Today’s consumers are searching for brands that drive positive societal and environmental change.
The internet has made it easy for anyone, anywhere, to purchase products and services based on a brand’s social responsibility, inclusiveness and environmental impact. But with more than 400 ecolabels globally, how do we know we can trust these brands to prove their efforts are resulting in real change? How do we ensure the claims that brands are making are true? One answer is the B-Corp certification.
A recent study by the American Association of Advertising Agencies (4As), found that while most ecolabels are somewhat specific to a certain area (i.e. cleaning products, energy usage, construction…etc.), the B-Corp certification requires that participants look across their business holistically and consider the welfare of diverse stakeholders from not just environmental aspects but also employee well-being.
The B-Corporation certification is thought to have the highest standard of verified social and environmental performance, transparency and accountability.
There are many benefits that come with B-Corporation certification. Here are three:
Attract Top Talent
Recent graduates entering the workforce are looking for employers who value what they value. Furthermore, many are valuing purpose and value equally, if not more, than their compensation. The high bar for treatment of staff is likely to attract top talent.
Draw In More Customers
Consumers are increasingly buying from companies that they believe behave ethically. Consumers are looking for products and brands that align with their personal values. The B-Corp label has become a badge of honor and customers want to feel good about their purchases.
B-Corp community data provides access to learn the most cost-effective means to be sustainable. Plus, the certification process helps companies identify needless and wasteful spending.
According to a recent study in Forbes, the future presents that businesses need to play their role in driving societal and environmental change — rather than leaving that to government and charities.