As the "Jack of All" for The Image Shoppe, McCarty works with companies to provide strategy, marketing and branding solutions, all while holding a firm commitment to the triple bottom line.
He said it's important to do business with partners and clients that can come together on corporate responsibility not only to employees but also to the community and to the environment.
"As business owners we have that responsibility," McCarty said. "We are an informal segment of leadership within society, and I think we need to respect that role and play it out however we see fit."
He credits local leaders including developer Guy Bazzani and the West Michigan Environmental Action Council's Rachel Hood with introducing him to the concepts of sustainability in the early 2000s.
Since then McCarty has developed relationships with Local First, WMEAC and Green Grand Rapids, among others. Through The Image Shoppe, McCarty and his team donate design time and offer discount rates to nonprofits and other organizations they support.
The company currently works with WMEAC and the City of Grand Rapids on the Better Buildings for Michigan initiative.
"Many of us within the city wanted a safe, healthy, happy environment, not just for us and our staff but for everybody in the community," he said. "So if we put our best foot forward and show them who we really are and try to be transparent about what we want to do and how we want to participate, I think that just bodes well. Even if you're not the biggest company with the most money, there are lots of things you can do to help others."