Greg’s Background

Greg’s journey to founding Light Trail Consulting and advocating for B Corp certification began with his background in the automotive sector. After selling his previous company, he took time to reflect and realize he wanted to pursue something different. He decided to establish Light Trail Consulting, which, coincidentally, landed its first client in the regulatory sector. This led Greg down the ‘rabbit hole’ of social enterprise, ultimately leading him to discover the B Corp certification.

The Work of Light Trail

Light Trail Consulting works with a diverse range of clients. They assist companies in strategic change, embedding purpose in their organizations and achieving B Corp certification and recertification. They also work with non-profit organizations and municipalities to build capability within their teams. The ultimate goal is to blend profit and purpose, ensuring that businesses are not only successful but also purpose-driven.

Why B Corp?

B Corp certification appealed to Greg due to its robust framework that examines every facet of a business. In his words, “it really measures important things and gives you an opportunity to improve.” Moreover, it perfectly blends the concept of profit and purpose. This unique approach sets B Corp apart from other certifications, which might not offer such comprehensive insights into a business’s operations.

I realized that we needed a radical shift in how businesses approach their operations, and B-Corp provided the perfect framework to make that happen

The Benefits of B Corp Certification

Greg believes the benefits of B Corp certification vary depending on the size and nature of the organization. For larger companies, the biggest advantage is the attraction and retention of people. For smaller businesses, being part of a network of value-aligned, like-minded companies is hugely beneficial. This network allows companies to engage with best practices and connect with organizations they want to collaborate or work with.

The B-Corp certification pushes you to make meaningful changes in your company, and the results can be transformative, both for your business and for the world.

The B Corp Journey and the Future

B Corp certification, as Greg points out, is a journey. And even the certification is evolving. The proposed new standards for the certification focus on ten core topics and risk standards that are universally applicable, taking into account purpose, ethics, impact management, living wages, worker empowerment, human rights, justice, equity, diversity and inclusion, climate, environmental management, and collective action.

B Corp certification, according to Greg, is an excellent way for businesses to prove their social and environmental responsibility, especially as more organizations start to demand ESG credentials.

Greg’s final call to action is simple yet profound: don’t be scared of B Corp. Use the free B Impact Assessment tool to improve your organization, even if you don’t intend to go for certification. Instead, embrace it as an opportunity to blend profit with purpose, improve your business practices, and make a meaningful impact on the world.

Purpose and profit go hand in hand; in fact, being purpose-driven often leads to better financial performance in the long run. Every purchase, every business decision, and every policy has the potential to make a difference. Let’s use that power to build a better, more sustainable future.

Nadeera in their words,  “works with municipalities to design and deploy citizen-centric, fit-for-purpose, integrated, and sustainable waste management masterplans. Their focus is on citizens’ outreach to reduce, reuse, and sort waste all enabled by technology; in addition to implementing waste tracing to monitor performance, optimize efficiency, and ensure higher material and value recovery. This enables municipalities to reduce their waste management costs, recover value from waste, and alleviate health and environmental issues due to waste mismanagement”.

Nadeera was founded by Rabih El Chaar and Reem Khattar, Lebanese-born changemakers, who are revolutionizing waste management at home and in the broad Gulf Region. I spoke to Rabih who holds an MBA from INSEAD and extensive international experience. After working in London, Milan and the states in the oil and gas industry and in management consulting.

Then, wanting to make an impact he started working in waste management and he had a realization “I realized that this can be done in a much better way. It can be done in a digitally enabled way”.

From that insight Nadeera started.

How does it works?

Their main tool is the App Yalla Return, “ a technology product focused on four different activities”. “it is a technology product focused on four different activities.

Engagement: A digital app with gamification, information, and an AI algorithm that helps users identify recyclable items by taking a photo. “If you go ai.nadeera.org, you take a picture and tells you if this item is recyclable or not”.

Containment: A hardware solution to ensure separate collection and containment of recyclables, preventing contamination with other waste streams.

Feedback & Incentives: A patented system that provides feedback on recycling performance, offers incentives for good sorting, and educates users on mistakes to improve their recycling efforts. “Recycling or sorting is complex, there are items that are not very clear where they go. And what we do is we try to use technology and give that feedback system and trace”

Impact Communication: Personalized feedback on individual contributions to landfill space savings, CO2 emission reductions, and energy use reduction through recycling.

What is the revenue stream?

Nadeera has 2 revenue streams. They are continually optimizing costs to reduce the overhead for setting up the infrastructure necessary, like smart bins and bags.

·       Sponsorships: Funding comes from various entities, including municipalities, community management companies, FMCG companies and waste collection companies. These sponsors seek the services and products provided by the company.

·       Sales of Recyclables: Once the recyclables are sorted and packed, they hold significant value. The company sells these materials, including aluminum cans, plastic bottles, cardboard, paper, and textiles, as a secondary revenue stream.

Where is Nadeera currently working?

The company operates in two distinct ways across locations such as Abu Dhabi, Dubai, Riyadh, and Lebanon:

“So we have two ways of operating”, therefore demonstrating the adaptability of the system to different contexts.

·       Community Collection System (Developed Economies): In places like Dubai, Abu Dhabi, and Riyadh, the company offers a tailored, door-to-door or community-level collection service, working together community management companies or municipalities.. Users simply need to sort their waste and place it outside for collection.

·       Buyback Boutiques (Lebanon): In Lebanon instead, the company has established 16 boutique stores where individuals can sell their recyclables for digital money through the app. When users reach a certain amount, they can cash it out as direct cashbacks. The company utilizes a franchise model to partner with local communities and micro-entrepreneurs, providing branding, technology, accounting, and expertise for collecting and selling recyclables. This provides the approach for emerging markets and less structured contexts.

What is the role of technology, particularly regarding AI and image recognition?

In the Global South, where 91% of recyclable items end up in landfills, the company’s innovative approach to leveraging technology and targeted community efforts seeks to address the disparity between effort and reward in recycling. Therefore they leverage technology on two main objectives:

·   Reduce Effort: By utilizing technology, the company aims to lower the effort needed for raising awareness, traceability, and collection, maximizing value and minimizing effort for users. “there’s a disparity between the effort that you make and the rewards that you get”.

·       Targeted Community Approach: The company serves communities on a smaller scale, working to drive recycling penetration within targeted areas. This strategy helps convert non-recyclers to recyclers quickly and efficiently, leading to operational profitability in a short period of time. “our awareness campaigns to be able to convert people to become recyclers had, we’ve had great numbers on going from 0% of people that are recycling to about 40% in a matter of weeks. And that helps us in being able to reach operational profitability in a very, very quick manner”.

Which have been the impacts do far?

