In a world where consumer choices carry significant weight, opting for socially conscious businesses has never been more critical. San Diego, known for being diverse, forward-thinking and compassionate, provides the perfect opportunity for exploring why aligning your spending with your values not only benefits the community but also enriches your personal life.
According to a report by the IBM Institute for Business Value, purpose-driven consumers, who choose products and brands based on how well they align to their values, now represent the largest segment (44%) of consumers. In response to this evolving consumer demand for transparency and purpose in business, Better Business Bureau (BBB) identified an opportunity to enhance trust and spotlight businesses doing good in their communities through their new social responsibilityBBB4Good Trustmark.
BBB4Good offers a pathway to make informed decisions about where to spend your money. Its new “purpose-driven” search option allows consumers to seek out businesses additionally aligning their missions with causes. Building upon BBB Accreditation, those that have had their social good initiatives vetted against the BBB4Good Standards are identified on their BBB.org business profiles with the BBB4Good Trustmark along with a description of their impact.
By choosing a BBB4Good verified business, you not only get products and services delivered with integrity, you also support a company dedicated to making a difference.
The power of philanthropic spending
Spending money is a powerful act. Every dollar spent is a vote for the kind of world you want to live in. When you choose to support businesses that prioritize social responsibility, you contribute to a ripple effect that can lead to substantial positive change. Philanthropic spending is especially vital in areas like San Diego, where local businesses are deeply intertwined with the community.
By supporting these businesses, you help create a sustainable and ethical local economy, foster quality job creation and encourage businesses to continue their socially conscious efforts.
BBB4Good: The value of being a purpose-driven business
Being purpose-driven isn’t just good for our community; it’s also good for business. Companies who prioritize social responsibility often enjoy enhanced brand loyalty, increased customer trust, and better employee retention. Purpose-driven businesses are more likely to attract like-minded partners and investors who share their values.
Over the past year, BBB4Good has seen significant interest, with hundreds of businesses in the Greater Arizona and Southern California expressing a desire to join the movement. Of these, a select 30 have met the standards to earn the prestigious BBB4Good Trustmark, including 14 in San Diego County.
For business owners looking to align their operations with a greater purpose and achieve BBB4Good verification, here are five essential tips to get started:
Define Your Purpose: Identify and commit to a cause that resonates with your business values and personal passions. This could range from environmental sustainability to supporting vulnerable populations. A clear purpose will guide your decisions and inspire your team and customers.
Set Actionable Goals: Align your efforts with local partners. Establish clear goals and action plans that demonstrate your commitment to your chosen cause, like donating proceeds, volunteering or being a vocal champion. Partnering with credible organizations can amplify your impact and provide additional resources and support.
Engage Your Stakeholders: Encourage your staff to participate in your social responsibility initiatives. By involving employees, business partners or organizations you work closely with in your purpose-driven efforts, you foster a sense of ownership and motivation that can enhance workplace morale and productivity.
Empower Your Employees: Empower your employees to contribute ideas and initiatives that align with your company’s purpose. Including your employees in these conversations encourages them to share in your commitment to the greater good.
Communicate Your Efforts: Transparently communicate your social responsibility activities to your customers and stakeholders. Use various platforms to share your progress, successes, and challenges. Authentic communication builds trust and encourages others to support your cause.
Setting your course
San Diegians have come together in recent years to create a platform for businesses and nonprofits to collaborate and spark change. This year, Better Business Bureau and BBB4Good are proud to support and host a number of local thought leadership opportunities to gather, share best practices and set a course for success. Join us and let’s get moving, together!
Business For Good Summit on September 25, 2024. Join local professionals, business owners, and nonprofit advocates looking to connect with other values-led organizations, to be inspired to make a difference.
Ignite Your Purpose on October 3, 2024: Discover the transformative power of mission-driven, values-based organizations and the vital role of localism in San Diego. For an intimate and impactful evening, this unique event brings together two outstanding leaders, Bob Dalton, Founder of Sackcloth and Ashes, and Jordan Verdin, Founder of Humanity Showers. Event details coming soon at events.bbbcommunity.org.
Cause Conference on October 23, 2024: Join local businesses and thought leaders looking to cultivate stronger alliances and shared purpose towards making significant positive social change that also increases collective social impact.
Responsible AI Summit: Innovate with Impact with BBB andConscious Capitalism on November 13, 2024: Discover how AI can be a force for good, driving sustainable business growth and fostering a culture of transparency and accountability to enhance your purpose-driven efforts. Event details here.
Conscious Curiosity Podcast: Provides insight and inspiration from San Diego’s CEOs and Founders who bring purpose to their work and are proving business can positively change the communities we work and live in.
The impact of being purpose-driven
San Diego businesses have a unique opportunity to lead by example, showcasing how integrating social responsibility into spending and operational practices can drive positive change.
As consumer expectations continue to evolve, the importance of showcasing purpose-driven businesses through the BBB4Good Trustmark will only help our community grow, making your choices today pivotal for a better tomorrow.
For more information on BBB4Good and to find businesses that align with your values, visit BBB.org/bbb4good. By choosing ethically, you’re not only enhancing your personal journey but also contributing to a community and a world that values integrity, transparency, and social responsibility. Make the conscious choice today and be a part of something greater.
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AUGUST 28, 2026
The Art of Slowing Down at Little Frenchie
Inspired by the effortless charm of French cafés, this taste of France on Orange Avenue invites guests to embrace the simple pleasure of taking their time.
Strolling down Orange Avenue on a sunny afternoon, you’ll hear the hum of beach cruisers rolling by and visitors making their way toward the Hotel del Coronado. Dogs pause to greet one another on the sidewalk, palm trees sway overhead, and for a moment, you’re convinced you’re living inside the postcard from the gift shop you just passed.
