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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Studio S
SEPTEMBER 11, 2026
Vi at La Jolla Village – Senior Living in the Heart of Everything
At Vi at La Jolla Village, residents don't have to choose between security and adventure, connection and independence. They get all of it.
Today’s seniors are more connected than ever, with a renewed focus on retirement as a time of discovery and enriching experiences. The ultimate reward for a retirement well-earned is the wisdom to appreciate it all, and what better place to enjoy that unique perspective than Vi at La Jolla Village, in the heart of San Diego.
All-access pass to good living.
As a Continuing Care Retirement Community (CCRC), Vi provides access to a connected and fulfilling community while making it easy to plan for future care, should the need ever arise. With a care plan in place, residents enjoy greater financial predictability and long-term value, freeing them to focus on making the most out of retirement.
Resort-style amenities at the epicenter of a cultural hub like San Diego offer a retirement experience unlike any other. Paired with exceptional dining, spacious accommodations and dedicated staff, the best of maintenance-free living is all around. And with the introduction of Vista 360 Well-Being, Vi’s panoramic approach to wellness, there are more ways than ever for residents to access it all.
The harmony of mind, body and community.
Courtesy of Vi at La Jolla Village
The key to longevity is striking the right balance in maintaining an active lifestyle with an active mind in a fulfilling community. With newly renovated community spaces and restaurants, Vista brings a variety of opportunities for residents to elevate their well-being through Vi-exclusive “Signature Experiences.”
Vista Enrich takes an evidence-based approach to brain vitality, keeping residents at the forefront of cognitive health through exergaming (exercising + gaming), nutritional plans and informative workshops. It is also home to The Brain Vitality Studio, an innovative facility dedicated to cognitive fitness that has garnered national recognition.
Vista Discover invites residents into stimulating educational experiences, from chef-led cooking demos and guided wine tastings to lectures at local universities and intimate lectures following cultural outings.
While Vista Enrich focuses on brain health and Vista Discover engages residents intellectually, Vista Explore cultivates a sense of adventure through curated travel and local excursions. But broadening one’s horizons doesn’t always require a plane ticket. One recent event brought a taste of the world right to the community: an onsite “jazz cruise” featuring live music and global cuisine served at a series of themed “ports” all within the community’s own ballroom.
“Location, location, location”
Courtesy of Vi at La Jolla Village
One of the biggest perks of life at Vi at La Jolla Village is its proximity to just about everything. With easy access to transportation and local attractions just steps away, residents can explore and engage with their community at their own pace.
“There are trolley and bus stops within a 5-minute walk that will get you to the beach, UCSD Campus, medical appointments, downtown La Jolla or San Diego, et cetera. We rarely use our car,” said resident Tom Yager.
With the best of San Diego just steps away, residents don’t just live in the city, they live within reach of everything that makes it special.
The best of all worlds.
Courtesy of Vi at La Jolla Village
At Vi at La Jolla Village, retirement isn’t a chapter to slow down; it’s an invitation to discover more. Tailored community experiences created by Vista, paired with the vibrant pulse of San Diego just outside the door, mean that residents don’t have to choose between security and adventure, connection and independence. They get all of it.
This is what an all-access pass to good living looks like: the comforts of an elevated lifestyle, a community built for growth and a city made for discovery – all in one place.
To learn more about Vi at La Jolla Village or for details on available floor plans, visit ViatLaJollaVillage.com/SDM.
NewBridge School is San Diego’s only school dedicated to the education of students with dyslexia and related learning profiles. For 30 years we have successfully served students with dyslexia, dysgraphia, dyscalculia, receptive/expressive language disorders, ADHD, executive functioning and memory deficits. Students transition successfully into academically rigorous high schools and colleges across the country. Why NewBridge? Training, training, training (plus intensive individualization, and comprehensive program design). All teachers are trained and retrained biennially in Orton-Gillingham, the only approach proven to remediate dyslexia based on Science of Reading research, and complete a year-long training program. Every aspect of our program is designed around our students’ learning styles and needs. Every class is taught by a highly-trained expert, and our Speech/Language and Occupational Therapy teams embed throughout the day. Our multisensory, multi-tiered math program has been developed in conjunction with sister schools and experts across the country. Don’t wait—early intervention is magic!
The Children’s School (TCS) is an independent school in La Jolla working with students from toddler through eighth grade. Rooted in the belief that every child has unique strengths and limitless potential, TCS provides a joyful, challenging education that inspires curiosity, confidence, and a lifelong love of learning. Experienced teachers know each student well and create meaningful opportunities for academic, social, and emotional growth through personalized instruction and hands-on, interdisciplinary learning. A culture of respect, inclusion, and collaboration encourages students to ask questions, take thoughtful risks, and develop a strong sense of responsibility to one another and the world around them. At TCS, learning extends beyond the classroom through meaningful connections with the local community and natural environment. Graduates leave TCS with a strong academic foundation, a sense of purpose, and the character to thrive in high school and beyond as engaged learners, compassionate leaders, and thoughtful citizens.
Enrollment: 240
Grades: Toddler – Grade 8
Tuition: $10,800 – $34,000
Deadline: Priority Application & Tuition Assistance for new students: Feb. 1, 2027
Gender: All-inclusive
Details Progressive, independent school. No religious affiliation
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.
For more nutrition, wellness, and healthy living tips, sign up for the San Diego Health newsletter here.
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.
For more nutrition, wellness, and healthy living tips, sign up for the San Diego Health newsletter here.
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.
For more nutrition, wellness, and healthy living tips, sign up for the San Diego Health newsletter here.