The company has been successful in encouraging behavioral change in communities that were not used to recycling by focusing on three main aspects: “making recycling fun and enjoyable, making it easy and accessible, and using behavioral nudges”. Their branding and imaging are attractive, and “the whole user journey is very welcoming for people to come and give it a go”. The recycling process is made easy by either collecting recyclables at the doorstep or having neighborhood outlets within a short walk. On the third point the company worked with Yale University to study and implement various behavioral nudges to incentivize or disincentivize people to recycle.

A significant impact of their efforts is the ability to convert a community into recyclers.

“the main impact is  the ability for us to convert a community in a matter of weeks from being non recyclers to recyclers, and not only for them to recycle, but as well, the quality of recycling that they do is very, very high”.

For example, in Germany, the best country for recycling, collectors still find mistakes in the yellow bags used for recyclables. By providing a feedback mechanism through the technology, Nadeera has achieved critical results.

“by providing that feedback mechanism, we’re able to get more people to recycle. But as well, we’re able to get the quality of recycling to be high in a short period of time. And that’s a major breakthrough that we’ve done”.

And their technology journey has not stopped. Through their newly acquired patent, their AI-enabled process is being developed to become fully automated, allowing for more efficient and cost-effective operations. “we’re actually currently working on that where you put that bag that is QR coded on one side, it comes out, identified and inspected on the other side of your conveyor belt”.

And to facilitate the process even more, The company uses a single large bag for all recyclables, making it easy and simple for users and encouraging engagement. This approach is more accessible, especially for those living in small spaces who might find it challenging to have multiple bags for different types of recyclables. Then “the only thing that they have to do from what they used to do before is put all the things in one bag, we sort them with our partners in the back end, they just have to put everything in one bag”.

Which are the plans for the future?

Nadeera ‘s future plans involve expanding their geographical reach and increasing the percentage of people recycling in the Global South. They aim to grow in the Gulf region and are open to opportunities in Europe, the United States, Africa, and Asia. They seek to collaborate with partners who share their vision, such as investors who have access to emerging markets in waste collection.

And their impact cannot be overlooked .“For every tonne of recyclables that gets diverted, I’m talking about plastics, cardboard, and metals, 3.5 tons of co2 emissions is reduced”.

Nadeera is revolutionizing recycling in the Global South with its AI-driven waste management system. By leveraging technology to lower effort, enhance targeted community outreach, and ensure high-quality recycling, they are achieving remarkable results in converting communities to recyclers within weeks. As they continue to innovate and expand their operations, their contribution to reducing waste and CO2 emissions will only grow, making a significant positive impact on our environment.

To learn more about Nadeera and their work, visit www.nadeera.org

It is an inspiring example of how perseverance, passion, and innovation can lead to meaningful change. TORAJAMELO has successfully revived traditional handwoven textile crafts, empowered rural women weavers, and uplifted local communities.

The charismatic founder has passed the baton to Aparna Bhatnagar Saxena, as CEO of the company and we spoke with her.

Aparna , originally from Mumbai, India, has a diverse professional background. With experience in mechanical engineering, logistics, and entrepreneurship, she eventually found her way to TORAJAMELO in 2017 first as an advisor after being introduced to the founder in Singapore.

She officially took over as the CEO in June 2020 amidst the pandemic.

What is TORAJAMELO?

TORAJAMELO is a social enterprise with a mission to preserve the traditional weaving culture of Indonesia, particularly among the Toraja people. The name in fact means beautiful (Melo) Toraja, the name of the island. It was founded in 2008 by an Indonesian activist, Dinny Jusuf. She discovered that many indigenous women were forced to migrate and work as domestic helpers in Malaysia and Singapore due to the lack of demand for their traditional weaving skills. These women often faced abuse, and their families suffered as a result.

To address this issue, TORAJAMELO works with 10 different communities across Indonesia, focusing on places where people don’t typically go, such as remote areas outside of the more accessible Java Island. Their goal is to prevent outward migration by working with communities that have both weaving capacity and capability. They provide training and development to these weavers, and then buy their products to create apparel, accessories, and gifting items for their lifestyle brand, showcasing them both in B2B and B2C markets.

“I don’t want to work with two very famous weavers, right, that’s not sustainable. That’s not really addressing the problem that I want to solve. I’d like to work where there is a community and we can work collaboratively at a certain scale.” –

Which is their model?

TORAJAMELO honors and respects the traditional weaving process by only working with backstrap loom weavers and avoiding automation. Aparna explains that their aim is to make the process more ergonomic but maintain its authenticity. Aparna highlights the importance of indigenous rights and the need to protect the cultural and intellectual property of the weavers which has sometimes been appropriated without respect in the past.

“Our aim is to ensure that these indigenous weavings, survive and thrive because each of them have a unique meaning and story from where they’re born and have been passed on from generations”

She also mentions the challenges in their supply chain, as most raw materials are imported. To address this issue, TORAJAMELO is working on regenerative agriculture, planting cotton and working to process pineapple fibre in Indonesia to create a decentralized rural economy. Their goal is to support weavers with working capital and create a resilient system where the weavers can be independent and sell to others.

A key aspect of TORAJAMELO’s approach is ensuring that the weavers don’t become “rural slaves,” as they will like weaving to remain integrated into their daily lives, giving them the flexibility to manage their time and other responsibilities. It is not easy for a startup and can be challenging for ensuring just in time supply,  but it fits their mission of working and empowering communities.

“We only work with backstrap loom weavers, the motifs remain specific to the region of geographical and cultural origin. Here, there’s no automation, we will never go and automate what we are working towards preserving as it defeats the whole purpose”

They also restrain from having exclusive rights. Indeed, TORAJAMELO’s objective is to empower the groups to become independent and be able to supply even other players. Aparna discusses the process of working with weaving communities in Indonesia. First, they check if the community meets their criteria before conducting training and development through their not-for-profit foundation arm. They then assess the quality of the weavers’ work before procuring their products. Aparna also talks about the importance of not creating dependence on their company and avoiding exclusive arrangements.

“Our aim is to not stock in bulk and keep buying from one community. So, the key is that I should not create dependence and dead stock. So that’s why I want them to reach a quality standards so that they not just sell to us but sell to each other and sell to others because we want them to become independent and not dependent on us”

The B Corp certification

Aparna explains that they sell their products online globally and have pivoted to cater to millennials and Gen Z by creating more functional wear. They also offer a lifetime repair, return, and renew guarantee called “re-melo” (means “making it beautiful again” – taking inspiration from its Torajanese dialect meaning “beautiful”). This guarantee is inspired by Patagonia. With their style they have bypassed the traditional bias for weaving as a boring and formal piece of clothing, creating collections that honors the heritage and suit the taste of young generations.

