How to benefit from B Corp certification

Globally, already 6000+ companies in 80 countries and 150 industries are certified. Well-known B Corps in the Netherlands are Tony Chocolonely, Triodos Bank and Dopper. The assessment that companies complete to become B Corp, consists of 5 pillars: employees, the environment, the community, your customers and your governance.

Why is B Corp different?

First, B Corp is a holistic framework focused on the entire business, operation and supply chain. It’s not limited to a product or a specific part of your supply chain, nor on one theme. It’s looking at how your company spends its money, how relationships with suppliers are, how employees and communities are supported etc. Looking at all the company’s roots in the world.

Second, it’s rewarding companies for the impact actually made, beyond nice-sounding strategies or promises. This is why B Corp is a complete, and also credible system for consumers, employees, partners and the media. With B Corp, you’re showing that making impact is part of your business model. And that you’re looking beyond “CSR”.

How can you benefit from B Corp?

If you address or solve a societal or environmental issue, than your company and B Corp might be quite a match! But what is the value of being a B Corp? Here are 4 valuable benefits of becoming certified a B Corporation.

• The business case: consumers believe in B Corp
• Attract & engage new talent
• Learn and grow with the B Corp community
• Build partnerships with like-minded businesses

1. The business case: consumers believe in B Corps

Big retail parties acknowledge B Corp more and more. Bol.com is for example exhibiting its B Corp products. Why? Because consumers are interested in sustainable products and value sustainable consumption, affecting their actual purchase decisions. Consumers are willing to pay a bit extra for sustainable brands. Sales of goods with a proven commitment to sustainability are growing. Around the world, it has grown by 4%, in the Netherlands, this is 8%. As a recognised and valued framework, B Corp can support you with the right positioning in the market and towards consumers.

2. Attract & engage new talent

Harvard Business Review states that not just millennials, which already make up around 50% of global workforce, want to have a meaningful job. This group is expanding. In their work they are looking for a social, environmental or otherwise meaningful contribution. It will make them feel more engaged in their jobs too. Hewitt Associates stated that companies with higher employee engagement performed close to 20% better on the stock market.

B Corp certification shows your (future) employees that you share the same values. It offers them tools to improve the workplace at the same time. Robert Cheetham, CEO of Azavea, shared that 90% of interviewees mentioned the B Corp status of Azavea as driver of their interest in the job. Here in the Netherlands, the general manager of Zoku hotel told us that the same applied for over 50% of their applicants.

3. Learn and grow with the B Corp community

The B Corp community is one big group of impact driven entrepreneurs and workers. Being a B Corp gives you access to the B Hive: an online community of peers and leaders. Where you cannot only learn from, but also find inspiration, support and relevant resources for your challenges and ideas. Also, B Lab is organizing all different events globally, like the B Corp Summer Summit, where Zoku is for example one of the “recommended places to stay”.

4. Build partnerships with like-minded businesses

All B Corps combined have 150,000+ employees: all “like-minded” future clients, suppliers, partners, employees or even journalists. B Lab (the organization behind B Corp) offers access to this network. Tony Chocolonely entered the US market with support from this network. MudJeans states that they only want to do business with suppliers that are B Corp certified too. Besides attracting people and consumers towards your company and brand, it’s about building new partnerships and business opportunities with people that share the same values.