MuditaMagazineFall2020DIGITAL

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What do we think we know about textiles directly touching our skin and
their impact on our health? Many people may not wonder this, only if you
have obvious skin irritations or developed allergies you might have
examined labels closer or done your research. However, perhaps you still
didn't get a truly honest answer.
Why? Because here in the United States, there are only around 37
substances banned in food, cosmetic, and textiles. In Europe, the list is
much longer, as they have banned close to 1,500 substances; the number of
substances is 1,000 in Canada and 1,100 in South Korea. This is an amazing
example of how important it is to set examples as a company to raise
awareness and support other companies that drive the momentum and help
change the laws to ban harmful chemicals. By helping the environment, we
help us as humans to be healthy and stop the insanity of pollution and
diseases, such as immune disorders, brain diseases, cancer, climate change,
and the death of bees.
Many people do not think about what's happening when a textile layer
covers their skin. We pay more attention to cosmetics like lotions, soaps,
and make-up; however the first layer that touches your most delicate and
porous areas could cause harm to your body as it is loaded with heavy
metals, and I'm not talking about the Grateful Dead or Black Sabbath. I mean
cancer-causing formaldehyde, pesticides, and super toxic flame-retardants.
The skin, which is the largest organ of the body, absorbs these substances
quickly and efficiently. Particularly, the thin, porous areas of the body such
as the areola, nipples - which are a direct entrance into our bodies - and
well blood circulated genitals are extremely vulnerable. The skin absorbs
and transports substances immediately, especially when sweating, and
within approximately 15 minutes they can be detected on the skin of your
bones. Imagine what that does to your divine super delicate and naturally
balanced body's life supporting systems. It can't be good.

The Breasts & Bras

Why do we wear a bra, and what are the consequences of restricting your
body? Do we know about the challenges our body has to deal with when we
wear a bra? Who dictates what is sexy? How are we supposed to look in our
clothes, referring to how high and what shape the breasts are expected to
look like?

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These are all good questions, because in order to fit into a dress or a blouse,
a jacket or a coat, you need to lift and shape your breasts in a certain way.
In order to do that, you need to cheat gravity, and wear a bra or any
foundation garment that has a structure. We wear bras to fit into the
'picture perfect' that our society has painted for us. We put ourselves under
pressure to fit that ideal, without even questioning what we are doing. And
very often, women are the ones who create that extra pressure for us to
look a certain way. If you don't comply, they ridicule you, they tell you that
your boobs are doomed to sag, that you can't show your nipples, or have
your boobs swing free as it causes men to lose focus, get distracted, or
become aroused. Again, nobody is really interested in your health and
wellbeing. I've seen it many times, they just ignore the facts and pretend it's
false information, rather than stating that you should always wear a bra.
Meanwhile the body is dealing with the challenges, such as compromising
delicate systems around the 'Giver of Life' your breast - with it's mammary
glands, lymphatic system, nerve cells, delicate muscle tissue,
electromagnetic field of the heart, highly sensitive spine area, shoulder
muscle tissue, and collar bones. According to Dr. Joe, any restriction such
as wearing a bra is bad for our body. Ten minutes after taking off a bra, the
infrared pictures show that lymph water is still being accumulated in the
areas where the bra was putting too much force on the upper torso, as it
continues to show the silhouette of the bra.
Additionally, overheating of the breast can cause growth of painful cysts. In
the U.S., where the majority of bras worn are padded, many women are
complaining of developing cysts. They often notice that they go away once
they wear lighter constructed bras, especially without a super restrictive U-
shaped under-wire. Underwires are usually made from rigid, hard, inflexible
steel that pinches into the side of the breast tissues. While super irritating,
they also cut off blood circulation, cause the tiny "lift responsible" group of
muscles on the ribcage to weaken, and cause the support of the breast
tissue to weaken. Depending on the body type, ribcage shape, and how
inflexible the underwire is, they leave marks where they restrict the body
most.
They compromise the breast, and the surrounding area, because they are
the wrong shape. Our breast tissue is not shaped in the form of a 'U' and
placed onto the ribcage, but rather goes all the way from the sternum area

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For more information or to work with
Heidi directly, visit the Vibrant Body
Company website. You can also learn more
about breast health and other wellness
topics on her Instagram Live Series "The
Braless Happy Hour Show".