The company recently went through B Corp certification and became Indonesia’s 12th BCorp, to ensure they were upholding their principles of balancing interests of people, planet, and profit. Aparna believes that having an external certification adds credibility and validity to their business. The certification has led to increased respect and attention, and they hope to use it to engage in more cross-border conversations and partnerships. Aparna recalls that the process of getting certified was not an easy task.  It was an “humbling experience” that helped the company to get recognition and embed the correct structures from an early stage. The B Corp assessment has been integrated into their policies, which helps to structure the startup and make ESG and SDGs part of their DNA.

“I want the team to be part of it, we want to live it, breathe it, showcase it, so that it really, you know, becomes a part of our DNA”.

TORAJAMELO’s efforts have led to significant positive impacts on society and the traditional handwoven textile industry:

1. Empowering Women Weavers: The social enterprise has trained over 1000 women weavers and provided them with a stable source of income. This has led to an improvement in their quality of life and increased self-confidence.
2. Reviving Traditional Crafts: TORAJAMELO’s commitment to preserving the art of handwoven textiles has led to a revival of these traditional crafts, attracting both local and international interest. This has helped to ensure that the knowledge and skills are passed down to future generations.
3. Uplifting Local Communities: The social enterprise’s focus on uplifting local communities has led to the creation of various community programs, such as education, healthcare, and entrepreneurship initiatives. These programs not only benefit the weavers but also their families and the entire community.
4. Boosting the Local Economy: By connecting weavers directly to the market, TORAJAMELO has stimulated the local economy and created new job opportunities for rural communities. The increased demand for traditional handwoven textiles has also contributed to the economic growth of these regions.
5. Promoting Sustainable Practices: TORAJAMELO’s commitment to sustainability has set a precedent for other businesses in the industry. By embracing eco-friendly materials and processes, the social enterprise has demonstrated that it is possible to achieve both economic success and environmental responsibility.

The story of TORAJAMELO is a testament to the power of perseverance, passion, and innovative thinking in driving meaningful change. By empowering women weavers, reviving traditional crafts, and uplifting local communities, TORAJAMELO has demonstrated how social enterprises and B Corp in particular, can contribute to societal well-being and create a lasting impact. As the handwoven textile industry continues to grow, TORAJAMELO serves as a shining example of how businesses can balance profit with purpose and pave the way for a more sustainable and inclusive future.

“We have to look at changing the system and someone has to make a start”

“US Latinos account for the fastest-growing portion of US GDP. So much so, that if we considered US Latinos as their own country, it would be third only to the GDP growth rate of China and India in the past decade”.(McKinsey 2022)

“Total economic output of Hispanic Americans is estimated to be well over $2 trillion and Hispanic Americans alone accounted for over half of all the population growth in the United States over the last decade.. (Joint economic committee Senate)

The growth can be attributed to the entrepreneurial spirit and diverse cultural heritage of Latino immigrants, fostering innovation and enriching the American business landscape.

For B Corp month we meet Lisbeth Carolina Arias, the founder of Descalza, a fashion brand that focuses on sustainable practices and empowering artisans from Latin America. Descalza not only promotes cultural exchange but also addresses pressing issues such as social impact and environmental responsibility. As a B Corp-certified company, Descalza demonstrates that businesses can be both profitable and purpose-driven, contributing to the greater good while also generating economic value. In this interview, Carolina shares her inspiring journey as an entrepreneur, shedding light on the importance of intentionality, community, and consumer awareness in driving positive change. Her story exemplifies the tremendous impact that Latino immigrants have on the US economy, as well as the potential for businesses to be agents of social and environmental transformation.

Carolina’s Background and the Birth of Descalza

Carolina’s personal journey as an entrepreneur is a testament to her resilience, determination, and passion for her cultural heritage. Born in El Salvador, Carolina was brought to the United States by her mother  in search of new opportunities . She was inspired to start Descalza in 2017 as a way to connect her two worlds – merging her Latin American roots with her new US home. Carolina grew up with one foot in El Salvador and one foot in the United States.. She felt that neither culture fully identified with her, leading her to create a space where people like her could celebrate and be themselves.

“You have people that look like me, who  identify with more than one culture, but neither culture wants to identify with you.”

Descalza’s Mission and Impact

Descalza is a clothing brand that collaborates with artisans from Latin America to create unique statement pieces manufactured in North Carolina and sold online mainly in the US and Canada for now. Carolina works with artisans from El Salvador, Guatemala, and Peru who weave, dye, and use traditional techniques to create fabrics that represent their home. Then she uses these fabrics to create the final product. Descalza means “barefooted” in Spanish, which was inspired by the fact that many of the women artisans preferred not to wear shoes while weaving due to the position they are in. However, for Carolina’s mother, the name also symbolizes the immigrant experience of starting with nothing and building a new life, a testament of her own experience. Descalza aims to connect and empower both the Latinx communities in the United States and the artisans in Latin America who are trying to maintain their traditional craft.

“Our mission is to be able to empower both communities that we identify with…it’s the opportunity for you to tell everyone else in this world who you are and what matters to you.”

The Journey to B Corp Certification

Carolina launched her company with a mission to put the spotlight on artisans and to empower them. She decided to pursue B Corp certification to have a third party verify that her company was operating with genuine intentions and to build trust with customers.

“I wanted to have this third party, these analysts come in and…check everything…and be like, you know what, you do things the way that you say you do, and customers should trust you.”

The process began in 2018 when Carolina connected with the B Corp Clinic at North Carolina State University, which provided guidance on the assessment and support necessary for certification. However, due to growing her business and limited time, the process experienced some delays. In 2020, Carolina revisited the assessment and submitted it but did not pass initially due to insufficient documentation. This setback led her to Carolina Miranda at Cultivating Capital, who provided invaluable support by helping Carolina go through the assessment line by line and gather the necessary documentation to demonstrate Descalza’s adherence to B Corp standards.

This achievement has opened up new opportunities for her business allowing her to connect with a larger community of socially and environmentally responsible businesses and consumers who share her passion for sustainability, ethical practices, and empowering artisans. Through these networks, she was able to learn from others facing similar challenges and find encouragement and support.

“I think with the certification, it has actually opened a lot of opportunities for me because of the community, the B Corp community”

Future Goals and Vision for Descalza

Carolina’s vision for the future of Descalza centers around working with more artisans and expanding their supply chain to encompass all artisans in the Americas and the Caribbean. She hopes to achieve this through increased exposure and demand.

Additionally, Carolina envisions her brand being worn by celebrities on red carpets, proudly naming Descalza as their fashion choice.

