Columnist

B Corp is a commitment, not a one-time win

Success doesn’t mean winning once and then closing shop.

In sport, professionals will work tirelessly to be the best, and if there’s someone better, you work to push yourself to their level.

Why should business practices be any different?

B Corp certification works this way: it is a recognised appraisal of hard work and dedication to ethics, values and sustainability.

We use the B Corp accreditation as a framework and a way to align with like-minded business leaders – something the business did prior to becoming B Corp certified.

Ultimately, our skill is marketing, but we improve our services, impact, internal processes, fulfilment and management by using the guidance from B Corp scrutiny to allow us to question the overview of the business.

This gives us the opportunity to create an impactful people-led culture, not only for colleagues but clients too.  

It takes a lot of dedication, effort and time to secure the accreditation in the first place.

Those looking to do so for an easy headline will be really tested by this.

Sadly, some businesses use the certification to fill a vanity void, but this cannot be a reflection of the principles.

It’s not perfect, but existing accolades have taken time to make change and become representative of a suite of ethics.

Accountability exists and the truth will out for those using the accolade to greenwash and create marketing fodder.

It’s up to the accrediting body to expose businesses engaging with the model for the wrong reasons.

I’d question whether it is fair for the title to lose its meaning altogether based on the actions of just a few businesses.

Being a more sustainable business isn’t revolutionary anymore, it is an expectation.

B Corp accreditation doesn’t mean anything without the ethical work to support it and the genuine maintenance required to be re-accredited.

Like anything within a business, working hard behind the scenes reaps the highest public-facing reward.

For Engage, the certification provides clear guidance to ethical practice and sustainable choices, creating a more impactful environment to benefit staff and their work.

B Corp has acted as a set of guidelines to really grow our ethical outreach, and work alongside other like-minded companies.

It’s better to be on board and pushing for positive change, than causing a stir with a group trying to do something good.

Dom Mernock is director at Leeds-based marketing agency Engage

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