Health and happiness advertising agency Common Good has been granted B Corp status—a private certification of for-profit companies of social and environmental performance—by nonprofit B Lab. The shop creates advertising and transforms business for brands on a mission to change the world.
Common Good has learned that doing what’s right can impact its own success. More importantly, it strengthens the community, minimizes impact to the planet, and gives its staff a sense of purpose.
B Lab certifies companies based on how they create value for non-shareholding stakeholders, such as their employees, the local community, and the environment. Certified B Corporations meet the highest verified standards of social and environmental performance, public transparency, and legal accountability, and aspire to use the power of markets to address social and environmental problems. B Corps become certified through rigorous verification by B Lab and must meet strict standards to join a global community of leaders using business as a force for good.
“Becoming a certified B Corp shows the world that we actually walk the walk when it comes to using business as a force for good,” said Kelly Reedy, CEO at Common Good. “We’re excited to join a movement of peer companies that think in the same way, and proud to further the conversation of what purpose a business should serve.”
B Corporations were first certified in 2007, and today, there are more than 6,000 in 80 countries. Any company—regardless of size, legal structure, or industry—can become a B Corporation, however, most are privately held small- and medium-sized businesses. It took Common Good two years to complete the thorough application and amendment process.
Being certified is just one more way to demonstrate that a company is using business as a source for doing good—and to show proof that they are accountable.