“I hope that one day, maybe one of those celebrities can call us , and whenever they’re walking those red carpets and someone asks them, what are they wearing, they get to say Descalza”

Her ultimate goal is to connect more artisans with the Descalza community in the United States and beyond, and to continue to grow and expand in a sustainable and socially responsible manner. As Carolina’s business journey demonstrates, by staying true to one’s values and mission, it is possible to make a positive impact in the world while achieving business success

“My goal is to work with artisans , from the top of Mexico, to the bottom of Argentina, to work with all the artisans in Latin America and the Caribbean as well”

Call to Action

Carolina’s journey towards creating a sustainable and socially responsible business has been an organic and intentional process. By staying true to one’s values and mission, it is possible to make a positive impact in the world while achieving business success. She encourages others who are interested in entrepreneurship or becoming B Corp certified to approach it with the same mindset. She emphasizes the power that consumers have in their purchasing decisions and urges them to educate themselves about the brands they support. By doing so, consumers can support brands like Descalza that are committed to empowering and supporting artisans and communities. Carolina’s final call to action is for individuals to be intentional with their journeys and to support brands that align with their values.

“If you work with intention, and be  true to your heart success will come”

We recently discussed sustainable fashion with Neri Karra Sillaman Entrepreneurship expert at Oxford Said Business School and author of Fashion Entrepreneurship: The Creation of the Global Fashion Business. You can listen to our podcast episode here.

In this context, it is essential for businesses to find innovative ways to revolutionize the industry, and B Corps are at the forefront of this change, from the iconic Patagonia to many new brands. For a list of some ethical fashion B Corps, you can visit here.

For B Corp month, we spoke with Geoff van Sonsbeeck , co-founder and CEO of certified B Corp House of Baukjen. It is the UK’s highest scoring fashion B Corp, home to two ethically, socially, and sustainably conscious womenswear brands Baukjen and Isabella Oliver. In 2021, they became the first fashion company ever to win a UN Global Climate Action Award at COP26.

The company

Geoff’s background in the fashion industry has been driven by a strong focus on ethics and sustainability. After working at Shell, he set up his own business in the fashion industry, shaken by the Ellen MacArthur statistic that “every second truckload of garments goes into landfill or incineration”. Instead of leaving the industry, Geoff decided to rethink the “linear fashion model” and create a comprehensive circular solution.

Geoff’s comprehensive circular solution involves several key components, including redesigning products, working with partners, producing in volumes and just-in-time, ensuring transparency, providing education, creating a movement, offering care and repair services, implementing take-back programs, promoting secondhand garments and rentals, offering subscriptions, and supporting recycling initiatives.

Geoff highlights the importance of offering responsible fashion at a comparable price point, with the same or better quality than traditional options.

He explains, “I need to provide a comparable price point at a comparable look and feel, I would argue better quality”.

Ensuring supplier compliance with sustainability standards is a critical challenge for the fashion industry, which has historically operated under a veil of secrecy, with little transparency between supply chain tiers. However, Geoff points out that the food sector has been leading the way in creating transparency through the supply chain, and the fashion industry can learn from their example. The key to success is working with the right partners who are willing to embrace change and take risks. Geoff has found that many partners in the vertical are willing to collaborate to achieve transparency, certifications, and improvements, and they have been proactive in bringing together brands, dye houses, and producers to implement more energy and water-efficient solutions.

“By working together and taking risks, a visionary supply chain can embrace change and be on the right side of history”.

House of Baukjen has been actively reshoring production to Europe for better ethical standards and reduced environmental impact. Geoff agrees that being careful about the entire supply chain is crucial in creating a sustainable fashion model. Nearshoring to Europe “for better standards of ethics” and shortening the distance of travel is important, but it’s only the first tier. It’s necessary to be proactive in understanding the second, third, and fourth tiers of the supply chain, particularly for materials like cotton, which can travel around “the world one and a half times before reaching the consumer”. Geoff is actively working on transforming the supply chain and now fostering “regenerative solutions in Africa and Spain to support farmers in transition and minimize the environmental footprint”. They are also focused on ensuring transparency around the ethics of their supply chain. However, they acknowledge that there will be setbacks as they continue to learn and refine their approach.

B Corp

Geoff believes that having a purpose-driven framework is essential for creating a sustainable and ethical fashion model, and they found that the B Corp framework is the most effective for achieving this goal.

“B Corp is the most appropriate and most effective framework to help you improve every single day.”

Even if a company doesn’t achieve B Corp accreditation, going through the process of seeking improvements and measuring progress will make them a better business. While the B Corp logo may still have low awareness among consumers, it nonetheless can enhance staff awareness and attract employees who want to work for purpose-driven companies. Additionally, it may have a positive impact on financial markets and competitors who recognize a company’s superior practices. However, the primary focus is on creating a framework for continual improvement, and Geoff believes that the B Corp framework is a valuable tool for achieving this goal.

At House of Baukjen, they have implemented rigorous reporting standards at a public company level, despite being a smaller business, to demonstrate the level of transparency that is possible.

Of course, the B Corp framework may require some adjustments, but “it’s still the best solution” currently available, and companies should strive to adopt purpose-driven frameworks to create positive change.

Milestones

House of Baukjen has reached several milestones in their journey to transform the fashion industry. The first key turning point for Geoff was when they made the decision to eliminate all plastic packaging from their supply chain and also eliminated plastic hangers. Secondly, they were invited to participate in the Fashion Pact, which is a coalition of 71 companies representing 39% of the global fashion sector, and their company was the smallest by far. Their progressive approach and blueprint for change served as a catalyst for other companies to follow suit. They have also achieved a B Corp score of 108 points, which is the highest in the UK for a fashion company.

Additionally, “we were the only fashion company to be awarded the United Nations Global Climate Action Award at COP 26”.

“It’s a recognition for being trailblazing in what we do, and being so bold in explaining that it’s possible”. They have been critical of low-impact responsible farmers and are proud to report that almost 99% of their suppliers are now responsible. Third-party assessments show that “our environmental footprint is about 20 times lower than the industry average, across factors such as carbon, chemicals, air, and water”.

The company has tripled in size over the past three years, but they are struggling to keep up with their own growth due to the need for more working capital, financing, and equity debt. Their mission is to change the fashion sector, and they want to be able to say “yes” to every opportunity to do so, rather than having to turn them down due to lack of resources and capital.

“We have a clear understanding of what needs to be done, but we simply don’t have the financial resources to execute everything we want to do. It’s a shame because these initiatives are not just good for us, but for everyone involved”

The way forward

Geoff’s vision is to create a fashion 2.0 market segment where customers are educated and aware of responsible brands. He plans to reach these customers not just through e-commerce but also through global retail partners who have a large customer base. They will continue to expand their direct-to-consumer channel and work with their supply chain to improve processes and achieve even higher levels of sustainability and ethical standards.

