B2B PR agency Midnight Communications recently became certified as a B Corporation as part of its commitment to continual improvement. Alex Hankinson, joint managing director at the agency, discusses how the global B Corporation movement is establishing a new standard for modern business.

Ethical values are fast becoming just as important as financial success in the business world. While profit still plays a crucial role, more business leaders are starting to challenge the old notion that sustainability, social impact and corporate responsibility cannot coexist with the traditional view of success; that companies need to apply blunt-force trauma to ‘win’ at business.

This shift mirrors broader societal trends, with consumers, employees and investors increasingly demanding that organisations operate with a sense of purpose beyond just making money. Success can no longer be measured solely by annual returns; it’s now about how a company considers all its stakeholders in the way it operates, and fosters trust through ethical practices.

Evidence of this change can be found in the booming Certified B Corporation™ (B Corp) movement. This year in the UK the number of registered B Corps reached 2,300 – almost a quarter of the global total of 9,200.

Benefit for all

The B in B Corp stands for ‘benefit’ – benefit for all stakeholders – and an aim to create an ‘inclusive, equitable and regenerative economy for all people and our shared planet’. B Corp Certification means that a company has been verified as meeting B Lab’s high standards for social and environmental impact, that it has made a legal commitment to stakeholder governance and that it is demonstrating accountability and transparency by disclosing this record of performance in a public B Corp profile.

Building stakeholder trust

As a PR agency, we’re acutely aware of just how critical corporate reputation and stakeholder trust is to the health of a business – and just how delicate it can be.

We’re working with suppliers and partners that share our values and will be exploring new opportunities to connect and learn from other B Corps. We’re also using our influence as PR consultants to nudge our clients to follow the principles set out by B Lab and spreading the word about the benefits of the B Corp global movement as a force for good.

B Corp Certification is a major undertaking and not every business will feel the time is right for them to embark on it. As well as working to become B Corp Certified, a powerful way to enhance a company’s reputation is to look at its supply chain and ensure there are no weak links. There are many exceptional businesses that are not B Corp certified, but B Corps, verified by the non-profit B Lab, will have undergone rigorous assessments that demonstrate their commitment to high social and environmental standards. So, they’re a good place to start.

To achieve certification, a company must score at least 80 on the B Impact Assessment™ (BIA), while the median score for assessed businesses is 50.9. This commitment to excellence builds trust among stakeholders, positioning companies to thrive in an increasingly conscientious market. The BIA addresses hundreds of issues, including: How do you integrate social and environmental considerations into your decision-making? How does your company ensure fair wages and job security? How do you engage with the local community? What measures do you implement to reduce your environmental impact?

The certification process can take well over a year for larger organisations, or six to eight months for smaller outfits, during which time many companies will have to implement and evidence significant changes to meet the standards required. By partnering with B Corps, businesses can confidently assure their stakeholders they’re aligned with a supply chain committed to robust governance and ethical practices.

Naturally, there are sceptics. Tim Maiden, founder of Green Small Business, which has helped many companies, including Midnight, on their journeys to become more sustainable, had this to say: “There has been much criticism of B Corp as a potential smokescreen for business as usual. While some pursue the certification for its marketing value, I still defend it as an invaluable tool for serious business leaders committed to responsibility. The B Impact Assessment can drive genuine transformation, and, on average, B Corps are better for people and the planet than non-B Corps.”

Building robust reputations

In a world where businesses driven solely by profit face growing challenges, the role of reputation in ensuring long-term viability cannot be overstated.

B Corp PR agencies like ours can bring unique insights to the table, recognising that businesses with high standards in their supply chains will be viewed more favourably by clients and customers. The more B Corps involved in a company’s supply chain, the healthier that company becomes. B Corps form a global community dedicated to being a force for good, continually seeking improvement and sharing valuable insights with like-minded businesses. This collaborative spirit cultivates a virtuous circle, amplifying the impact of their collective efforts.

For example, last month, within a few weeks of securing our B Corp Certificate, Midnight connected a new client with a B Corp consultant, an environmental consultancy and a diversity, equity and inclusion specialist – all within an hour of the kick-off meeting. Such rapid connections illustrate the collaborative power of B Corp networks.

Promoting accountability

Engaging with B Corp PR agencies and other like-minded partners aligns seamlessly with broader sustainability and social impact goals. As businesses increasingly scrutinise supply chains, understanding Scope 3 emissions – the indirect emissions from a company’s value chain – has become critical. B Corps typically measure their emissions and develop action plans for continuous improvement, ensuring sustainability is integrated into their operational framework.

Larger B Corps are encouraged to produce Impact Reports, which summarise their social and environmental contributions alongside financial performance. This integrated reporting reflects a growing trend towards transparency and accountability. Companies that adopt this mindset today will benefit in the long run, as they respond to evolving expectations.

At Midnight, we strive to make a positive, meaningful impact. It’s part of our brand positioning and it affects everything we do. We want to empower our clients to engage meaningfully with their communities and stakeholders. It’s about authenticity in storytelling and encouraging businesses to ‘walk the walk’ rather than merely ‘talk the talk’.

By uncovering and promoting the positive impacts of their clients’ actions, B Corp PRs can help drive real change. For instance, we’ve challenged ourselves and our clients to enhance sustainability by connecting with environmental consultancies to measure carbon emissions.

Andy Hawkins, a trained B Leader who has supported over 400 clients, including Midnight, sees B Corp certification as a powerful tool for authentically communicating a company’s values: “Becoming or partnering with a B Corp is one of the best ways to demonstrate and communicate your values-led proposition to the world around you in an authentic, transparent and verified way.”

Combating greenwashing

Transparency is a cornerstone of B Corp values. In an era where open operations are expected, businesses that fail to communicate honestly risk reputational damage. It’s essential for maintaining credibility and trust, particularly in the face of anti-greenwashing scrutiny.

By employing a B Corp PR, businesses can effectively combat many of these issues and promote their genuine sustainability efforts, thereby reinforcing their brand reputation.

It’s the companies that embrace these values that will not only see benefits to their bottom line but will also contribute to a more sustainable and equitable future for all of us.