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to down to the breast base, and reaches underneath the armpits. Known as
the inframammary fold, the natural lower boundary line of the breast,
where the breast and the chest meet, this shape looks more like a soft
rounded check mark to me, or the shape of the base of a conch shell.
Therefore, the U-shaped underwire or cup construction in a bra is not
anatomically correct, and is responsible for many ill fit, performance, and
discomfort issues in bras.
Working in collaboration with Dr. Joe on new designs and developments, I
have learned to make better garments for women all over the world. If we
have to wear a bra, at least let it be a fabulous, consciously designed bra
with all the knowledge and wisdom that we have gathered over the years.
We fit and evaluate the garments using his muscle testing technique, called
kinesiology, and the versatile experience in design and development to
create amazing results. Kinesiology is a method to identify blockages in the
body. It is the scientific study of human and non-human body movement
and addresses psychological, physiological, biochemical dynamic principals,
and mechanism of movements. We have amazing accurate results while
testing the sternum, the shoulder tissue, the bottom of the breast, the heart
area, the spine, and other sensitive areas of the body. Our method is
combining my technical and creative knowledge, with his medical expertise.
Ultimately, if society expects us to look a certain way, or tries to dictate to
us what is sexy, then at least, we can do it with a bra that doesn't harm you.
I feel sexy when I'm confident; and I feel confident when I don't get irritated
by a bad fitting, or painful bra. Instead, I can focus on my life and simply
being myself! Cheers!▪︎

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Kayaking for Health, Mental
Wellness, & the Environment

by Stephanie Krubsack
artwork by Katie Willmering; photography by Joe Krubsack

Paddle sports have been around for thousands of years, and
kayaking specifically is making waves in waterways and oceans
worldwide. Aside from being a healthy outdoor activity, kayaking
can be equally beneficial for mental health and the environment.
Physical Wellness
Kayaking is a very effective workout for your cardiovascular heart
health. A study conducted by Jacob S. Michael, Kieron B. Rooney,
and Richard Smith found that "more skilled paddlers are more likely
to obtain a greater peak rate of oxygen consumption" (2008). This
suggests that kayaking is an effective form of cardio, utilizing the
greatest amount of aerobic and anaerobic energy created while
exercising. Kayaking can burn almost 400 calories per hour of
paddling, depending on your body size. In comparison, cycling
burns almost 100 fewer calories per hour of activity. The previous
study also found that "when examining the time to exhaustion for
kayak paddlers, a significantly higher time was reported when
comparing the results of cyclists". All of these interesting factors
can help kayakers achieve toned abs and arms, along with a greater
success of weight loss due to the average calories burned per hour.
You can determine how many calories you can burn from kayaking
by using the online calculator at captaincalculator.com.

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Mental Health
The physical benefits of kayaking are only part of the entire scope of
wellness, as simply being in nature helps to reduce stress. The addition of
water adds another dimension to relaxation, with calming effects as you bob
and float across the water. According to the Mayo Clinic, exercise can
relieve stress to improve your overall health. Physical activity increases the
production of your brain's endorphins, or feel-good neurotransmitters.
Some forms of exercise are also coined "meditation in motion", where you
seemingly leave your cares on the shore and focus on the repetitive
paddling movements, releasing all worry and tension. This in turn helps to
boost your mood and reduce symptoms of anxiety and depression. After a
lengthy paddle, your sense of accomplishment and confidence is also lifted,
leaving you with a more optimistic outlook, which makes you calm,
energetic, and ready to take on the world.
Most importantly, the camaraderie and friendship formed with other
paddlers is also part of the entire kayaking experience. An organization
called Women Who Kayak formed Facebook groups for each state, providing
a safe platform for women to share great paddle routes, tips, and safety
information. Members are encouraged to attend group paddle events, while
keeping the environment in mind when exploring the local waterways.
Eco-Friendly
Limiting pollution and disposing of trash properly is important to continue
enjoying the beautiful aspects of all bodies of water. If everyone does their
part to pick up trash while paddling, kayaking can remain an enjoyable
experience that helps preserve nature. One benefit of kayaking is the
maneuverability of the small water crafts to reach hard-to-target areas for
trash collection along waterways that larger vessels may miss. Women Who
Kayak is one group that promotes trash cleanup while kayaking,
collaborating with local organizations for scheduling cleanup events and
initiatives.
You are encouraged to enjoy the beneficial aspects of kayaking for your
physical wellness and mental health, while doing your part for the
environment. ▪︎