To create a more significant impact, Geoff believes in the power of collaboration and sharing knowledge. He encourages other brands and companies to join the sustainable fashion movement, and House of Baukjen is open to sharing their practices and experiences. They are actively seeking to work with other brands and create a network of changemakers to push the fashion industry towards a more sustainable future.

Geoff is also a firm believer in the power of consumer choice. He emphasizes the importance of educating consumers about the impact of their choices and the consequences of buying fast fashion. By making informed decisions, consumers can play a crucial role in driving the industry towards a more sustainable and ethical model.

“We need to make sure consumers understand that they vote with their wallets, and if they vote for change, change will happen”

Geoff von Sonsbeeck’s vision for a transformed fashion industry is ambitious, but it is also achievable. By embracing a purpose-driven framework, working closely with the right partners, and engaging consumers, companies like House of Baukjen can lead the way towards a more sustainable and ethical future for fashion.

The sustainable fashion movement is gaining momentum, and B Corps are at the forefront of this change. By adopting the B Corp framework and embracing a comprehensive circular solution, House of Baukjen has demonstrated the potential for fashion companies to make a significant positive impact on the environment and society. By continuing to collaborate, innovate, and educate, the fashion industry can move closer to a more sustainable and ethical future.

If you enjoyed this content and want to join the conversation, connect with Samuele Tini and share your thoughts on sustainable fashion!

How can you integrate the environmental, social and economic dimensions? As part of the B corp month, we discussed with Juliet Kennedy, the founder of Greenspoon | B Corp 🌍, a certified B Corp in Kenya!

She started her journey in 2016. While weaning her kid, she began questioning “how safe the food was that I was giving her“. That was her eureka moment, the start of her journey as “mumpreneur“, as she describes it.

And “what happened in the process of finding safe food was an awakening for me about what is happening with climate change, and the impact of food systems on climate change, and a realization that we really need to change food systems in order to try to mitigate the effects of climate change“.

And from there Greenspoon was born! At the core was “my great loyalty to Kenya as a Kenyan and wanting to grow local businesses. And there’s just so much wrapped up in our food choices. As the slogan says “Buy Kenya, build Kenya”. She continues, “You should buy local, you should support your own people, not just because it has great social impact, but also we know that there’s always a carbon footprint on anything that’s been shifted halfway across the world”.

So she recognizes “what initially started as a journey just about food and wanting to be able to have an online store grew into much more of an all-encompassing sustainability business“.

From the starting point evolved what is Greenspoon today. And Juliet says “what makes us really different is that we have sustainability at the core of our mission” and have a positive impact socially and environmentally.

The first step in ensuring that starts with your suppliers. How do you select them?

Juliet says that at the beginning, it was not easy to convince suppliers. One critical area for them, especially in the local context, is timely payments. It was not easy for a startup but she “decided to take the risk“.

For the selection “we always put local first“. “So if a product is produced locally, and at the right quality, then we will always prioritize that supplier. But course we also look at social impact and the environmental impact of the product and of the whole business“.

What is the process?

At Greenspoon, we ask our suppliers to fill in an application form, asking them  questions about how they are, how they measure their environmental impact from water waste, water usage, energy. And then Greespoon assesses the social impact. Juliet proudly says, “Greenspoon is focusing on delivering on the promise of supporting local producers“.

It is not always easy since “they have to be ready for quite a bit of growth when they come onto our platform“

Greenspoon has in fact acted as a very good catalyst for social and environmental change for many small scale suppliers that now have a nationwide platform to promote their products.

One particular aspect has been the fruit and vegetables section. Juliet was reluctant at the beginning since she could not find the right standards and she was faced with a dilemma. “Kenya is a top exporter of high quality fruit and vegetables yet in the local market there still high use of highly nocive pesticides“. A 2020 study from the Kenya Organic Agriculture Network indicated the presence of pesticides that have been withdrawn in Europe and high toxicity levels of pesticide residues in tomatoes and kale. Link here

But she decided to change that. So Greenspoon focused on selling export quality products and growing “the number of direct farmers we’re able to work with and who are growing organic through the KOAN Network“.

Greenspoon can play an important role to access to market. So we build the market of conscious consumers, and then we give the farmers access to that with fair prices“.

This journey of impact almost naturally culminated in pursuing the B Corp certification.

Why a B Corp?

“What’s so attractive about being Corp is that it’s a globally recognized standard” immediately says Juliet.

In fact “it becomes harder and harder to do all of the nuanced storytelling you want for your customers to understand why you’re a great business.

But when you say, “I’m we are B Corp certified, it instantly puts you at a certain level with businesses that have a positive impact. So it really mattered to us, I guess, in terms of proving to ourselves that what we thought we were doing well would match up to the B Corp standards”.

But it is not finished. Juliet continues, “the B Corp movement is absolutely phenomenal. And I completely understand the impact businesses can have on people and planet and the responsibility that business has actually“.

“Business sits in a very powerful place. And the B Corp movement in that ambition to get businesses to change how they operate is one of the best ways we can positively impact the planet. So I wanted to be part of that journey”.

As well it was a transformational journey and the role of the BIA cannot be underestimated , in fact Juliet says she sees the certification as a journey.

“Our score is currently 83. We want to get to 100. How are we going to do that? And we have three years to get it done. So that’s the other thing I love about B Corp is when you go through that verification process and you get your reports, at the end, you actually can see very tangible actions that you can take to really improve your business and then improve your score“.

Another great benefit for Juliet was the B Corp network and the connections with fellow B Corps. [We can ask] “we have this certain problem; how have you guys overcome it?”

“So I think it’s an incredibly powerful movement. And I feel this kind of connection like a spider’s web across the globe. Businesses like us that care and are trying to do the right thing”.

And lastly the retention and attraction of talent. “We’ve employed a lot of incredibly talented, bright, knowledgeable, young Kenyans. I want to say young, you know, they’re all in their 20s recent graduates, and extremely intelligent, and many of them are working with Greenspoon, because they care about the mission. In many assessments I read -I like working with Greenspoon, because we’re having a positive impact, and it matters“.

Which are the next steps for Greenspoon?

Juliet proudly says that the process of B Corp has enabled them to measure a lot more. They are now transitioning to electric vehicles. They are recycling their cardboard, plastic, and enabling circularity for some suppliers, sending their organic waste for black soldier flies rearing.

And consumer awareness is growing, even in the particular contetc. Juliet thinks that “there’s a rapid shift happening at the moment in terms of consciousness” even for consumers in the context of an emerging market like Kenya. “What needs to happen is the awakening needs to shift into individual choices and action“.

Greenspoon can be part of this movement and support sustainable choices.

As a final question Juliet provided some tips for companies that wanted to follow the journey of sustainability.

