The Benefits of Doing Good: How and Why Businesses Should Market their B Corp Certification
By Kelsie Oshinsky, B Corp Intern
As concerns grow over climate change and the wellbeing of workers and communities, an increasing number of businesses have committed to making a more positive impact on the world. The growing B Corp movement now includes over 4,000 for-profit businesses that have been verified by the nonprofit B Lab to meet a rigorous set of standards for social and environmental performance, transparency, and accountability. In addition to positively impacting their employees, the environment, and surrounding communities, each business that earns its B Corp certification can gain additional benefits by effectively marketing their certification to the public. Below we discuss three ways businesses can promote their B Corp certification and how doing so can benefit the company.
How to Market your B Corp Certification
Being a certified B Corporation demonstrates a commitment to corporate social responsibility, and this commitment can be an important part of an organization’s brand. A key aspect of marketing is having a unified brand message across all marketing and brand content. The following are three ways businesses can promote their B Corp certification to the public and build their brand as a socially responsible business:
1.) Feature the B Corp Logo on Marketing Materials
Include the B Corp Certification on product packaging and on the company website, graphics, and other marketing content. B Lab has a comprehensive branding guide (available under “Showcase your B Corp Status”), which explains how to properly market the B Corp Certification. The branding guide provides information about proper usage of the B Corp logo and how to incorporate the logo onto packaging, print materials, and digital materials.
Get inspired by: Tom’s of Maine
A maker of sustainable bath and body care products, Tom’s of Maine includes the B Corp logo on the back of their products, along with statements describing their commitment to creating environmentally friendly products, including “Sustainable practices are a priority in every aspect of our business.”
Photograph of Tom’s of Maine toothpaste. 2021
2.) Post on Social Media
Social media is a great way to engage with consumers and build an organization’s brand. Businesses should keep consumers up to date on their B Corp work and other B Corp related news. Ideas for B Corp related social media posts include organization attendance at B Corp conferences, employee participation in charitable events, and statements of commitment to specific B Impact Assessment goals.
Get inspired by: Divine Chocolate
In addition to posts about their many recipes and desserts, this chocolate company posts about their B Corp and Fairtrade certifications, the importance of their farmers, and their social justice values and initiatives.
(Image Source: Divine Chocolate Instagram, 2021)
3.) Talk About it on the Company Website
Company websites are a great place to include long-form content about the B Corp certification. Businesses should consider including a page about the B Corp Certification, the importance of the certification to their organization and its mission, and the work done by the organization as a part of the certification. Additional information about an organization’s B Corp work can be included in blog posts and articles on their website and can be linked on social media posts.
Get Inspired by: Avocado Mattress
This sustainable mattress and bedding manufacturer includes the B Corp logo and an explanation about the certification in their website’s footer. They also have a web page with an overview of their many sustainability certifications and an additional page with an in-depth discussion of their B Corp certification, which includes a link to their B Impact Report.
(Image Source: Avocado Green Mattress website )
Importance of Marketing your B Corp Certification
With a growing number of members of the public becoming more active in demanding businesses meet higher standards of environmental and social performance, there are a number of benefits that can be obtained from effectively marketing the B Corp Certification.
1.) Gain Customers
According to the 2020 Deloitte Global Marketing Trends Report, “Companies that lead with purpose and build around it can achieve continued loyalty, consistency, and relevance in the lives of customers” (Deloitte, 2020, p. 7). Deloitte states that the three issues consumers identify with most when making decisions about which brand to choose from are “how the company treats its own people/employees, how the company treats the environment, and how the company supports the communities in which it operates” (Deloitte, 2020, p. 8). Many companies claim to be socially and environmentally responsible while simultaneously partaking in business practices that are detrimental to those very causes. Being B Corp certified, and in general having a third-party certification, verifies that a company is participating in corporate social responsibility and can increase credibility in the eyes of consumers. In the case of the B Corp certification, Workers Impact, Environment Impact, and Community Impact are three of the five pillars of the B Impact Assessment, the test that all businesses must take to measure their impact and become B Corp certified.
2.) Recruit Top Talent
In a few years, Millennials and Generation Z will make up a majority of the workforce. These generations are particularly passionate about social responsibility. The Millennial Employment Engagement Study conducted by Cone Communications found that 64% of respondents won’t take a job if a company doesn’t have strong corporate social responsibility (CSR) values. Additionally, strong CSR values can also increase employee satisfaction, with 88% of respondents stating that they find their job more fulfilling when they are provided opportunities to make a positive impact on social and environmental issues (Cone, 2017). Similar to the impact on consumers, the B Corp Certification demonstrates to potential employees that a business has a verified commitment to and actively participates in corporate social responsibility efforts.
3.) Earn Rewards from Local Governments
Increasing the number of B Corp Certified companies has a positive effect on local environments and communities. As a result, many municipalities offer incentives and awards to businesses that show a commitment to improving their environmental and community impact. For example, Montgomery County, MD has the Green Business Certification Program, a “voluntary recognition program designed to encourage businesses and other organizations to take steps that reduce their ecological footprint” (Department of Environmental Protection, n.d.). Companies who earn this certification enjoy an additional level of credibility for their business and can be recognized and rewarded by the County in several ways, including being featured in Montgomery County’s Green Business Directory. Businesses can research their local government’s policies and programs regarding green businesses to find certification and incentive programs in their area.
By showcasing their B Corp certification on marketing materials and social platforms, businesses can gain loyal customers, recruit top talent, and earn rewards from their local government. The positive effects of the B Corp certification, on both the world generally and individual businesses, demonstrates that profit does not have to come at the expense of communities and the environment. There are many benefits that stand to be gained by companies who are actively committed to improving their impact on the world.
References:
Cone. (2017, May 12). 2016 Cone Communications Millennial Employee Engagement Study. Cone. https://www.conecomm.com/research-blog/2016-millennial-employee-engagement-study.
Department of Environmental Protection, Montgomery County, MD. (n.d.). Montgomery County Green Business Certification Program. http://www.mcgreenbiz.org/.
Deloitte. (2020). 2020 Global Marketing Trends. https://www2.deloitte.com/content/dam/insights/us/articles/2020-global-marketing-trends/DI_2020%20Global%20Marketing%20Trends.pdf.
Divine Chocolate [@divinechocolateusa]. (2021, Feb. 3). [Photo of woman holding basket]. Retrieved from https://www.instagram.com/p/CLht7kWlo6S/.
100% Certified Mattresses. Avocado Green Mattress. (n.d.). https://www.avocadogreenmattress.com/pages/certifications.
About the Author:
Kelsie Oshinsky, B Corp Intern
Kelsie grew up in Potomac, MD and is a senior at the University of Maryland, College Park. She is completing a major in Marketing and a minor in Creative Writing. Kelsie is passionate about promoting sustainable business practices and improving the social and environmental impact businesses have on their communities. She is excited to be working on the Best for DMV Campaign and the B Corp 101 Workshop Series. Outside of work, she enjoys writing, hiking, and photography.
