Why we became a B Corp – and why it might be right for your organisation too
As a sustainability consultancy, we’re often asked about our B Corp certification. Clients come to us with the same questions: Why did you do it? What are the benefits? Should we consider it too?
The short answer is that it was a natural step for us. Pursuing certification wasn’t about reinventing our business; we were already deeply committed to sustainability and social impact. Instead, it was about formalising those commitments and holding ourselves accountable in a meaningful way.
That said, there were three other key factors pushing us which provide additional food for thought.
1. Our colleagues wanted it
One of the strongest drivers behind our decision was our team. They wanted it, and were committed to it. Many employees today, as well as prospective employees, want to work for organisations that truly live their values. Certification provided a clear way to demonstrate our commitment to high ethical, social and environmental standards.
The B Corp process is rigorous, requiring transparency and accountability across multiple areas, from governance to supply chain ethics. This commitment reassures employees that they’re part of an organisation that genuinely prioritises purpose as much as profit. Whatever your industry, from a talent perspective, being a B Corp is an effective way to attract and engage people who are passionate about making a difference.
2. The B Corp community is a valuable network
Another benefit we’ve experienced is being part of a community of like-minded businesses. B Corps often seek out other B Corps for partnerships and collaborations; we’ve had opportunities to share knowledge and ideas with other certified businesses that we may not have connected with otherwise. Being a B Corp signals your intent and your values, and that common ground can open doors.
It’s good to know, too, that the local network is growing. The UK now has the largest community of B Corps worldwide, with over 2,400 certified businesses.
3. It’s about leadership, not just compliance
One of the biggest misconceptions about B Corp is that it’s just another procedural hoop to jump through. In reality, it’s a leadership movement. Regulations, while important, tend to be focused on reporting and compliance – essentially, data collection.
B Corp, on the other hand, is about setting a higher bar and inspiring businesses to take real action. That distinction is important, because it helps answer the bigger question: What should businesses actually be doing to drive change? B Corp certification pushes companies to move beyond box-ticking and into real-world impact.
Is B Corp certification right for your organisation?
If you are considering B Corp certification, you’ll be wondering about the challenges and trade-offs. It’s true, certification requires a good deal of effort that some organisations may not want on their plate. The assessment process is thorough and maintaining certification means ongoing accountability.
However, the benefits can be significant across several key metrics. Recent data released by B Lab UK shows that UK B Corps saw a 23% increase in turnover, compared to a national average of 16%, and 9.6% growth in employee headcount, compared to a national decline of 0.5%.
Of course, we should take this with a grain of salt. It’s too much to say this performance is directly attributable to certification. But it’s no coincidence that these businesses are doing well in a world where consumers and investors are increasingly looking for businesses that stand for something more than profit – as we like to say, ‘profit you can be proud of’.
An equally valuable benefit is that the certification process forces you to look critically at your business operations. Even companies that are already sustainability-minded often find ways to improve through the B Impact Assessment. Whether it’s refining governance structures, formalising employee policies, or strengthening supply chain due diligence, the process pushes you to evolve and improve.
Addressing the criticism
Of course, B Corp certification isn’t without controversy – some have even referred to it as capitalism through certification. Others worry that its impact is limited because the movement is dominated by small, fashionable single product line brands – “kooky popcorn” companies, as my colleague Rachel Weller sometimes puts it. On the other hand, some critics, particularly from within the B Corp community, argue that allowing large corporations like Nespresso to certify undermines the movement’s credibility.
For what it’s worth, at Sancroft we believe that meaningful change requires engaging all businesses, not just the ones that have built ethical practices into their business models from the outset.
Consider, also, that a company like Innocent Drinks, a B Corp, is a part of The Coca-Cola Company. It’s encouraging to imagine how the influence of Innocent’s actions and its adherence to B Corp values may influence the other brands that make up the rest of Coke.
The point is, If we want to shift entire industries toward more responsible practices, we need to bring large companies into the conversation, not push them in the other direction.
It’s also important to note that B Lab, the organisation behind B Corp, has taken steps to strengthen certification criteria for all organisations large and small. The upcoming changes to the standards aim to reduce the ability to “game” the system by accumulating points in less meaningful areas, and instead focus on clear, pass-fail thresholds. That’s a positive step.
Final thoughts
So, should you certify? If you want to demonstrate your commitment to sustainability, engage employees and join a network of like-minded businesses, then B Corp can be a valuable investment. It won’t by itself make you a better company, and it won’t shield you from scrutiny if you fall short of your commitments. Ask Brewdog. But it does provide a good framework for continuous improvement and leadership in responsible business.
For us, the decision was clear. We wanted to be part of a movement that pushes businesses to do better – not because regulations require it, but because it’s the right thing to do. If that resonates with you, then B Corp is worth exploring.