I’ve always believed business should be a force for good. As the founder of Seep, I applied for B Corp the same week I set us up at Companies House.
I wanted to build Seep from the ground up using the best framework out there – one that would hold us to account along the way. As a founder, it’s easy for purpose to slip down the priority list when the pressure is on, and B Corp has been the invisible force guiding us when tough decisions need to be made.
That’s why I’ve been dismayed at some of the criticism B Corp has faced over the past couple of years. This is the certification that helped put purposeful business on the map in the first place.
But in the sustainability world, there’s often a rush to tear things down rather than acknowledge progress. Yes, the system isn’t perfect. But it’s always been a journey of getting better – and the recent update to the standards is, in my view, an exciting, timely leap forward.
B Corp’s update
The new standards have been years in the making. Thousands of people were consulted. Experts from every discipline imaginable were involved. It’s been one of the most robust, thoughtful processes I’ve seen. So when people say B Lab has missed the mark – because some people will – I just don’t buy it.
From what we know so far, this feels like the most natural and needed shift yet. The foundational elements are still there, ensuring businesses embed people, planet and profit into their legal frameworks.
But now, there’s a deeper focus across seven specific areas with minimum standards for each. In short, you can’t smash it on environment and ignore how you treat your people. No more green champions with toxic cultures. Even better is that the standards require change as corporations – and their resources – get bigger.
Personally, I’m most excited about the new areas that will stretch me as a founder. The expectation for businesses to become more activist – to lobby for wider systemic change – is something I’ve wanted to do for a while, but it’s always fallen down the list. This update gives me the nudge, and accountability, I need to move it up.
I’m also really encouraged by the stronger emphasis on human rights. We understand wage rates in our supply chain, but this will push us to go further and think about livelihoods across our supplier base and partners more holistically.
The devil is in the detail
Of course, we still need to see the detail – what the new thresholds will be, how things like climate versus broader environmental impact will be assessed, and what the cost and process implications are to getting recertified.
I’m sure some businesses will feel this is too heavy a lift, especially smaller service companies. Some may drop out altogether, and others will likely look for holes in the process to justify it.
But for me, it’s only made me prouder to be part of this movement. Once again, B Corp has raised the bar. And that’s exactly what it should be doing.
What do I want to see next? I want B Corp to get louder. It’s time to shout about what that logo actually means to consumers. We need smart, inspiring campaigns to show the world what better business looks like – and why it matters.
Laura Harnett is the founder of Seep
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