“I think one thing that maybe scares people about this word sustainability is that it seems to be such a big job. And my top tip is, don’t let it cause fear. Let it generate curiosity. And I think the best place to start with anything to do with sustainability is to look at the small things that your business does every single day“

“Would there be a better way to do this? “

And Juliet describes for example waste. “How am I disposing of my waste? Do I actually know what’s happening with that waste? And who are the best partners in Kenya, to ensure that my waste is responsibly disposed? What kind of cleaning products am I using? In my business? Am I contributing to chemicals going into water systems, and soil? And ending up finally, in our oceans?”

On the supplier side “Am I supporting as many local suppliers as possible? “

Juliet sees sustainability as a journey. “And the whole planet is on this journey. So it’s not like anybody has got the answer. It’s like all of us are trying to figure this out. And I think, you know, in terms of becoming more sustainable, it’s absolutely crucial to do it right. If you want your business to be economically viable and relevant to future customers, you have to get on the sustainability Journey  today. It’s not something that’s debatable anymore. Future generations deeply care about whether businesses are having a positive impact. And we’re seeing that more now“.

“So if you don’t start as a business on the sustainability journey now, then you will end up being obsolete to the next generation of customers“.

Consumers are demanding more sustainable products, regulators are coming in and companies are embracing sustainability. Gen Z “cares more about sustainable buying decisions than brand names“.

Since 2006 B Lab, a US not-for-profit has fostered the movement of “business for good” through a voluntary certification process, the B Corp, a holistic certification for businesses.

But what is a B Corp?

In the podcast we discussed with some of them, but I have been asked many times to provide more information since awareness is still quite low. In his Better Business Chris Marquis argues that in fact “general consumer awareness [is] just 7% in the United States“.

We are heading towards the hashtag#bcorpmonth and the slogan is hashtag#WeGoBeyond, as a “community of businesses that beyond business as usual”. But still many people do not have a clear idea of what a B Corp is. Consequently, I thought to prepare this post to answer some questions.

Where do you need to start?

B Lab offers a free tool, the B Impact Assessment (BIA). It is a rigorous  set of questions, now at the 6th revision, which scores the business in 5 critical areas, Governance, Workers, Community, Environment, and Consumers. Each question has a score based on multiple answers, and for certification, a company must score a minimum of 80 points. The assessment is then verified and audited by B Lab. The B Corp certification has to be renewed every three years with another BIA, and each year, B Lab assesses around 10% of certified B Corp for annual audit. It is important to note that the certification is voluntary.

Is it standard?

The questions on the BIA vary depending on several factors, such as the business category, the number of employees, and the geographical location (emerging or established markets). Those criteria differentiate the set of questions presented to the company. After the audit, a company is issued a certification, valid for three years, upon payment of fees. To be certified, companies must also sign the declaration of interdependence, a general commitment to a vision of a new economy “that uses business as a force for good” (B Lab). In addition, they have to change their corporate statute to mission lock stakeholders’ consideration.

Recently B Lab has launched an overall revision of the system, shifting from the “flexible approach linked with the score” to 10 core requirements on social, governance, and environmental impact (B Lab). It is important to note as well that the BIA is not just for certified companies. In fact it has been used by many companies just to benchmark and assess their social and environmental performance.

Which are the benefits?

From my own research (and many others) the main benefits are employee attraction and retention, consumer preference, investor attraction and strong collaboration with fellows B Corps.

And those are just some of the benefits. There is a growing trend of studies on B Corps and B Academics is at the forefront “to advance the state of academic study into business as a force for good”. (Full disclosure- I am a board member of B Academics).

The certification is not the golden ticket, but a step towards sustainability. The BIA is useful as a learning tool, to benchmark and compare your companies with peers. The integration with the SDGs in the SDGs Action Manager is another great tool for companies.

There are now over 6,000 certified companies and the numbers are growing very fast. In 2021, there were just 4,000. As well the importance of certification in influencing the decision to purchase is definitely there and growing! See data here.

Challenges

B Corp has got definitely got traction and the numbers are growing. Even mainstream media are interested in the phenomenon and a recent article from Anjli Raval in the Financial Times, “The struggle for the soul of the B Corp Movement“, touched on some critical points.

The key one is credibility. From my research, credibility emerged as a critical factor for the future of the moment and especially early adopters and small companies voiced their concerns.

Why?

The opening up to multinationals, like the recent certification of Nespresso, has ignited a debate within the movement.

The trade-off for B Lab is high, from one side, more relevance and revenue, and on the other the watering down of the certification.

B Lab wrote an open letter to the community “When large companies pursue certification or use our standards and tools to improve their practices and take responsibility for their impact, the changes they make have a big influence on the broader economy”.

The reply from B Lab is quite clear. In the journey towards sustainable business, we should not consider perfect the enemy of good. B Corp certification is far from a perfect solution but a considerable improvement from business as usual. Additionally, the constant improvement for recertification aims at constantly improving the results of the company in each of the 5 areas of the BIA.

Of course, the community must remain vigilant and act. As the number of certified businesses increases, the possibility of deviant behaviour might be there. Nonetheless, B Lab has set up a robust complaint mechanism to “identify possible instances of misconduct or misrepresentation by B Corps and [it] is an essential complement to the review and verification process in maintaining the integrity and value of B Corp Certification” (B Lab Europe Statement from the ongoing Fileni review)

As two scholars have rightly summarized, the movement needs to perform a delicate balance between ensuring “credibility” and “accessibility” (Liute and De Giacomo, 2021).

So If you want to know more, feel free to contact me or comment! Samuele Tini

However, the sector is poised for change after the pandemic and the climate crisis. And the opportunities, in a Schumpeterian fashion, come from disruptors of the traditional status quo.

Purple Elephant Ventures is one of these new emerging actors trying to work at the convergence of tourism, tech, and climate.

How they do it? We have spoken with Ben Peterson, CEO and Founder.

His history started seven years ago when he moved to Nairobi to work in the fintech space.

There he was struck by the fact that despite the huge contribution to the GDP and being an impactful sector “there were virtually zero investable startups in the tourism sector”.

This insight was his Eureka moment! From there, he started developing Purple Elephant Ventures, which has just concluded its first successful pre-seed funding of 1mln USD. “I’m a big believer in the power of tourism to change lives, I think the more people understand Africa for what it actually is, rather than the stereotypes that abound about the continent around the world, the better” and tourism can play “tremendously impactful role within the ecosystem for jobs, the economy, and for climate”.

And since “more than 80% of the tourism in Africa is nature-based tourism, what we’re trying to do is align the tourism industry with the protection of the natural wonders and unlocking the power of tourism to protect Africa’s natural capital”.

