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To B or not to B…this is the future?

To B or not to B…this is the future?

Written by James Court 

There is a shift taking place. 

Companies are changing, their focus is changing, their plans and their direction is changing. 

Job seekers are changing too. We want more than just a “job” now. We want to feel like we work for a business that offers more than a pay cheque. We want to feel a true sense of flexibility, that the company we work for stands for something, for making the world we live in a better place and not just extra profits. We want to know that we work for an organisation that cares about sustainability, people, and profit. 

Nothing sums this up more than the explosive growth of B-Corps. What is a B-Corp I hear you say? 

We all know the brands, Innocent and Ben and Jerry’s. Both are high profile certified B Corporations. There are now over 4,000 businesses in more than 77 countries, spanning over 150 industries and the movement is ever growing. Each business must meet the highest standards of social and environmental performance, public transparency and legal accountability to balance profit and purpose. They are required to legally consider the impact of their decisions on their workers, customers, suppliers, community, and the environment. Using business as a force for good. When you look at the official website, there is a notice referring to “overwhelming demand” highlighting this nascent culture. It is a highly rigorous certification process. 

Does this mean that other businesses no longer matter? Of course not. However, the move towards businesses that positively impact their communities and their people is gaining global momentum. 

I’ve just spoken with a good friend of mine. Jenny recently joined a Devon based B-Corp and she has been blown away by how they have created a business that considers its suppliers, making sustainability part of everyday life.  They allow each member of staff to work with total flexibility. There is a culture that places the development of its people at the forefront of its future. They are a healthy and profitable business. Jenny speaks to me with a deep sense of connection to the values of the business and feels excited about going to work. What an impact! 

We know that the pandemic has accelerated so many developing trends in the last eighteen months. There can be no denying the fact, that with more roles presently available than at any other time in the last decade, those seeking new employment, want to work for a business that offers more than just a high salary and good benefits. That is no longer enough to attract the best talent. Enter the rise of the B-Corps. 

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