The mission of Coastal NJ Small Business is to highlight the sustainable small businesses that populate New Jersey’s coastal towns.


Shopping local’ and ‘shopping small’ are great ways to be both environmentally responsible and community minded!

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Although our main audience is college students who may not be familiar with the rich history and importance of main streets to the community and the environment, we hope everyone enjoys and learns from this website.


(Via Small Biz)

The Main Idea

Shopping at local small businesses is good for the environment and supportive of the community at large. It creates a sense of community and helps local downtown business districts, like the ones featured on this site, to thrive.

We feature local small businesses in Coastal NJ: Keansburg, Aberdeen, Long Branch, Red Bank, Asbury Park, Highlands, and more who are doing great things for the community and environment!


(Via City Data)

Being eco-friendly can mean a lot of things, but they all center around the theme of being conscious of the environment and doing what you can to preserve it. Conserve Energy Future describes eco-friendliness as “focused on not creating harm to environment, and to prevent as much harm from occurring to the environment through your interactions with it.”

For a clearer idea of what you can do to ‘go green’ check out BioFriendly’s Blog post of 50 Ways to Make Your Life More Environmentally Friendly. 


(Via Redbank)

The Science Behind It

The positive changes that occur as a result of people ‘shopping local and shopping small’ have been scientifically proven. When an individual supports a small local business, they help the environment by driving less, causing less congestion and ultimately emitting less pollution. This has been shown in scientific studies, including those referenced in “Neighborhood Stores: An overlooked strategy for fighting global warming” by Stacy Mitchell, which states, “Independent, community-serving businesses are people-sized. They typically consume less land, carry more locally-made products, locate closer to residents and create less traffic and air pollution.”

Another example is the ‘shop small’ tote bag initiative, where many small businesses give customers free fabric tote bags instead of plastic bags to thwart the effects of plastic waste on the environment.


The science does not lie: small businesses help to build communities while keeping the environment green. The SBA even has a webpage devoted to this idea. Additionally, Census.gov released information stating that “small businesses have generated over 65% of the net new jobs since 1995.” This is another reason why supporting these businesses is important: they give back to us all in many ways.

Coastal NJ Small Business focuses on local shops that engage in sustainable practices and encourage their customers to follow suit. They allow for the community to prosper in many ways.

*This website was made possible by a grant from the Monmouth University Urban Coast Institute and was developed and is maintained by MU Corporate and Public Communication Graduate Student Morissa Schwartz.