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It’s not the B-Corp and end-all

 

B-Corp certification isn’t a silver bullet.

Hear me out. I’m a huge believer in the B Corp movement. It’s galvanised businesses across the world to be a force for good, transforming the global economy to benefit people, communities, and the planet.

Achieving B Corp status is no mean feat. I should know; I have a whole service line dedicated to B Corp support. Certified B Corps must meet stringent standards of performance, accountability, and transparency on factors from employee benefits and charitable donations to supply chain practices and environmental responsibility.

It’s a big deal.

It’s a fantastic starting point.

But it doesn’t guarantee perfection.

And guess what? Nothing does, especially when it comes to meaningful environmental and social change.

There’s a reason why I encourage ‘imperfect sustainability’ here at True Horizon; it’s the only way to make tangible, incremental improvements.

Perfection, as a sustainability strategy, just doesn’t work.

The issue with heralding B Corp status as the ultimate goal is that it reduces sustainability to a tick-box exercise. There’s a danger that more and more organisations will view it as a positive PR move, rather than a genuine commitment.

I don’t believe in finger-pointing so I won’t name names, but last year a U.K. B Corp came under fire for allegations of toxic work culture. I’m willing to bet that they received more backlash because they’d marketed themselves as an ethical, eco-friendly, and people-focused organisation. The hypocrisy rubbed people up the wrong way, prompting customers to question the integrity of the brand. This is why B Corp certification shouldn’t be taken lightly; it’s a commitment, not an award.

Your sustainability targets and pledges don’t disappear when you achieve B Corp certification; it’s only the starting point. Instead, see it as a springboard for sustainability, giving you the impetus to keep moving forward and improving as your business grows.

Let’s not turn B Corp status into an elaborate greenwashing effort. Let’s live and operate by example.

As a guideline, check out GOV.UK’s Green Claims Code to make sure your words and actions match up:

Green claims must:

  • Be truthful and accurate: Businesses must live up to the claims they make about their products, services, brands and activities.
  • Be clear and unambiguous: The meaning that a consumer is likely to take from a product’s messaging and the credentials of that product should match.
  • Not omit or hide important information: Claims must not prevent someone from making an informed choice because of the information they leave out.
  • Only make fair and meaningful comparisons: Any products compared should meet the same needs or be intended for the same purpose.
  • Consider the full life cycle of the product: When making claims, businesses must consider the total impact of a product or service. Claims can be misleading where they don’t reflect the overall impact or where they focus on one aspect of it but not another.
  • Be substantiated: Businesses should be able to back up their claims with robust, credible and up-to-date evidence.

(Source: greenclaims.campaign.gov.uk)

Are you interested in weaving sustainability into your everyday decisions with 1:1 expert guidance?

The Sustainability Strategy Package is designed to get you there.

In six months or less, we’ll work together to devise a strategy that’s tailored to the needs, goals, and values of your organisation.

If you’re done with treating sustainability as an afterthought and ready to devise a workable strategy that balances purpose and profit, let’s get to work.

To find out more, head to The Sustainability Strategy Package.