How B Corp certification is the way forward for firms looking to do good

Fiona Ras-Jones launched Hebden Bridge-based Make Impact at the start of the year. Ms Ras-Jones believes that by becoming certified B Corps, businesses can look at how they do good through everyday work.

The founder of the Make Impact agency will be hosting an event on December 14. Ms Ras-Jones is trained to help companies through the B Corps certification process.

Speaking to The Yorkshire Post, she said: “If you look at the data from the Edelman Trust surveys, that’s really fascinating with 80 per cent of people wanting brands to solve society’s problems.

“I think 74 per cent of people expect CEOs to take action on social and environmental issues rather than waiting for the Government to do it.

“People reflecting through Covid-19 has had a big effect on what is purposeful in terms of work. People are wanting to feel more connected to the bigger picture.”

Younger generations in particular are factoring in ethics when it comes to choosing where they work and who they buy from.

Ms Ras-Jones says they are willing to “take less salary or spend more on products” that do social good and that this shows there’s a “strong business case” for a business to look at its social and environmental impacts.

She points to the fact that consumer goods giant Unilever has seen its Sustainable Living Brands grow much faster than its other brands as a case in point.

Becoming a certified B Corp business allows firms to benchmark themselves and track their progress.

It gives a score on the following five areas – governance, workers, community, environment and customers.

Ms Ras-Jones said: “Companies should consider it if they are interested in using their business as a force for good and understanding how they can do that in an authentic way.

“It can feel quite disparate across some companies – like their community programme doesn’t necessarily join up with their environmental programme or they don’t see how that relates to their staff or clients.

“It’s a way to bring all of that together in a framework and be a part of something bigger than themselves.

“There’s opportunities to display leadership within their sector and industry and work alongside some of the best companies in the world.

“There’s huge benefits in terms of engaging staff and attracting new markets as well.”

Knowledge of B Corps is growing with Waitrose enabling customers to apply a B Corps filter when shopping online.

“It’s the only certification that measures the whole company rather than just a product or service,” Ms Ras-Jones said. “It’s a real way of showing your commitment and authenticity.”

The B Impact Assessment tool is free for anyone to use with the cost of certification dependent on the size of the company’s sales.

The free school meals campaign led by footballer Marcus Rashford attracted the support of many businesses up and down the country.

Ms Ras-Jones says this is because there was a direct call to action and the B Corps movement can be utilised in a similar way.

She said that it was about recognising that “we are all a part of society”.

“We all benefit from it or experience the negative impact of it,” Ms Ras-Jones added. “Businesses aren’t just isolated institutions.”

Make Impact works with businesses across the country but Ms Ras-Jones thinks there’s potential to build a community of companies that lead on doing business for good here in Yorkshire due to the region’s positive mindset.

Free event for businesses

The concept of B Corps was launched in the United States in 2006. There are currently over 3,500 certified B Corps from 74 countries around the world.

Fiona Ras-Jones will be hosting an online event on B Corps featuring Equinox Kombucha, inset, a certified Yorkshire B Corp.

The webinar takes place at 1pm- 2pm on December 14. Book your free place at: https://www.eventbrite.co.uk/e/introduction-to-b-corps-registration-130000841015?aff=ebdssbonlinesearch.

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