The nonprofit B Lab launched the first national ad campaign for the community of Certified B Corporations today, inviting 17 MM values-driven consumers to support 'a better way to do business.'
The ads feature more than 60 of the 350 Certified B Corps in home and office settings with the unifying message 'Better Companies Make Better Products. B Corps are Better Companies.' The campaign will reach consumers through media partnerships with Ogden Publications, publisher of sustainable living magazines like Mother Earth News, Natural Home and Utne Reader, and Care2.com, the largest online community of citizen activists. The campaign will reach sustainable business leaders through a media partnership with Sustainable Industries, the business source for leaders of the new economy. Finally, all of the ads, as well as information on participating companies, will be hosted on the campaign's site, better.bcorporation.net.
In research conducted for the campaign with values-driven consumers by brand innovation firm BBMG, over 90% said they'd look out for the featured B Corps the next time they went shopping, or at least want to learn more about them. 'The B Corp campaign resonates because consumers care about the companies that stand behind the products,' said Raphael Bemporad, partner at BBMG. 'Beyond the value of a trusted third-party seal, the transparency requirements for the B Corp certification enable consumers to do their own research to distinguish good companies from just good marketing,' Bemporad continued.
To earn certification, B Corporations must achieve a minimum score on the B Impact Rating System, which assesses a company's impact on its workforce, suppliers, consumers, community, and the environment, and are legally required to consider the interests of these stakeholders, not just shareholders, when making decisions.
'On the heels of economic and environmental disasters, Americans are hungry for a better way to do business,' said Jay Coen Gilbert, co founder of B Lab. 'The B Corp campaign makes it easier for Americans to find companies worthy of their support,' Coen Gilbert added.
About B Lab
B Lab is a nonprofit organization dedicated to using the power of business to solve social and environmental problems. B Lab drives systemic change through three interrelated initiatives: 1) building a community of Certified B Corporations to make it easier for all of us to tell the difference between 'good companies' and just good marketing; 2) accelerating the growth of the impact investing asset class through use of B Lab's GIIRS impact rating system by institutional investors; and 3) promoting supportive public policies, including legislation creating a new corporate form and tax, procurement, and investment incentives for sustainable business.