The traditional offerings need to change, Ben argues that “Safaris are wonderful, however, by their very nature, to keep them and to really protect and preserve the biodiversity of those areas” there are limits on the numbers you can allow in fragile ecosystems. “I think there’s going to be a lot of evolution in the safari industry. And Kenya and Africa have got a lot more to offer than just Safari, I think we have beach, we have mountains, jungles, and there’s all kinds of different experiences I think the diversification of tourism products is going to be key to the long term sustainability, and vibrancy of the tourism industry”.

There are still challenges and opportunities, especially regarding infrastructure and safety. Another significant trend is the growth of domestic tourism due to the rising incomes on the continent. It will be “a  booming, explosive area for growth”, terms it Ben.

Can you explain how Purple Elephant Ventures work? “We build startups and the nexus of or the intersection of tourism, tech, and climate we build startups and the nexus of or the intersection of tourism, tech and climate. And I think this is a common misconception of the venture studio model. We’re not an accelerator, we’re not an incubator. We don’t take pre-existing entrepreneurs or pre-existing companies and help support them, what we do is we study the problems in the industry ourselves, we come up with potential solutions to those problems in the form of startups ourselves, and we test those ideas.Only when the idea is tested their model allow to call for a cofounder and think of a spin off and exit”.

What is your revenue model? “So we really focus on the early stages of ideation and Research and Early operations to prove our business models and get them funded. We start with 100% ownership and then leave operations to partners when ready. In doing that there are several revenue streams, some coming from equity to partners, and the cash flows from the businesses and the investors.. “Our investors are largely impact or commercial driven. We do not have grants”.

Can you give us some impact stories? We have just raised our first round of financing a few months ago. However there are 3 businesses in our portfolio.

One is a traditional media, Nomad Africa Kenya’s leading domestic travel publishing business which we acquired during the pandemic. It has a big social media following and we transformed it. We still produce beautiful content about travel in Kenya for Kenyans. In addition we’ve turned it into content to commerce business. We’ve built a travel agency and we’re selling the packages that we’re writing about, it’s been very successful so far,

And the exciting thing we’re doing with that magazine is focusing on ecotourism and on how we promote green tourism for a domestic Kenyan audience

The second startup is  Elephant bookings. And this is a SaaS platform for the African hospitality industry. It’s a software platform that helps get lodges and hotels online, to begin with, and, and secondly, to improve their direct booking capacity”. In fact explains Ben, still “a big chunk of the African hospitality industry is dependent on agents and agencies to sell trips. While they do a great job, there’s another big piece of the market and direct bookings, that increases revenue for our partners because they don’t have to pay commissions, and we’re helping them to  get more sophisticated in their approach to direct bookings”.

The third business we have is a brand new business, Kijani Supplies or in English, Green Supplies. As the name suggests, they are venturing into the supply chain for the hospitality industry, with a strong focus on a sustainable supply chain. “We don’t have a live product in market yet, but we will shortly”.

Which are your plans for the firm? “We want to build three or four businesses a year over a number of years and have a really solid portfolio of startups that are ultimately transforming the tourism industry in different ways”.

Your message to the audience? I think that the key for me is if you see a problem, try to solve it. I think that’s what we try to do at Purple Elephant, right? We look at problems and we try to instead of just pontificating around it forever, we try to build solutions to solve that problem actively. And that, to me is, as is the core, the core tenet of entrepreneurship.

To learn more https://www.purpleelephant.ventures/

Curious to know? Let’s ask Jimi, a changemaker and innovator.

Jimi’s profile as the founder and CEO

As the Founder and CEO of Vault Hill, Jimi Daodu is the brain behind the world’s first human-centric metaverse. The extended reality blockchain-based metaverse is designed to enhance human experiences – redefining user experiences whilst leveraging the power of blockchain technology and cloud computing that creates value for developers and investors.

Jimi’s web3 and crypto ambitions have seen him create something truly incredible, and his experience both as a founder and certified blockchain architect and NFT expert imbues him with a wealth of NFT knowledge backed by lived experience.

Jimi holds a BSc in Computer Science from Babcock University, an MSc in Advanced Computing from the University of Bristol, and an MBA (in view) at the University of Warwick. Asides from being Vault Hill’s CEO, he is also a board member at Fodds Capital, a Venture Capitalist (VC) supporting small and medium-sized businesses in Africa.

Metaverse, Blockchain, and NFT are now everywhere, but few people can understand them properly. Could you explain us a bit?

Absolutely! First, the metaverse is a shared virtual space. It’s like Twitter, but in a gamified environment leveraging augmented reality and virtual reality, which allows for richer immersive experiences than existing web2 services such as Twitter, Instagram, Tiktok, etc.

In a metaverse, you have to create a digital representation of yourself called an avatar, which allows you to navigate the digital world since you can’t go into it with your physical body. As we can already see, different metaverses are springing up, and the adoption rate is increasing.

The metaverse is built on blockchain technology, and it is this technology that ensures the smooth functioning and activities of the metaverse ecosystem, such as the purchases and trades using the native or other cryptocurrencies within the metaverse, as well as the creation and acquisition of digital assets in the form of NFTs like virtual land.

Hence, the metaverse and blockchain are not isolated concepts because of the many features and functions that complement each other. So, Blockchain can be referred to as a decentralised record holder, where all crypto transactions are registered and secured with a smart lock. The adoption of blockchain technology has accelerated over the years, disrupting almost all sectors, be it real estate, entertainment, education, and financial services industries.

With Blockchain and NFTs currently being among the most popular topics globally, it is crucial to explore and understand these two concepts. NFTs are digital assets that represent real-world objects such as art, music, in-game items and videos. Simply put, they are tokens that live on a blockchain and can be used to prove ownership of connected digital assets. Smart contracts, are a key component of blockchain technology that strengthens security, and ensures transparency and authenticity of NFTs.

The metaverse seems to be the evolution of the internet and social. Could you explain to us a bit more?

The metaverse is definitely the next wave of the web and social interactions, and it is awesome to see how people are increasingly embracing the concept. The metaverse extends toward every aspect of our life. It’s a virtual circle where you can meet new people, play some games, expand your network, build a community, and create and trade digital assets for financial incentives.

Bill Gates was recently quoted saying very soon, meetings will be held in the metaverse, and this is not far from the truth. For those of us on the metaverse development side, it is important that we prioritise creating a virtual world that enhances human experiences, and is also easy to navigate which is what we are doing at Vault Hill.

If people will spend a significant amount of time in the metaverse, it is important that we create a virtual world where they can be their authentic selves, enhance their reality, and achieve what they might have been limited by in their physical environment. The aforementioned features of an ‘ideal’ virtual world to us at Vault Hill, shapes the core of what we’re creating in our metaverse – a first of its kind human-centric metaverse where users can interact and build a community, trade in our marketplace, acquire digital assets like $VHC token and virtual land and customise their avatars.