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LIT MKE Candles: Shedding a
New Light on Recycling

by Marleigh Petras

Personally, I have always loved candles. They can be a great gift for any
occasion. I used to buy all of my candles from Bath & Body Works, especially
when they would have their sales - you all know what I am talking about. It
wasn't until I was introduced to Lit MKE Candles, that my taste drastically
changed.
Mike Bate, the owner of Lit MKE Candles, creates his own wax and
fragrances, reusing old bottles to create a brand new product. As a now
retired bartender working in the night industry, he would go through
hundreds of thousands of beautiful bottles all to be tossed in the trash. Mike
started collecting these bottles, and learned how to sand them down turning
the bottles into candles. At first he created them as gifts for close friends
and family, but once he realized how big of a hit his candles were, he started
going to local markets, festivals, and networking events to later create Lit
MKE Candles.
“I started my small business in 2015 when I was a bartender/server and out of
my primary frustration of seeing so many bottles and cans being thrown into
the garbage. I knew there was something I could do to reduce the impact all of
these bottles and cans had on the environment. I decided to act” (Mike Bate, Lit
MKE Candles).
Since the start of the global pandemic back in March, a majority of Lit MKE’s
sales took a hit as Milwaukee festivals and markets began canceling their
summer plans. Mike instantly had to think on his toes. As a majority of his
sales were made person to person, he relied on the summer months to make
sales. When people saw him, they would have their bottles ready to be filled
with whichever wax scent they wanted. However, with the world being put
on a gigantic pause, it was hard to do so. Mike re-evaluated his customers
and took his sales strictly online.
“To stay true to my mission of contributing to an environmentally conscious
lifestyle, LIT MKE candles uses a premium blend of soy and coconut waxes with
100% cotton wicks. I am always looking to improve the qualities of the candles
and experiment. Each candle is carefully crafted by hand, locally in Milwaukee
by myself. As the business continues to grow, I am excited to provide more
opportunities for the community” (Mike Bate, Lit MKE Candles). ▪︎

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"Thousands of candles can be lighted from a single candle, and the life of the
candle will not be shortened. Happiness never decreases by being shared."
- Buddha

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Business as a Force for Good:

Unpacking Social Sustainability

by Emma Hofman and Lisa Geason-Bauer, Evolution Marketing

In a world where so much is uncertain and the dynamics of the global
economy are evolving so rapidly, many businesses today are facing a critical
junction regarding their purpose and role in society. This is with good
reason, as corporations and businesses have historically been driven by
greed and profitability as demonstrated by the widespread adoption of
Milton Friedman's shareholder theory which states, "a business's primary
commitment was first and foremost fiduciary, to its investors." In other
words, business success has been based solely on achieving financial gain/
returns at the cost of society, the Earth, and humanity.
Over the last couple of years, many things have changed in the business
world where businesses today have or are in the process of shifting how
they think about their stakeholders (i.e. their customers, employees, greater
community, society and their investors). Affirming this sense of change, in
2019, the Business Roundtable released a statement officially redefining the
purpose of corporations to serve not only investors, but also their workers
and community. The gravity behind the largest corporations in America
acknowledging that it was time for the commercial world to start taking
accountability for greater social problems was revolutionary, and it shook
the business community to its core.
This statement was signed by 181 CEOs and demonstrates the internal shift
among the world's leading corporations. Sustainability and corporate social
responsibility are no longer trends in business, but are now viewed as
legitimate strategies that all businesses can use to address risk and create
opportunities. As they strive for positive impacts on all stakeholders rather
than simply fulfilling financial responsibilities, business is truly becoming a
force for good.
Why Sustainability In Business, Now?
Sustainability in business can take many forms, but what they all have in
common is the drive to achieve more than just financial gain. The United
Nations defines sustainability as "development that meets the needs of the
present without compromising the ability of future generations to meet
their own needs" as well as "harmonizing three core elements: economic
growth, social inclusion and environmental protection." While more and

