Why Networks Matter: The Collective Power of Small Business

At a recent onboarding meeting with a new American Sustainable Business Network (ASBN) member, we found ourselves asking a simple but important question: Why should small businesses join a network like ASBN? 

The conversation that followed became an energizing brainstorming session about what collective action really means. We talked about the power of numbers, personal empowerment, leadership development, education, and ultimately, systems change. Here are a few thoughts I wanted to share as a result of this conversation.

Your Business Matters More Than You Think

Many small businesses assume they’re too small to influence public policy. But in reality, they have two things that matter most: the trust of the public and the attention of policymakers.

According to a recent Gallup poll, 70% of Americans express “a great deal” or “quite a lot” of confidence in small businesses across the political spectrum, making them one of the most trusted voices in the country. Legislators also rely on small business owners to understand how policies affect local economies, jobs, and communities, and the media consistently reach out to ASBN for business voices willing to speak on a range of issues. That’s why ASBN brings businesses of every size together, because when trusted local voices speak collectively, they become a powerful force for meaningful policy change.

Why Policymakers Listen to Business Coalitions

Businesses offer a perspective that policymakers can’t get anywhere else. They understand firsthand how regulations affect hiring, investment, innovation, supply chains, and local communities. Small business owners and leaders are often dedicated members of their community, working not only on slim margins to support their own business, but also often giving back to schools, organizations, local charities and events. Often, policymakers and legislators will cite business interests as a reason to do or not to do something. 

On their own, small businesses don’t have the funds for PR firms, and often struggle with basic marketing, so their voices and stories can be easy to overlook. But as part of a network, they gain reach through collective advocacy, opportunities for media engagement, and the shared credibility of hundreds of businesses speaking together. When policymakers hear the same challenges and opportunities echoed across industries and regions, individual experiences become powerful evidence.

That is the power of coalitions: they turn individual experiences into a collective business voice that can influence better policy. Small business voices can make or break policies. That’s why ASBN is dedicated to making sure small and local businesses that care about their communities, workers, and the values that will sustain them for future generations are heard. 

ASBN’s successful “Tell Your Story” campaign helps members share their experiences on a range of issues and ensures that policymakers understand the real-world impact of the decisions they make.  

These campaigns include:

• Energy Affordability & AI Data Centers
• How is extreme heat impacting your business?
• How are the current administration and their policies affecting your business?

Change Doesn’t Require Doing It Alone

Joining a network isn’t just about receiving a newsletter or attending events. It’s about becoming part of a community that amplifies your voice.

ASBN helps businesses:

• Turn individual concerns into collective action.
• Learn from peers and policy experts.
• Build confidence to engage in advocacy.
• Connect with leaders who share similar values.
• Demonstrate leadership to their network of current and prospective clients. 
• Shape policies that create a stronger economy for everyone.

Business networks should provide opportunities for networking, learning and collaboration. That’s why ASBN launched The Exchange: Regenerative Economy Collaborative Roundtable Series, where members come together each month to exchange ideas, learn from one another, and explore what a regenerative economy looks like across different industries. Those conversations help shape a shared vision and principles that strengthen ASBN’s collective voice and inform our policy work. 

Collective Action Turns Small Voices Into Big Impact 

One small business speaking up alone may be overlooked. Hundreds of businesses speaking together are much harder to ignore.

That’s exactly what happened when the EPA’s Safer Choice Program faced potential elimination. ASBN brought together a coalition of more than 300 businesses—from small businesses to national brands—to advocate for protecting the program. Together, they demonstrated that safer products and sustainable business practices aren’t niche issues; they’re good for businesses, consumers, and communities alike. When the current administration swept through government programs and made cuts, the EPA Safer Choice program was secured in part because of ASBN’s successful campaign.

No single business could have achieved that outcome alone. The network made the difference, and the work continues now to authorize EPA Safer Choice.

Real Change Takes Allies

Real change happens when businesses unite around shared values and speak with a collective voice. That’s the true value of joining a network like ASBN: transforming individual commitment into collective influence and turning shared experiences into meaningful policy change for a more just and regenerative economy.