Through the seven human-themed districts we created namely – Play, Vitality, Romance, Community, Idealism, Curiosity, and Imagination, users will be able to explore and enhance these instincts that define their humanity.

Vault Hill story, mission and market proposition.

Vault Hill’s story is one that amazes even me as the founder. It’s incredible to see how far we’ve progressed in just a year. We officially registered the company on 20th May 2021 and we officially turn one today (as at the time of this interview). We started off with a team of 5, and today, we are more than 35. It’s been an amazing journey from resourcing, hiring, fundraising, bootstrapping, token generation events, land sales, and revenue-generating.

Our mission remains the creation of a constructive metaverse that focuses on the basic human instincts which allow users, content creators, and developers to explore their unrestricted creative freedom whilst monetising their creation in a secure ecosystem.

We’re relentless in our goal to build a thriving creator economy, an exciting virtual world where users can be their authentic selves, ensure healthy ROI on the digital assets we’ve created, and also ensure our one-stop-shop NFT marketplace thrives and remains competitive.

How do you see the evolution of Vault Hill and the broader market?

All hands are on deck to launch Vault Hill City, which is our metaverse, soon. This is definitely something to watch out for, but in the meantime, we cannot wait to share the early access into our metaverse with some of you on July 22, 2022.

As earlier mentioned, the acceptance of web3, particularly the metaverse, is increasing at a really fast pace, and this is just a tip of what’s to come in two-four years. When we look back at two years ago, the buzz about metaverse, blockchain and NFTs wasn’t this much. Then, we started Vault Hill and shortly after, Facebook rebranded itself to ‘Meta’ and boom!! The attention towards the concept of the metaverse increased significantly.

The next couple of years will really be interesting for every player in the industry and the world at large.

Internet is the already the 7th largest polluter in the world. How would you ensure sustainability?

we are committed to sustainability and we are offsetting the carbon emissions of our platform.  It is important to stress the importance of ensuring sustainability in the ecosystem we operate in, especially in terms of how we mint NFTs, what we’re building, and how we generally ensure we’re building a sustainable ecosystem. You can learn more about our carbon offsetting partnership follwing the link on the image.

Your final message to the readers

Web3 is here to stay and it will even be bigger than what we imagine. Read up on Vault Hill to know more about the amazing world we’re building and be a part of our community.

For the third article in our series we talk with Tom Greenwood, co-founder and managing director of Wholegrain Digital, a digital design company. Their mission? Create the best websites in the world, use our business as a force for good, and help to accelerate the shift to an Internet that’s good for people and planet.

And did you know if the internet was a country it would the world’s 7th polluter! So Sustainable design is a priority!

Tom is the author of Sustainable Web Design and a leader on web sustainability.

In the article Tom provides some insights (check the environmental footprint of your website!!) and how the B Corp certification has helped his business.

Tom’s journey and background I started my career studying product design and was inspired by the potential of design to create a better world. I wrote my thesis on sustainable product design and created an online guide for designers to find information about how to design eco-friendly products. This led me into the world of websites and digital technology, and the idea that maybe we could protect the environment by replacing physical products with digital services.

Wholegrain Digital – impact, story and work – inspired by the potential of digital technology to create a better world, I moved from designing physical products to digital design and in 2007 co-founded Wholegrain Digital with my wife Vineeta. We wanted to use digital design and technology to help purpose led organisations achieve their goals while at the same time, use our own business as an experiment to learn how to run a business in an ethical and sustainable way. Over the years we have developed a reputation for truly caring about our clients, our team and society, and have been lucky enough to work with amazing organisations like UNICEF, Oxfam, Ecover and Good Energy to name just a few. In 2017 we Certified as a B Corp and it became a catalyst for the next phase of evolution as a business, giving us a framework for improvement and inspiring us to push ourselves further. Over these past few years we have become known internationally as leaders in low carbon web design and I wrote the book, Sustainable Web Design, to help share best practices.

Your digital path for Sustainability, how to plan for sustainable web design, more accessible and inclusive? – Our path to learning about digital sustainability came when we first reviewed the B Impact Assessment and saw that it asked about how we measure and reduce the impact of our products. As a digital agency we didn’t know how this related to us, and when we asked B Lab for advice, they told us to leave it blank because we didn’t make “real” products. This led us on a path to researching what the impact of the internet really is, and upon learning that it has a carbon footprint roughly equivalent to the aviation industry, we knew that we must tak leadership in trying to solve this problem. We created a methodology for calculating the carbon footprint of a web page and launched a public calculator tool at www.WebsiteCarbon.com. We also then started investigating every aspect of the work we do, from web hosting to design and development, to find opportunities to save energy and reduce carbon emissions. We found that this relentless pursuit of efficiency led to other benefits, including faster load times and improved accessibility for people on slow connections, as well as for people for whom data is very expensive. It turned out that sustainable web design was also inclusive web design, and improved user experience for all.

Some tips and lesson learned – One of the main lessons that we have learned is that sustainability should not be a niche, and as such, it must appeal to everyone. If this is to be achieved, then we need to design online experiences that don’t look “eco” and feel as good or better than more polluting services. When talking to clients, while we wished that protecting the environment was always their priority, we have learned that they must prioritise their organisational goals and so we cannot persuade them to adopt sustainable practices just by telling them about the environmental benefit. Instead, we must show them how it is a win-win and will support them in achieving their goals as well as help the environment.

How being a B Corp has benefitted you – Being a B Corp has benefitted Wholegrain Digital in a number of ways. First of all, it gave us an independent framework to improve our business, not just socially and environmentally, but commercially too. It also gave us access to an incredibly open and welcoming community of businesses who wanted to share best practices and help us progress. In a world wear business is generally very competitive, this collaborative community was a breathe of fresh air.

It also acted as a catalyst for us to look at our business with fresh enthusiasm and ask how we can do things better. As mentioned, this led to our focus on digital sustainability, but also many other initiatives including a very rewarding evolution of our company culture that has made our business so much stronger and more impactful than it was before certification.

When we certified, very few people in the UK had heard of B Corp, but as awareness has increased, it has also been a good marker for clients and prospective team members to see that we really do care about the things that we say we do.

The way forward and your plans – Our path forward is very exciting, as we dive deeper into what it means to create a great place to work, or perhaps more accurately, how to make “work” a great part of life. We have created an in-house role for a Cultural Architect and Team Coach who is helping us evolve into the best versions of ourselves, both as an organisation and as human beings.

Furthermore, we continue to lead the change in the digital industry towards a more sustainable future and are in the process of setting up a new department dedicated to digital sustainability consulting. This is an exciting new challenge as its much like starting a new business in an emerging market, so there are many unknowns but also many opportunities.