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more people are aware of the environmental aspect of sustainability, as well
as the necessity of balancing these efforts with financial success, the third
pillar of sustainability, social inclusion, is not as well understood.
There are five principles of social sustainability: quality of life, equality,
diversity, social cohesion, and governance. The social side of sustainability
encompasses a business’ commitment to people and purpose. Businesses
accomplish this by making social investments in communities to improve
quality of life, create jobs, and partner with other businesses to solve social
problems. A company’s diversity and inclusion efforts are often viewed as one
of the aspects of social sustainability, as well as working with local
government or the nonprofit community to help build resilient and equitable
local social systems (i.e. via educational or workforce development
programs). It could also refer to a company’s impact on community
development structure through housing, investment, and equity.
Mutual Benefit For Businesses and Society
In 2020, U.S. businesses large and small stepped in to address social
problems that are not being tackled by governments that are having a direct
impact on their workforce, consumers, and the local community.
Businesses engaging in socially responsible practices experience a plethora
of benefits and positive results. One of the increasingly relevant benefits
being that as a new generation of employees enter the workforce, many
expect that their employers have values which align with their own and are
taking measures to positively engage with their communities. Working for a
company they can be proud of is something that Generation Z-ers prioritize
during their job search. Moreover, there's not always a dichotomy between
financial viability and doing good. In actuality, there has been a huge shift in
recent years as investors are not only attracted to businesses which are
sustainable and socially responsible, but actively turning away from those
which are not. Additionally, like employees and investors, customers are
increasingly utilizing community impact, sustainability, and commitment to a
higher purpose to help them differentiate between brands. The idea of voting
with your wallet has truly come to fruition as consumer purchases today
reflect their values and political beliefs more so than ever before.
Social Sustainability Business Models
Today, social responsibility has manifested itself in a great variety of ways
among businesses. Whether it be as a Certified B Corporation®, a social
enterprise, or a comprehensive corporate social responsibility policy, an
increasing number of businesses are seeking to make a positive impact on
the world around them. Each of these operational systems serve to hold the
business accountable for more than just profit-based metrics of success,

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meaning that success in business is based on the impact the organization
has on all of its stakeholders: employees, consumers, community members,
citizens of the world and more.

A Certified B Corporation® is a business which is legally bound to balance
purpose and profit by considering the impact of business decisions on all
stakeholders involved including employees, suppliers, customers, the
environment, and community. Companies are audited by a third party, the
non-profit B Lab. The audit is based on a comprehensive B Impact
Assessment that measures all facets of one's business operations and how its
business model impacts the company's stakeholders. Certified B
Corporations® are businesses that meet the highest standards of verified
social and environmental performance, public transparency, and legal
accountability.

In the same grain of purpose and profit being inseparable, social enterprises
seek to maximize profits while also maximizing social benefit, usually by
using profits generated to fund socially responsible endeavors. Social
enterprises that you may be immediately familiar with include Goodwill,
which uses profits to fund employee training for people with disabilities.

A social enterprise is unique in that it directly addresses a social need and is
profitable, it does not rely on charitable donations. Instead, they leverage
innovative business skills and sources of capital to alleviate certain societal
problems. They achieve financial success by making a social impact and one
cannot be accomplished without the other. In Milwaukee, Cream City
Conservation and Consulting works with environmental and community
service organizations to address internal cultures and practices that

One example of a Certified B Corporation® making a positive impact on communities
globally is Cora. Cora seeks to provide eco-friendly feminine hygiene products,
increase widespread access to feminine products in developing countries, advocates
for female education, and speaks against taxing these types of products as non-
essential goods. Since the company's inception, they have donated over one million
sanitary products to women in Kenya and India. They have also donated over
100,000 feminine products to women living below the poverty line in the United
States. Other Certified B Corporation® companies range from huge household
names such as Danone North America, Ben & Jerry's, to local Wisconsin product
makers such as Rebel Green, Zyn, Just Coffee Cooperative, and Tribe 9 Foods,
demonstrating that this business model is achievable and scalable.

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Cream City Conservation Corps Conservation & Trails Crew collects firewood for sugar
maple harvesting at Neighborhood House Nature Center in Neosho, WI.

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contribute to workforce homogeneity. Additionally, the Cream City
Conservation Corps program trains and employs young girls 15-25 whose
social identities are traditionally underrepresented in the environmental
industry. The Corps program is supported by community partnerships and
profits from the consulting end.
Other companies which may not have incorporated social commitments
directly into their business model take steps to demonstrate it nonetheless
through strong corporate social responsibility policies. For instance, Whole
Foods has established the Whole Planet, Whole Kids, and Whole Cities
Foundations to contribute to initiatives promoting healthy eating and broader
food access in under-served communities. Original CEO John Mackey has
been an icon in the social sustainability space and advocates for identifying a
higher purpose for your business.
What Can You Do
Businesses can, should, and are becoming a force for good... The role of
business is evolving, and with it, so can your buying decisions. In the space
where businesses are beginning to recognize their impact and adjust for it,
there is an equally important movement among consumers.