Then the scene shifts. Towering white columns, black café awnings and gold-trimmed windows frame Little Frenchie, where woven bistro chairs spill onto the sidewalk and servers deliver bubbling crocks of French onion soup. The scent of caramelized onions and melted Gruyère is practically an invitation to ask, “How long for a table for two?”
That feeling of pulling up a chair and staying awhile is exactly what inspired Little Frenchie. French cuisine has a reputation for feeling a little intimidating, but the restaurant is rewriting that narrative with food and wine that feels approachable.
“Sometimes when you read a French menu, you come across words you can’t even pronounce,” David Spatafore, the owner of Little Frenchie, says. “We wanted to create a restaurant where people felt comfortable.”
Little Frenchie was designed to capture the spirit of the French sidewalk cafés that inspired it. Dating back to 1917, the space already carried the charm of a Parisian bistro, with architectural details that felt more at home on a European street corner than in Coronado. The team saw an opportunity to create a restaurant that matched the character of the space while filling a gap in the neighborhood.
The result is a French restaurant that honors tradition without taking itself too seriously.
At Little Frenchie, classic French techniques are at the heart of the menu, but there is always room for creativity. A cassoulet featuring Toulouse sausage and duck confit pays homage to the recipes and regions that inspired it, while a rich hot chocolate made with ingredients imported from France brings a taste of French café culture to Coronado.
The team loves finding unexpected ways to make familiar dishes feel new. A burger becomes a showstopper when it is finished tableside with melted raclette, while a French Dip gets elevated with prime beef and Wagyu makes its way into the burgers. Even Eggs Benedict gets a French twist, swapping the traditional English muffin for a buttery croissant. The GB&J, Little Frenchie’s take on a grilled cheese, brings that same playful approach with seasonal jam and French Brie layered into a comforting classic.
Nearly everything at Little Frenchie is made from scratch, with ingredients carefully chosen to match the restaurant’s standards. Even the bread receives special attention. Each morning, the team sends a car to Prager Brothers Artisan Bread to pick up freshly baked loaves, ensuring every element of the meal reflects the restaurant’s commitment to quality.
Wine is woven into the experience just as naturally as the food. Inspired by the effortless pairings found in French cafés and bistros, Little Frenchie’s by-the-glass selection invites guests to sip their way through different regions and discover new favorites without the pressure of knowing all the rules.
Growing up, Laika Nur, MD, Scripps Clinic sports medicine specialist, loved watching beach volleyball when the Association of Volleyball Professionals tour came to her hometown of Chicago. A talented volleyball player herself, she remembers sitting in the stands all day, and once, even got a couple autographs. Years later, Dr. Nur was attending a professional event focused on women’s sports, and the discussion turned to a new professional women’s volleyball league. The general manager and coaching staff for San Diego’s team, the Mojo, happened to be in attendance, and Dr. Nur took the opportunity to ask them if they needed a team doctor. Flash forward to the Mojo’s inaugural 2024 season, when Dr. Nur officially became the team physician. Click here to read more about Dr. Nur and how she incorporates lessons she learned on the court into her practice.
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Your feet and ankles probably aren’t something you give much thought to—until something goes wrong. Orthopedic surgeons at Scripps Clinic are on the leading edge of foot and ankle reconstruction, treating patients with sports injuries, deformities, traumatic injuries and other conditions. That includes repairing torn Achilles tendons with a minimally invasive procedure that shrinks the incision site to less than a centimeter, and performing advanced ankle replacement on some patients with ankle arthritis. Read more about Scripps’ innovations in foot and ankle care here.
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Mai Vue was just 34 weeks pregnant when she delivered her baby. Her pregnancy had been complicated, and she’d had a recent second trimester pregnancy loss, which led to her receiving specialized care from Sean Daneshmand, MD, a Scripps Clinic perinatologist who oversees high-risk pregnancies. Dr. Daneshmand and his team took care of Mai during her pregnancy, through the birth of her healthy baby girl and beyond. Mai was part of a program Scripps launched to provide support to new moms in the weeks and months after delivery. The postpartum program, known as Scripps Health’s Fourth Trimester Continuum of Care, provides care for women with high-risk pregnancies to optimize their health after childbirth and reduce the risk of complications in future pregnancies. Click here to learn more.
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It’s estimated that one in five people in the U.S. will develop skin cancer at some point in their lives. When you factor in living in a sun-soaked city like San Diego and the outdoorsy lifestyle that comes with it, that figure can jump to as high as one in three, which makes early detection and intervention all the more important. Dermatologists at Bighorn Mohs and Dermatology Center are using innovative imaging methods and advanced surgical techniques to diagnose and treat skin cancer. For certain cancers in sensitive spots, like the face, dermatologists perform Mohs surgery, removing skin tissue layer by layer until reaching healthy, cancer-free tissue. They also use a process called immunohistochemistry to view tissue samples taken during Mohs surgery in far greater detail than previous methods. Read more about how Scripps is advancing skin cancer care here.
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When endurance athlete Isaac Sanchez learned he had cancer, he felt blindsided. He was healthy, surfed often and was training for an Ironman triathlon. But he had to put that on hold to undergo treatment. His physicians at Scripps Cancer Center developed a plan to treat the cancer in his tonsil and lymph nodes that included six-and-a-half weeks of near-daily radiation and weekly chemotherapy. He also worked with a Scripps Cancer Center dietitian to enhance his nutrition to promote strength and healing. Today, Isaac’s back to doing what he loves. Read more of his story here.
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