In an age of environmental crisis and social uncertainty, the role of business is being redefined. Consumers and investors alike are increasingly seeking out businesses that not only offer quality products and services, but also demonstrate a commitment to purpose beyond profit. This shift marks a fundamental change to how businesses operate and engage with the world, and the B Corp movement is at the forefront of this transformation.
The Rise of GEN B
This B Corp month, we’re joining the B Corp community to celebrate GEN B, a generation of businesses and individuals using business as a force for good. GEN B isn’t defined by age, but by a mindset – a belief that businesses can be a powerful force for positive change. It’s about embracing a stakeholder-driven approach, considering the impact on employees, communities, and the environment, alongside financial performance.
The case for integrating purpose within your organisation
There is increasing evidence that organisations led by purpose, those that are committed to improving their social and environmental performance, are realising wider business benefits, including:
- Consumer demand: Consumers are increasingly conscious of the impact their purchases have, with 63% preferring to buy from brands that stand for a shared purpose that reflects their personal values and beliefs.
- Talent acquisition and retention: The next generation of talent is also seeking purpose-driven employers, with 85% wanting to work for companies committed to more than just profit.
- Investor pressure: Investors are prioritising ESG factors, with 72% of PE firms screening target companies for ESG risks and opportunities before acquisition.
- Competitive advantage: B Corp certification itself can be a powerful tool for attracting investment, with 44% of B Corps finding it helpful in securing funding (B Lab, 2021).
- Global challenges: The planet and society are facing urgent challenges that demand action from all sectors, including businesses. Purpose-driven businesses are not just good for the world; they’re increasingly necessary for survival and success in the long term.
This emerging research shows that the business landscape is changing, and companies that embrace purpose are leading the way.
B Corp certification: A framework for purpose
At Seismic, we believe the B Corp framework provides the most valuable route to holistic environmental and social excellence. Many of our clients choose to use B Corp to build a robust and effective sustainability strategy, whilst others are on the road to certify; regardless of the end destination, B Corp enables positive environmental and social impact, while boosting stakeholder returns, customer relationships, investor attraction and talent retention, alongside a community of purpose-driven businesses all working towards a collective goal.
With B Corps meeting the highest standards of social and environmental performance, accountability, and transparency, they demonstrate that purpose and profit can go hand-in-hand. B Corp certification provides a credible framework for businesses to measure and improve their impact, connecting with a purpose that builds trust with consumers and attracts investors who value sustainability.
Our approach to embedding purpose into business
At Seismic, we help businesses embed purpose into their DNA, guiding them on their journey to become a force for good. We believe that sustainability and commercial success are not mutually exclusive but rather intertwined. By integrating environmental and social considerations into business strategy, we help companies create value for all stakeholders, not just shareholders.
innocent Drinks: A case study in purpose-driven success
innocent Drinks, a well-loved brand known for its delicious smoothies and commitment to sustainability, exemplifies the power of purpose-driven business. Their mission, to make natural, delicious food and drinks that help people live well and die old, is deeply ingrained in their company culture and resonates with consumers seeking healthy and ethical products.
Seismic supported innocent to understand what B Corp was and how the B Impact Assessment (BIA) worked, helping them to establish how many points they had and where improvements could be made.
Just one of the ways innocent embed B Corp into their business is through their ‘B Keeper’ network – an internal team of sustainability champions that exist across the business. This network grew from 13 to 33 people during the certification process, an additional 20 volunteers, with innocent linking the B Corp journey to their performance objectives.
innocent certified with 92.5 points on the BIA in 2018. In 2021 they recertified with 105.2 points – making them one of only a few B Corps around the world who are both a $1bn brand and have a score of over 100.
“Seismic helped us to navigate the B Corp assessment, identify areas for improvement, and develop a comprehensive roadmap for achieving certification. Their expertise and support were invaluable in ensuring a smooth and successful certification process.”
innocent Drinks’ success story demonstrates that purpose-driven businesses can not only thrive in the marketplace but also inspire positive change in the world. Their commitment to sustainability, combined with their delicious and healthy products, has earned them a loyal customer base and solidified their position as a leader in the food and beverage industry.
The time for purpose-driven business is now
By prioritising social and environmental impact alongside financial performance, businesses can attract customers, engage employees, and build a more sustainable future. As we celebrate B Corp month and the GEN B movement, let’s remember that purpose-driven business is not just a nice-to-have; it’s the future of business.
If you’d like to find out more about how B Corp certification could work for your business, we’ve developed a comprehensive guide to uncover the benefits of certification, with examples from leading B Corps, and practical actions for how to get started. Download yours today.