⃞ Support people first business organizations (i.e. employee owned cooperatives)
⃞ Check labels and certifications on products in your home and in stores
⃞ Invest in ESG (Environmental social, governance) funds
⃞ Seek employment from socially responsible businesses
⃞ Buy from minority and women owned businesses
⃞ Buy local and from ethical companies

Evolution Marketing, a Wisconsin based sustainability, marketing, and communications
consultancy, has worked hard to establish reputable third party credentials, that are
audited and publicly demonstrate their environmental and social impacts. In 2019,
Evolution Marketing donated 2% of their sales to environmental nonprofits, and .5% of
sales to Wisconsin based socially minded nonprofits. Additionally, members of the team
donated 238 hours of time/services to Wisconsin based nonprofits and their
environmental and social programming. On a yearly basis these efforts are verified by
third parties including 1% For the Planet. ▪︎

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APPENDIX

1-800-DREAMZZ Podcast Evolution Marketing
Milwaukee, WI Milwaukee, WI
https://1800dreamzz.com https://greenmkting.com
A Deeper Well Counseling Halley Feil
Milwaukee, WI Madison, WI
https://adeeperwellcounseling.com IG: @halzartistry
Association of Nature and Forest Imani Pierre
Therapy Guides and Programs Miami, FL
Santa Rosa, CA https://thesharpestfeather.com
https://natureandforesttherapy.org Dr. James L. Wilson's
Boswell Book Company AdrenalFatigue.org
Milwaukee, WI https://adrenalfatigue.org
https://boswellbooks.com Joe Krubsack, Helivue Productions
Canary Coffee Bar https://www.helivueproductions.com
Milwaukee, WI Julia Melson
https://canarycoffeebar.com Milwaukee, WI
Natural Capture & Connection https://juliarosemelson.
Milwaukee, WI squarespace.com
https://captureconnection.space JulieMae Engelman
Cora Life Milwaukee, WI
San Francisco, CA https://juliemae.art
https://cora.life Katie Willmering
Cream City Conservation & Milwaukee, WI
Consulting http://ktwillmering.myportfolio.com
Milwaukee, WI Kristin Sautter Photography
http://creamcityconservation.org Nuremberg, Germany
Emily Porter Photography http://kristinsautter.com
Milwaukee, WI
https://emilyporterphotograph.com

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La Finca Coffeehouse Sinem Ozkaya
St. Francis, WI Istanbul, Turkey
http://lafinca.cafe IG: @art.bysinem
Leaders Igniting Transformation Terry Tayler
Milwaukee, WI Milwaukee, WI
https://litmke.org IG: @terry.tayler
LIT MKE Candles The Kindness Collection
Milwaukee, WI Milwaukee, WI
https://litmkecandles.com https://thekindnesscollection
Milwaukee Art Museum .squarespace.com
Milwaukee, WI Vibrant Body Company
http://mam.org Milwaukee, WI
Mountain Rose Herbs https://vibrantbodycompany.com
Eugene, OR Wild Space Dance Company
https://mountainroseherbs.com Milwaukee, WI
Nhi Poss https://wildspacedance.org
Brookfield, WI Women Who Kayak
IG: @nhi.illust Milwaukee, WI
NŌ Studios https://womenwhokayak.com
Milwaukee, WI Wonderstate Coffee
http://nostudios.com Viroqua, WI & other WI locations
Nourish Natural Products https://wonderstate.com
Milwaukee, WI
http://nourishnaturalproducts.com
Purevant Living
Milwaukee, WI
https://purevantliving.com

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A Note of Gratitude ...

As autumn is the season of harvest, abundance, and
gratitude, we would like to take a moment to thank
all of those who have helped during the launch of
Mudita.
We began this journey in early 2020 with a vision to
bring together experts, professionals, entrepreneurs
and community members from across the wellness
movement. Plans changed as the world changed, and
the vision shifted in attempt to meet our community
where they were at. During this process, countless
individuals and businesses have provided their
support and shared in the excitement of this new
adventure.
To those of you who have contributed to the online
or print publications; who supported financially or
emotionally; who helped spread the word by sharing
with friends and family - a deep and sincere thank
you! We look forward to celebrating with you in the
future!
While beginning a publication during a global
pandemic is difficult, we have time and time again
been encouraged by the response to Mudita. We look
forward to seeing where this journey will lead not
only as a Mudita team, but as a Mudita community.
Sending Love,

The Mudita Team

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artwork by Halley Feil



Mudita (SANSKRIT)

taking delight in the happiness of others

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