Imagine a world where companies aren’t just selling products, but selling a vision of a world where capitalism and social and environmental responsibility aren’t mutually exclusive; a future where profit and purpose are not enemies, but allies.

This, in short, is what the B Corp movement signals.

As the world grapples with environmental crises and social injustices, the B Corp movement takes on increasing importance. For many, including our AGENCY, measuring and improving social and environmental impact is no longer a nice to have but a necessity. B Corp certification is not just about making a profit; it’s about making a statement — a promise to prioritise people and the planet alongside profit, to be accountable and to continuously improve.

However, the B Corp movement is not without controversy.

Critics argue that the certification process relies heavily on self-assessment, potentially allowing companies to showcase easy wins rather than tackle more complex issues. This leaves room for greenwashing, where companies might prioritise minor improvements to earn certification while ignoring more impactful steps e.g. Nespresso’s certification has been criticised due to its parent company Nestlé’s troubled human rights and environmental record as have Evian and their parent company Danone.

All this has led to calls for stricter criteria and stronger, more transparent standards. And, as the movement evolves, a new standard is being implemented this year to ensure the certification remains relevant and impactful. 

Read on for some highlights, edited and condensed for clarity or click below to watch the recording: