B is for B Corp

Think FDA Approved, the Energy Star sticker on appliances or Certified Organic. These are labels that consumers trust, labels that acknowledge the ability of the product or service you will be purchasing to deliver whatever it may be that it is promising you. Broken promises and false information are one of many concerns to all consumers. Why would anyone buy something that might not perform? Why would anyone even consider making that risk when “the other guy” is certified?

That is what B Corp. is for: it is a certification, a promise, that corporations under this stamp of approval are utilizing the power of business to solve social and environmental problems. To become a B Corporation, the standards of the B Rating System must be met which include that the corporate governing documents be amended to incorporate the interest of employees, community and the environment.

Currently, there are 63 B Corporations in California among which one that I spotted in a glance was Method. Makers of the non-toxic, environmentally friendly home care, fabric care, air care and personal care products, Method was certified in June of 2007 with a score of 142.9 out of 200 when 80 makes one eligible for certification. Other well-known brands include Seventh Generation, Numi Organic Tea (also located in California) and New Leaf Paper.

The B Corp certification lasts for only two years and at the time it expires, the corporations must get re-certified and in the coming months, the 80 founding B Corps will be required to meet even tougher standards. For co-founder Jay Coen Gilbert of the B Lab, one thing he wished he did differently was the investment towards technology such as the web or social media. He believes that it would have added value to and build the voice of the B Corps community further.

Though some may argue that the title to be a B Corp is merely a marketing strategy, ultimately, it is more than just good marketing. B Corps embody what it takes to be a good company because of the standards they must reach for eligibility to be one. Therefore, despite its lack of outreach, B Corp has already been placed in three of the top five spots on the list of Most Promising Social Entrepreneurs of Business Week among press coverage in the New York Times and Wall Street Journal.

Think about it… would a so-so company be able to make it on the top five list of one of the biggest magazines within a couple of years? Possible, but rare!

So keep an eye out for them as they continue to be the change they seek in the world!

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