Ask the experts: B Corp consultants offer tips on how to achieve certification and what to do once you have
B Corp consultants outline why and how to reach B Corp status, pitfalls to avoid, and how to make the most of it.
24 November 2022 • 5 minute read
In May 2022, B Lab announced the certification of its 5,000th B Corp. But although many companies want to pin their colours to the sustainability mast, certification is not always straightforward. Having a B Corp consultant or B Leader at the helm can help to navigate the process.
“There’s significant interest in certification at the moment, partly due to consumer expectation for brands to be transparent,” says Sophie Brooks, founder of consultancy Fit for Purpose. “Consumers are demanding more in areas like diversity and inclusion, climate change, human rights.”
Momentum is also coming from within, adds Kate Chapman, founder, Midori Sustainability. “Purpose-driven businesses are seeking external verification of the good things they’re doing. And as more companies become certified, and the public understands what being B Corp means, it encourages others to go for it.”
Alongside this, B Corp offers businesses a measurement framework to meet incoming reporting mandates on carbon and energy, human rights, due diligence, packaging and plastics.
While the drive for B Corp is often internal, consultants can provide support in bringing sceptical team members onboard. “Perhaps one partner or director is absolutely committed but feels that they need to bring in an external perspective on why it would be a good thing,” suggests Chapman.
Brooks, meanwhile, sometimes finds her role lies in tempering the enthusiasm of potential B Corps. “Often they don’t realise how rigorous it is. I spend time not exactly dissuading people, but ensuring the company leadership understands the commitment and investment involved.”
The benefits of B Corp status make the effort worthwhile. “It helps with competitive advantage and customer recognition, and also staff recruitment and retention. That’s a plus in attracting investment,” outlines Chapman. “And it’s an incredibly generous and supportive community, where sustainability in all its forms is seen as an opportunity for collaboration than rather than a point of competition.”
Certification asks searching questions, prompting applicants to interrogate how they do business. “You must be willing to switch from a shareholder-only profits-driven focus to a stakeholder-led focus. That leap is very powerful because if you build your business around what multiple stakeholders need, it gives you real resilience into the future,” says Brooks.
A common certification pitfall is completing the BIA questionnaire ‘aspirationally’ rather than realistically. “Companies check boxes for things they intend to do, or sometimes do but haven’t embedded in policy,” says Brooks. “They fall into the trap of giving themselves a higher score than they’d get in the full verification process.”
Even the most realistic businesses need solid figures on their sustainability achievements to evidence their efforts. Says Chapman: “The impact assessment is retrospective, looking at impact over the last 12 months. Companies fall down when they cannot back up the claims that they’re making. You must have the data.”
Another hurdle is failing to understand how embedded B Corp status needs to be. “It’s across every department: HR, procurement, marketing. The leadership team needs to be deeply involved; you need to make changes to your Articles of Association; your shareholders need to be onboard,” warns Brooks.
Getting the most out of B Corp status
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Spread the word
Raising awareness of B Corp through your network, social media channels, marketing and at conferences will enhance the status of the brand. -
Join a B Local group
Often county-based, B Locals offer opportunities for businesses to network and share best practice. -
Improve your score
With a three-year certification cycle, the B Corp model encourages continual improvement. Scores are published, so provide a competitive marker against your peers. -
Engage with employees
Get everyone involved, and make sure everyone is benefitting, and you’ll see retention and recruitment benefits. -
Boost your marketing
Supporting B Corp month in March, and other promotional opportunities, expands your reach. -
Be active in the community
The B Global Network runs working groups on issues including net-zero and Black Lives Matter. Getting involved in advocacy and research is a positive way to leverage B Corp status.
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