It’s early days but there is evidence certification drives performance. In a B Lab survey, UK B Corps reported average revenue growth of 14% year-on-year since launch in 2015. If your consumers, employees or investors are suggesting sustainability is informing their choices, make yours accordingly.
Positive brand equity growth
Sustainability is now mainstream. Our studies show that the UK consumer is becoming more cautious with their money. Brands are having to fight harder to win. For many, positive sustainability credentials gives your brand a competitive edge and keeps you on top of their mental shopping list.
Greater recruitment appeal
New hires are increasingly looking to an organisation’s ethical credentials before they agree to take on a role. Our Workforce of the future study highlights four work scenarios, including the “Green World”. Here corporate responsibility isn't a nice-to-have but a business imperative. Workers and consumers demand that organisations do right by them and the wider world. Having B Corp certification shows your potential new recruits this is fundamental and increases your likelihood of getting that great new hire.
Greater investor appeal
There is a growing “impact” investor community focused on financing profit-led businesses with strong environmental, social and governance (ESG) values. Private equity houses too are coming under scrutiny. They use ESG specialists to show their backers that their portfolios reflect positive standards and best practice. For all it’s more and more important investments are diverse, inclusive and accountable. B Corp status requires a certain level of due diligence, which means future investors can have more trust in a B Corp and potentially less cost when they perform their own. Many investors are also positively screening for B Corps to check a potential investment fits with their organisations values. So when it comes to funding, B Corp status could be the deal-clincher.