability from all angles when deciding where to put our dollars. As a fund, VITALIZE doesn’t focus on sustainability, but within the past year, I have become much more cognizant about asking questions up front and ensuring we do make a few bets in companies that are not only generating revenue quickly but doing so with a bonus environmental angle. I’m very bullish that there is a lot of money to be made as many of us wake up to the fact that sustainability will have to be a core consideration across all industries if we want a fighting chance for an inhabitable planet going forward. I just hope no one else has their wake up call at 3:30am with a fire outside their front door! ✨🔥✨