THE B CORP WAY, ELEVATING BUSINESS THROUGH BRAND TRUST

By: Madison Vessie

In a world where businesses are racing for rapid growth and maximum profits, navigating the trustworthiness of a companies ethical and environmental claims can be tricky. Enter B Corp Certification – your compass to the authenticity of a company’s commitment to making the world a better place. But what's the real story behind this B Corp seal, and how can we distinguish the game changers from the greenwashers?

B Corp certification is more than just a nod to social and environmental responsibility — it’s a commitment. It's about embracing a mission that focuses on the well-being of employees, communities, and the environment. To earn this highly coveted certification, companies must strut their stuff in a demanding assessment by B Lab, a nonprofit on a mission to redefine success in business. They deep dive into every facet of a company's operations — its governance, treatment of employees, environmental practices, and community involvement.

Acquiring this certification is not an easy task either; it's both exclusive and highly sought after. Only 40 percent of applications make the cut, and those who do so must prove their worth every three years through recertification. It’s a commitment to ongoing and quality improvement, and ensures the dedication of a company to raising the bar on their own performance. 

Conventional businesses often prioritize profit generation for shareholders in its decision making processes. But B Corps operate under a different approach, and it's called ‘stakeholder governance.’ This means they’re legally required to think beyond just the stockholders and consider how their choices affect everyone who has a stake in their company. That includes workers, communities, customers, suppliers, and the environment. The focus extends far beyond mere financial considerations and centers on a more significant purpose.

This unique legal framework actively ensures that B Corps don't make empty promises about their mission. They're bound by the law to uphold it, even under transitions in leadership or during contemplation of a sale. This flexibility sets them apart, allowing them to make choices that benefit the broader community, not just a select few. It’s a game changer in reshaping the economy to benefit everyone. So, when you see that B Corp seal of approval, you're backing a company committed to long-term, positive change, one stakeholder at a time.

Certification as a B Corp also mandates transparency, requiring companies to publish their B Impact Assessment score. This measure offers detailed insight into their performance across diverse social and environmental impact domains; such openness empowers consumers and stakeholders, enabling them to hold these companies accountable for their actions.

Fashion is seeing a transformative wave with brands like Frank and Oak, KOTN, and Tentree embracing B Corp Certification. These companies are certifiably committed to putting ethical sourcing, sustainability, and social responsibility at the forefront of their fashion game. 

Image Source: @mukukostudio

Frank And Oak, a Montreal-based standout, exemplifies the fusion of sustainability and style, offering clothing and accessories designed for the active urban lifestyle. Their commitment to sustainability extends from innovative fabric choices to equity, diversity, and inclusion, making them a leader in sustainable fashion.

Image Source: @marianne_krohn

KOTN, the impact-driven home and clothing brand, is revolutionizing the industry with their ground-up approach to product creation. They source raw cotton directly from small-holder farmers in Egypt, ensuring fair wages and treatment throughout their supply chain. A portion of every order is invested in building primary schools and infrastructure, creating shared, sustainable growth for the communities they work with.

Image Source: @aiokr

Tentree, the earth-first lifestyle apparel brand, is on a mission to plant 1 billion trees by 2030 to combat climate change. With over 100 million trees planted to date, their impact extends to restoring ecosystems, providing employment in underprivileged communities, and removing carbon from the atmosphere. They prioritize sustainable materials, ethical manufacturing, and verification in tree planting to ensure lasting positive change for the planet. When you wear Tentree, you wear your impact.

B Corp Certification for these brands isn't just a badge; it's a resolute commitment to making the world a better place. It's a shift from the profit-focused norm to a more meaningful approach, showing that businesses can truly be a force for good. When you support these brands, you're not just shopping; you're joining a movement toward a more responsible and sustainable future.

These certified companies lead by example, whether it's through their unique legal structure, their transparency, or their constant pursuit of improvement. By endorsing these brands, consumers and investors alike become active participants in this journey towards a more conscientious and sustainable tomorrow.